What is the best way to choose/prioritize channels for a product launch?

This always starts with defining your audience. Once you know who you’re trying to reach, you can prioritize the best channels to reach them. There are two questions that I try to answer before I jump into channel strategy: Will this feature drive new user acquisition or adoption within our existing user base? Which of our users will care about this news? It is tempting to say that a feature is relevant to both new and existing users across personas, but prioritizing audiences can make a big dif ...Read More

When launching a product, it is important to choose the right channels to promote it. This involves using both data and strategy to make informed decisions. Here are some key factors to consider: Audience: Know your target audience and where they spend their time. This could include industry forums, LinkedIn, trade publications, or other niche platforms. Be present where your audience is. Historical performance: Analyze past performance data to identify channels that have generated high engageme ...Read More

There isn’t a big hidden secret to prioritizing channels for your product launch. Choose the ones that have the best performance for your target audience. This may change from launch to launch depending on your goals and audience. Don’t just rely on vanity metrics like open rates, clicks, and impressions. Work with your data or marketing performance team to determine which channels contribute to the strongest product adoption.  Make sure your channels are varied so you can maximize your reach. I ...Read More

When selecting and prioritizing channels for a product launch, my approach takes into consideration topics like launch tier and goals, audience preferences, channel engagement and efficiency, and budget/resource constraints. Below, I've detailed the framework that guides my decision-making process, highlighting the key information I consider to shape my strategy. It's important to remember that more channels aren't always better; focusing on the right ones is crucial. Launch Tier & Goals: St ...Read More

This will depend on your specific goals for the launch. I like to define tiers for product launches and then have a bill of materials for each tier. That makes the process easy to replicate and facilitates cross functional collaboration, because everyone knows what to expect. For example, you might define your tiers this way: Tier 1: Large, brand new product that is opening a new market for your company. You're going to make a really big deal about this and activate all your channels, from web t ...Read More

By the numbers. Understand your audience for each channel and where your target demo for that product is going to engage, and then show up in those areas. For example, if youre a B2B product and you're targeting end-users within your customer base, a sales pitch isnt going to get the message across--you'll also need targeted ads or emails. If youre a B2C product and youre targeting Gen Z, you might lean away from facebook in favor of tiktok (or vice versa if youre targeting Milennials) and so on ...Read More

This depends on your launch goals and the target audience.  Start by understanding your target audience. Analyze their behavior and content preferences with surveys, social media insights, and web analytics. Find out how they learn about similar products to yours. Do you do it through forums, tradeshows, networking events, etc? Next, define your launch goals. If your goal is to create widespread awareness, broad-reaching channels like social media ads, PR, and influencer marketing might be effec ...Read More