Pre-Launch, Launch, Post-Launch Explained

When you hear of digital product launches, you have probably heard of the terms “pre-launch,” “launch,” and “post-launch.”  However, you may not know exactly how they differ.  The differences are laid out below, which is especially important if you are considering launching your own digital product.

The “pre-launch” period of a digital product launch is where you build up anticipation of your digital product by marketing it via email to your email lists, posting it on your social media profile pages, posting about it via forum signature links, marketing it through other methods, etc.  Additionally, during this time, you are recruiting joint venture partners who will also market your product in return for a percentage of the sales and also prizes if they rank among the highest-converting affiliates.  They will also be promoting your product to their email lists and to others through various means, usually through marketing materials you provide to them, including email messages, social media posts, forum posts, Facebook and social media advertising, banner ads, etc.  This period can last anywhere from two weeks to two months or even more.

The “launch” period of a digital product launch starts with the actual release date of the product to the public.  This is where people can reach the sales page and actually buy the product itself, along with any upsells and downsells in your sales funnel.  You and your JV partners will continue to refer people to the sales page during this period.  You will continue to supply marketing materials to your JV partners, as well as check in with them to ensure there are no problems with the launch.  This period can last anywhere from one day to up to two weeks.  

The “post-launch” period of a digital product launch is the period after the product has either been taken off of the market or it’s launch price has been removed and replaced with a higher price.  Additionally, the JV partner contest on who can refer the most sales and earn the greatest prizes has also ended at this time.  You thank your partners during this time, award the prizes that have been won, and evaluate what went well with the product launch and what could have gone better.  You also send out emails to your new customers to ensure they have received access to the products they have purchased and you work to build up the relationships with them so that they will be more willing to trust you and buy product offers from you in the future.