By Ryan Deiss
As a marketer or business owner, how many times did you hear the word “funnel” or “launch” this year?
Our answer is a lot. Like…a lot, a lot.
And there’s a reason we hear these terms so often—they’re the 2 major ways of selling products.
Either businesses are running product launches that generate thousands to millions of dollars in a few weeks or they have funnels that are constantly selling.
At DigitalMarketer, we’re very familiar with both of these strategies. We’ve lived through the pros of launches and funnels, and we’ve definitely experienced the cons.
Product Launches vs. Funnels
Product launches run for 14-21 days and are broken up into 3 parts. The first part is the pre-launch, a.k.a building excitement and anticipation about the product for 7 days (assuming you’re running a 21-day product launch). All of the attention you’re creating is driven to 3 pieces of pre-launch content.
On day 7, you shift into opening day. This is the open cart stage and your goal becomes to get as many people to close as possible. You’ll be in opening day mode for another week until day 14 hits, and you start to create urgency and scarcity.
This is the official closing part of a product launch, when you’re telling your prospects that the product is only available at this price for a week longer and/or there are only so many seats/units left.
While product launches only last for a maximum of 3 weeks, funnels are always running. Prospects find their way into funnels by clicking on an ad, going to a landing page, and opting-in for a lead magnet or to make a low-tier purchase.
Since funnels are always live, they’re like evergreen content—they can keep going (and going, and going). A well-executed funnel can easily drive continuous sales for a business, unlike a product launch. You can send back-to-back funnel emails, but you can’t push product launch after product launch.
You’ll exhaust your customers… and your team.
We love launches because you can sell a lot of products really fast, but we hate how high risk and difficult to test and optimize they are.
We also love funnels because they tend to work for a long period of time, but we’re very aware that every funnel will always perform a little worse over time. Each time someone purchases, that’s one less customer interested in your product and able to convert in your funnel.
What if there was a marketing strategy that gave us the benefits of launches and funnels, without the cons?
Let’s talk about the Blitz Launch.
A blitz launch is a 7-day multi-channel awareness campaign that focuses all traffic into a single, “Big idea,” content piece, which then drives to a relevant and urgent special offer.
The blitz launch is the ideal balance that sits in the middle of a launch and funnel. It has the pros of being high reward, high awareness, and brand-building without being high risk, difficult to optimize, and only able to happen 1-2 …read more
Read more here:: digitalmarketer.com