Engrain Site Launch Campaign

Promoting a new site can be overwhelming — especially if day-one bugs cause issues. My plan includes pre-launch testing, launching early with dev on stand-by, and promoting in waves. 🌊

Phase I: Pre-launch

  • UX testing service such as UserTesting.com pre-launch to optimize the site.

  • Set up a heat mapping service – such as Hotjar – to gather data on launch day.

  • Coordinate with dev team to fix day-one bugs (if any, I’m sure it’ll be fine) quickly. And let’s launch on a Monday so bugs can be fixed before we double down on promo.

  • Give customer service a heads up to let us know about any web issues ASAP.

Phase II: Launch Day

  • Site goes live!

  • We excitedly promote on social media.

  • We watch traffic, heat mapping data, and customer service communications.

  • Fix any bugs by Tuesday/Wednesday when we’ll …

Phase III: Double Down On Promo 

  • When day-one bugs are fixed, we double down on promotion during high-traffic social media days/times and use graphics in a carousel post or even a walkthrough gif.

  • Coordinate with the web design agency (I hear VOLTAGE is great) for a co-promotion (where they create a post of their own and tag Engrain). This mutually beneficial effort gives Engrain more exposure.

  • Plan some posts for the C-level to publish on LinkedIn celebrating the new launch calling out one particular thing they like about the new site. Provide editing and graphics.

  • Send segment-specific promo emails and naturally talk about the new site on the next company podcast or C-level interview, have customer service and sales mention it on calls, and bring it up on the next webinar.

Back to Engrain.