If you’re under the illusion that “build it and they will come” is a foolproof strategy, it’s time for a reality check. The internet is littered with abandoned websites, digital products, and courses that were meticulously “built” but never gained traction. The truth? Just building something isn’t enough. To get people to show up, engage, and buy, you need a marketing strategy that’s just as intentional as your creation process.

Here’s how to shift from “build and hope” to “build and they’ll actually come.”

This blog post is all about Marketing 101.

1. Get Clear on Your Ideal Customer (No, Really)

If you’re building something “for everyone,” you’re building it for no one. Your product, website, or service needs to serve a specific type of person with a specific problem.

How to Do It:

• Create a customer persona. Who are they? What’s their age, pain points, desires, and biggest frustrations?
• Talk to real people in your target audience. Surveys, forums, and social media groups are gold mines for understanding your audience.
• Focus on a “micro-audience” first. If you’re trying to attract everyone, you’re competing with everyone. Find your niche and speak directly to them.

If you’re not 100% sure who your ideal customer is, look at the people who are already interacting with you on social media, email lists, or forums. Who’s asking questions? Who’s engaging with your content? There’s your target.

2. Build Hype Before the Launch

If you’re waiting to promote your product until it’s “done,” you’re already late. Successful launches are fueled by anticipation, and anticipation starts before the product is ready.

How to Do It:

• Share behind-the-scenes content on social media. People love a good “building in public” story.
• Use countdowns, sneak peeks, or “coming soon” announcements.
• Create an early-access list where people can sign up to be “the first to know” about your launch.

Don’t just tell people what you’re building, tell them why you’re building it. People relate to stories, not features.

3. Craft a Killer Value Proposition

If someone stumbles upon your website or offer, they’re not going to stay long unless you grab their attention with a powerful “what’s in it for me” statement. This is where your value proposition comes in.

How to Do It:

• Write a clear headline that explains exactly what problem you solve and for whom.
• Highlight the benefits, not just the features, of your offer.
• Use testimonials or proof points to back up your claims.

If you’re struggling to write your value proposition, ask yourself: “If I had 10 seconds to convince a stranger to buy, what would I say?”

4. Drive Traffic (Don’t Wait for It)

Once your product or site is live, traffic won’t magically show up. It’s on you to drive people to it. Fortunately, you have options.

How to Do It:

• Email Marketing: Launch with an email blast. If you don’t have a list, start building one ASAP.
• Social Media: Share your launch across every platform you’re on. Use video content for better reach.
• Paid Ads: Consider running Facebook, Instagram, or Google ads targeted at your specific audience.
• Content Marketing: Create blog posts, YouTube videos, or social content that’s optimized for search (SEO) and answers questions your audience is already Googling.

Our favorite email platform? Check out flodesk.com

Prioritize “owned media” like email and blog content. Social media reach can change overnight, but you own your email list and website traffic.

5. Optimize Your Website for Conversions

If people visit your site but don’t take action, all your marketing efforts are wasted. The goal isn’t just traffic — it’s conversions.

How to Do It:

• Simple Calls-to-Action (CTAs): Make it clear what you want users to do. “Sign up now,” “Download the free guide,” etc.
• Speed: If your site takes too long to load, people will bounce. Test your speed and optimize images.
• Mobile Optimization: Over 50% of web traffic is mobile, so make sure your site looks just as good on a phone.

Add scarcity and urgency. Limited-time offers and “only X spots left” messages work wonders for conversions.

6. Follow Up Relentlessly

Most people won’t buy the first time they see your offer. They need to see it multiple times before they’ll commit.

How to Do It:

• Email Sequences: Send reminders about the offer, follow-ups, and “last chance” messages.
• Retargeting Ads: Use Facebook or Google ads to follow people who’ve visited your page but didn’t buy.
• Abandoned Cart Emails: If you’re selling products online, make sure your e-commerce site has an abandoned cart email system.

Automate as much of this as possible. Tools like Flodesk, Mailchimp, or Klaviyo can do it for you.

7. Invest in Mentorship and Networking

Mentorship and networking are crucial for building a successful business. The right guidance and relationships can open doors you didn’t even know existed.

How to Do It:

• Join industry groups, both in-person and online, to connect with like-minded individuals.
• Seek out mentors who have already achieved what you’re striving for.
• Attend industry events, workshops, and conferences to grow your network and stay ahead of trends.

Don’t be afraid to reach out to potential mentors. People love sharing their knowledge and experience, especially with those who show initiative.

8. Adopt a Winning Mindset

Your mindset can make or break your success. Confidence, perseverance, and belief in your own business are essential to navigating the challenges of growth.

How to Do It:

• Practice daily affirmations that reinforce your belief in your abilities.
• Reframe failures as learning experiences and keep moving forward.
• Celebrate small wins to maintain motivation and build confidence.

Write down your “why” — your reason for starting the business. Revisit it when things get tough.

Final Thoughts

“Build it and they will come” is catchy, but it’s also a lie. To get people to come, you need strategy, visibility, mentorship, and follow-up. Focus on creating demand before your product is live, driving traffic intentionally, and optimizing every point of interaction.

If you’re willing to market as intentionally as you build, and you embrace mentorship, networking, and a winning mindset, you won’t be left wondering where everyone went — they’ll be right there, ready to buy.

For more marketing tips, visit kemotion.co/blog