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. 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! 📚 Step #1 - 📚 Research Phase Before you start planning your launch, you need to figure out your overall product and marketing strategy. & include the following: 1. Create a list of competitors in your niche Competitor name Link Pricing options Key features 2. Define your product & business: What’s your business model? What’s 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? What’s your differentiator? How are you going to beat the existing products on the market? and figure out which marketing channels are getting them the best results. 3. Spy on your competitors 📄 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 Content Marketing📄 🔗 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. Search Engine Optimization🔗 🔎 Are they running ads on Google Search? You can check this by running their site through SEMrush. Search Ads🔎 👀 Are they running ads on Facebook? You can check this through Facebook Ad Library. Facebook Ads👀 🤝 Check their website footer to see if they have an affiliate page up. You can also do this through a simple search query: “site:[competitor website] affiliate program.” Affiliate Marketing🤝 🔁 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. Referral Marketing🔁 🌐Step #2 - Slap Together a Website🌐 Time to get things rolling. The next step is to create a website and create a foundation for your marketing . Pro-tip, all the good “.com”s are taken. Go for something more creative like a .io, .xyz, or other TLD. We recommend using NameSilo for buying the actual domains, they don’t do price-gouging, unlike most providers. 1. Pick a domain name . We recommend using - they have 99.99% server up time, and their customer support is amazing. 2. Buy hosting SiteGround . It doesn’t particularly matter which one. We usually recommend since it’s free for up to 2,000 subscribers. 3. Pick an email marketing provider MailChimp . The key here is relevant. If you’re a B2B enterprise software company, you really don’t need an Instagram profile where you post selfies. Usually, most startups go for Facebook, LinkedIn, and Twitter. 4. Create relevant social profiles . You’ll need to create a landing page that sells your product. In 99% of cases, we recommend using WordPress. It’s going to allow you to be a LOT leaner than having your tech team code your entire website from scratch. 5. Create a landing page for your product . E.g. about us, contact us, pricing page.Set up a payment processor. We’d recommend Stripe (the best option on the market) or PayPal (if you really have to). 6. Create other essential web pages . We’d recommend Stripe (the best option on the market) or PayPal (if you really have to). 7. Set up a payment processor . You can pick between Google Analytics, MixPanel, or other alternatives. 8. Set up Analytics . We recommend using G Suite. Dealing with your hosting provider’s email service will be a pain when scaling. 9. Set up a business email . If you’re planning on using content marketing or SEO for your marketing (which, in 2020, most product companies do), you’ll need a blog. 10. Launch a blog 📈Step #3 - Do Some Pre-Launch Marketing📈 If you have the extra time and resources, you can start marketing your product way before you’ve even launched. Usually, this involves the following. on your landing page. 1. Add an email capture . Offer them something extra than just a “we’re going to email you once we launch!” 2. Incentivise early adopters . Usually, the best channels to use for pre-launch marketing are content marketing, SEO, and PR. More on each channel under “Ongoing Marketing” below. 3. Drive traffic 🚀Step #4 - Get Some Initial Traction🚀 Once you have an MVP, you want to validate 2 things: that your product works, and that it can drive conversions (and hence, revenue). Here’s how to do it lean. , launch an email to anyone that pre-signed for your product. 1. If you did pre-launch marketing The easiest way to get your first customers is to do some cold calling. After all, if you can’t sell your product on a one-on-one call, how will you sell it to strangers on the internet via text? 2. Cold call your first 50 customers. Use Facebook, LinkedIn, or Twitter to find leads on social media and pitch them with a direct message. 3. Find leads on social media. 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 “resume builder.” 4. Run search ads. 👨‍🚀Step #5 - Prep for Launch👨‍🚀 Every startup gets one “launch” in its lifetime. Here’s how to make sure you get it right. and put it up on your website. . This is going to be helpful for journalists who want to write about your website. 1. Create a Press Kit Here’s an example of how to do that . You’re going to email them during launch and ask for a feature. Use tools like or to find the journalist’s email addresses. 2. Gather a list of journalists that wrote about your competition Hunter.io Clearbit Connect . You’ll want to ping them and ask for support once you launch on PH (more on this in the next step). 3. Create a list of all your acquaintances that use ProductHunt (PH) who might have connections to your target audience. You’ll reach out to them during launch. 4. Create a list of all your friends and acquaintances 🔥Step #6 - LAUNCH!🔥 Time to hit that big, shiny red button and LAUNCH! you listed in the last step and pitch your product. The PoV of the pitch should be “hey, you wrote about [competitor x]. We have a similar product, but here’s how ours stands out…” To learn more about this approach, . 1. Reach out to all the journalists check out this article . Here’s the . 2. Launch on ProductHunt best guide on how to do that 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. 3. Reach out to all your friends and acquaintances ➡️ Step #7 - Ongoing Marketing ➡️ BAM, you launched. If you did everything right, you should already have some initial traction. However, you’re far from done. In fact, you’re 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 channels… SEO Content Marketing Google Ads PPC Affiliate Marketing Referral Marketing We're going to deep-dive on how to do it down below! 🔗 SEO 🔗 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. that have good rankings on Google. 1. Create a list of your competitors . 