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Web Hosting, Domain Name Registrations & Emails….

Web Hosting, Domain Name Registrations & Emails….

I’ve been working with advertising clients since the beginning of the web and there’s a lot of confusion about email and web hosting and the registration of your web address. If you want to understand the basics of having a website or know how to set up and manage your own website, hosting account or email accounts you will need to at least have a basic understanding of web hosting, domain registration and email set up (I’m sorry there’s a lot to say here, but the only way to do this is to write it all in one place):

#1 Registering your Domain Name: When you want to do anything on the web you may already know that you’ll need to start by registering a web name or web address (aka “registering a URL” or a “domain name registration” or “registering a DNS”). For that you can go to any online domain name registration company and do the following (Note: You can find an online domain name registration company by typing those words into Google or Yahoo, and then clicking on one of the links that appears and exploring the features & prices of each company that shows up before signing up or acquiring a new web address):

  • Search for and decide on a web address name (I’ll refer to this as the registration of your “domain name” from here on out)
  • Decide how long you want to register the name for (1 year, 2 years, 5 years, or more).
  • Follow the steps on the Domain Name Registrant company to find, pay for and acquire the domain name that you want.

When you’re “registering” a domain name, you’re essentially “renting” it for a given time period (whatever period of time you initially pay for).  Keep in mind that a web site address is sometimes called a “DNS” and also at times it may be called a “URL” but essentially they mean the same thing.  ALSO be forewarned that we no longer are using “WWW” in every case when we type in a web address.  So if you try typing the web address you want into your browser (WITH the “WWW” letters), and that doesn’t work, then try typing it again without the “WWW” at the front of the address to see if that works.  (If you have NO idea what I’m talking about – you may need to start over at the beginning by going to Amazon and buying a book about using your PC such as “Computer Basics“.)

If you register your own domain name all by yourself, you’ll have to remember to renew it at the end of the time period that you have “rented” it for (you’ll have to look for an email that should be sent to you around the time of the renewal and be sure to re-register the domain name or set a reminder in your calendar for 1 year or 2 years [etc] to re-rent your domain name….if you forget to do that your web site will go down and worse yet, you may lose your domain name altogether).

Don’t forget that when you sign up for your domain name, whatever email address you use as a contact for yourself, (on the domain registration site), needs to be working in the future so you can receive any “warning” emails about your domain name registration expiration. If it’s not working, then you will have to remember to go back to the Domain Name Registrant’s website and UPDATE your contact information in your account before that time.  By the way each year “ICANN” (or the organization that oversees all domain name registrations) will send you an email asking you to reconfirm your contact info for this very reason – so be sure you look for those notices and respond to them on an annual basis or you won’t get your domain name reminders.

Once you register your domain name, you’ll have to “Point your Domain name servers” to your “hosting servers” (there will be at least 2 name server addresses)….this just means you will be connecting your new web address [or name] up to the computer where your website will be found. This sounds more complicated than it is. In order to do this you’ll need to know (and enter) the “addresses” for your name servers into the account you just set up at your new domain name registrant’s website (more on hosting & hosting servers next). AND you won’t be able to do this until you have set up a web hosting account. Once you set that up, you will get the name servers for your hosting server, (this can be REALLY confusing, but think of the “name server” as just a combination of numbers &letters that identifies your hosting server) which usually look like this “xxx.xxxx.xxx” (and there should be 2 sets of digits, one for the primary name server and the other for a backup name server). (Note: remember, “server” is just another word for a computer).

#2 Setting up your Hosting Servers:Above we’ve just established that in order to have a website, you have to select and register a web address or name for that website. Then once you’ve done that, you’ll need a computer where you can “put” your website files and that computer is called the “Hosting Server”. Whenever you hear the word “Web Hosting Account” – that’s just a computer where you rent space and connect your web name or domain name up to (and later you’ll put your website files and perhaps even your email on that same computer).

You can find a web hosting provider online…..there are a lot of ins and outs to know about selecting a web hosting provider, so don’t just do that without first thinking it through (I’ll leave that info for another blog). But for now, you need to know that any website requires a web hosting provider (or account).

