Launch. Just the word is enough to scare off would-be beauty brand owners. And I get it! Launching is scary! It takes time, energy, money, careful planning, and conviction that you’re aiming for something worthwhile. In essence, it’s a labor of love with no guarantee of success.
I don’t have any data to prove this, but I would wager to guess that fear of launching has killed way more dreams than the market ever has.
But the truth is, the only way to get over being scared of launching is to JUST LAUNCH!
Here are 5 ways to plan for success and overcome your fear of launching.
Launch with Fewer Products
Ambition is an excellent quality, but don’t get in over your head. You know how they say being a specialist is more beneficial than being a jack of all trades? It’s true. Not only is it way easier to create a marketing strategy for fewer products, but it also enables you to really focus on those few products.
Think about some of your favorite brands. They’re probably best known for only a few things. They’ve likely expanded their offerings over time, but good brands start with a few products and grow from there.
Build Your Email List
Email lists are not an option; they’re a must. Emails are a way to communicate your offers, new launches, reviews, videos, updates, and more. They’re an essential part of any good marketing strategy.
I like to set the goal of 1,000 subscribers. Email is 30-40% of a brand’s sales. Having 1,000 dedicated customers on your list means that if you send out an email with a promotional offer, you’ll likely have 300-ish sales. (Remember, these are active buyers.)
Email marketing builds a predictable stream of income outside of your family and friends and helps build and sustain brand awareness.
Create a Beautiful Website
People will take your brand more seriously if you have a stunning website. Incorporate high-quality product pictures and product descriptions. Videos perform well, too. You’ll want to develop a cohesive brand image with standard colors and even fonts.
Carefully consider User Experience (UX) on your site. Make navigation simple and include Calls to Action (CTAs) across pages to encourage users to learn more, shop a product line, join your email list, or follow your brand on social media.
Don’t forget to optimize for mobile! Mobile has quickly become the most popular form of online browsing. That means many of your customers will be accessing your site on their phones or tablets, so it can’t look funky!
Communicate with Customers
No one wants to feel like they’re just another dollar sign to you. Treat your customers like the important people they are. Without them, you wouldn’t have a business at all.
Don’t forget that people buy from people that they like and trust. Being personable and social is crucial. Reply to DMs, like comments, and reply to questions and emails.
If you’re active, your audience will have more opportunities to engage. That’s how you build a loyal following.
Solve a Need
People buy lotion because they have dry skin. They purchase gentle hair care shampoos because they just colored their hair and don’t want a shampoo to strip it. People who struggle with acne seek out acne products.
It may sound obvious, but not enough brands consider what would push their target audience to buy the product. So focus your marketing on solving that problem rather than on the product itself.
Like I said, it’s understandable to be anxious about launching! The best thing you can do is just go for it. It won’t be perfect at first, but if you follow these five tips, you’ll gain your footing and keep improving. You’ll look back proudly to see how far you’ve come.
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