Guia de Marketing para Lançamentos

Guia de Marketing para Lançamentos I – Pré-Lançamento

O que fazer antes de lançar o seu produto?

[serialposts]

Resolvi falar um pouco sobre estratégias de Marketing Digital para pessoas que estão desenvolvendo produtos digitais, especialmente desenvolvedores. Tenho visto que ultimamente aqui no Brasil, estão surgindo pessoas desenvolvendo plataformas, plugins e temas para WordPress, entre outros produtos digitais. Então, é um bom momento para compartilhar algumas dicas de como lançar seu produto de forma eficaz usando o Marketing Digital.

Como falei, inicialmente, este conteúdo é voltado para desenvolvedores, mas se você é um produtor, que desenvolve uma solução para problemas específicos, também deve tirar proveito dessas informações.

Como desenvolvedor de uma solução, não há nada mais frustrante do que, depois de muito trabalho, ninguém utilizar sua solução, não é mesmo? Você passa horas pensando e produzindo cada detalhe da forma mais plena possível, e mesmo assim sua adesão é baixa. Por que ninguém está usando sua solução? O que está acontecendo? É sobre isso que quero conversar com você hoje. Vamos analisar alguns detalhes do Pré-lançamento do seu produto.

Este é um guia de marketing, acionável a partir do momento que você teve uma ideia e deseja lançá-la ao público. Vou considerar que esta solução será vendida, mas as dicas que vou compartilhar com você também são aplicáveis caso queira lançar uma solução gratuita, como um tema ou plugin do WordPress, por exemplo. Esta série será dividia em 3 partes:

  • Parte I: Pré-Lançamento
  • Parte II: Lançamento
  • Parte III: Pós-Lançamento

Acredito que essas são as três etapas mais importantes para um lançamento de produto digital. Isso porque se você criar uma solução que pode realmente ajudar as pessoas, mas não lançá-la adequadamente ao público, não vai adiantar o esforço de produzí-la, concorda? Então vamos lá…

Não comece a desenvolver logo que você teve a ideia

Esse é um erro bem comum. As pessoas tem ideias, então, assumem que são grandes ideias (nada contra o otimismo) e já começam a produzir, desenvolver coisas, sem realmente pensar de forma significativa. O que isso provoca? Geralmente, resulta em produtos finais “meia-boca”, que fazem todo sentido para o criador, mas não tanto para atrair atenção suficiente das pessoas.

Veja bem, eu acredito que estamos em um momento de Agir. Não dá para ficar esperando a perfeição. Alguns já dizem: “Feito é melhor que perfeito!”

Assim, você não precisa pensar demais, pois é o seu público que, em geral, vai ajudá-lo a criar uma solução otimizada e não apenas suas ideias. Mas, você deve planejar bem o que será feito. Então, antes de começar dar Start na linha de produção, faça a si mesmo as perguntas a seguir, assim que você tiver uma ideia:

  • Qual problema específico sua ideia resolve?
  • Que tipo de pessoas vão usar sua solução?
  • Quem são as 5 pessoas (com nome) que estariam interessadas em sua ideia?
  • Como o problema está afetando essas pessoas agora?

Se você não tem respostas precisas para estas perguntas, sua ideia pode não ter tanto potencial quanto você pensa. Desculpe-me por dizer isso a você. Eu quero ajudar você a mudar isso, e a lógica é simples: Sua solução não pode ter sucesso sem uma forte demanda. E, a forte demanda não pode ser criada sem um problema existente.

Valide sua Ideia

Depois de ter essas perguntas respondidas, é a hora de começar a falar com alguns potenciais clientes (ou usuários, se você estiver desenvolvendo um tema/plugin). Eu considero que este momento será o divisor de águas para aquilo que você está produzindo. Porque este é o momento em que você pode aprender sobre o mercado que você está atingindo, e se vale ou não a pena avançar.

Isso pode gerar 3 resultados possíveis:

  1. Se você concluiu o processo de validação da ideia e descobriu que sua ideia gerou interesse, você está no caminho certo para prosseguir.
  2. Se você concluiu o processo da validação da sua ideia e descobriu que sua ideia não gerou interesse, não é tarde demais para replanejá-la, ou talvez, parar e começar algo novo.
  3. Se você não concluiu o processo de validação de ideia e seguir em frente, você poderá cair na pergunta que eu comecei esta série: “Por que ninguém está usando sua solução?”

Então, como você pode começar o processo de validação da sua ideia? Existem diversas maneiras, mas você pode começar enviando um e-mail para sua rede de amigos, colegas e contatos de negócios:

  1. Escreva um e-mail curto (não mais do que seis sentenças) explicando o problema que você identificou e a solução que você propõe.
  2. No final do e-mail, pergunte se eles estão dispostos a usá-la e se estariam dispostos a pagar R$X.
  3. Primeiro, envie este e-mail para uma lista pequena de pessoas. Comece com as 5 que você identificou acima.
  4. Mantenha esta lista em uma planilha. Crie uma coluna para controlar o status (Enviar, Enviado, Respondeu, Aceitou, Rejeitou, etc).
  5. Refine o e-mail baseado nas respostas anteriores.
  6. Otimize e repita 10 vezes.

