Estimated reading time: 18 minutes

Since you clicked on this post, you’re either going to start a business or just thinking about it.  You are excited about your product. And you are hoping to make a lot of money with it.

Guess what: This is doable, but only by taking the right steps. Continue reading, and you will have learned how to build an audience before launch for your product before you launch it.

“Good Product Doesn’t Need Advertising”

It is often said by respected business people that a product should not need to be advertised if it is good enough. So much so that even people who do not know or care about business know it.

Is this accurate though? Well, not in the way many people think it would be. When the sentence is worded like this, it sounds as if they believe advertising itself is redundant. That is, the quality of the product is the only variable that determines the growth or survival of a business.

This obviously isn’t true. Yes, the actual mindset behind this quote is one that underlines the importance of the product. However, it doesn’t necessarily ignore or bash the importance of marketing.

Adwords as a way to build audience before launch

So, why did we start this article with a generally misunderstood quote, you might ask. The reason is that there are many people that strongly believe in it. Especially people who are starting a new business.

These people are often in love with their products. So much that they often prioritize improving tiny details about the product above all else. Unfortunately, they fail to do tasks that are critical to the survival of their organization.

Many people don’t give outreach and marketing the attention they need to.

“Why should I spend my time or money on writing pages worth of blogs when I can perfect my product?”

“What’s the point of opening multiple social media accounts? Our product will make itself known.”

The reason for ideas like these is either a lack of belief or a lack of effort. Some people do not believe that marketing matters that much when it comes to the bottom line.

Not surprisingly, their businesses fail when they might have easily survived and gone on with their growth.

Do not make the mistake of underrating the benefits of outreach.

“What would Nike be without their swoosh, or their slogan “Just do it” ?”

Pre-Launch Marketing

Don’t get us wrong, no amount of marketing will help sell an awful product. But also, no one can use a product if they haven’t acknowledged its existence.

There are countless brilliant marketing campaigns that made companies millions. Some of them even had a tremendous effect on creating the brands we know and love today.

Think about this, what would Nike be without their swoosh, their slogan “Just do it” or any of their marketing efforts? Would you trust the Colgate toothpaste if you didn’t see them constantly on TV?

Online marketing as a way to build audience before launch

Let’s look at another example. The people who created Basecamp had a blog called “signal vs. noise”. This allowed them to gain initial traction very easily and they got it up from there. If it wasn’t for the blog, couldn’t they have succeeded? Maybe, but it would certainly not be easy as it was.

So we cleared out the doubts about the necessity of building an audience. However, there are two ways you can do it. Should you build an audience before launch, or start doing it after you launched it.

Pre-launch marketing means increasing awareness of an upcoming product launch. It is definitely a viable strategy. Yes, it delays the start of your income, but it has other advantages. It’s much easier to fine-tune a pre-launch marketing strategy because there is nothing to lose. Let’s say you realized that the audience base you choose does not show high buyer intent. No problem, go and find another niche.

Doing this before there is no product and cash flow gives you room to make analyses and adjustments. It can be said to be a safer option. However, either path has been successfully used and benefitted from in the past. Therefore, there is no single answer.

However, if you would like to try pre-launch marketing, there are particulars you should mind. Before anything else, you must know the steps you should take.

Choose Your Audience

You might or might not have determined the product or service you will provide. That’s fine. If you haven’t, you might want to check out the tips we are about to share.

Is The Problem and The Niche Important to You

Starting a business is mainly about solving a problem or problems. That’s why you should choose a niche where their problems and pain points interest you. By doing this, you lower the risk of burnout in the long term as you are now doing something you love and care about. You also have a better chance of providing quality products/services since you have past experience with the issue.

Is There A Market?

keyword research tool to help you build an audience

For a problem, there must be people who are already looking for solutions and also different providers. If there are no other providers, then people probably are not ready to spend money on such a product/service.

There are some communities that make searches on the internet but have low buyer intent. For instance, the zero-waste movement might be a bad choice, because their common feature is that they try to buy as few products as possible. Therefore you should also check that the words you look through have high buyer intent.

What Does Your Average Visitor Look Like?

Demographics tool

This is important because now you know what your audience pays attention to. For instance, if your audience primarily consists of people in their 20s, it would be a good strategy to focus more on social media channels and cultural trends.

To check the demographics of a group of keyword searchers, you can check out this page.

demographics tool that helps you build an audience

Start Gathering People

There are a lot of channels and tools to be leveraged. You should do as much as you can to try out different channels to maximize your chances of outreach.

Social media

Open up accounts on Twitter, Facebook, Instagram, Linkedin, or other channels that people in your niche have a special tendency to use.

Your goal must be to create a following and keep them coming back. You can do this by employing two tactics. You must create anticipation to hook people and provide them with valuable content to keep them coming back.

