Desperation is unbecoming for a Web 2.0 website
May 29, 2006 – 8:19 amIf you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!
One of the key advantages to the Web 2.0 websites is just how hell they’ve grown, and mostly through word-of-mouth advertising from satisfied users. The idea is simple: your users become evangelists. Since they’re happy with your service, they tell us others, who tell others, and so on and so on. This is the key principle to building a vast membership.
Web 2.0 sites are also known for fast adoption by the masses. This is the “velocity” factor that a growing website needs to get off the ground. But one thing I can’t see working to make a “Web 2.0″ website popular is advertising. In a sense, that’s missing the point. And if a company does advertise their website, they need to be subtle, and let the people find out for themselves just how great it is.
The branding should come from the usage. I think that’s one of the biggest advantages to the Web 2.0 startups. They don’t have to allocate a ton of their money to traditional advertising and marketing. That way, they can put even more money into usability, which creates a virtuous circle when it comes to promotions. New features are enough to make your rabid users go even more viral on you.
The best bet is building your website and “they” will come. The better the site is, the faster the users will head in. And each of your users has friends and associates who they’ll influence into trying. Usability needs to be the key mantra. If the usability suffers, the marketing issues will suffer along side. The Web 2.0 companies that cater to their users ahead of everything else (even monetization) will have a leg up on their competition.
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