How To Launch A Web Service
August 27th, 2007 | Categories: SEO, blogs, launch, marketing, networks, search, social media, strategyCome launch day, your marketing department shouldn’t and running around like chickens. They should be relaxing and breathing a sigh of relief. Ok, I may be exaggerating a bit, but not by much.
The basic premise is this: all Internet marketing and advertising campaigns should be ready to go before launch day. That way, once the day arrives, a metaphorical switch can be flicked to activate the marketing machine.
What does this means? Well, some or all of the following should be ready prior to launch:
- PR initiatives (including a press release)
- Ad campaigns (online and offline)
- Blogger relationships
- Internal marketing functions
- Branding/positioning/messaging
- Search engine optimization
- Web analytics
- Company blog
- Contest(s)
So when launch day finally comes, you can simply ‘flick the switch’.
Some traffic will come from one-time sources (i.e. press release, news story, etc..), while some will come from residual sources (i.e. search engines, current users, etc…). The list above translates to traffic from the following sources:
- News sites
- Offline publications (newspapers, magazines)
- Blogs
- Current users
- Search engines
Such diverse sources will ensure a steady, consistent influx of traffic. The reliance on a single avenue is always risky, as it may not provide the intended outcome. Any marketing campaign should include multiple traffic funnels to maximize exposure and overall efforts. Often, the main, pre-determined source of traffic doesn’t live up to expectations and some overlooked avenue ends up driving a bulk of the traffic.
August 28th, 2007 at 8:51 am
Having said that you are talking about a SAS based offering, should it be launched with active clients or as soon as it is built? How should the cost model be done, do you launch as FREE and charge for the high service level?
August 28th, 2007 at 2:01 pm
Hey Dave,
Thanks for stopping by.
The service should be launched with an active, core user base of BETA testers. These individuals will form the foundation and (hopefully) catalyze post-launch growth. As for the cost and revenue models, they must be examined on a case-by-case basis. It is impossible to hypothesize an over-arching strategy for all start-ups.
Cheers,
Aidan
August 30th, 2007 at 4:57 pm
This comment was posted automatically using Blog Comment Poster software. Would you like to make serious money in this way of advertising too? So start today!
December 21st, 2008 at 4:50 pm
It is good to see someone really put up front what it takes to be successful. The multiple streams of promotion goes hand in hand with multiple streams of income, and both are incredibly important.
March 11th, 2009 at 10:28 am
I really liked your blog!
October 27th, 2009 at 3:53 am
Internet marketing is an application of crowdsourcing. It has become imperative with the tremendous growth of the internet. Internet marketing is a cost-effective method of selling your product. But selling your website is another issue. One requires to be flexible and use a multi-pronged approach. With every new upgrading, one needs to keep pace.
November 26th, 2009 at 5:08 am
Internet marketing must have increased three-fold in this recession. When you are jobless and short of cash, internet marketing is an avenue to explore which can yield revenue without requiring much invetment.
December 27th, 2009 at 9:52 pm
@will I’d giv it an 8/10
December 27th, 2009 at 9:58 pm
@chiren I don’t think you get the point of this
December 27th, 2009 at 9:58 pm
I didn’t get this :\ can somebody pls explain?
January 9th, 2010 at 2:12 am
Thanks for the share. I’m hoping that my current blogging system will work and might consider what you have pointed out in detail.
January 31st, 2010 at 3:05 am
In this recession hit world and with such widespread unemployment, search engine marketing is not only very cheap but also very effective.
Just build a Wordpress site, create some juicy content and drive traffic from search engines. See your ideas take shape ( e-shape )
February 4th, 2010 at 3:07 am
Great information is very interesting. I’m Jason and Traveler from New York.
February 13th, 2010 at 6:14 am
Internet Marketing, it cannot be denied, has received a huge fillip in this recession. It has spawned many more sites and just as many entrepeuners.
February 18th, 2010 at 3:22 am
On launch day, the marketing department does run helter-skelter like headless chicken. I have been through that.
March 17th, 2010 at 1:42 am
There are some very usefull information here , thanks
April 16th, 2010 at 7:00 am
I think everyone is missing the point, which is to be prepared and not fly by the seat of your pants.
May 1st, 2010 at 11:47 pm
Preparation is after all half the battle won. Without planning and preparation, we are bound to be clueless.
July 3rd, 2010 at 3:51 am
I’m sharing this post with my friends. This is just what I’ve been looking for.
July 14th, 2010 at 11:30 am
I LOVE THIS BLOG,THANKS FOR SHARING,KEEP IT UP.
April 2nd, 2012 at 12:26 pm
When my company had to launch our site, they were completely frazzled. It was kind of depressing how they handled it. I would have them read this article before trusting them with anything like that again.
Thanks.
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