Built It and They Will Come … Or Will They?

Know a company that anticipated the launch of a website with great excitement, only to grow disappointed with it over time? The website’s creative is first-class, the message is on target, but the customers are not buying.

Unlike a print ad, websites are living, dynamic organisms, requiring consistent nourishment to achieve their full potential. Website budgets go beyond the hosting, creative, copy, and programming to include sustenance — or ongoing support — to make the site an effective sales channel. A site’s diet can include:

• Dynamic Content
• Search Engine Optimization
• Search Engine Pay Per Click
• Public Relations Campaign
• Email Newsletter
• Lead Generation and Cleansing (to feed email newsletters)
• Blogs
• You Tube Videos
• Webinars
• Referral Programs
• Affiliate Marketing
• Viral Marketing with Wikis, Meetups, Twitter, Facebook, as appropriate

A well-fed website that empowers customer interactions has a much better chance of achieving than malnourished ones.