Once you select a hosting provider and sign up for a hosting account, you will be given an “address” for your hosting servers. ONCE you have that address (i.e., those letters and/or numbers) you can take them back over to your “domain name registrant” account and enter them into the appropriate fields.

Please note: once you set up (or change) the name servers at the domain name registrant, it could take up to 96 hours to propagate throughout the world wide web (or to show up or take effect). Every registrant is different so check yours for more specific information and time estimates.

  • A hosting account is something you have to pay periodically (monthly/quarterly/annually, etc.). If you stop paying for this account your website will no longer function.
  • There is such a thing as a FREE hosting account….but you still have to set it up and connect your domain name up to that hosting account. There are a lot of negatives associated with having a free hosting account an if you want your business or venture to appear “professional” you won’t want to even consider this option.

#3 Setting up your Email: When you get a web hosting account, you can put your website on that “rented” computer (once you have the website created….hopefully by a professional web programmer). In addition to holding your website, many web hosting accounts will also host or include a certain number of free email accounts. So if you set up a web address such as “www.yourwebsite.com” at a Domain Name Registrant (#1 above) and then connect that up to your Web Hosting Account (#2 above) you should be able to also set up and start using Email Addresses that go with that same account (#3 here)

(NOTE: the good news is that once you have your web address registered you can use that address for your email for examples: yourname@yourwebsite.com or youremployeesname@yourwebsite.com.) (if your hosting account doesn’t include email services you’ll have to get an ancillary email hosting server – very much like a web hosting server but that would be just for email; you can get a free email hosting server from companies like Yahoo or Google, but they have all sorts of negatives that aren’t nice if you’re trying to appear professional such as really annoying ads that appear on your web pages).

So, in order to set up your email accounts on your web hosting server, you’ll need to create the account for the email addresses on the hosting server itself (each system is different so it’s impossible for me to tell you exactly how to do that). In order to do that you’ll need to have and use the user name and password that you created when you set up that web hosting account….and you’ll need to set up each email address individually, each with its own u/n and p/w and other info that will be specific to your particular hosting service provider (which may be hard for you to figure out if you’ve never seen this before, sorry!).

Once the Email Hosting server is set up, you’ll also need to set up each individual email account you want to use on your computer(s) (and on each computer where you want to be able to receive the emails at). Specifically how this is done will depend on what type of computer you have i.e., PC or Mac and what programs you use. We use a PC and a program called “Microsoft Outlook”, so I’ll give you an idea of how this works from that perspective.(more on this in a future blog or email me for complete instructions at emily@brandx.me)

In Outlook you’ll need to create a new account (see “Account settings” from within the Outlook Program). There are a number of settings IN your Outlook program that need to be “filled out”. First you’ll need your new domain name and the specific email address you want to set up (youraccountant@yourwebsite.com for example) plus you’ll need your hosting server address and the associated incoming and outgoing mail servers (SMTP & POP), the u/n and p/w you used when you set up your new web hosting account and info from your Internet Service Provider (ISP) (your ISP will have certain “port settings” that will need to be set up according to what ports they use).

If you’ve made it this far, I think you’ll start to see why it’s impossible to find a simple set of instructions regarding how to set up your hosting & email accounts and why a client might want to pay someone (like my company) the up charge of $10/month that we ask for in order to do it for them.

ISP the last thing I’m going to explain to you today is this – your ISP or Internet Service Provider. I’m pretty sure you know what this is…because everyone has to have one in-order to be able to receive their emails at home or surf the Internet. This is also something you have to pay on a monthly or periodic basis (as you may well know) in order to be able to access the web and to be able to upload and download your emails. I can’t tell you how many times our customers have called us to tell us “something’s wrong with our web hosting account” and it turns out they didn’t pay their ISP bill that month (or they did not remember to renew their domain name registration!). All these little pieces have to be set up correctly AND they have to be maintained and renewed when necessary in order to keep your website and emails up and running properly.

In conclusion, there’s a lot to know about registering a new web address, setting up a web hosting account and email accounts…..and while it can be done on your own, it’s also nice to have someone to set it all up for you and to be there if something goes wrong (and to get your site and email back up and running as quickly as possible). If you’ve ever wondered why you should pay someone to do this for you I hope this has helped you to get a feel for why that’s a good idea!!!!


