Using Killer Domain Names
A good domain name is all about your blog or other website being visited and revisited – it’s a key tool in your toolkit of ‘not being invisible’.
In the online world, where people turn to their web browser for information just as instinctively as using a phone (perhaps more so, arguably, these days), it pays to have a domain name that properly reflects your blog, other site or your underlying business. If you have a good domain name, which is memorable and relevant, it makes it easier for your readers, visitors, customers to remember you. And making their life easier often equates to more visits and, if relevant, more business for you.
Should you use a generic name or a ‘brand’ name?
Whilst a few people still think that your core domain name really must be some generic name like “computers.com” (if you sell PCs, perhaps), the current thinking (particularly given the astronomical cost of generic domain names nowadays) is that it just doesn’t need to be that way, even if you’re in business in a big way. In fact, a generic name can actually cause ‘loss of focus”: if you were trying to buy a PC, you would probably already have an idea of what you want, so might try “toshiba.com”, anyway, or just default to a super-seller like Amazon.
We have tended to build blogs and other sites using domains based on a brand name, therefore, rather than a generic area. The name that you use to sell your product, your brand, works well as your domain name, because it gives you identity and (hopefully) customer loyalty/popularity.
Yes, there have been some successful sites built on obscurity (e.g., Google, Bebo), but be careful. It takes a lot to get the snowball of ‘off the wall’ branding to roll. From experience, it can feel a bit like trying to nail jelly to the ceiling.
Particularly if you’re stepping into the online world for the first time, don’t obsess over the domain name. Get it as right as you reasonably can, after a decent amount of thought, then move onto other things.
What are the limits? Does size matter?
Domains are allowed up to 67 characters. This gives you a lot of flexibility, but remember that “welovetosellgreatbookstoday.com” is likely to have your visitor totally unable to remember the domain (or recommend it in conversation). The visitor may also simply fail to get to the right place because he or she has inadvertently inserted a typo into the word, missed one of the words, transposed a word – you get the picture.
Plenty of people come down on the side of shorter domain names. The reasoning is that they are:
- easier to remember;
- less prone to typos/mistakes; and
- catchier.
Other people run the argument that, in fact, human memories find sequences of words easy to remember – e.g., “theonlinebookstore.com” – and more ‘real world’ than a branded single-name domain.
Truth is, you may well not have the choice because your chosen name may have been taken anyway (see below).
The other thing to bear in mind is that those who understand SEO know that longer domain names which contain keywords (see the keywords section) have an advantage in that they rank better in a number of search engines.
There’s lot worth considering when building keywords into domain names and we are pleased to bring you this video tutorial:
Are hyphens a problem?
It’s easy to forget the hyphens when typing a name. If someone told you their business was called “easyPC”, then it’s likely you would try “easypc.com” rather than “easy-pc.com”. Hyphens are not usually an obvious route and can be counter-intuitive to a lot of people.
It’s quite likely that, in the cluttered online world, someone will already have “easypc.com” registered, and maybe even use it for a similar purpose as your site, so you could easily loose custom.
This said, some SEO experts argue that certain search engines can ‘see’ your keywords better and rank your site better for keywords occurring in your domain name where the keywords are separate by hyphens.
We try to avoid hyphens, unless the non-hyphenated version is taken and we really need the name (branding, keyword recognition, etc).
Can’t get the domain name you want?
What you do depends on how dedicated you are to the name you want.
If you have an existing brand that you trade under, it’s unlikely you’ll want to loose that goodwill, as it no doubt took you a lot of time and money to establish it. Therefore an option open to you is to try to buy the domain name from the current owner.
The best tool to find the identity of the owner is here. It doesn’t always work (some domains are ‘private’) but it’s your best shot. If you can’t get the details that way, try contacting the webmaster using the contact details on the website at the domain name.
Bear in mind that how you portray yourself and how you present your offer may mean the difference between success and failure and, just as importantly, paying a reasonable amount or overpaying. There’s likely to be an element of negotiation involved.
Mind Mapping – Scoping Your Site/Blog (and, incidentally, your business!)
Scoping your website is likely to be a time consuming task. However, trust us: not scoping it will end up being a much more time consuming task in the long run and will inevitably end up costing you more.
Even if you choose to have someone else build your site (see below), make sure you understand its basic functionality first by mapping-out what you need it to do. Break your proposed site down into the key areas, perhaps using a tool like iMindMap. This is a powerful mind mapping tool which we use almost everyday. It’s versatile and powerful and does the job.
