Are Your Priorities Straight?
“The notion that, ‘if you build it, they will come,’ is nonsense,” he says. “It doesn’t work in this space.”
“I think my job as management is to help set the priorities and fight for them,” he says. “If I see an opportunity for a trade show in the Midwest that doesn’t exist, I try to go and find resources for it. If it’s a question of redesigning a Web site that has $30,000 worth of revenue and we could get to $35,000, I’ll think, ‘Hmm, maybe [we] can wait on that one.’”
On the other hand, as Lannon points out, traffic and revenue do not always move at the same pace, and strong audience development can point the way to ROI down the road.
“The truth of the matter is, you want to build traffic now and stickiness for the future, even if there’s not immediate revenue,” he says. “If you don’t work to build your traffic, you will have problems. Fortunately, all the things we are talking about, we think will build traffic and we will be able to monetize quickly.”