Elements to Consider When Planning a Website Launch

10 Marketing Strategy Elements to Consider When Planning a Website Launch


Marketing Strategy

Before you launch a brand new website, you need to have a good idea of what it takes for a website to be successful. There are many elements that you need to keep in mind and consider. Some of these elements include marketing, website design, technical logistics, and content.

Taking the time to develop a good strategy will make a huge difference when it comes to the success of your website. Without a good strategy, you won’t be able to design a website that will help your business succeed because your goals won’t be outlined. As you develop a strategy for your new website launch, you should focus on taking phased approaches. As long as you ask the right questions and take the time to conduct research, you should have no problem coming up with an effective strategy so that you can kick-off your new website with a bang. Here are 10 marketing strategy elements that you need to consider for a new website launch.


What Are Your Goals for the Website?

Before you start developing your strategy, you need to identify the goals you have for the website. One way you can do this is by coming up with a seven-second elevator pitch. When coming up with your elevator pitch, you need to consider what you want your brand to stand for and to be about. You also want to identify aspects of the brand that deserves attention. The process of writing this elevator pitch should serve as your foundation for planning a strategy for the new website launch.

If you’re having a hard time pitching your website and brand in seven seconds, you’re probably not ready to launch. Also, your seven-second pitch should make sense to the average person. You should definitely spend a substantial amount of time perfecting your pitch and ensuring you’re using the proper language. Investing time into writing a good elevator pitch will help you come up with a good tagline and copy to put on your website. A quality tagline and engaging content will keep visitors on your website and make them more likely to subscribe to your email newsletter. The process of coming up with an elevator pitch should also provide you with some insight in terms of how to send great emails to the individuals who are helping you promote.

One question that you may have is why the elevator pitch needs to be limited to seven seconds. An elevator pitch needs to be very quick yet incredibly impressive. On the Internet, most users have very short attention spans. Therefore, you don’t have long to make a good first impression on visitors before they click the “back” button and look for a solution that is better in their eyes. For emails, you also don’t have long before the reader ceases to believe the email is worth reading.


Start Thinking About the Content

As you know, content is king when it comes to the success of a website. Therefore, you should start thinking about the content for your website as soon as possible. In particular, you should determine what content you will have on your website on launch day. To make a good impression on all users that visit your website, you should have at least a few pieces of valuable content published on your website on launch day. You shouldn’t have just a single post published on your website.

If you don’t have a plan for your launch date, it’s not going to matter how much content you have published on your website. Chances are, there will be very few people to read your content. However, if you do have a detailed plan for launch, you need to have more than one or two pieces of content for your readers to consume. Otherwise, you are simply hindering your own progress and setting a bad impression for your readers. If all you have on launch day is a post welcoming visitors to your new website, you can expect some of the users to complain about the lack of value. On the other hand, if you offer value from the beginning, your visitors will confidently expect to read valuable content in the future. Your website will already begin to look like a good resource if you already have good content up. This will encourage your audience to subscribe.

For your website, you will likely have one piece of content that you will promote extensively. This is the piece of content that you want to go viral. However, you need to have good content published on the website as well to serve as support. It is possible that these posts will be more relevant to readers than the viral post that brings them to your website in the first place.


10 Marketing Strategy Elements to Consider When Planning a Website Launch

When it comes to the process of developing a good website strategy, the discovery phase is incredibly important. In fact, this is the phase that you can expect to have the most significant impact on your project. Good research will allow you to gain a good understanding of the needs of your clients, the unique assets of your business, and the overall state of the industry. If you don’t have a good understanding of these components, you won’t be able to choose the right goals and objectives for your business. Also, you won’t know which tactics you should rely on to achieve these objectives and goals. Here are three marketing strategy elements you should consider in the initial phase of planning:

1. Target Audience

  • Who is your target audience? What does your target audience care about the most?
  • How does your target audience behave? What are the best ways and means of marketing to them?

2. State of Industry

  • Who are the top competitors in the industry?
  • What are the recent trends in the industry? What are driving these trends?

3. Differentiators

  • What can you do that your competition is not doing? What is my competition not doing well that I can highlight or capitalize upon?
  • What can you provide to distract or detract from your weaknesses?

Now, you need to choose goals and tasks for your website. These goals and tasks should relate to the needs and desires of your users. Keep in mind what your audience is yearning for and how you can meet this need. These considerations should serve as the foundation for the design of your website. If you want your online business to be successful, user experience is incredibly important. The four elements you should consider when planning your website include:

4. Social Integration

  • How will you get the word out? Do you want to include links to your landing pages in your posts?
  • How much communication and interaction do you want between the audience and the company? Does this interaction need to be watched?

5. Content Offerings

  • Do you want to be a thought leadership portal, catalogue, or resource centre for your readers?
  • How can you prevent dead ends when it comes to content offerings?

6. Conversion and CTAs

  • What is your intended goal for your users? What do you want your users to buy, download, do, post or comment?
  • How can you encourage your users to do these things? At what point should you encourage your readers to do these things?

7. Online Environment

  • What do your users want to do? Why are they here for?
  • What user experience is your audience expecting from you offline?

Once you have launched your new website, your work is far from over. You need to continue to spend time ensuring your website remains relevant so that you can continue to grow your online business. Implement new tactics and evaluate various elements so that you can make changes as needed. You should have a good idea of the tactics that are working and the tactics that are not working. That way, you can make changes to your strategy to meet the needs of your users and grow your business. Consider these three elements after launching your website:

8. Maintenance

  • Should you put a content management system in place for maintenance?
  • Should you outsource some of your tasks or keep all resources in-house?

9. Marketing as a Follow-Up

  • What customer service do you need to offer to your users?
  • What will keep your user coming back to your website?

10. The Future

  • How can you keep up with your competitors and the demands of your target audience?
  • How can you keep your website fresh and relevant?

If you have the right strategy, you will have no problem coming up with a list of tasks to help you achieve your goals and objectives for your business. You should view the development of a strategy as a multi-phase process. As long as you do, you should be able to lead your website to success after launch. For more information about marketing strategy elements to consider, don’t hesitate to contact us.

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