Treat Your Website Launch Like a Product Launch

Last week, we teamed up with Jerel and Shuo at DECODE to break down how we launched our Arcbound 2.0, our rebrand. They shared our approach in their latest Tactical Tips newsletter, featuring my take on the playbook we used to launch our own website in early April. Here’s all we learned! Hope you enjoy.

DECODE
June 18, 2025

Hello!

Welcome to ‘Tactical Tips’ by Jerel and Shuo at DECODE, where we cover one new idea to help you build and grow your startup – every week in <5 minutes!

🔥 Inside this issue:

✅ 3 tactics to launch on social media
✅ 2 traps to avoid
✅ 1 tool to leverage 

👇Let’s dive in.

3 tactics to launch on social media

📏 Treat your network like a CRM (because it is)

• Consolidate all contacts into a spreadsheet

• Tag people based on their strengths and the role they can play in the launch:

  • Like/comment/reshare at the right time

  • Feature across other channels in the same week (e.g., newsletter, podcast, guest blog, etc) 

  • Go above and beyond (e.g., record a quick video or send referrals)

• Give something, make specific and personal asks (based on the relationship, their strengths, and the channel), and offer a bonus to incentivize opt ins

• Avoid mass-blasting—tailored outreach feels more human and drives better engagement

• Leverage shared connections as social proof—people are more likely to opt in when they see their friends already involved.

👂 Orchestrate a staggered launch campaign

• Draft a vulnerable launch post that consists of:

  • A great hook that gets people to click the “See More”

  • A core story that invokes emotions and builds trust

  • A clear call to action without asking people to buy

• Collect opt-ins, track supporter interest, and group them by time zone to send staggered reminders and calendar invites for engaging the launch post

• Trigger the first wave of likes/comments/shares within 15 minutes of publishing

• Roll out additional waves throughout the day and until the next morning to maintain a steady stream of engagement 

• Avoid one-time spikes—steady engagement keep the post alive in feeds longer

🔄 Work the post like a full-time job for 48 hours

• Treat the first 48 hours post-launch as a high-leverage sales window—be the #1 salesperson

• Reply to every comment with intentionality (not just a ‘thanks!’)

• Send messages to 2nd-degree engagers (e.g., “Thanks for liking—want early access?”)

• Follow up with people who had supported the launch, thanking them and sharing how it was going

• Track which comments and DMs could be converted into leads and meetings

• Focus on depth with existing network while gaining exposure through extended circles

2 traps to avoid

🚨Waiting for people to notice without earning their attention

• Posting alone rarely gets sufficient attention—most people aren’t ignoring; they are just busy and aren’t paying attention

• Treat your digital launch like an event—curate, invite, and mobilize intentionally or no one shows up

• Warm up the audience, capture their attention, and make them feel part of the journey to boost visibility and engagement

🚨Spreading launch efforts across too many platforms

• Asking for engagement everywhere = diluted impact and confused audience

• Focus all engagement on 1 primary post—clarity drives action, confusion kills it

• Use other platforms to post about the launch or point to that post, not compete with it

1 tool to leverage

📖 Best practice on a successful launch

• Budget at least 50+ hours and start preparing for the launch at least 1 month prior

• Only launch when the product has quality—a great launch won’t fix a crappy product; GTM confidence comes from knowing it’s worth promoting

• Leverage tools like Relatable.one to organize your personal network

Check out the original newsletter here.

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