The Forgotten Launch

John Scott · #1 (**permalink**) 10-22-2006, 09:02 PM

One thing I see very little talk of, and one aspect of website promotion that seems to have been forgotten, is the launch.

People create websites, then go directly into a standard marketing/promotion rut.

In my experience, websites tend to reach traffic levels due to promotions and then stay at those traffic levels.

The launch of a website, in my mind, needs to be a special thing. For example, when I launched the forum (at the original URL - webmaster-forum.net), we launched with quite a large PPC spend that was just there for the first month or two. It got the forum seen, and it ceated a momentum that lasted for months after.

And that's what a launch should do - create momentum.

Discuss.

Julie · #2 (**permalink**) 10-22-2006, 09:07 PM

While I don't have experience operating sites at such a large scale as yours, I would agree with this. Although I can't say that I always use this method....

WillL · #3 (**permalink**) 10-22-2006, 09:10 PM

I would if I had 100 dollars to play with.

I know heaps about boxing/mafia and I was thinking of making a site with this , I'd write the content , I'd need a designer then doing a campaign..

I'm looking for sponsors..

John Scott · #4 (**permalink**) 10-22-2006, 09:10 PM

Looking at the advertising on the Tokyo subways, I see a lot of big companies advertising new services. I dawned on me that they are just launching the new services, advertising for a month or so with a huge budget and huge reach. Once they've informed 2,000,000 people or so, the momentum they've created will carry them to greater heights without any more ad spending.

It's all about creating momentum, IMO.

IslaScotts · #5 (**permalink**) 10-22-2006, 09:14 PM

I guess I don't understand how a website would build up to a launch... especially on a small scale. Could you explain a bit more.

John Scott · #6 (**permalink**) 10-22-2006, 09:44 PM

I'll work up a more detailed post.

ninjashoes · #7 (**permalink**) 10-22-2006, 09:44 PM

I do think its important to make a few sites and learn from your mistakes. With search engines its best to do it right the first time or itll take months for them to catch up to your changes.

IslaScotts · #8 (**permalink**) 10-22-2006, 09:46 PM

Quote:

Originally Posted by ninjashoes

I do think its important to make a few sites and learn from your mistakes. With search engines its best to do it right the first time or itll take months for them to catch up to your changes.

I'm lost (that is happening a lot tonight on the forum) what does this have to do with marketing a site's launch?

ninjashoes · #9 (**permalink**) 10-22-2006, 09:59 PM

Quote:

Originally Posted by IslaScotts

I'm lost (that is happening a lot tonight on the forum) what does this have to do with marketing a site's launch?

Hes saying you should come up with a contest or something to get people excited about a new site and create buzz. Maybe you announce your site but you dont tell anyone what its about but you make all these threads in forums and they say "its coming".

I dont know

IslaScotts · #10 (**permalink**) 10-22-2006, 10:15 PM

No I meant from your original post, you said something about you should make a couple of sites to learn from your mistakes. I was just wondering how that was tied in with what John was saying... because I don't see a connection. I was hoping you could tell me what the connection was.

ninjashoes · #11 (**permalink**) 10-22-2006, 10:27 PM

We all make mistakes with our sites when we first launch them I think, maybe not really mistakes but certain things whether it be in the code or just a bad discription. I plan on launching another site soon and I feel I can go straight to the good stuff this time around as far as getting linkbacks and making the right submissions and only doing it once. I changed my domain several times and tried using url rewrites so at this point I have a bunch of useless pages indexed. It might get me penalized I have no idea.

vistadivine.com · #12 (**permalink**) 10-22-2006, 11:46 PM

Yes John you are absolutely right and how much did you spent at that time and whether you used any more promotional measures or not.

Akash

martyan · #13 (**permalink**) 10-23-2006, 04:32 AM

What could be a launch for a small site about animal totems?

suzjor · #14 (**permalink**) 10-23-2006, 07:21 AM

Please do John because I'm quite interested. I'm still in the "building" phase and will be for quite some time. I haven't officially launched my entire concept but it is somewhat known. I'd like some details on what would be helpful once I reach that point. Thanks!

vistadivine.com · #15 (**permalink**) 10-23-2006, 07:50 AM

Quote:

Originally Posted by martyan

What could be a launch for a small site about animal totems?

Adwords.

Akash

Aviva · #16 (**permalink**) 10-23-2006, 02:59 PM

Quote:

Originally Posted by John Scott

I'll work up a more detailed post.

Hopefuly, I've saved you the trouble:
http://www.avivadirectory.com/successful-blog-launch/

Aviva · #17 (**permalink**) 10-23-2006, 05:20 PM

Also on digg:

http://www.digg.com/tech_news/21_Sur...ul_Blog_Launch

IslaScotts · #18 (**permalink**) 10-23-2006, 06:18 PM

Quote:

Originally Posted by Aviva

Hopefuly, I've saved you the trouble:
http://www.avivadirectory.com/successful-blog-launch/

Thank you that was an interesting read.

imaginemn · #19 (**permalink**) 10-23-2006, 06:26 PM

I know what you mean (John). I see this all the time. I make it a habit of always making my clients (at a minimum) to send out an email blast to their clients announcing that a re-design has taken place. At the same time, I get free advertising for my site/services as well because they are always eager to give us a free plug in their email blast.

RobS · #20 (**permalink**) 10-24-2006, 01:53 PM

Thats article was a good read.

My view is.. we can learn alot from the already successful launches that have happened in the past and recently.

Blogs can be used very very effictively for a prelaunch phase.
Creating the buzz is a key need.. creating ancitipation is another key to utlise.

When someone has made a million in 18 hours in front of you it DOES open your eyes..

The buzz and ancitipation IS the most important factor.. using those factors to create massive interactivity, such as threads in forums talking about it.. etc..

People lining up to GRAB your product at the moment of launch has to be the aim you are going for.. doing massive Joint Ventures during the prelaunch is another factor.

These all all PART of the plan, the plan itself has to be very well mapped out and very creative to make a massive impact.. but even on a smaller scale..these factors will be key to at least making a splash.

I got some ineteresting stuff will have to grab ya..

Rob