September 17, 2003
 
"If you build it, they will come"

Websites, Media and your own Field of Dreams.

What do you expect when your website finally goes on-line? If I build it, will they come?

Disappointment occurs when unreasonable expectations are not met. It is important to understand what "launching" a website really means.

Remember the old UPS commercial from the late ‘90’s, where several young dotcommers were huddled around their PC watching the orders come in from their new website… the skeptic in the back row with a blown up paper lunch bag ready to pop it? The look of panic as 1, then ten, then 500, then 50,000 orders came in within a few seconds?

Wake up. In today’s marketplace, when you’ve built it, you’ll need to send them directions, give them a map, a compass; lunch when they get there and promise them a winning season.

Some Sobering Statistics:

• Over 5,000 new sites are launched on the Internet every day.
• A recent Study at Georgia Tech concluded 96% of people find out about websites from a friend or other resources (media, news stories).
• There are 6.64 million host computers on the Internet.
• In 1993, there were 26,000 domain names in use. In 1999, there were 5 million. (U.S. Department of Commerce)

If you are developing your website to be used solely as an electronic brochure, then your outreach should be proportionate to the investment. However, if you expect revenues or sales leads to be derived from the website, then introducing and promoting your website to potential customers is mandatory, not optional.

Media outreach, specifically Press Releases and other timely announcements that announce milestones, partnerships and philanthropic activities are part of any sensible marketing effort. No other avenue can reach such a diverse audience so rapidly. The results of this outreach should then be used to bolster your company image. Skeptics can be reassured by reading message points like "As seen on Yahoo! and MSNBC.com." Remember, however, Media is like dating. It can be expensive, and don’t expect much from the first one. Consistent follow up is also mandatory. No matter how well intentioned, no one gets a choice story in a mainstream media outlet the first time. Plan on quarterly media outreach, but announce all relevant milestones.

Recommendations:

• Register your website with the top 5 search Engines. People searching for your site from memory after reading your article or news story will be using these search tools. Want to know how? Call us.
• Media is an important ally in making your presence known to the public. Simply announcing launch isn’t enough these days. What’s the headline? Remember: If you want to expand your marketplace, PR is your friend. We’ll show you.
• Reach out to your LOCAL media. Make relationships. Local stories could be more compelling than those with a foreign viewpoint.
• Inform your existing customers using more traditional methods. Let them know you have a new resource (website) to obtain CURRENT information about your company and its services rather than have them rely on old outdated flyers or brochures. Let them know when you’ve had a successful media campaign. They’ll also enjoy reading about your successes.
• Keep them coming back: Give your customers something on your website that is exclusive to your on-line community- either a special price or other offer. (reward their continued loyalty)

The Lesson:

Just building a website isn’t enough. There are millions already. You must tell the world. Media is efficient, and lends legitimacy, although it’s not a one time proposition or for the faint of heart. Diversify your outreach methods with traditional and non-traditional methods. If you need help, we’re a phone call away.