product launch proven marketing strategy

"The Launch Team is smart, committed, and flexible. Their work was instrumental in building market awareness and acceptance before we launched our new THz system."

Rob Ellis, VP of Strategic Planning | Lake Shore Cryotronics

 

Frequently Asked Questions

Select a question to jump to the answer.

1. What does Launch Team actually do?

2. Does social media really help?

3. What platforms or tools do you work with?

4. Who does what? Who will work on my account? Who is my contact?

5. What is curated content and why does it matter?

6. How long does it take for me to see a return on inbound marketing?

7. What’s the ROI on marketing?

8. How do I get the most out of marketing? How can I help in the process?

9. How much of my time will this take? What will be expected of my internal team?

10. Do you actually write content? How?

11. How do I get to the top in Google?

12. What is the content creation process?

13. I just redid my website, but it doesn’t seem to be generating more leads. Why? How can you help?

14. How do you charge? What does it cost?

15. Do you have full time employees or contractors?

16. What if I want to continue working with my existing marketing providers?

17. Would I be limited to working with a specific marketing platform or tool?

18. Is your team all in Rochester? Do you work with companies outside Rochester? How much of your customer base is local?

19. Can’t I just use a freelancer?

20. What’s a good-fit customer for you?


 

1. What does Launch Team actually do?


Launch Team will work with you to assess your current marketing practices, define your product positioning or company positioning and develop a marketing strategy that capitalizes on your corporate position to achieve your strategic business goals and increase revenue. Our team can advise on strategic matters and serve as your outsourced marketing team, responsible for execution and effectiveness of your marketing plan.

 

2. Does social media really help?


In the high tech fields we work in, it is highly unlikely that a sale is going to occur as the result of a click on Facebook. However, social media is still crucial to a technology company’s marketing. It helps you:

  • Establish thought leadership
  • Demonstrate industry expertise
  • Engage with and understand customers
  • Build brand equity
  • Broaden reach of lead generation activities

Research has shown that engineers, scientists and other technical professionals consider the internet to be their primary source for research. Professional social media channels are a critical part of this.

 

3. What platforms or tools do you work with?


Our work combines traditional and digital channels to form a marketing engine that drives sales and revenue in a predictable, measurable way. Using marketing automation tools, we develop and promote online content such as white papers, blog posts and webinars for the purpose of generating and nurturing new leads. Although we specialize in the HubSpot marketing platform, we are happy to work with your desired toolset.

 

4. Who does what? Who will work on my account? Who is my contact?


Launch Team offers duplication in every skill set: graphic designers, social media experts, and public relations specialists. This diversity of thought gives you access to knowledgeable, up-to-speed team members when you need them and improves marketing outcomes. We have technical writers with backgrounds in a wide variety of fields including optics, material sciences, and medicine who write content to meet your needs. Though we typically rely on project managers to handle day-to-day communications with your team, you will occasionally speak directly with a technical writer, PR specialist or graphic designer.

 

5. What is curated content and why does it matter?


Curated content is information from reliable outside sources, such as magazines, academic journals, or technical bloggers that you share on social media. It could be news regarding innovation, data from a recent study, or a story about the success of respected companies in your industry. Regular sharing of this content serves to establish your company and employees as thought leaders who are up-to-date on the latest industry news and best practices.

Curated content can best be explained in a cocktail party analogy. You wouldn’t go to a party, engage with a group of people and then only talk about yourself. Instead, you would share pieces of information you know—perhaps recommend a great new restaurant that opened in town or share the name of your mechanic if someone mentioned needing car repairs. You would ask questions in order to demonstrate interest and then share a bit about yourself in return. Social conventions apply in social media as well. On-message, engaging, and effective content that people notice is what our social media specialists do best.

