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To generate interest in your site, you’ll need buzz. To maintain interest, you’ll need long term strategy. Make sure you have both.
When it comes to long term strategy, the most important thing to do is to consider your customer.Who are they? What do they respond to? How will you keep them engaged in the long run? Don’t skip this step, do research as things constantly change and assumptions might fail you.
It’s important to budget for this phase of your marketing process. The most experienced experts have a lot of ideas on how to build your brand, acquire new customers and convert them into loyal devotees of your business. Seek out seasoned marketers who can help you design a custom plan for your success.
Building buzz in a post-wave web is a multi-faceted process involving social media, endorsements and both online and offline press.
Consider your personal network. Who do you know who could help you get the word out about your product or service? Consider asking your friends and colleagues to help you test your product and promote it using social networks and the power of suggestion.
Don’t be afraid to use social media sites like Facebook, Twitter, Youtube and Blog services to spread the word. Each offer different approach and benefits. Don’t be afraid to get creative and plan to produce something that can go viral. It’s a new world. There are no rules. Focus on producing valuable content. Be direct and proactive about engaging prospective customers through these channels.
What kind of publications are covering your field? Blogs, papers and magazines can be enormously powerful in regards to driving initial hits to your business. There are also blogs and sites, like Mashable and TechCrunch, that have dedicated resources to cover new online businesses. Write a press release and target publications that might be willing to cover you. Compile a press kit with your logo, information on your company and your release. Make this available on your site.
What kind of notable professionals and celebrities might be interested in what you have to offer? Don’t be afraid to reach out to them. Offer them free trials or other incentives and ask them to get behind your product, whether through endorsements or promotions within their social networks. Just a few of these endorsements will go a long way toward establishing your credibility and spreading the word about your website or product launch.
How will you know if your marketing strategies are working? Who is coming to your site as a result of your efforts? Are you attracting mare curiosity or those interesting in purchasing your products. Are they actually buying or quickly bouncing to the next stop on their surfing session?
The importance and value of quality data and a team who knows how to evaluate it cannot be emphasized enough. You’ll need to monitor your progress as it measures up to quantifiable goals, whether that’s improving ROI or simply growing traffic.
Remember, marketing isn’t a single act. Rather, it’s something that has to be maintained, refreshed and re-broadcast over time. With millions of sites on the Internet vying for dollars and attention, you’ll need to captivate and hold the attention of your customers.
