If you build it…

We all know the phrase (If you build it they will come)  but in digital marketing, this saying is – well wrong.  Dead wrong.

Yet, unfortunately many of our clients seem to believe it.  They fill up on cool websites and see the strategy as something they can’t invest in right now.  So after building their new sites, we add on the analytics package.  A couple of months later when clients return for services we go over the data for their sites.  That meeting is more compelling than any sell we could make on analytics, because they find that building it doesn’t necessarily result in traffic and conversion.

It’s a hard lesson but valuing strategy is the right thing to do.