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Your Website Checklist

You’ve just hired someone to design and program your new website and they’re asking you Checklistto give them all the things they will need to create the site. The problem is you don’t know the first thing about it, so what do you do?  You can start with this list of  things that most if not all website designers and programmers will need in order to create a new website:

 1)      Unformatted digital text – be prepared to give your development team all of the text for your website in one UNFORMATTED, Microsoft Word or Word Pad document (or other digital word processing file).  Be sure to label each section of text with the page names that the text goes on (so put “About Us” at the top of the text for the About Us page and so on). Make sure that the headers for each page in this section match the names of each page.  These page names should correspond to and match the primary navigation tabs on the home page and any sub tabs or links that may be included with your site. Don’t forget to include all the headlines, sub headlines, and other text that you want used through the site (you may want “pull quotes” to be used on side bars, for example or quotes or captions to be used on photos; also include all the contact information, copyright dates, email addresses, names of employees.)  To ensure you don’t forget anything use your initial “site outline” that you should have created when you asked for the quote for the job, as a guide for the text you need to write and prepare.

2)      Website Instructions – First let me say that there’s nothing more dangerous and confusing than receiving 35 emails each with a snippet of text or a photo with a name like “25944GP.jpg” or other files that are not properly named and prepared to be handled by the development team.   Be sure to include any and all instructions for the website in the above “Digital Text” document (these instructions can be before or after the text for the site). Be sure to make a clear differentiation between the web text and your instructions, perhaps by writing the instructions in colored text or a different font.

3)      Correctly prepared and formatted Images – The exact size of photos that your team will need won’t be clear until AFTER the design phase of the web development is File format imagesdone.  For that reason it’s just better if you give your team the biggest, highest resolution images you have. If you have those images on your computer, do not try to email them to the team by embedding them into a word document or an email.  You CAN send them as an attachment to an email OR better yet use a service like “drop box” or see if your team has an “FTP” server that will make it easier for your to transfer files that are very large.  If you try to email these images they may clog up your email software’s outbox and even if they go out of your own email system, you won’t have any way of knowing if the client can accept files that are that big.  For that reason it’s just better to upload them to an FTP server or use a system similar to Drop Box.(to use an FTP site, someone from your development team will have to send you the instructions and log-in information separately).  Be aware that not all images are “ready to go”…and your design crew may have to do some photo retouching, cropping, resizing and other word that may or may not be included in your initial website quote.  If you have a choice to send your images in a variety of different file formats, most designers would prefer .jpg images (pronounced J-peg).

4)      Image and file Naming – Be careful how you name the files and  images that you give to your development team because it’s REALLY hard and very confusing when they get files or images that are named “qap239r809.jpg”.  If you could name the photo or file WHAT it is……that is very helpful and avoids unnecessary delays.  If the image you are sending is a photo of “Mary Smith” then you could just name it Mary Smith.  It would be even better if you could add the name of the page where you’d like that photo, for example marysmith_pricing.jpg  (don’t forget you can’t ADD a period in the text name…. you CAN add an underscore OR a dash, without a problem – no other characters can be inserted into a file name and the .jpg part is added automatically so you don’t need to worry about that part…just name the first part of the file name (before the period) as I’ve explained here.

5)      Captions – if you would like a caption on or above any of the images, please provide the information to your team by creating a list using the Image file name (see above instruction about naming your files) plus the text that goes with that image next to the name. You can include this list with the text for the website (with the instructions, before or after). If your website is going to have a series of photos with captions, you’ll want to consider how those photos will look next to each other and try to keep any text or captions that go with the photos in a similar style and length.  It’s better not to have one photo with a big, long sentence under it while another photo has two words.  Also remember that if your site is going to have any moving images or text, which are usually programmed with FLASH instead of HTML, for example, you will want to have those captions of similar length and style as well.

6)      Forms – if you plan to have a form on your website, be sure to include the text for the form (or the field names, in other words) with the unformatted digital text that you’ll be providing to your development team.  Also you’ll need to include the email address where you want the form information to be sent to (so for example if you have a form on your “contact us” page, then whenever someone fills out that form, your team will need to know what email address you’ll want that information to be sent to).

