Smart marketing is key to success on the web

Photo by Jus' fi on Flickr

Let me ask you this question: how many successful web start-ups do you know? In the sense of actually known by sizeable audiences. Selling useful products and services. Providing great user interface. Encouraging people to come back to their sites time and again. And check this one out: p-r-o-f-i-t-a-b-l-e.

Yes, there are a few. But the truth is, thousands of software developers, engineers, web designers and other technically gifted folk spend lots of time and money every year to launch new businesses but are unable to connect with their target audience – or launched a service for which there is no real demand.

Many of these start-ups end up being simply web sites, with no valid business idea associated with them. And even if some do have a sound business model, they still don't make it because they don't have any skills in customer-oriented marketing.

Why does this happen?

Dave McClure, author of the blog "Master of 500 Hats", argues that the main reason for this is this: most web start-ups are designed, implemented and managed by techies and lack marketing talent.

The main arguments he puts forward here are:

-Addictive User Experience (aka Design) & Scalable Distribution Methods (aka Marketing) are the most critical for success in consumer internet startups, not pure Engineering talent

-If investors don't have operational backgrounds in design, development, or marketing from proven consumer internet companies, you probably don't want their money

Photo by jeffwilcox

I fully agree and this is in fact one of the reasons I decided to focus part of my brand strategy business precisely on web startups. Have a look at SCHMOOZY FOX'S thoughts about web and mobile start-ups .

It must be said that interface design and useability do sometimes get attention, as at least "enlightened" techies are aware of their importance. In my experience, though, product design and positioning, brand strategy and promotion are frequently an afterthought, implemented ineptly or forgotten about entirely.

However, it's an area where investments can pay huge dividends.

In fact, given the economics of the Internet, it can make all the difference between an out-and-out success story and complete failure. Some online businesses are figuring this one. But for now it's still very much the exception to the rule.

Technical skills and talent are very important in building an online business, but they are only one element. It takes two to tango: only a combination of technology and marketing can make all the difference and propel your online brand to success!

Photo by Kjunstorm