Create Anticipation

Creating that initial buzz can be very beneficial especially if you haven’t launched yet. People like for things to be revealed, especially if the problem concerns them. So, if you did a good job selecting a fitting audience, then it would be very easy to lure them in.

The game of anticipation is all about teasers. You can use them in many different shapes and forms. You can give little updates about the features of your product, boost unique hashtags about the product, etc.

Another idea can be organizing giveaways. They can be very beneficial to go from 0 followers to gaining traction rapidly.

You can even do posts where you put the spotlight on team members and publish their thoughts and experiences. People love to interact with and see other people. Especially in the context of seeing actual people working on a solution they care about.

Provide Good Content

Content is the king in marketing. It is one of the best ways to offer value. That’s because it helps people in ways that make them want even more information. Nowadays people want to read about something or watch something more than they want to actually do it. Therefore, you must benefit from this if you want to get a bigger following on any channel.

Quality content is what makes you rank better in search engines. It has a simple logic. If you can’t provide people useful information that they can act on, and make it accessible, Google won’t show your site to people.

What do we mean by good content? We believe that if your content is relevant, helps people, and gets upgraded constantly, you are doing a good job.

You should ideally include information that is valuable to people in your niche. Don’t forget that there are countless topics that your average visitor would like to learn about. But how would you make yours better than all the other content out there on the internet?

#1 Make it Easier to Read

First of all, your posts should be easy to digest. Add visuals and infographics that grip the reader. Posts with more pictures and videos do better on any channel.

Use shorter sentences and avoid big words. In an academic context, long and masterfully crafted sentences may benefit you, but not in marketing. No one wants to read a novel or a scientific article when they search for a solution online. So keep your sentences under 20 words as much as possible, and use easier versions rather than sophisticated words.

#2 Write in Depth

Secondly, improve the richness of your subject matter as much as possible. You have no chance to rank if you briefly touch upon your subject matter without going into depth. That way, no one will learn anything by reading your content.

Research your topic very well. Learn all about the particulars. Give insightful advice on how people can make the correct decision about the details. That way people can actually look for what they have searched for, and benefit from your content.

Include relevant findings and data. Enrich your post with quotes. These will help your post stick to people’s minds.

#3 Give a Roadmap

Provide actionable steps. No amount of information is important if it doesn’t make people achieve something. Tell people what they should do to achieve their goals step by step.

#4 Be Consistent

Unfortunately, it is not easy to publish quality content constantly. How are you going to pump out content weeks after weeks without compromising the quality? Plus there is a risk of running out of ideas. You should create a system to prevent these issues.

Write Down Good Ideas

To generate as many ideas as possible, note down good ideas whenever you can. By doing this you end up having a content pool that you can turn into different blog posts later on.

Be on the Lookout for New Information

Certainly, you can still run out of ideas. Another solution you can implement is to feed yourself with new information constantly. Check out subreddits, forums, and other sites where people discuss things about the industry your product lies in. Find these resources by google searching phrases like [your keyword] + Reddit, [your keyword] + best practices, or best+[your keyword]

By doing so, you can learn about new pain points of your customers, the biggest drawbacks of your competitors, and much more. This will give you new ideas to present your product in brand new ways. This will result in much better engagement with your audience.

Use Search Engines

Another way to find new ideas is to use Google or other search engines of related platforms. Google search your keyword and see which recommendations google gives you. A quick tip: You can use a site called Soovle to research multiple search engines.

Soovle is a tool to help you do keyword research

To make your content more related to each other, you can use brainstorming. You can start by writing a broader keyword in the middle of a paper. Then, create branches by adding different but related, more specific keywords. Finally, cluster more related keywords with each other and continue to grow your brainstorming tree. You can even use this tree by itself as a content scheduler.

Create a Schedule

However, most importantly you should stick to a game plan. You should create one by adding posts to your schedule one by one. It’s important that you don’t have any gaps where you won’t post for more than 2 or 3 weeks.

After creating a plan, you only have to stick with it, which is often the hardest part. There are many people who know what to do but still won’t do it. The problem is generally a lack of discipline and intent. If you stay consistent, be sure that you will definitely see results.

Do Collaborations

Interact with like-minded people like yourself. There would certainly be many content creators, marketers, or business owners who are also looking to build an audience before the launch of their product. Find them, talk with them, and make plans with them. This only helps you since it builds social proof and trust. It can also help you reach more people.

There are many things you can do as collaborations. For instance, you can do guest blogging on other related sites. You can also ask to take part in podcasts to broaden your influence.

Set a small and attainable goal. Such as making 3 collaborations in a month, and doing anything to not miss that target. Consistency is once again the most important variable.

Design an Interesting Landing Page to Attract an Audience

So, we assume that you will follow the advice on the content side of things, and you already have created a base. Now it is very important to package this content to be more interesting to your visitors. That’s why the first thing people see when they click on your website, your landing page, has importance.

