If chaos breeds opportunity, 2021 is surely the moment to make bold moves. In fact, amid tailwinds from historically low interest rates, ramping vaccine programs and a year’s worth of pent-up demand, Fast Company and other trend-watchers see not only possibility, but unprecedented opportunity, for new business launches in the coming 12 months.

For those ready to make the leap and unveil a business this year, the question remains… how? Large, in-person events — once a critical component of a launch campaign — won’t be feasible for months if not longer. And even pre-pandemic, such gatherings were already transitioning from anchor to accessory as high-reach digital and social tactics came to the fore. In other words, whether your business is fully online, brick-and-mortar or somewhere in the ever-growing gray zone in between, a successful launch demands a digitally focussed strategy.

Keep these three principles in mind to break through on screens — and IRL — in 2021.

1. Start earlier than you think you should.

The introductory splash hinges on building an audience well before you open for business — which is why you should think of opening day as the end of your launch activities, not the beginning. Use the months prior to establish a presence on the social channels most relevant to your market, and go big with your best, most shareable content.

Instinct (and budget) may suggest easing into content creation with a few basic blog posts. But it can actually be more effective to start with a bang, publishing a standout piece even before your business officially launches. A high-value white paper, commissioned research study, or must-watch social video is much more likely to break through online and attract followers — and that audience growth may be more valuable to you in the launch runup than at any other moment in the life of your business.

The prelaunch period is also a great time to establish relationships with a few key influencers in your field, and ideally provide them with early access to your products or services. It’s okay if some details are still a little rough around the edges when this outreach begins. Bringing influencers behind the scenes on your launch journey only enhances the authenticity of the connection — which equates to even better impressions with social audiences.

Once you’ve established a content and influencer plan, be ready with a website and email capture system to receive all that interested traffic. If you can’t have your site in top shape weeks or months prior to launch, don’t worry. A well designed “coming soon” page with light teaser content may be an even better way to drive intrigue and acquire email addresses.

2. Make the “big day” a big week. 

While nothing matches a real-world party, online launch events bring a host of advantages to business owners. Rather than confine yourself to a single announcement day, you can introduce your business with a cluster of online events spanning a full week. You’ll get more overall exposure, which means more chances to grab attention, spark interest and — ideally — begin a relationship with your customers.

The specifics of your launch programming will vary, of course, with your sector and target market. But no matter what business you’re in, launch is the moment to reward your early audience with meaningful experiences that deliver substantive value. Rather than pushing out a standard “our story” video, consider offering free online info sessions with your in-house experts or influencer partners. Instead of predictable coupons, run a fun social contest with giveaway prizes. Avoid generic “enter to win” tactics and opt instead for creative activities that resonate with your business proposition. For instance, a neighborhood mortgage broker might run a “my dream home” children’s art contest, or a haircare brand might invite dramatic makeover photos for entry into a raffle. Such programs entertain your followers while also providing great fodder for future shareable content.

3. When it comes to forming a bond, some things never change.

You probably won’t be greeting customers with handshakes and hugs anytime soon. But in a socially distanced world, the power of touch and sensory connection is stronger than ever — and you can still put it to work for your business in safe, strategic ways.

If you have a brick-and-mortar presence, absolutely invite customers to safely enjoy special premiums throughout your launch week. (Think: charming gift bags to grab and enjoy at home, rather than food and drinks on-premises.) If you’re a purely digital business, sending a thoughtful package in the mail to key influencers can generate good will that easily pays for itself in social exposure.

Content creation. Influencer partnerships. Engagement events. In 2021, a brilliant launch plan will look a lot like… a brilliant marketing plan. With the right opening moves, not only will you make a powerful first impression, but you’ll also have established the relationships, tools and processes you need to sustain that momentum through your first year and beyond.

To learn more about how Wilks Communications Group can help you successfully launch your business this year, contact us at hello@wilksgrp.com.