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Inbound Marketing Blog

    Your Website Project Is Delayed...Now What?

    Posted by Jessica Bowers Hopson

    3 Ways You Can Continue Marketing While Your Website Build is Stalled

    Many of us have been there: Your website is outdated and you finally get approval to develop a new one. Your marketing efforts take a back seat for what you think will only be a couple of weeks until the new site is launched. Because, after all, why would you spend precious time, energy and money driving traffic to an outdated site when your bigger, better, fancier new one is on its way? A whole new level of marketing success is so close you can taste it!

    But then a minor kink happens.

    And then there’s a brief delay.

    Then another big project requires all of the resources that would otherwise go to developing your new site.

    Weeks go by. Then months. Still no website.

    What are you to do? Your marketing efforts can’t wait forever. You’re missing out on leads, losing engagement and forfeiting opportunities. But you can’t send people to that old, outdated website ...can you?

    Thankfully, you have options. Here are a three things you can do to keep the marketing momentum going while your website project is delayed.

    How to Build Marketing Momentum During a Website Delay

    Build up your social media communities

    It used to be that the only way to engage with someone online about your products and services was through your website. While your site should still be the cornerstone of your brand’s marketing efforts, it is by no means the only way to disseminate valuable information and communicate with your target audience.

    Social media, of course, is a powerful part of the marketing mix. By leveraging the platforms that make the most sense for your business (i.e. where YOUR customers are most likely to engage), you have the opportunity to build relationships, educate prospective buyers, listen to challenges and respond to needs.

    Ideally, your social media efforts will encourage people to visit your site, where they will ultimately convert to a lead. When you do finally launch your site (have faith, it WILL happen), you can start guiding people to your new website with special offers and valuable content. But in the meantime, Social Media Land is a great place to keep the fires burning, so to speak.

    Keep your current site current

    The worst thing about a delayed web project is that you begin to develop an unreasonable hatred for your existing site. You see it as a horrible waste of Internet real estate. Code without a purpose. An embarrassment to your brand.

    But the reality is that there is probably a lot of good stuff on your existing site. Your existing content is likely much more valuable than you realize. Focus on the positive aspects and keep the information on your website current. Remember that your prospects don’t know that you have a beautiful, shiny new website just waiting to be published. They don’t know that your current site makes you cringe.

    It’s not about you or your site. It’s about your visitors. So keep the user experience as positive as possible and deliver value to your visitors. Continue to publish quality blog posts, keep your page content fresh and accurate and don’t let things get stale or outdated. If you choose to stop creating anything new just because you are working on a new site in the background, you could fall victim to a Google Panda attack, which could do more long-term harm than sending your visitors to a website in transition.

    Don’t stop giving your visitors what they’re looking for and you won’t miss out on opportunities to generate and nurture quality leads during the delay.

    Leverage landing pages

    Most websites today have the ability to publish landing pages, which are pages that are a part of the website but are dedicated to a specific marketing campaign. They aren’t accessible through the site’s navigation. Rather, visitors are sent there by clicking on a link in an email, web ad, social media post, or other marketing tactic.

    Landing pages are meant to be created as they are needed. And because they are more closely tied to a campaign than to your website, their design does not have to follow that of your website. This means that you could create a super-slick, highly engaging landing page with a fabulous form, promoting clever content or an outstanding offer and continue to generate and convert leads without sending them to the outdated pages of your website.

    So leverage your landing pages. Just as they will be a key component of your marketing strategy after your new website is launched, they can also help you remain effective while you wait for your new website.

    So fret no more. While delayed website projects are incredibly frustrating, they don’t have to put your marketing efforts on hold. Work some of the other levers in your marketing mix and keep your audience engaged and your lead generation funnel full.

    Tell us how you’ve stayed calm, patient and - most importantly - effective while experiencing website delays!


    Topics: Design