There's an undeniable excitement that surrounds launch days as a marketer. Whether it's a new product feature, a fresh service offering, or a groundbreaking piece of content, the lead-up to the launch is filled with anticipation and a sense of possibility. It's a time when the collaborative efforts of cross-functional teams come to fruition, and the hard work of building something from scratch finally sees the light of day.

There’s something very special about the days that lead up to the launch, the launch itself, and then what you're going to do to capitalize on the launch afterwards. The launch process has a magnetic allure. The moment where cross-functional collaboration heightens and teams unite around common goals.

Behind every successful launch lies a symphony of collaboration, where diverse perspectives and expertise converge to shape the final product. It's something to do with building something from scratch, the cross-functional collaboration, gathering feedback, organizing documents, and then holding everybody accountable that what you're shipping gets shipped and all of the people on the team are organized to help contribute.

It's a symphony where different instruments come together to create a harmonious melody, with each team member playing a crucial role. From gathering feedback to organizing documents, the launch process is a truly collaborative endeavor that demands accountability and coordination from all involved.

This week we launched Web Concierge, proactive personalized assistance for your website, without having to lift a finger.  

In 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 your website is more than just an online presence – it's your evergreen digital asset, a powerful marketing tool that should evolve alongside your business goals and industry trends. We're big believers at Pneuma that your website is your most important digital asset, and I have been someone in the past who's launched new websites and then gone on to the next thing.

But the truth is, your website shouldn't be a one-and-done affair. It needs to be nurtured and optimized continuously, ensuring it remains relevant and impactful. The fact of the matter is your website needs to constantly be evolving with the shifts that happen in the industry, and that's what we believe Web Concierge can help solve for.

Activating Your Team as Brand Ambassadors

In the realm of successful launches, one of the most powerful distribution channels lies within your organization – your team. Your most important distribution channel at any business in any industry is your own people. By activating and empowering your team to share and promote your new offerings, you're not only leveraging their networks but also humanizing your brand.

It helps humanize the brand. It helps, it allows your people to be an extension of your brand.  When your team becomes an extension of your brand, they infuse it with authenticity and relatability, making it more accessible and engaging for your target audience.

Ultimately, the key to a successful launch lies in harnessing the power of your people. The more you have your people being a promotional channel for your brand, the better results you're gonna get.  By equipping your team with the necessary assets, copy, and details, you're empowering them to become ambassadors for your brand, amplifying your reach and maximizing exposure for your new offerings.

I would say that next time you're preparing for a launch, next time you're trying to get noticed, trying to be seen, the best thing you can do is make sure the people on your team are in the know and are the activators.  By embracing this approach, you'll not only increase the chances of a successful launch but also foster a culture of collaboration and shared ownership within your organization.

In 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲, the power of team activation cannot be understated. By harnessing the collective strength of your people, you'll be able to launch new offerings with greater impact, reach, and resonance, ultimately driving your brand's success to new heights. You’ll increase the odds of making it easier for your next customer to find you. 

…if you’re looking for a proactive approach to managing your website check out Web Concierge today.

The Content We Dropped This Week

In this week's episode of 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 podcast Viola Eva, Founder at Flow Agency discusses the steps to take to build your brand in The Search Economy. Viola discusses the changes with Google, the power of consistency, and how to continue to evolve your SEO strategy to positively impact the brand you're building. 

Please follow and subscribe to 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 wherever you consume fine audio and video content.

• Apple Podcasts

• Spotify

• YouTube

Also, if you’d like to learn more about our Web Concierge launch you can check out David’s post about it which includes a video. 

Quick Tip for The Search Economy

I’m a big “done is better than perfect” type of marketer. It’s easy to waste a bunch of time over assessing performance. We get caught in the weeds of monitoring vanity metrics and spending a chunk of our time on things that aren’t going to get you closer to your next customer. 

There’s 2 attributes that I’ve found in almost every great marketer: 

1. They have an uncanny ability to ship quality work at a consistent speed 

2. They aren’t scared of failing 

Great marketing in 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 is about experimentation. 

The quicker you can experiment the more you’re going to find the right strategy to go all-in on. 

If you’ve been debating new technology or services for your SEO program we’re always here to be a sounding board.  If you’re looking for a team that will help give you a jump start into 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 give Pneuma a shout for a free traffic audit!

What They’re Saying About Search

We talk  a lot about our process of SCORE at Pneuma. We believe our methodology helps clients for their next customer with SEO. We recorded an entire series on the podcast feed if you’re interested in learning more. I saw this tweet from Lou Petracci and it was a good reminder that SEO never stops. You’ve got to treat it like an ever-evolving strategy in order to win with SEO. 

If you’re looking for a team that will help give you a jump start into 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 give Pneuma a shout for a free traffic audit!

Content That Supports The Search Economy

Before you get your team to become a key distribution channel for your content you’ve got to put in the work on the internal marketing side. I’ve always believed that marketing from the inside out is the best way to build momentum around your content. 

Internal marketing isn’t easy. It takes time, patience, and great communication. Recently, I came across Kerry-Ann Stimpson’s podcast on internal marketing. 

She’s currently on episode 50 and there’s a ton of internal marketing insights that can be learned along the way. 

I appreciate you being here for 𝐓𝐡𝐞 𝐒𝐞𝐚𝐫𝐜𝐡 𝐄𝐜𝐨𝐧𝐨𝐦𝐲 newsletter. If you’re looking to learn more about how your company can get found by your next customer then give the Pneuma team a shout.