 

6. How long does it take for me to see a return on inbound marketing?


Most often we tell customers they can expect to see a positive ROI on inbound marketing after approximately 18 months. Each scenario will be a bit different. A pre-existing, well established online presence may speed up that process. However, if your business has a particularly long sales cycle, the time period can be even longer. Inbound marketing is not a silver bullet. It is a marketing methodology developed to meet buyers’ needs in today’s economy via digital media—including your corporate website, social media, email, online advertising as well as emerging digital platforms—in order to drive sales and revenue.

 

7. What’s the ROI on marketing?


ROI on marketing can be challenging to measure, but as digital platforms begin to dominate corporate marketing spend, this calculation becomes easier. Though marketing will always produce some results that are more qualitative, such as brand awareness and brand equity, your marketing should also be generating leads and nurturing these leads, increasing the effectiveness of your sales team as it expands your sales funnel. Generally, we are working toward an ROI of 10x in many marketing channels. Driving factors include:

  • Lifetime customer value
  • Sales cycle length
  • Cost per lead

Download our Marketing KPI Worksheet for help establishing key metrics for success.

 

8. How do I get the most out of marketing? How can I help in the process?


Getting the most out of your marketing means investing in marketing that will help you to achieve your short as well as long term strategic business goals. Developing a budget that will promote both immediate needs such as web development and trade show strategy and longer range projects like inbound marketing is an excellent place to start. The most important aspect of your involvement is communication. Whether it is your own staff member or your outsourced marketing team, keeping the individuals responsible for your sales engine informed is essential. A marketing plan is a malleable part of your sales structure, bending to align with changes in your business plan, the competitive landscape and changing technology.

 

9. How much of my time will this take? What will be expected of my internal team?


Launch Team works with companies that have either an extremely small devoted marketing team or often none at all. Our interactions with your team and our expectations of your team are adjusted to match your organizational chart. Ultimately, your level of involvement with Launch Team will depend on the scope of the project. If you engage in branding and positioning, you will need to spend a couple of hours pulling together necessary documents and data. You and your team will need to devote approximately three hours into an onsite workshop. After the workshop you will spend another two to three hours reviewing your marketing assessment, positioning statement, marketing roadmap and the like. Once the groundwork is laid for your marketing plan, you can expect to spend somewhere between two and four hours per month on your marketing program. One hour will typically be spent on measurable progress and status updates, with another hour or two spent reviewing drafted content and approving curated content.

 

10. Do you actually write content? How?


Launch Team has technical writers from a variety of technical backgrounds. We match a writer to your subject matter. Sometimes our technical writers will have enough knowledge to write a piece of content from scratch and deliver it to you in draft form. More frequently, our technical writer will arrange a short interview with your team members to ask the questions necessary to get started. Sometimes this communication is done via email instead. Fifteen minutes with your engineers, sales team, or other subject matter experts can yield valuable content.

 

11. How do I get to the top in Google?


Search engine optimization, the approach used to improve your organic search ranking on Google and other search engines, is always evolving. Google makes more than 5000 algorithm changes a year, and they guard these algorithms very closely. Though we cannot know the exact extent to which certain factors have an impact, we pay close attention to updates and trends so that we can adjust our focus. Metadata on your website is still important, though not as much as it once was. On-page content is important too, with headers still carrying the most weight. Back links matter, mobile compatibility matters, and blogging and social media matter. Content quality now weighs heavily in search position, which is why creating valuable content consistently is imperative. 

SEO takes consistent effort. Organic search is called organic for a reason, and you can’t force your way to the top of a list without doing the work.

Google AdWords is a different story. If your budget allows you to compete with whomever currently has top ranking on your target keywords within Google Adwords, creating a campaign and outbidding your competitor will get you to the top of Google. Google AdWords, like any paid digital advertising, should be closely monitored to determine ROI. Making it to the top may not be enough. Your ad should be optimized for clicks. And once someone clicks, your page should be optimized to achieve the desired goal for your end user, whether it is buying a product, downloading a tip sheet, or requesting a quote.

