Many marketers refer to the initial stage of a promotion as a launch, whether it’s a book, the newest mobile of a car, or an event.
A launch might included a widely covered announcement of a highly anticipated product, like the latest iPhone. Or a launch could simply involve free samples to promote a local restaurant. But in all cases, the launch is the beginning, the birth.
Launching a Facebook Page in stages
Launching a Facebook Page is very similar to launching a rocket ship in that they share the same basic stages (please forgive any inaccuracies – I am not a rocket scientist):
- Preparation – Like a rocket ship, a Facebook Page requires a strategy to steer it’s course, and a main image, applications and welcome tab that provide function and features.
- Countdown – You should have a deadline in mind for when you want to launch your Page, which will essentially force you to prepare and get everything lined up for success.
- Initial Thrust – Starting with zero Facebook fans is exactly like a rocket ship which has to fight gravity by thrusting up away from the earth. This is where you use assets like a huge email list, or an announcement at a conference of a special “attendees -only” promotion on your Page.
- Second-Stage Thrust – After you’ve acquired a fair amount of Facebook Page fans, and have achieved a healthy amount of engagement on the Page, you can fire off a second round of thrusters. This would include using Facebook Sponsored Like ads to leverage your fan’s social graph, or conducting a cross-promotional campaign with another Facebook Page.
- Third-Stage Thrust – At this point, you’ve acquired a lot of knowledge about what works and what doesn’t work for your particular nonprofit and your particular fan base. We’re not talking about theory anymore here – we’re talking about hard-won experiential learning, which is only acquired after you’ve failed and recovered a few times. The wisdom you glean is a rocket fuel additive.
- Perpetual Orbit – At this stage, you’re no longer fighting a gravitational force. Instead, you’re got momentum behind you! What’s critical at this stage is the ability to navigate and continuously refresh your creativity so that fans stay interested.