There are a lot of articles, tips and cases on a successful Product Hunt-based project launch, analyzing which brings to the following conclusions: to run a successful campaign, it’s necessary to advertise the project launch through all available channels, ask colleagues, partners and users for help. It’s a very appropriate message, yet the amount of traffic you can bring to your page is not the only thing your campaign’s success depends on.
Let’s start with your market volume. It should be kept in mind that the larger the market is, the more chances you have to become the best. The market should be pre-evaluated so that you can skillfully assess your power.
One of the key points is the number of the audience you can attract, and it’s very important how fast you will do that. The earlier you get to top five products of the day, the more likely you are to be voted for. Therefore, it’s very important to in advance make a list of all available channels and invite users to give feedback on your product, starting from the biggest available channels in terms of the number of audience.
The quality of your page design. GIF is better than an image; a short heading is better than a long one; a product video and screenshots are better than just screenshots. It’s not hard at all, but if your project is incomplete, keep in mind that the preparation may take a few days.
Project value and uniqueness. ProductHunt positioning lies in the fact that it’s one of the best places to learn about technological innovations. Hence, you have to be ready to answer the question: what makes you better than the existing solutions?
Well, you can’t get by without luck. To top ProductHunt, it’s not enough to perfectly follow the technology described in all guidelines. You can’t influence market volume and competitors who will be launching their projects together with you. In this case, luck will also come in handy. Yet, it doesn’t mean you don’t need a campaign.
There are several reasons to launch your project on ProductHunt: first off, it’s a good way to introduce yourself and your project, as this international platform is known worldwide, particularly in the USA and Western Europe. Besides, it’s an opportunity to get feedback from your colleagues who are aware of your project’s value. And most importantly, you can grab investors’ attention.
The Internet offers a lot of articles, tips and cases on how to bring your product to ProductHunt. The cases show various timelines for various projects – some projects had 2-3 month preparation, some spent half a year. It’s an important milestone as there’s only one chance. As we explore the majority of such projects, we can specify 3 stages.
Stage 1. Analysis and preliminary preparation
These steps will help understand how ProductHunt works, look at other launches and products and probably find similar ones.
- Creating and developing a Twitter account.
- Creating a personal CEO account of ProductHunt (corporate and commercial accounts are not created).Inviting all colleagues to sign up.
- Promoting own account and colleagues’ accounts. Subscribing to other users. Commenting on and voting for other projects.
- Looking for potential “brand ambassadors”. Jumping ahead, we’d like to say that ProductHunt takes it for spam (tagging top hunters, texting them etc.), but a lot of people use it and try to gain top hunters’ support on the platform.
- Looking for collections for publications.
- Searching for partners for support. There are special communities to support startups and projects that wish to be launched on ProductHunt.
Stage 2. Preparation
- Deciding on positioning. ProductHunt is a place for startups, therefore, a product has to be simple and clear. Jumping ahead, we’d like to say that the product description shouldn’t exceed 60 characters.
- Making a hunters’ list. Product Hunt Leaderboard – Products, Hunters and Makers, 500 Hunters // A list of the Top 500 Hunters on Product Hunt
- Preparing letters and project details for hunters. Preparing a special offer.
- Making a list of collections owners.
- Creating a GIF-avatar, creating presentations and preparing all graphic resources.
- Writing project description texts. A full description should fit into 60 characters.
- Preparing a text for the first feedback – this is basically what a full description is about. Everything should be done on behalf of the project founder.
- Preparing launch details on all project platforms: website, groups, maillists etc.
- Preparing information for press-releases.
- Searching for partners and channels for increasing traffic on ProductHunt on the day of launch. Making a list of emails for mailing etc.
Stage 3. Launch
- Placing prepared information on the platform.
- Placing information on project resources.
- Starting mailing, advertising etc.
- Participating in ProductHunt discussions. Active social media involvement.
- Tagging ProductHunt collections owners and, probably, pre-agreed users.