How to organize the promotion of a web service?

Question

Project management

Good afternoon
We are finishing the development of a web service for webmasters. Marketing channels already defined:

• SEO
• Context
• banner advertising
• PR on thematic resources (blogs, forums)

A question for experts, how best to organize promotion:
1. Give all 1 company involved in complex promotion?
2. Find a development manager/project manager, and give each of the channels into the hands of contractors?

Answer 1

There are companies that work with pay per lead. In this case, you can define a user registration in the service as a lead. And how they attract leads is their business. They do it in a complex way (both seo and context and much more). But this way you can run into low-quality leads. Then you can try to define the lead as a user who made a payment in the service.
It seems to me that it’s better to still find a manager who will work with each channel separately

Answer 2

Everything depends very much on the details of the project, there is no general answer. Leaving everything in the wrong hands is often not the solution. For example, how will you provide operational support to users if third-party people write on the same forums? What will these people know about your product?
The marketing channels are too general, and a bit from the early 2000s, although of course they still work. SEO + banners + context, and all this on outsourcing can hit the budget very hard.
I would recommend more niche approaches, and test each channel separately.

Answer 3

I like the approach from Rework - to create a movement around the service. The essence of the service is not a tool, but a tool + service, that is, a product. Start a blog. Share the experience gained in the development of the service. Bring case studies as a tool that can improve the life of webmasters. Content matters the most. It is cheaper to create a loyal audience than to buy.