npx skills add https://github.com/borghei/claude-skills --skill launch-strategy类别: 市场营销 标签: 产品发布、功能发布、Product Hunt、市场进入、发布手册、公告策略
发布策略提供了完整的发布手册,用于发布产品和功能,以建立势头、吸引关注并将兴趣转化为用户。产品发布不是一个单一事件——它是一场包含发布前、发布日和发布后阶段的营销活动。在没有发布计划的情况下推出产品,无异于放弃增长机会。
并非每次发布都值得投入同等精力。首先进行分类。
| 层级 | 定义 | 营销投入 | 示例 |
|---|---|---|---|
| 第1级:重大发布 | 新产品、重大转型、品牌重塑 | 4-8周准备,全渠道 | 新产品发布、平台发布 |
| 第2级:功能发布 | 重要的新功能 | 2-4周准备,自有渠道 + 精选渠道 | 主要功能、集成、新套餐 |
| 第3级:更新 | 现有功能的改进 | 1周准备,仅限自有渠道 | 性能改进、UI刷新 |
| 第4级:更新日志 | 错误修复、小改进 | 当天发布,仅更新日志 |
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| 错误修复、微小的用户体验调整 |
本技能的其余部分主要关注第1-2级发布。第3-4级遵循相同流程的简化版本。
定位与信息传递
定位模板:
For [目标受众] who [需求/痛点],
[产品/功能] is the [类别]
that [核心优势].
Unlike [替代方案],
we [关键差异化].
资产清单:
受众预热
候补名单 / 早期访问 对于第1级发布,可以考虑使用候补名单来制造期待:
Waitlist Landing Page Elements:
1. Clear headline: what is coming
2. One-sentence description: why it matters
3. Email capture form
4. Social proof: "Join [X] others waiting"
5. Expected launch date
6. Share incentive: "Move up the list by sharing"
ORB渠道框架
将每个发布渠道归类为自有渠道、租赁渠道或借用渠道:
| 渠道类型 | 定义 | 示例 | 控制度 |
|---|---|---|---|
| 自有 | 你控制受众 | 邮件列表、博客、产品内通知、更新日志 | 完全控制 |
| 租赁 | 付费获取访问权限 | 付费广告、赞助、推广帖子 | 高(付费期间) |
| 借用 | 通过他人获得访问权限 | 媒体报道、影响者提及、社区分享、Product Hunt | 低 |
按层级划分的渠道策略:
| 渠道 | 第1级 | 第2级 | 第3级 |
|---|---|---|---|
| 电子邮件(完整列表) | 是 | 是 | 仅细分 |
| 博客文章 | 长篇 | 短篇 | 更新日志 |
| 社交媒体 | 多帖子活动 | 单次公告 | 简要提及 |
| 应用内通知 | 是 | 是 | 可选 |
| Product Hunt | 如适用 | 否 | 否 |
| 媒体 / 新闻 | 定向推介 | 否 | 否 |
| 付费推广 | 分配预算 | 小预算 | 否 |
| 合作伙伴联合营销 | 如适用 | 否 | 否 |
| 社区帖子 | HN、Reddit、Discord | HN可能 | 否 |
T-2小时:
T-0(发布):
T+2小时:
T+6小时:
当天结束:
Product Hunt是一个发布渠道,而不是发布策略。当与完整的ORB方法结合时效果最佳。
第-4周:准备
第-1周:发布前
发布日(太平洋时间上午12:01)
第一条评论模板:
Hey PH! [Name] here, [role] at [Company].
We built [product] because [personal story about the problem].
[1-2 sentences about what it does and why it's different]
Here's what you get:
- [Key feature 1]
- [Key feature 2]
- [Key feature 3]
Special for PH: [offer -- extended trial, discount, early access to feature]
Would love your honest feedback. Happy to answer any questions!
| 结果 | 含义 |
|---|---|
| 当日排名前5 | 强势发布,获得徽章,首页可见性高 |
| 当日排名前10 | 良好发布,仍能在24小时内获得首页流量 |
| 排名前10以下 | PH特定价值最小,但发布内容在其他地方仍然有效 |
| 周度/月度产品 | 显著的持续PH流量 |
发布不会在第一天就结束。大部分价值来自持续的发布后活动。
| 指标 | 目标 | 来源 |
|---|---|---|
| 候补名单注册量 | 第1级500+ | 落地页 |
| 邮件列表增长 | 增长10%+ | 邮件平台 |
| 预告内容社交互动 | 正常值的2倍 | 平台分析 |
| 指标 | 目标 | 来源 |
|---|---|---|
| 落地页访问者 | 正常日流量的5倍 | GA4 |
| 注册/转化率 | 访问者的5-15% | 产品分析 |
| 社交分享/提及 | 50+ | 社交监控 |
| Product Hunt排名 | 前5名 | Product Hunt |
| 指标 | 目标 | 来源 |
|---|---|---|
| 归因于发布的总注册量 | 月平均值的2-5倍 | 归因分析 |
| 发布注册用户的激活率 | 匹配或超过正常同期群 | 产品分析 |
| 媒体/博客提及 | 3+次自然提及 | Google快讯 |
| SEO关键词排名 | 发布关键词排名 | 搜索控制台 |
| 技能 | 使用场景 |
|---|---|
| email-sequence | 构建发布公告和发布后引导序列 |
| social-media-manager | 协调围绕发布的社交媒体策略 |
| content-creator | 为发布撰写博客文章和落地页文案 |
| analytics-tracking | 为发布转化指标设置跟踪 |
| ab-test-setup | 测试发布页面变体 |
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Category: Marketing Tags: product launch, feature release, Product Hunt, go-to-market, launch playbook, announcement strategy
Launch Strategy provides the complete playbook for launching products and features that build momentum, capture attention, and convert interest into users. A product launch is not an event -- it is a campaign with pre-launch, launch day, and post-launch phases. Shipping without a launch plan is leaving growth on the table.
