How to Create a Basic Go-to-Market Strategy for Your Brand Launch

Launching your brand/business is equal parts exciting and terrifying. There’s a lot to think about, and creating a solid go-to-market (GTM) strategy is one of the most important pieces of the puzzle. 

A GTM strategy is basically your roadmap for getting your product or service in front of the right audience - and making sure they love it!

Don’t stress if marketing isn’t your forte - a proper framework will help you kick things off and set yourself up for success.

Follow these steps:

1. Who do you want to talk to? (aka who is your ideal customer persona)

At the heart of every successful GTM strategy is a deep understanding of your customers. 

Who are they? What are their needs, preferences, and pain points?

Ask yourself: What problem does my product/service solve?

Start by creating customer personas to explore these questions. These fictional profiles represent your ideal customers - their goals, challenges, and behaviours. The more detailed your personas, the easier it becomes to establish an approach that truly resonates.

2. Define your unique value proposition (UVP)

Think about what makes you as a brand stand out. It should communicate the benefits of your product or service and the problems it solves.

Keep it short, clear and memorable, i.e. If it doesn’t fit on a Post-it, it’s too long. 

Your UVP is the foundation of your messaging and positioning, so really have a good think about this one and ask those around you what they think/feel/hear/see when they look at your brand.

3. Who else is playing in your sandpit? 

Look at your competition. What are they doing wrong/right?

Doing a competitor analysis helps you spot market gaps and figure out where you plug your product/service.

Look at businesses offering similar products or services. Pay attention to these bits in particular:

• Pricing

• Marketing strategies

• Customer reviews (both good and bad)

Use these insights to your advantage and focus on creating the best product or service in your niche.

4. Pick your go-to-market channels

Here’s the thing: you don’t need to be everywhere, just where it matters.

Focus on the platforms and channels your audience already loves.

• Social media: Whether it’s Instagram, TikTok, or LinkedIn, social media is perfect for building relationships and showcasing your brand’s personality. For example, a Gen-Z focused jewellery brand could work really well on Instagram/TikTok, while a B2B software company might dominate LinkedIn.

• Email marketing: This is your direct line to customers who’ve already shown interest in your brand. From product launches to exclusive discounts, email campaigns let you build trust and loyalty - and it’s budget-friendly.

• SEO: Want people to find you online? SEO is the way to do it. It’s all about optimising your website to rank higher on search engines, which means creating quality content, speeding up your site, and making it easy to navigate.

• E-commerce platforms: If you’re selling online, platforms like Shopify make it simple to create a UX/UI friendly shopping experience. You can also consider in-person retail options/markets if your audience loves to handle the product themselves.

  
  5. Set some goals!

No GTM strategy is complete without clear, measurable goals, so be sure to set them from the start. No idea where to start? Use SMART criteria:

• Specific: “Gain 1,000 Instagram followers in the first 3 months” is better than “Get more followers.”

• Measurable: Know how you’ll track your progress.

• Achievable: Keep it realistic.

• Relevant: Align your goals with your overall strategy.

Time-bound: Set a deadline to stay accountable and focused.

6. Create a marketing plan

With your goals and channels sorted, you can now map out your plan. Be sure to include:

• A content calendar for social media, blogs, and emails you want to send out every week/month (consistency is key!).

• Paid ad campaigns, if your budget allows.

• Pre-launch and post-launch tactics, like early bird discounts, webinar access or resources like whitepapers/case studies.

7. Optimise as you go

Launching is just the start. Keep an eye on how things are going - listen to customer feedback, check the numbers, and be ready to make changes. Tools like Google Analytics and social media insights can help you spot what’s working and what’s not.

It’s all about learning, tweaking and improving as you go - good luck!