I get TONS of emails from readers every single day asking for advice about their online business. By far, the single most asked type of question has to do with gaining traffic for a newly launched website.
Once you’ve got your foot in the door, it can be smooth sailing. If your brand is as good as you believe it to be, and you have all of the right aspects of your business fully covered, then you shouldn’t have too much difficulty gaining ground once you get noticed…
But let’s be realistic, that initial influx of traffic, subscribers, and backlinks can be an absolutely maddening process if not managed correctly. After all, you’re fighting an uphill battle against more established websites from the get-go.
Today, I’m going to let you in on a little secret of the pros. No, I’m not going to plug some “magical” software that is going to instantly bring you riches. Instead, I’m going to provide you with a game plan to drive a massive flood of readers to your site the very day that it goes live.
This “secret” really isn’t a secret at all. It’s simply creating a launch plan that allows you to gain exposure and build some buzz for your brand so that you have eager and willing buyers from day one.
Why You NEED a Launch Plan
The truth is, you really DON’T need a launch plan. There are countless business out there that have become successful without one. However, it may quite possibly give you a 90 day plus head start.
Think about this; when you launch your website BEFORE you have any readers, you’re essentially creating blog posts for no one. That can be a monumental waste of time. After a while, you may start to gain readers, but by then, the posts you spent so much time on at the beginning, could be sitting waaaay back on page 10 (or more)of your blog.
If that happens, then no one will ever get to read it unless you’re on the first page of Google!
That’s not exactly the best use of your resources.
Instead, you could use a launch plan so that every second that you’re working on your business is to your benefit. If your site goes live with only 5 blog posts, you can be sure that those 5 blog posts WILL be seen…but ONLY if you take care of your pre launch procedures.
Your Launch Goals
On the day that your site goes live (the day you present your site to the public), there are a few basic goals that you should have.
Obviously, traffic is good, but you don’t want them to just show up, you want them to actually DO SOMETHING.
The main purpose of your launch should be to establish your brand as a new authority within your niche, but you should have a few other goals as well;
Read your stuff
Share your stuff
Leave comments on your stuff
Subscribe to your list
Buy your stuff
Want to come back
So, it’s not all about gaining the most initial traffic right off the bat, but about gaining the type of traffic that will interact with your site and get excited about what’s coming next.
Your “Quick Pitch”
The first step in your launch plan is to establish a quick pitch. This is a short message that will let people know what you’re brand is about and why they should pay attention to you.
This basic practice will become the foundation of everything else to come in your launch plan, so take a few moments to come up with a truly enticing pitch that is under 15 seconds to read.
Why 15 seconds? I completely made that number up. However, people have consistently decreasing attention spans (especially when it comes to the online world). If you can’t gain their attention and make them actually give a crap in a few seconds, then your launch plan is dead before it even gets started.
If you’re having trouble summing up your brand in 15 seconds or less, then perhaps you’re not quite ready to launch your brand just yet.
If done correctly, this quick pitch will provide you with the initial window needed to make an impact on whoever hears it…which is a good thing!
Content, Content, Content
In order to give people a reason to actually visit your site, you’ll need to create some outstanding blog posts that will go live on launch day. One single post won’t cut it, so you’ll have to drum up a few really good topics for your readers to consume.
But there’s a catch. You won’t be creating just any content, but content that is strategically created to gain the most attention from your initial influx of readers. Varying your forms of content is meant to appeal to different types of readers.
Here are the 4 types of content that you’ll require…
Your Ace in the Hole
This is yourpiece that is most likely to go viral and set the stage for your brand, so it needs to be something epic.
The two easiest pieces of content that you can create that will kickstart your launch with a BANG, are massive resources and round up posts.
Resource posts can be anything related to your niche. All you need to do is compile a post that encompasses all of the information you can find on a single subject.
For instance, Neil Patel has been known to create absolutely enormous guides for his websites. Here’s one; The Beginner’s Guide to Online Marketing.
It provides the ultimate one stop solution for people that are interested in that subject, which also works as a wonderful piece of link bait as well as people LOVE to share this type of content.
Plus, it helps establish you as an authority right off the bat!
Pick a sub topic within your niche that you know your target market will be interested in and provide them with as much free information as humanly possible. Remember, the more helpful that this piece of content is, the more people will link to it, refer others, or return for a second look.
Round up posts are typically a bit shorter, but can still pack a punch as far as impacting your audience goes. A round up post simply consists of asking established influencers within your list a question (or a few) that you believe your target market would like to learn about.