Aqui está um modelo simples do primeiro e-mail que você poderia enviar:

Olá, tudo bem?

Eu tive uma ideia: explique brevemente sua solução aqui…

Você gostaria de usá-la? Além disso, quais recursos você sente que esta solução deveria fornecer?

Se você tiver um tempinho, por favor responda. 😉

Obrigado,

Asllan Maciel

Não importa quantas resposta você irá receber… Mesmo algumas poucas respostas pode lhe dar uma visão muito melhor e mais realista da sua ideia. E você deve ter uma ideia clara sobre se vale ou não a pena prosseguir.

Crie uma Landing Page

Estou falando sobre uma página de destino que demonstre plenamente sua ideia e gere leads (capture e-mails).

Dica: Não perca muito tempo nisso. Existem diversas ferramentas e plugin disponíveis que facilitam a criação de Landing Pages. Você também pode escolher um dos vários modelos de landing page da ThemeForest por um preço bem razoável.

Seu objetivo principal em sua Landing Page é comunicar a sua ideia. Preocupe-se em usar elementos visualmente atraentes para comunicar sua ideia. Se você tem experiência em produção de vídeos, faça um vídeo curto de introdução, isso pode maximizar seus resultados. Dependendo do seu produto, você pode mostrar screenshots ou mockups da sua ideia. A parte textual deve ser curta e concisa.

Seu objetivo secundário é capturar endereços de e-mail. Você pode iniciar uma lista de e-mail usando formulários incorporáveis de softwares como MailChimp ou AWeber. Certifique-se de colocar o formulário em um lugar de destaque.

Desenvolva sua Solução

Não vou entrar em detalhes do desenvolvimento aqui, porque você deve compreendê-los melhor do que eu. Mas, existem alguns pontos que você deve ter em mente ao desenvolver seu produto:

  • Mantenha conversas com seus potencias clientes. É importante continuar validando sua ideia, porque você vai aprendendo coisas novas a partir de cada pessoa. Quem são as pessoas que receberão seus e-mails? Correto, as pessoas que deixaram seus e-mails na sua Landing Page! Eles já mostraram interesse é importante dá-lhes mais informações.
  • Leia todas as respostas de e-mails regularmente. É fácil perder o controle dos seus objetivos enquanto você está desenvolvendo a solução. Você pode estipular um tempo (15-30 minutos) por dia lendo todas as respostas que recebe durante o processo de validação da ideia.
  • Não adicione recursos desnecessários. Durante um longo período de desenvolvimento de uma solução, sempre há ideias que saltam na sua mente. Meu conselho é não adicioná-las só porque parecem “muito legais”. Inclua apenas o necessário aos usuários, que deve ser, é claro, depois do processo de validação da ideia.

Criar um Hype para o seu lançamento

Envie Previews para sua lista de e-mails

Uma semana antes do lançamento, envie uma newsletter de preview para sua lista compartilhando um pouco de detalhes que podem animá-los. O objetivo disso é se reconectar com seus assinantes e dar-lhes algumas informações frescas sobre seu próximo lançamento. Libere alguns screenshots, fale sobre seu cronograma de lançamento, conte algumas histórias, ou até mesmo inicie uma venda de pré-lançamento com um grande desconto. Isso é uma ótima maneira de criar um Buzz em torno da sua lista de e-mails.

Conecte-se com Blogs relevantes

Encontre os blogs que seu público-alvo acompanha

Não peça aos donos de blogs (bloggers/blogueiros) para falar de você. Este é o momento em que você começa a construir a confiança com esses blogueiros. Você deve sempre fazer conexões suaves primeiro, encontrar o que ambos têm em comum. Oferecer algo adiantado que seja valioso e que os faça sentirem-se bem.

Construa Reputação em comunidades relevantes

Comunidades são onde as conversas acontecem. Por exemplo, Redes Sociais – grupos no Facebook. Se sua solução vai resolver uma dor de cabeça enorme para os membros da comunidade, você deve ser capaz de gerar interesse.

Use a atitude “Ajudar” em vez de “Compre”. Diga-lhes o quanto sua solução irá ajudá-lhos a economizar tempo e dinheiro. Mostre os benefícios do seu produto. Em seguida, peça que acessem sua Landing Page, caso estejam interessados. Ela deverá produzir um grande resultados.

Resumo

Então, antes de finalizarmos o primeiro post da sério Guia Completo de Marketing, vamos rever os 5 pontos que você precisa lembrar durante o lançamento:

  1. Não comece a desenvolver logo que tiver uma ideia.
  2. Comunique-se com potenciais clientes para validar sua ideia.
  3. Crie uma página (landing page) para capturar e-mails.
  4. Mantenha as conversas e não adicione recursos desnecessários.
  5. Comece a criar Hype para o seu lançamento, enviando previews à lista, contatando blogs relevantes, e também construindo reputação em comunidades relevantes.

No próximo post, vou falar sobre o mais importante e, sem dúvida, o momento mais animado para produtores ansiosos – o lançamento do produto.

Leia também nosso Guia de Lançamentos Bem Sucedidos com Conversão em Mente.

Deixe um comentário abaixo para eu saber o que você achou sobre essas dicas e se tiver alguma para acrescentar.

Então, até o próximo post.

Assinatura Asllan Maciel

 

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