Understanding how your target customer thinks and behaves will help you create attractive content. Download our Persona Development Worksheet.

 

12. What is the content creation process?


Content creation starts with an audit and brainstorm. First you should examine the resources that you already have. For example, you may have an old case study that, with a more recent set of data, can be made useful again. A resource guide could be fleshed out and repurposed as an eBook. Your content brainstorm should focus on upcoming innovation as well as business goals. A product launch or new technology can provide excellent fodder for various types of content. You may want to share data from beta testing and create instructional YouTube videos. If you are planning to enter a new market, your content should reflect that. A white paper aimed at communicating a particular application will be more successful at generating new leads in that market than content that is broader in scope. Remember, the goal in writing content is to provide value to a potential customer in exchange for their contact information. 

Download our White Paper Writing Guide for more tips.

 

13. I just redid my website, but it doesn’t seem to be generating more leads. Why? How can you help?


Website optimization is not the same as building a website. It is possible that your website, while you may like the content and the way it looks, is not optimized to achieve lead generation. Our team can help by reviewing your website as well as its analytics to identify areas where visitors should be taking action but aren't. We will not only identify problem areas but also assist you in testing solutions.

 

14. How do you charge? What does it cost?


Our costs vary depending on the scope of the project or retainer. Without a clear understanding of your goals, your resources and your timeline, we cannot effectively evaluate the cost of a project. While we do have some services that are always the same price, such as customers interviews and press releases, our marketing projects are not one-size-fits-all. They are designed specifically for you and are priced to best match your priorities and budget. We typically begin with a fixed-price project to minimize your risk and get to know each other. From there, most customers choose a retainer model in which we serve as their outsourced marketing team. A monthly marketing retainer can range from $4,500 to $12,500 per month depending on the number of product lines or brands and the amount of support you need for each. A marketing retainer also offers approximately 20% the cost savings over individual project break-outs.

 

15. Do you have full time employees or contractors?


We have both. While there are a dozen team members who are with us full time including account managers, project managers, social media experts and public relations specialists, we also have contractors who come in on specific projects or on an as-needed basis. Our technical writers are an excellent example. With the exception of our optics writer, our other technical writers only work with us when their niche specialty is required.

 

16. What if I want to continue working with my existing marketing providers?


Launch Team will work with both your internal marketing team and your other outsourced partners. Clear communication and responsibilities ensure that all parties are focused on the same outcome—your success.

Our Marketing Roadmap can help you create a clear and cohesive plan.

 

17. Would I be limited to working with a specific marketing platform or tool?


Nope! Although we’re big fans of HubSpot, both as a certified partner and as a customer ourselves, there are a variety of other email, social media, and marketing automation tools that can serve your business well. We will work with your existing platform or help you discover the one that will work best for your needs.

 

18. Is your team all in Rochester? Do you work with companies outside Rochester? How much of your customer base is local?


While most of Launch Team’s employees are located in Rochester, we work with companies all over the United States and the world. Our team members do travel occasionally to see customers and attend industry trade shows, but we find that video conferencing is an effective way to minimize customer costs and time.

 

19. Can’t I just use a freelancer?


Freelancers are cost effective but usually tactically focused, making it easy to lose sight of the business outcomes. It is also unlikely that you would find the wide range of skill sets that Launch Team has to offer in a freelancer. A marketing retainer gives you access to the talents of a full marketing team—strategic planning, writing, graphic design, and more—for the price of a single hire.

 

20. What’s a good-fit customer for you?


Launch Team typically works with second-stage companies ranging from 50 to 500 employees who fall into one of the following industries:

  • Optics and photonics
  • Medical device
  • High tech manufacturing
  • Materials science
  • Engineering services

We are best suited to work with a company that has limited internal marketing resources but sees the value in increasing lead generation, nurturing leads, and using technology to further develop their sales process in order to increase revenue.

Have another question? Just ask.

 

Phone: 585.256.1640

Email: [email protected]