Over the past few years, I've had the great chance to help some awesome SaaS startups with their digital marketing.
As a result, I've ended up doing digital marketing for a ton of different industries. To name a few: workflow software, online resume builder, knowledge base software, BPM software, SaaS management software, event fundraising software, and many more.
Some of these startups were completely bootstrapped, some had over 10M in funding, and others were well-established SaaS companies generating over 3M ARR.
Some of these startups were completely bootstrapped, some had over 10M in funding, and others were well-established SaaS companies generating over 3M ARR.
The one thing that surprised me however, is that even well-established companies with 30+ employees and a dedicated marketing team, were lacking some very basic processes and set-ups, which I think are essential for any startup to succeed.
So, that's why I decided to create this Startup Checklist. Hope you find this useful. And feel free to contact me directly if you have any ideas on how to make this checklist better!
So, that's why I decided to create this Startup Checklist. Hope you find this useful. And feel free to contact me directly if you have any ideas on how to make this checklist better!
đ Step #1 - Research Phase đ
Before you start planning your launch, you need to figure out your overall product and marketing strategy.
1. Create a list of competitors in your niche & include the following:
- Competitor name
- Link
- Pricing options
- Key features
2. Define your product & business:
- Whatâs your business model?
- Whatâs your pricing model?
- How many pricing tiers do you offer?
- Do you offer a free trial?
- Is your product freemium?
- Which key features are you going to focus on for launch?
- Whatâs your differentiator?
- How are you going to beat the existing products on the market?
3. Spy on your competitors and figure out which marketing channels are getting them the best results.
- đContent Marketingđ Do they publish blog posts on a regular basis? Do they promote their content on social media? Do they get a lot of Facebook, Twitter, or LinkedIn shares
- đSearch Engine Optimizationđ Do they have good rankings on Google with their blog posts? Do their landing pages rank on product search terms? You can check this by running their website through SEMrush or Ahrefs.
- đSearch Adsđ Are they running ads on Google Search? You can check this by running their site through SEMrush.
- đFacebook Adsđ Are they running ads on Facebook? You can check this through Facebook Ad Library.
- đ¤Affiliate Marketingđ¤ Check their website footer to see if they have an affiliate page up. You can also do this through a simple search query: âsite:[competitor website] affiliate program.â
- đReferral Marketingđ You can usually find this in the footer. Check what kind of referral terms your competitors offer.[ ] Now, if you're planning on raising money, use all of the above to slap together a bad-ass pitch deck.
đStep #2 - Slap Together a Websiteđ
Time to get things rolling. The next step is to create a website and create a foundation for your marketing
1. Pick a domain name. Pro-tip, all the good â.comâs are taken. Go for something more creative like a .io, .xyz, or other TLD. We recommend using NameSilo for buying the actual domains, they donât do price-gouging, unlike most providers.
2. Buy hosting. We recommend using SiteGround - they have 99.99% server up time, and their customer support is amazing.
3. Pick an email marketing provider. It doesnât particularly matter which one. We usually recommend MailChimp since itâs free for up to 2,000 subscribers.
4. Create relevant social profiles. The key here is relevant. If youâre a B2B enterprise software company, you really donât need an Instagram profile where you post selfies. Usually, most startups go for Facebook, LinkedIn, and Twitter.
5. Create a landing page for your product. Youâll need to create a landing page that sells your product. In 99% of cases, we recommend using WordPress. Itâs going to allow you to be a LOT leaner than having your tech team code your entire website from scratch.
6. Create other essential web pages. E.g. about us, contact us, pricing page.Set up a payment processor. Weâd recommend Stripe (the best option on the market) or PayPal (if you really have to).
7. Set up a payment processor. Weâd recommend Stripe (the best option on the market) or PayPal (if you really have to).
8. Set up Analytics. You can pick between Google Analytics, MixPanel, or other alternatives.
9. Set up a business email. We recommend using G Suite. Dealing with your hosting providerâs email service will be a pain when scaling.
10. Launch a blog. If youâre planning on using content marketing or SEO for your marketing (which, in 2020, most product companies do), youâll need a blog.
đStep #3 - Do Some Pre-Launch Marketingđ
If you have the extra time and resources, you can start marketing your product way before youâve even launched. Usually, this involves the following.
1. Add an email capture on your landing page.
2. Incentivise early adopters. Offer them something extra than just a âweâre going to email you once we launch!â
3. Drive traffic. Usually, the best channels to use for pre-launch marketing are content marketing, SEO, and PR. More on each channel under âOngoing Marketingâ below.
đStep #4 - Get Some Initial Tractionđ
Once you have an MVP, you want to validate 2 things: that your product works, and that it can drive conversions (and hence, revenue). Hereâs how to do it lean.
