Launching your new website
Sometimes, when I talk to clients about launching their new website, I get blank looks. Often, as far as the client is concerned, that hard work is done. They have had a lot of decisions to make and – sometimes – a lot of new information to take in. When the website is ready, what they really want to do is heave a sigh of relief and sit back and watch the leads come in. That’s not the real world.
In fact, the work is just beginning. (You really hate me now, don’t you?)
You see, you remember the old location location location mantra – and the same applies with your website. You’d be very unlikely to open a bricks and mortar store, for example, without a launch campaign and your website needs the same attention. I’m afraid that you just can’t make your website live and then sit back and forget about it – it is doing you no good at all without a good stream of qualified visitors.
Ideally,you will have everything in place for your launch a good few weeks in advance. You’ll have built up anticipation for your new site using your social media accounts in addition to some traditional marketing methods. You will have new content ready to go onto your site for at least two weeks after launch and your editorial calendar firmly in place. Your analytics will be well in place.
Be sure too that your email list is in good shape. If you had a previous list, weed it out but be sure to check out the emails you have gathered from your standby page that has been in place during construction – these people have signed up with you because they specifically want to know when you launch – so be sure to have something special and ‘elite’ for them.
Ensure that your social media accounts are manned and remember the little details such as QR codes, announcement cards, integrating the launch with your other marketing and so on. Be careful when you select the day for your launch. This can have a huge effect on the initial impact.
As for your launch event, that will depend a lot on your business and its target clients but be assured that we have great ideas for it.