Product Launch Strategy

The ORB Channel Framework

Every launch should distribute across three channel types. Relying on only one is the most common launch failure mode.

Channels you control completely. These are your foundation.

Email list — Your highest-converting channel. Segment by engagement level and customer stage. Send a sequence, not a single blast: teaser (7 days out), announcement (launch day), follow-up (day 2), last chance (day 5).
Blog / website — Publish a launch post that serves double duty as evergreen SEO content. Include the problem, solution, social proof, and a clear CTA.
In-app messaging — For existing products, notify current users contextually. Use banners, modals, or tooltips depending on the significance of the launch.
Social media profiles — Your company and founder accounts. Organic reach is limited, so pair with engagement tactics (polls, threads, behind-the-scenes content).
Community — Slack, Discord, or forum communities you manage. These are your most engaged users.
Podcast / YouTube — If you have an existing audience here, a dedicated launch episode or video is high-impact.

Channels where you pay for distribution. Use these to amplify beyond your existing audience.