1. If you did pre-launch marketing, launch an email to anyone that pre-signed for your product.
2. Cold call your first 50 customers. The easiest way to get your first customers is to do some cold calling. After all, if you canât sell your product on a one-on-one call, how will you sell it to strangers on the internet via text?
3. Find leads on social media. Use Facebook, LinkedIn, or Twitter to find leads on social media and pitch them with a direct message.
4. Run search ads. If you have a flexible budget, you can run search ads on direct intent keywords. E.g. if your product is a resume builder, you advertise on the keyword âresume builder.â
đ¨âđStep #5 - Prep for Launchđ¨âđ
Every startup gets one âlaunchâ in its lifetime. Hereâs how to make sure you get it right.
1. Create a Press Kit and put it up on your website. Hereâs an example of how to do that. This is going to be helpful for journalists who want to write about your website.
2. Gather a list of journalists that wrote about your competition. Youâre going to email them during launch and ask for a feature. Use tools like Hunter.io or Clearbit Connect to find the journalistâs email addresses.
3. Create a list of all your acquaintances that use ProductHunt (PH). Youâll want to ping them and ask for support once you launch on PH (more on this in the next step).
4. Create a list of all your friends and acquaintances who might have connections to your target audience. Youâll reach out to them during launch.
đĽStep #6 - LAUNCH!đĽ
Time to hit that big, shiny red button and LAUNCH!
1. Reach out to all the journalists you listed in the last step and pitch your product. The PoV of the pitch should be âhey, you wrote about [competitor x]. We have a similar product, but hereâs how ours stands outâŚâ To learn more about this approach, check out this article.
2. Launch on ProductHunt. Hereâs the best guide on how to do that.
3. Reach out to all your friends and acquaintances we listed out in the last step, and ask for a share of your product landing page. For the best results, you should also give them the EXACT text they should use when sharing the page.
âĄď¸ Step #7 - Ongoing Marketing âĄď¸
BAM, you launched. If you did everything right, you should already have some initial traction.
However, youâre far from done. In fact, youâre just getting started! From here on out, you should be doing ongoing marketing to drive growth for your startup. You can use any of the following marketing channelsâŚ
- SEO
- Content Marketing
- Google Ads
- PPC
- Affiliate Marketing
- Referral Marketing
We're going to deep-dive on how to do it down below!
đ SEO đ
SEO generally involves 3 things:
1. Creating high-quality articles aimed at ranking for specific keywords
2.Optimizing your website to Google best practices
3. Getting high-quality backlinks pointed towards your website
Here's how to do all that.
1. Create a list of your competitors that have good rankings on Google.
2. Do some keyword research. Come up with keywords that you want to rank for with your blog content (e.g. topics surrounding your product), as well as your landing pages (e.g. direct search terms people use to find your product). You can use the following tools for this:
3. Optimize all your web pages for SEO. You can use one of the following tools:
- Using WordPress? RankMath or Yoast
- Otherwise, check this out
4. Publish SEO-optimized content on the reg. Hereâs how to do thatâŚ
- How to Learn SEO in 2020
- SEO Case Study - From 0 to 200K+ Monthly Traffic
- Our SEO Process - How To Reach 200,000+ Monthly Traffic
- SEO Copywriting: 17 Powerful Secrets (Updated)
Wa
5. Create landing pages for each of your use-case.
6.. Do link-building on the reg. Hereâs the complete list of all the possible tactics you can use.
đ Content Marketing đ
Content marketing = creating content aimed towards your target users needs / paints / problems, and promoting it to make sure that they get to read it.
E.g. if you're a resume builder SaaS, you'd create content on how to write the perfect resume.
Here's how to do content marketing:
1. Learn some basics of content marketing. The general process, though, involves creating and promoting content to drive traffic and leads to your product.
2. Come up with (potentially viral) content ideas. You can use the following tactics for that:
- Find viral content in your niche with BuzzSumo
- Reverse-engineer the best content ever published on Hacker News
- Borrow content ideas from some of the best posts on Reddit. To do this, find the most active subreddit for your niche, and check for the most popular content published there. E.g. for /r/entrepreneur.
3. Create a list of channels you can use to promote your content. Some of our favorites include:
- Facebook groups. Whatever your niche might be, thereâs probably a ton of Facebook groups around it. If youâre in the SaaS, entrepreneurship, or marketing niche, check out our list of 100+ best groups.
- Reddit. Find the most popular communities for your niche, and repost your content there. Keep in mind, though, that for most subreddits, you have to reformat your blog post to fit the Reddit post format (and NOT just submit a link to your blog)
- Niche communities. E.g. Growth Hackers, Indie Hackers, etc.
4. On a weekly basis, create 1-2 new, high-quality content pieces. Hereâs our favorite guide on how to create good content.
5. For each content piece you publish, look for people who wrote about similar topics, and reach out to them asking for a share.