Not every release deserves the same effort. Classify first.
| Tier | What It Is | Marketing Effort | Examples |
|---|---|---|---|
| Tier 1: Major Launch | New product, major pivot, rebrand | 4-8 weeks prep, all channels | New product launch, platform launch |
| Tier 2: Feature Launch | Significant new capability | 2-4 weeks prep, owned + select channels | Major feature, integration, new plan |
| Tier 3: Update | Improvement to existing feature | 1 week prep, owned channels only | Performance improvement, UI refresh |
| Tier 4: Changelog | Bug fix, minor improvement | Same day, changelog only | Bug fixes, minor UX tweaks |
The rest of this skill focuses on Tier 1-2 launches. Tier 3-4 follow a simplified version of the same process.
Positioning & Messaging
Positioning Template:
For [target audience] who [need/pain point],
[product/feature] is the [category]
that [key benefit].
Unlike [alternatives],
we [key differentiator].
Asset Checklist:
Audience Warming
Waitlist / Early Access For Tier 1 launches, consider a waitlist to build anticipation:
Waitlist Landing Page Elements:
1. Clear headline: what is coming
2. One-sentence description: why it matters
3. Email capture form
4. Social proof: "Join [X] others waiting"
5. Expected launch date
6. Share incentive: "Move up the list by sharing"
The ORB Channel Framework
Categorize every launch channel as Owned, Rented, or Borrowed:
| Channel Type | Definition | Examples | Control |
|---|---|---|---|
| Owned | You control the audience | Email list, blog, product (in-app), changelog | Full |
| Rented | You pay for access | Paid ads, sponsorships, promoted posts | High (while paying) |
| Borrowed | You earn access through others | Press, influencer mentions, community shares, Product Hunt | Low |
Channel Strategy by Tier:
| Channel | Tier 1 | Tier 2 | Tier 3 |
|---|---|---|---|
| Email (full list) | Yes | Yes | Segment only |
| Blog post | Long-form | Short-form | Changelog |
| Social media | Multi-post campaign | Single announcement | Brief mention |
| In-app notification | Yes | Yes | Optional |
| Product Hunt | If applicable | No | No |
| Press / media | Targeted pitches | No | No |
| Paid amplification | Budget allocated | Small budget | No |
| Partner co-marketing |
T-2 hours:
T-0 (Launch):
T+2 hours:
T+6 hours:
End of Day:
Product Hunt is a launch channel, not a launch strategy. It works best when combined with the full ORB approach.
Week -4: Preparation
Week -1: Pre-Launch
Launch Day (12:01 AM PT)
First Comment Template:
Hey PH! [Name] here, [role] at [Company].
We built [product] because [personal story about the problem].
[1-2 sentences about what it does and why it's different]
Here's what you get:
- [Key feature 1]
- [Key feature 2]
- [Key feature 3]
Special for PH: [offer -- extended trial, discount, early access to feature]
Would love your honest feedback. Happy to answer any questions!
| Outcome | What It Means |
|---|---|
| Top 5 of the day | Strong launch, badge, homepage visibility |
| Top 10 of the day | Good launch, still gets homepage traffic for 24h |
| Below top 10 | Minimal PH-specific value, but launch content still works elsewhere |
| Product of the week/month | Significant ongoing PH traffic |
The launch is not over on day one. Most of the value comes from sustained post-launch activity.
| Metric | Target | Source |
|---|---|---|
| Waitlist signups | 500+ for Tier 1 | Landing page |
| Email list growth | 10%+ increase | Email platform |
| Social engagement on teaser content | 2x normal | Platform analytics |
| Metric | Target | Source |
|---|---|---|
| Landing page visitors | 5x normal daily | GA4 |
| Signup/conversion rate | 5-15% of visitors | Product analytics |
| Social shares/mentions | 50+ | Social monitoring |
| Product Hunt rank | Top 5 | Product Hunt |
| Metric | Target | Source |
|---|---|---|
| Total signups attributed to launch | 2-5x monthly average | Attribution |
| Activation rate of launch signups | Match or exceed normal cohort | Product analytics |
| Press/blog mentions | 3+ organic mentions | Google Alerts |
| SEO keyword rankings | Ranking for launch keywords | Search console |
| Skill | Use When |
|---|---|
| email-sequence | Building launch announcement and post-launch onboarding sequences |
| social-media-manager | Coordinating social strategy around the launch |
| content-creator | Writing blog posts and landing page copy for the launch |
| analytics-tracking | Setting up tracking for launch conversion metrics |
| ab-test-setup | Testing launch page variants |
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| If applicable |
| No |
| No |
| Community posts | HN, Reddit, Discord | HN maybe | No |