The end of the launch is not the end - Cat Griffin

Meet Cat

Cat is a dynamic and multi-passionate entrepreneur who embraces collaboration, infuses fun into business, and loves to try out new things. Her business journey began somewhat accidentally when she grew an Instagram account to a 100k following a bet with her husband. This was the start of her entrepreneurial journey, the destination of which she is still working on! She currently teaches social media and sales strategy and is known for organising large scale collaborative events.

TRANSCRIPTION

Hello. Hello and welcome. So, hi there Just in case you don't know me, my name is Cat Griffin And today I'm talking to you about Why the end of the launch Isn't the end. In fact, it can just be the start So when your launch comes to an end, you've kind of got all the feelings going on And that kind of clouds you and maybe stops you taking the actions you need to do at that time.

00:26
So you've got to the end of the launch and you're either going to be celebrating Because it's gone amazing Or you can be like, yep, I got my targets, I'm good with that Or you might be feeling a little bit downhearted Maybe you didn't quite get Your squeeze goal on there, or maybe you didn't get your minimum goal on there.

00:47
So take a day or two, that's fine. Deal with those feelings And they're perfectly valid feelings to have. But what you want to do is be using this launch. As the stepping stone for Not only your next launch But how you progress with The people that have engaged during the launch process Just because they haven't purchased that offer And at that time Doesn't mean that you should be ruling those out now as people who aren't going to purchase that offer.

01:22
So one of the first things that I want you to do is I want you to sit down and make sure you've got all of your data tracked You need to be tracking your emails. So what emails did you send? What was the content of those emails? When were they sent during the launch process? What were the open rates? What were the click rates? And You want to list these out chronologically So you can see how this changed throughout the launch But also so that you can highlight Which emails perform well.

01:57
If you are using Sort of split testing different subject lines or sending at different times Make sure that's also recorded in your data here I also want you to think about the other aspects of your launch Did you do social posts? How were they received? What were the views on those? What were the engagements? And this will be a little bit numbers But also a bit of the quality of responses.

02:25
So you may not have had a huge number of engagements on your social posts, but there might have been really excited Really engaged engagements And Someone to make a note of those two And also if you did any live elements, if you had a challenge, if you had a webinar You also want to be recording all of those numbers too How many people registered for the webinar, how many showed up How many viewed the replay? What were the conversion rates from the webinar? How many people actually bought during the webinar? If there was a special offer that was released during the webinar.

03:06
Did people buy at that time? Did people buy that special offer during the replay of the webinar? What percentage of people purchased sort of who showed up live As opposed to people Who Showed up for the replay? Also, how did you actually get people into your launch? So you probably the bulk of people may have come from your existing audience But one thing that happens even unintentionally with a launch is.

03:41
You do end up having new people join your email list And find you on socials That even if you haven't intentionally gone out to do that So that's one thing to pay a note of how many people Actually Subscribe to your email list during this time And also how many people unsubscribe to. But we're going to focus more on the subscribes People who've unsubscribed, they've just self edited themselves out of Your offers aren't for them and we're not going to worry about those in the future But if you were doing any kind of active lead generation during this process What were you doing? Were you sharing a new lead magnet? Were you using affiliates? Were you being much more active on socials?

04:30
And how have those different elements, how have they brought in people And how much you were able to track how much each different form of lead generation Brought into people? And then can you track What percentage of those people Purchased The actual item as well? And then even your existing audience That were Already part of your world at the start of the launch Did you do anything to sort of funnel them through the launch?

05:03
Did you, for example, have a lead magnet A freebie that was the start of that funnel? Maybe you were using that as lead generation to get new people into your audience But did you also share that with your existing audience And how many people who opted in for that freebie Then went on to purchase your launch Compared to people who didn't opt in for that freebie? So now you've got this wealth of brilliant data.

05:37
So first of all, you're going to Sit down, do the number crunching. See which parts of a launch Were most effective In terms of conversion for you? Was it, for example, the email on the last day? And How would it maybe have worked out if you'd sent a second email on that last day, for example? So you can use this data To think about how you can progress Within your next launch But what I also want you to do is be a little bit brutally honest with yourself And think about how you felt during each of these different stages of the launch.

06:18
For example, if you did a webinar Did you love it? Was that a great vibe? Was that a great energy And that's something that you enjoyed doing Or did you hate it? And then I want you to compare how you felt, for example, about the webinar And how that converted. You know, if you loved it and had a great high energy, did it convert well? That maybe you felt like, oh, I don't want to do this But you thought you forced yourself to do it and maybe it didn't fit too well.

06:48
That might show you. For example, that you need to either Not do webinars in the future if there's something that you're really going to hate and that's actually going to come across when people are engaging with that Or It tells you that that's something that maybe you need to work on Maybe you need to practice doing the webinars Maybe I don't know, line up your teddy bears and speak to them Have a couple of sort of trusted friends that you can Do the webinar to them first.

07:19
Because it can feel very, very uncomfortable doing that Also, how did you feel about sending out the emails? Did you hold yourself Back From sending out emails? But actually, the data shows that people were opening Or engaging, they were cooking with emails And maybe you could have sent a few more emails Even though it felt a little bit uncomfortable.

