Websites have become a key hub for B-to-B marketing communications. They can serve as an important nexus for each marcom channel a business uses to reach and communicate with its customers and the greater 
marketplace. The dynamics of a website have become even more robust with the introduction and popularity of social media channels.
But crucial to realizing the best results (top-of-mind awareness, thought leadership, market leadership) is frequent, constant updating.
Become inattentive to your website, and visitors stop coming around. Go to sleep, and search engine web crawlers won’t find you. Let cobwebs and dust bunnies accumulate, and you’ll encourage speculation on the health of the corpse (pardon the oxymoron).
Bottom line: If you lose interest in your web site, why would you expect your customers to remain interested?
Creating your website is just your first cost. Like buying a car, you’ve got to check and change the oil, replace worn tires . . . even wash it and vacuum the interior occasionally. (After all, if your web site starts taking on the look–and smell–of Uncle Buck’s car, analogically speaking of course, why would you expect anyone to join you for a ride?)
I’m not suggesting that your website needs a complete overhaul. Just show some energy and enthusiasm for your brand and your products and services.
Post press releases, and keep them current. Post trade shows and conferences you’ll be attending, and keep them current. Link to other online media where you’re mentioned, and keep them updated. Use news crawlers for “breaking news,” and keep them, well, “breaking.” Post your print advertising schedule and show the ads you’re running, and . . . keep them current. Tweeting? Have your Tweets posted on your website.
And on and on.
Energy and enthusiasm can be contagious. Your website is an excellent way to spread it around.
By the way, does anyone know the make, model, and year of Uncle Buck’s car?
Tags: market leadership, news crawlers, search engine optimization, SEO, thought leadership, top-of-mind awareness, Twitter, web media, web sites
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I am 95% sure of this…..but, gotta leave room for error
1978 Mercury Marquis
This is a great post. Thank you for sharing this informative post.
Duder! Correct. It was a Mercury Marquis Coupe. Vintage 1975-1978.
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