A landing page (and more generally a website) has to be easy to use, and give people what they want with minimum friction. It’s the year 2022 and people have the attention span of a goldfish. If your site takes too long to load, or your landing page has a complicated design, be sure that people will click away.

Landing page design to build audience before launch

Your goal has to be to decrease the friction. There are many variables you can test and optimize, but it’s a very long discussion where we won’t go into all the details. But you can and should look at the best examples of landing pages of other sites by clicking here.

But as a very short summary, bright and high-energy colors like red and orange work better when it comes to calls to action. Your value proposition should be very clear and readable. It should be very easy for people to click the buttons to sign-in/take action.

Create and Grow an E-mail List

Content is beneficial and it helps your business. However, it doesn’t provide a very important thing: It doesn’t make you able to reach out and keep in touch with your customers. But there’s a thing that does that: E-Mails.

Use e-mails to your advantage, because it’s one of the most low-cost and successful channels out there. Engage with people, ask for their feedback, check in on them periodically, and specialize your content for them.


One of the best practices of using e-mail marketing is to create a periodical newsletter. A newsletter is where you provide new content on a weekly/biweekly/monthly basis to your e-mail subscribers.

This achieves two things: The first is that it gives people content with the impression of personalization, only because it is sent to their mail. This means that people will be more reactive toward the content there.

The second thing e-mails achieve is create momentum. When you start to send periodical e-mails, people expect that more of that is to come. This of course helps your business before launch because it stays on your audience’s mind. You can amplify this by adding a counter to your headlines like (2 of 5) + [Your Headline]

Guerilla Marketing

Remember that you haven’t launched your product yet. It is extra hard to make people aware of something that just doesn’t exist. Spreading information through your content is a great way to build an audience, but there are other ways to do so.

You can and should make use of methods that are not known in the mainstream. These methods can be generalized as guerilla marketing. These include building relations through personal interactions.

Browse the forums in your niche but don’t be satisfied with only being an observer. Take part in those forums. Ask questions, and try to understand people even a little bit better.

Build relations with people, and keep them close by talking with them regularly. Of course, you can only talk with so many people as a single person who has a lot of other responsibilities. But try to benefit from the organic connections as much as possible.

Take Part in, or Organize Events

Events can be surprisingly high-demand. The nature of them often pulls attention towards the events, making them settings where many people pay attention. Therefore, they are also organizations you should benefit from.

Organize a virtual event to make it easier for people to take part. Talk about the future of your product and your niche. Speak directly to customers (who are most likely to be early adopters), and ask about their pain points. Chat with them. Ask about their hobbies, and try to collect as much information as you can about them. You can then use this information to your benefit by creating content accordingly. Grant the attendees limited time offers to reward their attention.

A virtual event

Take part in other people’s events. This will help you reach and talk with more people.

You can also repurpose the material from your events and showcase them as content. This gives you yet another opportunity to grip people with content. You can use an automatic transcription service to turn all your meetings and audio/video recordings into text. That way, you would have spent a small amount of time creating different formats of one content to push through multiple channels.

Iterate and Continue Building the Audience

The best way to know if you are on the right path is by tracking your actions. Let’s assume you have used all of the acquisition channels that we touched upon. You probably did not perform the same in all of them.

Do not use a single metric like clickthrough rate, and try to have a holistic approach in your analyses. Just because a lot of people clicked on your website doesn’t mean that you have succeeded in your mission to build an audience before launch. The duration that a person spends on your website is just as, if not more important than the sheer number of clicks you get. A person spends 45 seconds on a site on average. If you want to do better than that, you should not use generic titles or clickbait.

What you must do is determine your best-performing channels. Whether it be Facebook, Instagram, or LinkedIn, try to understand what worked. After doing that, the goal should be to scale that solution as much as you can. For instance, if your Instagram posts are getting much more impressions than the other channels, double down on them. Focus on creating more Instagram posts at expense of other tasks regarding other channels. Once you are sure that a channel is a reliable source of sales, you may focus on the others.

To Wrap Up

In short, it’s never an easy task to build an audience. Building an audience before launch is no different. You need to have a plan that allows you to try multiple channels of acquisition. This is completely possible, but you will need two things more than anything: A solid plan, and a sense of discipline.

Frequently Asked Questions

What is the best way to build an audience before launch?

1. Create content that people will love and come back for
2. Keep in touch with people through e-mail
3. Design useful landing pages to provide the best possible UI
4. Join events that are related to your niche and talk with people
5. Publish content and reach people on social mediaA person who builds audience before launching a product

How do I prepare for a new launch?

1. Try to make use of as many acquisition channels as possible
2. Listen to the feedback of your competition to win a slight edge over them
3. Make yourself known by using quality content and reaching out to peopleBuild Audience before launch