Once you’ve compiled enough answers, you can post them for everyone to read.
One thing that is certain, entrepreneurs will jump at the chance for a little bit of additional promotion as long as there isn’t too much work involved for them.
So, when you contact these influencers, don’t go crazy with the questions or expect some incredibly long, insightful response. Instead, this type of post typically builds value by having numerous influencers respond to the same question and then comparing their responses.
The best thing about this post is that the influencer will typically send the link of your post to their followers. With several influencers sending you traffic, your launch day could immediately skyrocket your brand to instant authority status.
Not all readers are created equal. Some audience members like to focus solely on the numbers and factual data.
For this particular audience member, it may be beneficial to have a solid case study on hand to present to your readers on launch day.
Your case study doesn’t have to be something groundbreaking, but it does have to make the reader think. Case studies get shared on social media quite often as good, factual information can be easy to present to almost anyone.
For instance, I could create a case study that says
“How I Lost 30 Pounds in 30 Days Without Supplements”
“How I Increased My Facebook Engagement by 15%”
“”Green Websites Gain 500% More Backlinks than Orange Websites”
For anyone that is interested in weight loss, Facebook engagement, or color psychology will be almost guaranteed to click on those links simply because of the title.
Obviously every post you create is meant to elicit a response from the reader (i.e. share my stuff, sign up for my email list, buy my product). That isn’t what I mean when I say “psychological” content.
Unlike case studies and case studies that rely more on statistical data that appeals to someone that are about logic and analytics, this form of writing is meant to be theoretical in nature.
For instance, if I was in the weight loss niche, I could use a post like “Why you can’t stop binge eating”. It appeals to the emotional side.
If that person is currently having the issue of losing weight due to binge eating, that is definitely a post they would like to read and share.
Create a “Teaser” Landing Page
Before your launch day, your site should consist of one static page that serves to explain what your brand is about (you can use your quick pitch), create some buzz, and tell people when your site will officially launch.
People love to know in advance about the newest big thing. It builds anticipation.
Think about when you go to the movies. Prior to the start of the movie, there are always trailers for other movies that are coming soon. Movies are big business and these film studios will begin releasing trailers a year, sometimes two years in advance to its release.
In the film industry, the first weekend that a movie is released is almost always its biggest in terms of revenue. This is because they build fans up into such fervor with anticipation that they flock to the theatres upon its release.
You need to create the same experience with your coming soon page.
If you don’t think that your quick pitch will cut it, you can have a quick 30 second teaser video created on fiverr.com.
Another clever idea is to add a countdown timer. Here’s a site that has some really cool coming soon pages that contain countdown timers.
Spread Your Message
The key to the entire launch plan is to get your name out there so that you can become an established authority from day one.
The easiest way to do this is to contact influencers and give them your quick pitch. All you have to do is let them know what you’re about and that you wanted them to be aware of your existence prior to their launch.
This also helps to build relationships that may come in handy later on. Nothing else will help your site launch go off with the power of a nuclear blast quite like having been referred traffic by other established business owners within your niche.
If you’ve built up a genuine relationship and not a, “I’m only talking to you because I know you have a lot of followers” type of relationship, then these influencers may be happy to help you out.
So, here’s what you’ll need to do…
Pull up Microsoft Excel or something similar and create a massive spreadsheet. I’m not talking about contacting only a few people, but several hundred.
Create columns for their name, url, contact info, and last time you contacted them.
Then make a list of the top 100-200 influential blogs within your niche and contact each and every one of them with a personalized email (none of that generic crap) to introduce yourself and provide your quick pitch telling them what you’re about.
This will lay the groundwork for a potential friendship come launch day. Yes, this will take some time, but even if only 5% of the people respond, then that could lead to something huge for you.
Another outstanding idea is to provide influencers with guest posts. Not only does this help build a friendship, but it also could provide a link to your coming soon page for an eager audience.
The majority of your work should be done by this point. Send a quick email to your influencers to let them know you’re live and link to your “Ace in the Hole” content.
If it resonates with them, they may share it with their network, which will catapult your brand into instant stardom.
This plan can genuinely cut months or even years off of working on your business by taking the fast track to success. The traffic will love your latest posts and be hungry for what’s to come.
You will have branded yourself as a highly sought after authority within your niche by creating your “Ace in the hole” post and by having a relationship with other influencers within your niche.
You can be the next big thing even before you reveal your site!