The Pros and Cons of Hype

In business advertising is a necessity. When starting a new project or site, the sooner you start advertising the more successful your launch will be. Like a restaurant that places a “Coming Soon” sign in the window, online marketing can work the same way. Creating hype for the launch of a site can yield great traffic when it’s up and ready for traffic. However, that can also damage a site. When planning premature marketing for your site and business there are a few things to take into consideration. The pros and cons of hype can make or break your launch. Here are a few pros and cons to consider before starting your hype marketing.

Pros:

The pros of hype are obvious. Getting your name out to the public and creating branding before you even have a brand is one. Word of mouth is still the king of advertising, giving a snippet into your future launch can create the word of mouth you want to assure visitors. Like a movie about to hit the theatres, you want your targeted consumers to look forward to your site and business.

Marketing takes time. By creating hype you can make use of your down time by offering details and information that later will be used in your SEO marketing. If you are launching a new site for a new product, this can create a buzz that the masses will be waiting for. If you have the next big idea, post a video on it, blog about it or slip out a few press releases to give a salivating look for what’s to come.

Creating hype may also help get your web address out into cyberspace. Once you have the domain name and description done, you can create a “Coming Soon” site to give the web surfers a look into your future launch. This is also helpful in implementing your marketing strategy before you are ready to put your full featured site up. It takes time for Google to find new sites, SEO keywords to start working, and backlinks to be documented by search engines. Placing a bare boned page can let your SEO start working and be in full force before your full site launches.

Cons:

With pros there are cons. Hype can work both ways, either it can help you succeed or it can set you up for failure. If the hype is positive you can have thousands waiting for your site, if your idea is bashed, you can also lose potential customers. Determining if your site is unique enough to benefit from hype will be completely up to you. Consumers love new products and services that make life more interesting or easier. If you can offer that, they will wait.

In competitive markets, new products are held tightly to the vest. If you’re offering an idea that your competitors may want to cash in on, you may be beaten to it. If you give too many details, your competitor may have the ability to utilize more backing, a bigger budget, and larger team to get a similar product or service out first. If you are going to create hype, be sure you don’t give too much detail as to how it all works.

The biggest con of creating hype for a new product or service is the unknown. Many ideas and products change a hundred times before they are released. If you decide to change your project and have already created hype, you may find yourself disappointing those who have been waiting for it. The most recent example of this was the highly hyped release of the iPhone 5. Once Apple announced the release of the new iPhone 4S, many were disappointed. This is expected to affect their sales as current iPhone 4 users do not see the benefit of upgrading, iPhone 3 users will upgrade but will more than likely miss the iPhone 5 release that is now projected for the beginning of 2012. The hype created by Apple has come back to harm their sales when their project changed and let down their consumers.

Hype can benefit any site or business that aims to innovate. However, if not handled with care it may also break your business. Create a buzz lightly if you plan on your product changing. Even if your target audience begs for more information, less is usually more and everyone loves a mystery.

About the guest author: Amy Southerland is a career advisor and writes for The Best Degrees, a website providing essential information, rankings and reviews of many programs, including accredited online business degrees.

This is a unique article written by Thomas and published on SEO Desk with exclusivity.

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