7)      Logos – you development team will also need any and all logo artwork that you use for your company and possibly the name of the font that goes with your logo and business package (some companies have a typeface or “font” that they use for all of their outgoingfavicon 1 materials and some organizations even have instructions or rules that go with those fonts & logos, that a marketing team would have to have in order to use those items correctly).  Be sure to send your logo in the highest resolution possible and if possible send the version that’s color and the one that has a clear background or no background.  If you are not sure which logo to send, then I’d suggest that you send  them all the logos you have (you can include these files with the images you will be emailing or posting to the FTP site or putting into “Dropbox”).

8)      Social Media Links – if you want social media links on your website please send 20-social-media-iconsthe links or web addresses to each of your social media webpages.  Try to avoid telling your programmers “can you link my website up to my Facebook page?” because this opens up a whole new can of worms and a number of opportunities for the programmer to connect your website up to the wrong Facebook page.  If you want your site to be developed quickly and correctly, make it as easy and clear as possible for your team so that you minimize confusion and maximize the chances of things being done right the first time.

9)      Contact info – Don’t forget to include any and all current contact information with the content for the website including all the email addresses you want listed on the website (and where you’d like those items to be listed or located).

I often hear horror stories of companies who have hired someone to work on their website, only to have that person drop off the planet or stop working on the project abruptly with no explanation.  I’d wager to say that these people get frustrated asking for materials, waiting for them, asking for the next thing, then waiting for that item and so on….only to lose time and money and ultimately any and all profitability on the project.  This isn’t inevitable however and you’ll greatly reduce the likelihood of having any major issues if you will take the appropriate amount of time on the onset of the project in order to prepare the materials that your team is going to need.

Finally, don’t forget that your development team is most likely made up of a number of people – you may have a marketing person who is helping you plan and outline the site, a copywriter who will help you to write the text, a designer who will develop the design of the website, a programmer who will program the basic site (an HTML programmer or WordPress Programmer, for example) and possibly other programmers who will do specialty programming such as FLASH, database or E commerce programming.  Finally you may have someone to help you after all that’s done to market your website and get it listed on the quality management teamssearch engines.  You may not need to send all the above information to each person who is working on the site, but it will be helpful to you and certainly the initial people working with you to be able to see all the information in one place – well-organized and clearly thought out – before they start on your web development project.


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Why does it take so long to create a website?

I cannot tell you how many times my clients have commented on how much work is involved in creating a website. I think that when anyone sees a finished product, no matter what it is, the tendency is to think about how simple things look, but the fact is that any intelligently developed product or project requires time, thought and effort (and experience and education don’t hurt either).

The fact is that a website cannot be created in a vacuum. And as much as I hate having to say this before I get a job from someone,  I have to have SOME input from my client about what they do, who they want to target, what TYPE or style of website they like and want, etc.  Of course I can and will help them to think through all of these types of things (called “Ad Strategy”) but sometimes it’s hard to get the clients to give me ANY time to talk about their businesses and what they want to accomplish with their marketing.  This isn’t a step you can overlook – all good advertising starts with strategy.  Strategy is thinking about who you are, what you do, how you want your market to perceive you, who your competition is, what their advertising looks like and on an on  Way too many people hire independent graphic designer or web programmers and think they are going to provide them with everything they need. What they don’t know is that those people are just one part of a bigger team that works together to make excellent advertising products and websites.

A website starts with strategy first and then moves on from there to “site structure”.  Site structure thinks about what pages a website will have and how they will be organized.  Clients sometimes don’t recognize how their site’s structure is tied to their design.  You may want to have three basic areas of the site, one each for each category of product you sell, and so the site structure and site design have to consider that. For example, if you sell widgets and you have three different categories of widgets…let’s say Widgets for kids, Widgets for Adults and Widgets for Dogs, then the site design might have three columns.  If you plan on adding 3 new product categories later, then the designers will keep this in mind and find a way to set things up so that more categories can be added to the site later.

