Too many websites are built on a project basis. The website is built and little to no marketing is included. In most cases project based websites become an expense to the business. A website should not be an expense. Instead a business website should be an asset and the cog of all offline and Internet marketing activities. Without an Internet marketing strategy your website will just sit there, invisible on the Internet.
TV advertisers would never spend thousands of dollars to develop a commercial and then not buy airtime. So why do so many businesses build websites and then not implement strategies to drive targeted traffic to their site?
It happens because many website developers are not Internet marketing specialists. Typically a website designer will work on a website until it is launched and they are not concerned with how the website performs in terms of generating leads and customers. The website might look great but it doesn’t contribute to achieving business goals. It becomes a liability.
To prevent your website from becoming a liability make sure it is being built as part of a planned Internet marketing solution. Internet marketing needs to be a continuous process designed to maximize your business results. An Internet marketing system uses a variety of powerful marketing tools to drive targeted traffic, convert visitors into leads and customers and to track, measure and improve results.