The Launch Journey: From Follower to Buyer
Launching is about guiding someone through a series of steps: from the first time they hear about you, to purchasing your product, to becoming a raving fan who sticks around. Each phase has its own purpose, touchpoints, and content.
Stage 1 : Build Awareness (Warm Up Audience)
Goal: Get noticed, warm up the algorithm, and attract the right people into your orbit.
Timeline: 1-2 weeks
What happens here:
Teaser content that sparks curiosity and follows trends (more shareable, more viral potential)
High-level topics connected to your offer
Social posts that encourage follows and newsletter signups
Start dropping hints: “Something new is coming for [your audience]…”
Touchpoints:
Organic social posts (Reels, carousels, stories, lives)
Newsletter teasers
Paid ads (if used) to grow visibility
Stage 2 : Capture Leads (Own the Audience)
Goal: Convert attention into email signups we can nurture directly.
Timeline: 7-10 days
What happens here:
Launch lead magnet(s) — quick-win resources tied to your upcoming offer
Create content promoting the freebie
Capture emails + segment your list
Start bridging the lead magnet to the offer
Touchpoints:
Lead magnet landing page + thank-you page
Social promo for freebies
Automated delivery email
Newsletter integration
Stage 3 : Nurture Leads (Build Trust & Authority)
Goal: Build a relationship with your audience so they trust you and want to hear more.
Timeline: 5-7 days
What happens here:
Deliver high-value email content + newsletters
Authority-building social posts (educational, behind-the-scenes, storytelling)
Begin sharing the journey of building the offer (if applicable, “building in public”)
Launch waitlist: segment the hottest leads, give them first access and VIP treatment
Touchpoints:
Nurture email sequence (educational, storytelling, authority)
Waitlist landing page + confirmation email
Social posts driving people to join waitlist
BTS/authority content
Stage 4: Build Hype & Promote Launch Event
Goal: Create anticipation and FOMO leading up to launch week
Timeline: 3-5 days
What happens here:
Announce launch event (webinar, challenge, livestream, etc.)
Invite waitlist + list subscribers to attend
Social hype content → countdowns, teasers, early access reminders
Email campaign pushing event sign-ups
Touchpoints:
Event registration page + reminders
Social promo for event
Newsletter + email invitations
Stories/reels hyping what’s coming
Stage 5: Launch Week (Conversion)
Goal: Drive sales through live events + intensive campaigns.
Timeline: 7-10 Days
What happens here:
Kick off with launch event (value-packed + sales pitch at end)
Open cart and (if chosen) close cart at end of campaign
7–10 days of coordinated email + social campaign
Answer FAQs, handle objections, showcase transformation
Heavy retargeting (ads, content, DMs)
Push urgency with bonuses, deadlines, countdowns
Touchpoints:
Launch event (webinar, livestream, challenge, AMA)
Sales page (with upsells/bonuses)
Email campaign (cart open, objection-busting, urgency, cart close)
Social proof posts + retargeting ads
DMs + community engagement
Stage 6: Post-Launch (Retention & Optimization)
Goal: Deliver a great customer experience, capture proof, sustain momentum, and prepare for the next cycle.
Timeline: 1-2 weeks
What happens here:
Onboarding emails + welcome content
Ensure new customers use + get value from the product (reduce “PDF graveyard” risk)
Gather testimonials + reviews for next launch
Run debrief: what worked, what didn’t, what to optimize
Prep for evergreen/public launch or the next cycle
Touchpoints:
Onboarding email sequence
Customer community space (Slack, Discord, Circle, etc.)
Feedback + testimonial collection
Metrics review + launch debrief