After developing a site’s structure the client or the ad team will need to write the text.  If the client opts to write their own website text, I have to get that text from them and that can take a while.  Then I have to proof the text and edit it and send it back to the client for their approval.  The website development project will usually go faster if you hire us to write your text for you, but that still takes research time and multiple drafts before the content is ready to go.  The text is essential to any project because it tells me how many pages we’ll need and how much space is going to be need for that text. In a time crunch, I might be able to get the development team started on the site with JUST an outline of the text, but it’s always better to have the full text before proceeding.

All this has to be considered BEFORE any design work is done or it will take twice as long to do the project when things have to be redone.  Many times a client is just figuring things out as they go along and as a result the job specs change in mid-stream.  This can be very frustrating for the web development team….not because we care if you change your mind, but because we’re losing time and money if the job takes longer than what we have originally estimated.  I can tell you that I try to do many of these mid-stream changes without charging extra, but what happens is we reach a point where we’re losing money.  If I haven’t mentioned the negative impact of these changes before that point, then the client usually gets frustrated or mad because they’re not considering all the other “free” changes that have come before.  Just keep in mind….that if you don’t mind paying for extra changes…..then we don’t mind making them for you.

Once the client gives us the text they want on their website (preferably 100% ready to go and in a digital format with little or no formatting like bold words or bulleted text, etc.) I can start assigning all the different aspects of creating a website, which includes:

  1. Outlining the text
  2. Formatting (or unformatting) the text
  3. Determining the page names
  4. Creating the site structure
  5. Considering the functionality of the site and loading the plug-ins or creating the custom programming required to integrate these functions into the site.
  6. Hiring the appropriate designers and programmers for each aspect of the job.
  7. Designing the site or searching for and selecting a site design template (depending on if you’ve paid for a custom designed website or a template designed website).
  8. Searching for, getting approval for and buying the images from a stock photo house.
  9. Acquiring the product images and logo artwork from the client.
  10. Editing the photos or other images.
  11. Selecting the site fonts.
  12. Programming the basic site – which can include many different types of programming and multiple different programmers who work in HTML, WordPress, PHP (the native language that WordPress uses),  CSS, Javascript and on and on.
  13. Programming any ancillary functionality to the site (such as E commerce/Paypal, membership only access, databases, etc.)
  14. Proofing the site
  15. Making the customer’s changes
  16. Writing and programming the site Metadata (title, description and keywords)
  17. Marketing the website (I could make a whole new list for this item).
  18. Web marketing – none of that even considers the work that is required after the site is built to market the site and get i t listed on the search engines.  That is a whole other article!!!!

I recognize that once you see this list, that developing a website can seem like an insurmountable pain in the neck.  It may be somewhat of  a pain (as everything worth doing is) but it’s not insurmountable because we know what we’re doing.  If you’ll let us, we’ll guide you through the project to completion and satisfaction and you’ll end up with a top-notch website that will make your company look great to the public and make your target market WANT to visit your site.  For more information please don’t hesitate to contact me at emily@mdept.com.  I am more than happy to offer up advice and answer any of your questions, whether you do business with my company or not!!!


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Top 13 reasons to update your website

Top 13 reasons to update your website
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What is Public Relations?

Public Relations uses “the media” and/or “the press” to deliver stories about your company, product or service creating good relationships with the public, product users, investors, other writers and many other target markets.Press conference

Public relations or “PR” is really the opposite of advertising because with advertising you pay someone to print an ad or broadcast a commercial that you create for your product (for example). But with Public Relations, writers or journalists write stories in various media based on press releases that you submit to them and other information they research (via the web, interviews, research studies, etc.). Sometimes they print the story exactly as you submit it to them and sometimes they rewrite it based on what you’ve given them.

PR can be less expensive than advertising because you don’t have to pay a publication to release the story and if the media your story appears in is national or international, you can reach a much larger audience at a lower cost. You do however, have to pay someone to spend some time creating a plan, developing an “angle” (aka “a hook”) and determining the best day or time to release the story (there are special PR event & editorial calendars that PR Pros use to evaluate timing). You’ll also need to pay someone to write & edit an intelligent press release (which is completely different from writing advertising copy, by the way). You will also have to pay for the release to be distributed (which is not cheap these days, if you want it done right). You’ll also pay someone to follow-up on the release by emailing, calling and going to events to interact personally with writers, editors and other influencers in an effort to get them to run you story. That’s why many times when you hear someone talk about PR you hear them talking about “relationships” or wanting someone with a “Rolodex®” (i.e., a list of media or industry contacts that they know well enough to be able to pick up the phone and talk to them).

