When your website has a tumbleweed problem...
Harsh but true: let's consider three facts about digital marketing:
- When your website is new, nobody knows about it, so nobody will visit it
- So, no, switching on a website does not magically attract customers*
- There are only 10 spots on the first page of Google search results, and these positions are already filled by your competitors for every imaginable search term relevant to your business
*Switching on a website will attract bots and many of these are trying to hack you. The bad kind of hacking. Pay attention to good website security.
Of course not, but it is very important to set expectations about marketing your business online, which are all common sense if you state them bluntly:
- Websites don't magically attract visitors
- It is highly competitive to rank highly in Google [organic] search results: not impossible to win, but definitely not fast or free
- Any competitive marketing is going to be expensive to compete in, in relation to how profitable the business type is
- Online you are competing against the entire world, including enormous corporations with large marketing budgets
- Even when you succeed in attracting visitors to your website, it is hard to get people to do what you want them to do, especially if this involves inconvenience, risk, or cost
Whatever you want your web visitors to do on your website that is commercially interesting for you.... it probably involves inconvenience, risk, or cost in their eyes
- The excellence of your service/product and brilliance of your sales proposition make sense in the real physical world: but don't automatically translate into the web medium. You are going need to need both creativity and technical cleverness* to figure out your own unique answer to the question of how to communicate effectively with your target customers
OK thank you for stating the obvious!
But this is not helping!
Let's look at what we can do about this.
In view of our newly realistic and non-magical view of marketing in a highly competitive space, what we really need to know is:
- What might work?
- How hard would that be to do?
- How much would it cost?
- At the end of the day would it be sustainable in the commercial results I get?
Now we're talking!
In fact, we're not: you are reading. To talk to KnowledgePower, contact us right now.
» Continue on with the strategy thinking in our less-horribly-coloured interactive Q&A here...