Creating a 90-Day Launch Marketing Plan for SMBs
Creating a 90-Day Launch Marketing Plan for SMBs
Launching a new product or business is exciting—but without a plan, it’s easy to lose momentum. A 90-day launch marketing plan helps you build anticipation, drive conversions on launch day, and sustain growth in the weeks that follow.
Here’s how to structure a launch plan that turns attention into sales.
90-Day Launch Checklist
✔ Pre-launch tease prepared
✔ Launch-day content scheduled
✔ Post-launch campaign ready
✔ Lead capture setup
✔ Results tracking enabled
With these elements in place, you’ll be ready for a launch that builds awareness and drives measurable results.
Three-Phase Marketing Strategy
A successful 90-day launch typically unfolds in three stages:
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Pre-launch (Days –30 to 0) → Build anticipation with teasers, early sign-ups, and sneak peeks.
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Launch (Day 0 to Day 7) → Maximise visibility with ads, social content, and email blasts.
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Post-launch (Day 8 to 90) → Retarget visitors, nurture leads, and showcase testimonials.
This phased approach ensures momentum doesn’t fade after the first week.
Aligning Marketing with Operations
Your marketing plan should match your business operations. Ask:
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Can your team handle an influx of enquiries or sales?
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Are customer support processes ready?
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Is inventory or service capacity aligned with expected demand?
Marketing creates demand, but operations must deliver on the promise.
Using Urgency and Scarcity Tactics
Scarcity drives action. Consider:
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Limited-time discounts
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Early-bird offers
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“First 50 customers” bonuses
These tactics encourage quick decisions, especially in the first week when momentum is highest.
Email and Retargeting in the Launch Plan
Email and retargeting ads are critical for nurturing interest beyond launch day.
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Email marketing → Segment lists for prospects, new customers, and loyal fans. Send tailored campaigns to each.
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Retargeting → Use Facebook, Instagram, or Google Display to re-engage visitors who didn’t convert on launch day.
This ensures you capture revenue from people still “on the fence.”
Reviewing and Refining After Day 30
Your launch doesn’t end at day seven. By day 30, review:
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Conversion rates by channel
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Which messages resonated most
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Where leads dropped off in the funnel
Use these insights to refine campaigns for the next 60 days, doubling down on what works.
Final Thoughts
A 90-day launch marketing plan gives SMBs a structured, scalable approach to driving awareness, conversions, and long-term growth. By breaking your launch into phases and aligning marketing with operations, you’ll set your business up for success beyond launch day.
At Bottrell Media, we help Australian businesses create launch strategies that attract attention, capture leads, and drive sales.
👉 Planning a launch? Let’s build your 90-day marketing plan together.
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