07:44
Maybe the data is telling you that your audience Wanted those email  And sending out another couple of emails may actually have moved that proverbial needle a little bit further And similar on socials How did So socials can be like a big time drain How well did your socials do during the launch? Would that time and energy Have gone into Maybe creating a new Sort of freebie that would have funneled more people into For example, the webinar?

08:19
Would there have been a better use of those? You know, like creating socials? Creating content for socials Is a bit time drying Could you have used that time elsewhere, for example Or Did your socials perform really well? Did they allow you to build up connections?  you brought a lot of people into the launch Through your socials Is that something that you can think about for next time? And maybe you need to Start your social Campaign earlier Maybe you need to just post more during this time.

08:54
Maybe you now understand more about the kind of content That people are resonating with during this time and that was causing them to Click and take action So while all this is still fresh in your mind and while you've got the data, you've got the feelings I want you to draw up a very provisional plan for your next launch What things are you going to do the same? What. What things are you going to do differently? What ways are you going to make yourself feel a little bit uncomfortable during the next launch.

09:28
But knowing that's what your audience wanted? And what things are you going to Not spend your time and energy on during the next launch? Also, I want you to take some time here as well and think about What were the last minute things that you're doing? What were the time crunches? You know, were you still Making those webinar slides Sort of a couple of hours before the webinar went live? Don't worry, we've all been there. I've done it there myself many a times. There's no judgment. Yeah Were you literally writing the emails as they were supposed to go out?

10:07
Could you Think about how you might change this process For your future? Watch For example, rather than writing email by email Set some time up at the very start of the launch To At least draft all of the emails. You might want to be tweaking them based on feedback during the launch.

10:29
But at least have a draft of all those emails throughout the launch So we've talked about how we can use the data From your launch Now I want to think about Your audience and how they responded to the launch And what that means going forwards So one thing you can do at this stage is you can actually Survey your audience And for those who purchase, why did they purchase? Those who didn't purchase, why didn't they purchase?

11:02
Now, please, please, please don't be icky about this and be like, hey, why didn't you buy my offer? Then You can explain this as I want to make sure that I'm sharing Delivering Resources, things that are going to help my audience And wondering why this wasn't something that you wanted at this time And get their feedback And it might be that this just wasn't for them now.

11:27
But You know that they're interested in the topic, you know, based on this feedback You can tag that person then So when you do do your next launch, you're going to feel a little bit more comfortable About sending this person more emails For example, the people who opened and clicked and engaged with all your content But didn't purchase last time  shown that they're definitely interested in this topic They're exploring it.

11:55
Maybe it just wasn't the right time for them right now Maybe it wasn't quite the right offer for them right now But if you've got other offers coming up That will maybe not solve exactly the same problems for them, but will solve some of the problems of this offer Again, you know that by making sure you're definitely reaching these people And sending those few extra emails to these people.

12:22
Who've told you that this is a problem that they're looking to solve You're going to feel a little bit more comfortable about doing that But most importantly If you get these surveys back from people Use these to formulate Your next offer So if people are saying that it was too time consuming, yes, it would solve the problem they had But for the amount of time that was involved You know, like the cost and benefits wasn't worth it for them.

12:53
Well, can you make a mini offer That sure won't be all the bells and whistles and won't like resolve everything for them But It will give them a basis, it will help them sort of relieve some of those problems And it will help them get started And then that might be the entryway into.

13:14
Them purchasing the biggest offer. For example If, for example, it's a price point issue This May be an indication that you need to lower your prices But it also may be an indication that You need to be offering a range of products To meet people where they are at different price points And with the value that's obviously offered with these In different Processes.

13:42
And then It's always okay as well. If you do have people who join your launch Have been very engaged during the process And you have lower priced products or even higher priced products That you're able to then specifically offer these people Like, hey, I saw that you were interested in this And Maybe this wasn't quite what you needed.

14:06
But I have this Or I have this And sometimes it might just be that You think that, you know, maybe it was too expensive It might not have been expensive enough They might have actually been looking for something which was a higher Low in depth touch point So use all of that information All of that data I do just want to say a quick caveat though.

14:30
People Can be reluctant to pull out these surveys Partly because they might feel like you're going to come back with a hard sell So maybe like put that into your copy, that that's not what it's about, it's about you understanding how you can help Your audience Going forwards You might want to offer some kind of reward for filling this out It could be like prize draws. Everyone who fills it out is entered into a drawer You might offer a coffee voucher for everyone who fills it out. Not a lawyer, not legal advice.

15:03
But do check if you are doing that, if it will be any legalities based on where you are and any kind of vice draws just something to be mindful of But an incentive for people to fill this out. Does help nudge people To take the action And again, the people who do fill it out are generally the people as well. You know, they're going to be more engaged You know, they're taking the time to do this for you They're obviously happy to be in your world, happy to be there Then if you don't get people filling out these surveys Don't worry.

15:40
And it's quite normal that, you know, as much as people want to do it, they are very busy. So. So please don't take that personally And also, you know Can even ask them just as a question, an email like, hey, just wondering, if you didn't purchase this What would have made you purchase it? Or What would you like to see for me, that, you know, would have helped you a little bit more with that decision All right, so You've done your launch Congratulations There's always a next one, and this is the start of where the next one begins.