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When is the Right time to Start Marketing a Website?
Ed Kohler

As soon as a website launches, the new owners start to ask, "Is anyone looking at it?" and "What can I do to get more traffic?" Psychologically, it's time to make the change from building to marketing.

Or is it?

More likely, it's time to switch from building a site to building out a site. You probably have a good design but little content on your site on the day of launch, so it may not be the best time to introduce a ton of visitors.

Also, your site most likely hasn't been tested against real-world users, so there may be things that were overlooked in the design phase that you'd prefer to address before a ton of people visit.

In some cases, sites could start rolling out marketing efforts in stages as certain personas are handled well, or certain types of pages reach acceptible quality standards. For example, an online retailer could start testing pay per click ads for products as the pages reach a certain quality standard (assuming the checkout functionality is also ready for prime time).

For PR and other link building efforts, make sure you have an easy to understand, professional, offering that seems link-worthy. Clearly, day-1 after launch may not be the time when that standard is hit.




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Comments

1. Posted by: ryan l on March 17, 2009 4:40 PM:

I think you have marketing and promoting mixed up.




2. Posted by: Rebecca on September 10, 2009 3:19 PM:

I ran into this post while reading your thoughts on the Kindle (I agree with you wholeheartedly, by the way). I'm a little taken aback at the idea that anyone would launch a site without having the content and testing under control.
Certainly, there are plenty of poor quality sites out there, and plenty that need updating, but you're describing a site with a good design and unfinished, untested content.
Do you think that's common, and if so, why?
I mean, if you don't mind harking back to this discussion. I'd really be interested.




3. Posted by: don on October 7, 2009 8:54 AM:

What a weak post. Your site SUCKS.




4. Posted by: Alice Spencer on January 18, 2010 4:25 AM:

Useally it takes a new website around 3 month's to propagate.




5. Posted by: taxi service on January 29, 2010 1:18 AM:

You should start immediately because the competitors still chasing you.




6. Posted by: ทัวร์ญี่ปุ่น on February 1, 2010 10:15 AM:

It's better to hire the professional to build a nice webiste for you.




7. Posted by: anodize on February 23, 2010 3:13 AM:

It is obviously see to adopt this technique to use it. electropolishing




8. Posted by: network on February 25, 2010 4:20 AM:

I teach my own team, so all of them are excellence. สายสัญญาณ




9. Posted by: taxi service on March 15, 2010 1:30 AM:

What a weak post. Your site SUCKS.
Thank you




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