In the end, PR generally costs less than advertising and it has the added bonus of having the unspoken “endorsement” of the publication or the journalist who wrote the story. That’s not always the case because a good journalist doesn’t just take the word of the person who wrote the press release. If upon further investigation they discover that your widget pollutes the local rivers or your pill doesn’t cure cancer, there’s no telling how negative the story could be. So be careful not to overstate your message and don’t forget that a Press Release is not supposed to be so obviously written by the company itself. It’s supposed to be have been written by an outside, unbiased observer who is giving the outside world an impartial appraisal of the subject matter. Far too many times the people who own the company (and who naturally love and praise their own product) write their own press releases. In that case, it’s next to impossible for the journalists who read those press releases not to wonder how much of their story is overstated due to the writer’s overly enthusiastic perspective.

One last thing….as with any marketing related effort, don’t expect a couple of stories to save your company. Any business communications must work with all the different aspects of a marketing program to create product awareness and to generate demand for a product. If you run an ad or two, you cannot expect that to generate enough demand to salvage a business. In the same way, if you run a press release or two, it will be good for you, but don’t expect the phones to ring off the hook. If a magazine runs an article about you and someone sees it, that’s great; but if that someone visits your website as a result & the website looks like hell, well, then your sales efforts will very likely fail. Your target consumer doesn’t have the patience or the forgiveness to overlook the elements of your marketing program that have been thrown together or that are essentially broken.

Make sure that each piece of your marketing “puzzle” is as good as it can be and THEN you can expect to receive the best results. If you don’t have the budget to create & maintain a comprehensive marketing program [with each and every piece being just the way it should be]…then consider selecting 2 or 3 marketing projects or areas (PR, Web & Social Media, for example) and make THOSE segments as good as they can be.

Here’s an article on LinkedIn that talks about the difference between Advertising & Public Relations – LinkedIn Article  


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Does Social Media spell Traditional Advertising’s Demise?

This is a post that I made a while back that didn’t make it onto this blog.  It follows a slightly different stream of consciousness (than my more recent posts)….but I think you’ll still find it interesting. 

Nothing’s hotter than Digital Media and Social Web Marketing, no one would argue that point.  But does the incredible growth of digital media spell the demise of print advertising?   

There is no doubt there’s a credibility gap between print & digital media for one reason: consumers know that almost anyone can create a professional looking web presence without a particularly huge investment. How many times have you wondered what kind of company is really behind a fabulous website?

However, whenever you hand your customer a printed brochure or ad, they can immediately recognize when that printed piece has been well designed and professionally offset printed (or digitally printed as my colleague so kindly pointed out the other day). When that happens, the clients senses that the company “must be legit” and must have the corresponding budget to have been able to produce that item. As a result, printed materials exude credibility in ways that digital media does not.  Whenever I distribute marketing materials digitally (for my company or for a client) I still often feel like I should send a printed brochure out in order to “reinforce” our legitimacy in the minds of consumers.


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The Secret of the Sales Cycle: REVISITED

The Sales Circle

The 4 secrets of the sales cycle

I’ve rewritten this article and elaborated on each of the points for a more comprehensive article. I hope this will help you to determine how and where to spend your advertising & marketing dollars and the importance of supporting your sales cycle.

Not everyone knows this but there is a secret formula to success when it comes to marketing: Every business MUST follow 4 basic steps in order to be successful.

First you must create & establish a memorable corporate identity. A corporate identity, also known as your brand, is made up of a consistent look and feel and a cohesive message, both of which contribute to your target market’s ability to remember you and your product or service name. A potential client has to be able to remember you when it comes time for them to purchase your product or service and a memorable, unique and consistent brand helps them to do just that.