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: 2. Do some keyword research UberSuggest SEMrush Google Keyword Planner . You can use one of the following tools: 3. Optimize all your web pages for SEO Using WordPress? or RankMath Yoast Otherwise, check this out on the reg. Here’s how to do that… 4. Publish SEO-optimized content 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 for each of your use-case. 5. Create landing pages How to Rank (and Convert) with Landing Page SEO The simple guide to SEO for your landing pages . Here’s the you can use. 6.. Do link-building on the reg complete list of all the possible tactics 📄 Content Marketing 📄 Content marketing = creating content aimed towards your target users needs / paints / problems, and promoting it to make sure that they get to read it. if you're a resume builder SaaS, you'd create content on how to write the perfect resume. E.g. Here's how to do content marketing: . The general process, though, involves creating and promoting content to drive traffic and leads to your product. 1. Learn some basics of content marketing . You can use the following tactics for that: 2. Come up with (potentially viral) content ideas 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 you can use to promote your content. Some of our favorites include: 3. Create a list of channels . Whatever your niche might be, there’s probably a ton of Facebook groups around it. If you’re in the SaaS, entrepreneurship, or marketing niche, check out . Facebook groups our list of 100+ best groups . Find the most popular , 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) Reddit communities for your niche E.g. , , etc. Niche communities. Growth Hackers Indie Hackers . Here’s our favorite guide on . 4. On a weekly basis, create 1-2 new, high-quality content pieces how to create good content , look for people who wrote about similar topics, and reach out to them asking for a share. 5. For each content piece you publish 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) you should read the . 7. If your company is a SaaS, SaaS Marketing Bible 🔎 Google Ads 🔎 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. Here are some of our favorite resources: 1. First off, get some basic understanding of how Google Ads work. Google Search Ads Training AdEspresso Search Ad Guides Isaac Rudansky’s Search Ad Tutorials Then, here's our Google Ads checklist: . You can use for this. We recommend finding keywords around your product’s main use-case and running ads on those. 2. Find the keywords you want to run ads on Google Keyword Planner . This is a lot easier than you’d think - check what’s the average CPC for your keywords, decide on the # of clicks you want to buy in order to see if you’re getting a positive ROI or not and calculate the budget accordingly. Alternatively, you can just use . 3. Decide on your budget our PPC calculator . E.g. if you’re advertising on “workflow software,” your landing page should have “workflow software” as a keyword sprinkled all around (and NOT “business process management software” or any other synonym). 4. Create a landing page for each (significantly different) keyword . 5. Create 3+ ad copies for each keyword you’ll target for your ad account. E.g. if you’re selling a very expensive product, you’d probably want to avoid countries with lower income. 6. Pick the right location, device type, and demographics options . 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. 7. Create granular ad groups . I.e. bid lower for broad match keywords, and higher for exact match keywords. 8. Use Cascading Bids . That’s keywords you DON’T want your ads to show up on. When you’re using broad match keywords, Google automatically shows your ads to associated keywords (which often-times, can be irrelevant). 9. Add negative keywords 10. Use as many ad extensions as you can. . Meaning, Google will automatically figure out which of your ad copies work best and run those. 11. Use optimized ad rotation and make adjustments when needed (try new keywords, add negative keywords, experiment w/ different ad copies, etc.) 12. On an ongoing basis, keep track of your account to keep track of your conversions. 13. Add conversion goals 👀 PPC (or, Other Ad Channels) 👀 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. . 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? 1. Create your ad campaign . Mind you, though, this doesn’t 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. 2. Figure out your ad targeting (i.e. ad image and copy). The goal here is to see which ad works best and double down. 3. For each target group create several ad creative variations Looking to learn more about PPC advertising? Here are some of the best guides we’ve read: Beginner’s Guide to Facebook Advertising Facebook Remarketing Guide The Ultimate List of Facebook Ads Case Studies (+ 38 lessons you can’t 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 🤝Affiliate Marketing🤝 Affiliate Marketing means starting a program to reward companies who drive registrations and sales to your website. Here's how to do that: Meaning, you need to figure out: 1. Decide on your affiliate program structure. What’s the % you’re 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? . Here are some options: 2. Decide on the technical solution Create your own affiliate software. Obviously, this is very time-consuming and expensive, so we wouldn’t recommend. Using WordPress? You can try Affiliate WP If you’re not, any of the following options are nice: , . TapAffiliate Post Affiliate Pro for the affiliate program. Include a link to it on your site header or footer. 3. Create a landing page For example: 4. Reach out to potential affiliate marketing partners. Influencers Bloggers Affiliate blogs (i.e. blogs that review the best products in your niche) 🔁 Referral Marketing 🔁 Referral marketing can significantly boost your user acquisition with ZERO added spend. Here's how you'd do that: What does the referrer and the referee get? Some options here are: 1. Decide on your referral marketing structure. 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 . You can use one of the following tools for that: 2. Setup a referral marketing program Referral Candy Prelaunchr Invite Box 3. Create a landing page for the referral program and include it in your header or footer. and let them know about your referral program. You can do this by sending out a mass email to your subscribers and users. 4. Reach out to your existing users To learn more about referral marketing, check out: How to Build a Customer Referral Program An Epic List of 80+ Referral Program Examples Previously published at https://apollodigital.io/startup-launch-checklist

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