It’s great to get excited.
Are we there yet dad? How much longer? I have to pee.
OK, so I don’t encounter the last one too often in my marketing endeavors, but the first two – all the time. It is understandable, and kind of heartwarming in a way, to see the interest grow as a project comes together.
Many of the people we work with are seeing the potential of their web presence for the first time. It’s like a kid stepping onto the lot of Disneyland for the first time after an 8 year bus ride. The first thing they want to do is run around and scream, then go ride the Matterhorn. The screaming takes the form of “let’s get this to market NOW.” The Matterhorn takes the form of their biggest business obstacle, or most elusive prospect.
Hold your proverbial horses, Kemosabe! Although many improvements in a website and infrastructure are possible in a short period of time, the error should always go to the Uber-prepared. There is far more to having a website ready to promote than “fixing up” the homepage and loading a few other pages with keyword optimized content.
There is a list of promotions that have to be stockpiled, articles written and stockpiled, landing pages created for promotions, more keyword copy inserted into the website pages, email lists to be scrubbed, ad campaigns written, analytic script inserted in the proper HTML code… you get the idea.
It kind of feels like Ebenezer Scrooge reigning in on Tiny Tim (the CEO)’s marketing Christmas morning, but damn Sam, there is still lots to do before we want to go “live.” No sense taking the stage before you put your dress on.
If you find yourself in the situation described above, take a few deep breaths. Proper planning and scheduling can avert the one thing you hope to never have to ask for, and probably won’t be granted by most prospects: a second chance.