Second, you must have a way to bring in leads. A famous entrepreneur once said “you won’t even be able to sell $10 bills for $5, unless someone hears your message”. In order to sell anything, you have to be able to present your sales message to someone and for that you need leads. A lead is simply someone who’s willing to listen to what you have to say (your sales message).

Third, you have to qualify and sell those leads (or sort out the bad ones & keep the good ones). In any group of potential customers there will be some that are interested but not ready to buy, some that are interested that are ready to buy and others that aren’t interested at all. To move your potential client through the sales funnel, you need to present your message and then sort out those that are interested and ready to buy from the rest of the pack.

Finally, you have to build relationships with those qualified leads…i.e., you must put some effort into keeping your name or brand in front of your potential & existing clients, so they don’t forget you. Whenever you push a lead through a sales funnel, they will need to hear your advertising or sales message more than once (aka frequency). During that time, you can build a sort of “business relationship” with that lead that will hopefully develop interest in your offering, cultivate trust in your product & brand and eventually lead to them recalling your name at the time of purchase.

It’s my job as a marketing & advertising professional to encourage our clients to invest in some advertising activities that support each of these four areas. If any one piece of the above “cycle” is missing or weak or unsupported by your marketing efforts, then your sales cycle will collapse and you’ll miss or lose sales. I could write a book on each and every one of the above “rules” because I’ve made a career out of understanding and implementing tactics that will achieve results in each of these areas, but that’s not the focus of this article. The main message of this article is to help you to understand that you can’t pick some advertising tactic arbitrarily out of thin air and then depend on that one thing to bring in fantastic advertising results. People do that frequently and that’s one of the reason’s why I always hear clients say “I placed an ad once and it didn’t work.” Whenever you embark on an advertising campaign, it’s important to recognize the steps that potential clients go through to locate and get familiar with a brand in order to make a purchasing decision. Then it’s up to you to make sure that your advertising efforts support the entire sales process to best support and encourage your target market to consider & select your product.

Here is a list of advertising tactics divided up by the sales area they will best support. Not all ad tactics are mutually exclusive….they often support more than one area of the sales cycle. When deciding how to spend your advertising dollars, make sure you have some “tactics” or projects in each of the following areas:

1. Corporate Identity/Brand DevelopmentCreate a unique & memorable brand

  • Marketing, Advertising, PR & Social Media plans
  • Name & Tagline creation
  • Logo
  • Campaign/look & feel
  • Business Package – letterhead, envelopes & business cards
  • Web URL – get your web address and host it so you can use that email account
  • Email signature
  • Uniforms
  • Signage

2. Lead Development Get leads coming in the door and collect basic lead contact info

  • Web Advertising:
  • Pay per click
  • Landing page (for banners & PPC ads)
  • Banner Ads
  • Web listings
  • HTML Emails
  • SEO/Site Submissions
  • Print Advertising:
  • Direct mail
  • Magazine Ads
  • Newspaper Ads
  • Broadcast Advertising:
  • TV Commercials
  • Radio Commercials
  • Theatre Ads
  • Trade shows/Trade show booth/promotions

3. Lead Qualification & Sales Once you’ve got leads, tell them who you are and sell them!

  • Website
  • Brochures – print or digital
  • Flyer/Product Spec Sheets
  • Product Packaging
  • Point of purchase displays
  • Presentations/PowerPoint
  • Product photos
  • Product samples
  • Client Bio Sheet
  • Corporate Background Sheet
  • Referral sheet
  • Quote/Proposal presentation format/design
  • Folder
  • Sales Pitch
  • Giveaways
  • Pricing Strategy

4. Relationship Building/Brand Promotion Keep your customers coming back for more

  • Social Media
  • HTML Newsletter
  • Referral Program/package
  • Promotions/Sweepstakes/Contests
  • Customer Loyalty Programs
  • Public Relations/Press Releases
  • Sponsorship of local sports teams
  • Join Chamber/Networking events
  • Uniform
  • Signage

Ok that’s it for today.  I hope this little article has helped you to get an idea about what has to be done to have a successful advertising campaign.  Of course the issue is way more complicated than this but this is a start.  Please feel free to contact me any time – we are here to help you and I am more than glad to spend a little time helping you figure out what you need to do to market your business.  Email me at emily@mdept.com.


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