How To Launch A Web Service

August 27th, 2007 | Categories: SEO, blogs, launch, marketing, networks, search, social media, strategy

Come launch day, your marketing department shouldn’t and running around like chickens. They should be relaxing and breathing a sigh of relief. Ok, I may be exaggerating a bit, but not by much.

The basic premise is this: all Internet marketing and advertising campaigns should be ready to go before launch day. That way, once the day arrives, a metaphorical switch can be flicked to activate the marketing machine.

What does this means? Well, some or all of the following should be ready prior to launch:

  • PR initiatives (including a press release)
  • Ad campaigns (online and offline)
  • Blogger relationships
  • Internal marketing functions
  • Branding/positioning/messaging
  • Search engine optimization
  • Web analytics
  • Company blog
  • Contest(s)

So when launch day finally comes, you can simply ‘flick the switch’.

Some traffic will come from one-time sources (i.e. press release, news story, etc..), while some will come from residual sources (i.e. search engines, current users, etc…). The list above translates to traffic from the following sources:

  • News sites
  • Offline publications (newspapers, magazines)
  • Blogs
  • Current users
  • Search engines

Such diverse sources will ensure a steady, consistent influx of traffic. The reliance on a single avenue is always risky, as it may not provide the intended outcome. Any marketing campaign should include multiple traffic funnels to maximize exposure and overall efforts. Often, the main, pre-determined source of traffic doesn’t live up to expectations and some overlooked avenue ends up driving a bulk of the traffic.


  1. Dave Forde - The Connector Says:

    Having said that you are talking about a SAS based offering, should it be launched with active clients or as soon as it is built? How should the cost model be done, do you launch as FREE and charge for the high service level?

  2. Aidan Says:

    Hey Dave,

    Thanks for stopping by.

    The service should be launched with an active, core user base of BETA testers. These individuals will form the foundation and (hopefully) catalyze post-launch growth. As for the cost and revenue models, they must be examined on a case-by-case basis. It is impossible to hypothesize an over-arching strategy for all start-ups.


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  4. Josh the Business Plan Guy Says:

    It is good to see someone really put up front what it takes to be successful. The multiple streams of promotion goes hand in hand with multiple streams of income, and both are incredibly important.

  5. Richard Slater Says:

    I really liked your blog!

  6. Anonymous Says:

    Internet marketing is an application of crowdsourcing. It has become imperative with the tremendous growth of the internet. Internet marketing is a cost-effective method of selling your product. But selling your website is another issue. One requires to be flexible and use a multi-pronged approach. With every new upgrading, one needs to keep pace.

  7. Plastic Cards Says:

    Internet marketing must have increased three-fold in this recession. When you are jobless and short of cash, internet marketing is an avenue to explore which can yield revenue without requiring much invetment.

  8. Seimor Says:

    @will I’d giv it an 8/10

  9. Bugatti Says:

    @chiren I don’t think you get the point of this

  10. Madmacs Says:

    I didn’t get this :\ can somebody pls explain?

  11. texasseo Says:

    Thanks for the share. I’m hoping that my current blogging system will work and might consider what you have pointed out in detail.

  12. Hajj Umrah Says:

    In this recession hit world and with such widespread unemployment, search engine marketing is not only very cheap but also very effective.

    Just build a Wordpress site, create some juicy content and drive traffic from search engines. See your ideas take shape ( e-shape )

  13. Andrew Jason Says:

    Great information is very interesting. I’m Jason and Traveler from New York.

  14. Beds UK Says:

    Internet Marketing, it cannot be denied, has received a huge fillip in this recession. It has spawned many more sites and just as many entrepeuners.

  15. ebusinessuk Says:

    On launch day, the marketing department does run helter-skelter like headless chicken. I have been through that.

  16. Raven Dvorsky Says:

    There are some very usefull information here , thanks

  17. Will Glidewell Says:

    I think everyone is missing the point, which is to be prepared and not fly by the seat of your pants.

  18. SEO India Says:

    Preparation is after all half the battle won. Without planning and preparation, we are bound to be clueless.

  19. Matthew Bays Says:

    I’m sharing this post with my friends. This is just what I’ve been looking for.

  20. Anonymous Says:


  21. Greg Rosenstein Says:

    When my company had to launch our site, they were completely frazzled. It was kind of depressing how they handled it. I would have them read this article before trusting them with anything like that again.


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