Ever heard the phrase, "If you build it, they will come"?

It’s a comforting idea, suggesting that the mere act of creating something wonderful will naturally attract the masses.

We know that reality paints a different picture.

While establishing a need or recognising a problem and then building something remarkable to meet the requirement and solve the problem are the first steps, they are only pieces of the puzzle. Success demands more than creation—it requires connection, persistence, and a strategic approach.

Yet, it's important to acknowledge that some successful businesses, especially second-generation ones, operating in niches, rely heavily on their established reputation and find traditional marketing unnecessary or even disdainful. These businesses often believe that their legacy and word-of-mouth will suffice in sustaining their success.

Moreover, if decision makers in a business avoid social media in their personal life and prefer to withdraw from the trappings of online advertising, they can too often view marketing with a healthy dose of skepticism.

These beliefs however, can be misleading and potentially detrimental for most new ventures.

Ultimately your brand is your reputation and if you are doing a good job of holding that up then that is the best way to do new business, word of mouth spreads and hopefully new business arrives. But what about changes in factors you cannot control? New competitors pop up, tech moves along at a stunningly quick rate, laws, culture and attitudes to working change with each new generation. Not to mention your supply chain.

The Myth of Effortless Success

The notion that simply having a great product or service will automatically draw in customers is a myth that many businesses fall victim to. The truth is, no matter how incredible your offering is, it won't sell itself. In today’s crowded marketplace, visibility and engagement are key.

Building it is just the beginning. Without a strong brand values and strategic marketing efforts, even the best products can remain unnoticed.

The Power of Persistence: 20 Touchpoints

Here’s where the real work begins. Studies and business consultants widely report that it takes around 20 touchpoints with a potential client before they decide to make a purchase. That means consistent, strategic engagement is crucial to guide your prospects through their buying journey.

Why 20 Touchpoints?

Building Awareness: Your audience needs to know you exist. This involves initial outreach through various channels—social media, email marketing, and more.

Establishing Trust: Trust isn’t built overnight. It requires repeated interactions and demonstrations of value.

Creating Connection: People buy from brands they feel connected to. Engaging content, personalised communication, and meaningful interactions strengthen these connections.

Nurturing Relationships: Continuous engagement through follow-ups, valuable content, and customer service ensures your brand stays top-of-mind.

The Role of a Dynamic Website

A website is not a "set it and forget it" project. It's a living, breathing extension of your business that requires constant nurturing, updating, and management. Simply designing, writing content, and launching a website is just the beginning. To ensure your website remains a powerful tool for attracting and retaining customers, it needs to be regularly updated to reflect your latest business activities, promotions, and innovations. This ongoing process ensures that your website not only stays relevant and engaging but also continues to effectively communicate your brand's value and connect with your audience.

“If you build it, they will come” might sound appealing, but in reality, building something great is just the beginning. Success comes from strategic, persistent efforts that engage and nurture your audience over time.