Start-Ups Need a Marketing Plan Before Website
I started MH1 Web Design in 2003, and today we are fortunate enough to receive most of our new business from referrals, and from people who find us on Google. So, on a weekly basis I have three to four potential accounts walk in the door for web design, public relations, social media strategy, database development, or web marketing help. Understand that we have clients across the US, in Mexico, and in Canada, so we don’t get to meet everyone face-to-face. However, if a new account lead is in the greater Houston area, I like to meet them and get to know them.
A typical scenario might go something like this. Let’s say a possible client comes in for an initial visit. Let’s call him Phil. He is dressed for business, looks and sounds professional. Things look good so far. 
Sometimes I can tell within the first 10-15 seconds whether a potential client’s new business venture will succeed or fail, and Phil’s new financial firm looks promising. He explains his idea for a new financial service and describes the potential target audience. That’s good – he knows his target audience. The man is sharp. Phil says he is here because he wants a website that will help him market and sell his new service on the Web. Then I hit him square between the eyes.
“Do you have a marketing plan?”
Phil’s eyes gloss over as he stumbles for an answer. His initial confusion quickly turns to slight irritation. “What do I need a marketing plan for? I need a website. That’s why I am here. I was impressed with your portfolio,” he sputters. I go on to explain to Phil that while he has a promising business concept, creating a website before he has a written blueprint in place to market his service and his brand is a recipe for failure. We can help, but Phil has more work to do before we can build an effective, professional website that meets his specific marketing needs.
Lesson: Creating a business website without a well thought-out marketing plan is “putting the cart before the horse”. With a little more work and a new marketing plan that defines Phil’s service, brand, positioning, and overall marketing strategy, we can create a website that promotes his services, attracts new customers, and creates a consistent design aligned with Phil’s overall brand. It rarely works the other way around.
Clients talk with us every day about building a website and soon discover that this is only one piece of the entire marketing puzzle. We discuss design, specific site features, web marketing, search engines, blogs, social media, and public relations. Sometimes you can literally see a new client’s head spinning after we discuss the broader Web strategy. It’s a lot to learn and consider for a new business owner, but it’s all about results and we want to give clients the best options to succeed.
Unfortunately, there are lots of web design firms that will take Phil’s money and proceed without asking any of the right questions. We call these shops “order takers” because they will create what you tell them without any regard for your marketing needs or business goals. Often, these are younger designers fresh from art school who have terrific creative or technical skills, but who have no business or marketing experience. Their company websites are very vague, and no real names or bios of key staff are present on them. The “Order Takers” are in web development one day, and off to try some other business the next. Buyer beware!
So, does every new client at MH1 Web Design have a marketing plan in place? No, of course not. But if we do not discuss with you the overall marketing plan and ask you the right questions, you can bet on two outcomes: your business won’t take off like you hope, and you won’t be thrilled with our work (and recommend us to your friends!).
We care about that recommendation, and we want to earn it. That’s why we always ask the “big picture” questions, why we try to discuss more than just your new website. We’ll try to help you develop a marketing plan to guide all of your other marketing, sales, promotion, and advertising strategies. The amount of time, sweat, and dollars this costs is commensurate with the size of your new business enterprise.
For small companies, low-cost and even free marketing plan templates are available on the Web. Start by Googling “marketing plans”. Large companies will have dedicated marketing executives who can put together an overall marketing plan that includes branding, positioning, and specific analyses that point to goals for large corporate websites. In the end, if you only remember one thing here, remember this: whatever the size of your new business, if “marketing-speak” sounds Greek to you, then get help immediately before you throw your start-up investment away.
Last word of advice – Don’t think the popular draw of social media can substitute for a solid marketing plan. Before you decide to set-up a Facebook page for your new company, you should have a marketing plan in hand. These days, there are almost as many social media channels on the Web as there are stars in the sky. And while Facebook shines the brightest, it’s vital that you understand what a Facebook business page can and should do for you…and what your marketing expectations are before spending your valuable time and money there.
It’s never too late to write down your thoughts and create a new marketing plan. Get to work!
Based in The Woodlands, Mike Hallaron owns MH1 Web Design and Hallaron Public Relations. He has more than 22 years of experience in business communications, web development, marketing, and public relations. For information, call (281) 362-2883 or email mike@mh1webdesign.com.
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