Channels: Best practice
Which channels to actually run, by level of ambition: the same Standard and Growth-Oriented setup shown on Launch playbook, here broken down to just the channels involved.
Standard
No–low budgetA stronger and more complete launch with multiple channels and recurring activation.
Activate customers
- 1–2 mails / month to inform new customers (launch)
- In-app message / in-platform notification
- Product banners
Broad awareness
- New product PR (launch)
- New product, social media post (launch)
- Product marketing
- Blog articles (1–5)
- Customer case / testimonials (1–5)
- SEM (low budget, keywords, if budget)
Partnership announcement
- Partnership announcement PR (launch)
- Partnership announcement, LinkedIn post (launch)
Growth-Oriented
No–low budgetA more ambitious setup designed to actively drive adoption and growth.
Activate customers
- 2–3 mails / month to inform new customers (launch)
- In-app message / in-platform notification
- Send-outs (letters), if budget and a good fit for the brand
- Customer support calls out
- Product banners
Broad awareness
- New product PR (launch)
- New product, social media post (launch)
- Product marketing (organic social)
- Paid social
- Blog articles (1–5)
- Customer case / testimonials (1–5)
- SEM (medium budget, keywords, if budget)
- SEO / AIO focus (website / blog)
Partnership announcement
- Partnership announcement PR (launch)
- Partnership announcement, LinkedIn post (launch)