6. Read some case studies:
- How Chris Von Wilpert made $100,000 from a single blog post
- How Mint.com used content marketing to grow to 1.5+ million users
- How to Execute the Skyscraper Technique (and Get Results)
7. If your company is a SaaS, you should read the SaaS Marketing Bible.
đ Google Ads đ
Does your product already have an audience looking for it?
Then Google Ads might be the right channel for you.
The general process here is identifying keywords your ideal users use to look for similar products, and advertise on them.
1. First off, get some basic understanding of how Google Ads work. Here are some of our favorite resources:
Then, here's our Google Ads checklist:
2. Find the keywords you want to run ads on. You can use Google Keyword Planner for this. We recommend finding keywords around your productâs main use-case and running ads on those.
3. Decide on your budget. This is a lot easier than youâd think - check whatâs the average CPC for your keywords, decide on the # of clicks you want to buy in order to see if youâre getting a positive ROI or not and calculate the budget accordingly. Alternatively, you can just use our PPC calculator.
4. Create a landing page for each (significantly different) keyword. E.g. if youâre advertising on âworkflow software,â your landing page should have âworkflow softwareâ as a keyword sprinkled all around (and NOT âbusiness process management softwareâ or any other synonym).
5. Create 3+ ad copies for each keyword youâll target.
6. Pick the right location, device type, and demographics options for your ad account. E.g. if youâre selling a very expensive product, youâd probably want to avoid countries with lower income.
7. Create granular ad groups. I.e. each ad set should have 1 keyword. While this is harder to manage, it gives you better control and flexibility over your ads.
8. Use Cascading Bids. I.e. bid lower for broad match keywords, and higher for exact match keywords.
9. Add negative keywords. Thatâs keywords you DONâT want your ads to show up on. When youâre using broad match keywords, Google automatically shows your ads to associated keywords (which often-times, can be irrelevant).
10. Use as many ad extensions as you can.
11. Use optimized ad rotation. Meaning, Google will automatically figure out which of your ad copies work best and run those.
12. On an ongoing basis, keep track of your account and make adjustments when needed (try new keywords, add negative keywords, experiment w/ different ad copies, etc.)
13. Add conversion goals to keep track of your conversions.
đ PPC (or, Other Ad Channels) đ
Since there are dozens of ad platforms on the web, this sections going to be a bit more generic.
The general goal for PPC is to set up your ad account in such a way that you're making more money than you're spending.
1. Create your ad campaign. Decide on the budget and campaign goal. The latter will tell the ad platform how to optimize your campaigns. E.g. should it focus on traffic that gets you sign-ups? Conversions? Traffic?
2. Figure out your ad targeting. Mind you, though, this doesnât mean that you should create a customer persona and replicate it using Facebook targeting. Create several target groups w/ a handful of interests each. Test which of them performs the best.
3. For each target group create several ad creative variations (i.e. ad image and copy). The goal here is to see which ad works best and double down.
Looking to learn more about PPC advertising? Here are some of the best guides weâve read:
- Beginnerâs Guide to Facebook Advertising
- Facebook Remarketing Guide
- The Ultimate List of Facebook Ads Case Studies (+ 38 lessons you canât ignore)
- How to Setup LinkedIn Remarketing
- My experience running Facebook ads and my cheat sheet on how to make them work for you
- Complete Guide to Look-Alike Audiences
đ¤Affiliate Marketingđ¤
Affiliate Marketing means starting a program to reward companies who drive registrations and sales to your website. Here's how to do that:
1. Decide on your affiliate program structure. Meaning, you need to figure out:
- Whatâs the % youâre going to offer to your affiliate
- Are you going to offer a different % based on the # of signups an affiliate drives?
- Is the affiliate bonus going to be a one-time thing, or recurring?
2. Decide on the technical solution. Here are some options:
- Create your own affiliate software. Obviously, this is very time-consuming and expensive, so we wouldnât recommend.
- Using WordPress? You can try Affiliate WP
- If youâre not, any of the following options are nice: TapAffiliate, Post Affiliate Pro.
3. Create a landing page for the affiliate program. Include a link to it on your site header or footer.
4. Reach out to potential affiliate marketing partners. For example:
- Influencers
- Bloggers
- Affiliate blogs (i.e. blogs that review the best products in your niche)
đ Referral Marketing đ
Referral marketing can significantly boost your user acquisition with ZERO added spend. Here's how you'd do that:
1. Decide on your referral marketing structure. What does the referrer and the referee get? Some options here are:
- Discount to the product
- Product credit. Meaning, credit they can only use for your product
- Offer cash. PayPal is famous for this referral tactic strategy
2. Setup a referral marketing program. You can use one of the following tools for that:
3. Create a landing page for the referral program and include it in your header or footer.
4. Reach out to your existing users and let them know about your referral program. You can do this by sending out a mass email to your subscribers and users.
To learn more about referral marketing, check out:
Previously published at https://apollodigital.io/startup-launch-checklist