Mind mapping works because it lets you think graphically – you’ll see when you try it. It also lets you think ‘big picture’, which is ideal when you need to scope something like a website. But it’s not our place to convince you of that – what works for one person may not work for another – you need to find what’s right for you. We like it – we’re simple at ClubBlogger 
Independent studies have been undertaken about the power of mind mapping – just go to the ThinkBuzan website and click on “So why do mind maps work?” if you’re interested in learning more.
Key principles of building your online presence:
- Realize that this will be an ongoing process. The reason we recommend scoping is to help in making the whole process go smoothly, and so that you, as the entrepreneur behind the business, can put your stamp on it and control it (just handing over control of such an important part of your business to a coder/designer isn’t the way to go). But do not forget that no website is really ever “finished”. Building your site is a work in progress and, whilst planning is important, it’s important at the right level – it should not be a barrier to progress. Don’t wait until your site is “perfect” to get it going. If you do, it will probably never happen. As long as the substance is there, you can develop and ‘fix’ it as it operates. You have to get this balance right, and this will come with experience.
- Understand your target market inside out. You can never know your market well enough, but again don’t let this be a barrier to action. The key part of your site will be the message that is your market. This should be supported by the graphics and other functionality, not the other way around. You need to understand the demographic of your audience. You need to know what they are thinking, what their problems are and what solutions they are looking for. Do not be vague about this. Do not cut corners in your fundamental understanding. It’s the bedrock of what you’re doing and you should document it (whether in a business plan or, at an early stage, in a separate note). This doesn’t mean it has to be War and Peace – in fact, it’s better that it isn’t. Short, concise, to the point works for us and for most busy people. Or just those who get bored easily (be honest, ClubBloggers, most of us fall into that category!)
- Know what your branding is or will evolve into. You may have a brand online already or created already through an offline business that you are moving online. Or many of you will be creating a new brand. Brands are all about the feeling your business imparts on those who do business with you, whether your customers, suppliers, etc. If you’re brainstorming this, get as much down on paper (or into your laptop) as you can. Again, don’t underestimate how useful mind mapping can be – it helps your ideas build, grow and connect. It makes those ideas tangible.
- What will your marketing strategy be? If you can’t lead people through your “marketing funnel” towards your product, service or other profit generator, you will struggle financially. This is an area which can have a big impact on how you design your website or someone else does (if the latter, don’t let your designer ‘run away’ with the look and feel without considering this – honestly, this is great advice, from personal experience). Is your website trying to get people to phone you, where you make the sale (this is increasingly unusual, but it works in some markets). Or, is your site supposed to lead users to an email opt-in form to start a follow up process (this can lead to pre-selling)? Alternatively, perhaps you will lead them straight to a point of sale? You should end up with map with ‘one route’, designed by you – know exactly where you want your users to go and how you will get them there. Make it a path of least resistance.
- Match your content to your goals. Decide what your content needs to achieve. Obviously most sites will have the typical common and recommended pages of a website (the home page, “about” page, “contact” page and “help” or FAQ). Note that your visitors will expect to see these pages so be careful deviating too far from the ‘norm’ (this can be an area where creativity is bad!) because it can unsettle users. Beyond these building blocks, however, it’s what your message is that’s key and that message derives from your market and your product. Decide what must go on the ‘basic’ pages (obviously your home page isn’t strictly a basic page, and must be highly focused, but it’s a building block page).
- You may be building a site dedicated to one element of one topic – a mini/micro site. Alternatively, for example, you may be building a product review website through which you sell your own products. If so, you’ll end up with hundreds if not thousands of pages. Obviously large sites need serious structure otherwise they become difficult to use and unattractive.
All of the above applies to blogging in one way or another. Most people nowadays realize that ‘blog’ and ‘site’ may be used interchangeably in most situations. Most of us are trying to achieve similar goals – let’s not over-complicate it by creating unnecessary boundaries!
Advertising your blog – viral marketing
If your blog promotes your business or is your business, don’t hesitate to share it with other people. Think of it as a limb of your business (or if the blog is your business, clearly it’s more important: it’s the heart). This will return dividends.
If you blog is your hobby, your interest, your passion – don’t hide it away. Otherwise you may as well make your posts in your personal diary
There are a lot of free ways that you can get your blog noticed. One of those ways is something that you can do everyday, easily, and that you may not even consider as a way to share your blog: put the link to your blog in your email signature – this is an example of viral marketing.
Viral marketing is about ‘buzz’ and brand awareness
One of the most amazing things about the Internet is that news, be it of a major political incident or the release of a new product, can travel the globe in minutes.
Something ‘goes viral’ when it is forwarded by email, or shared by whatever method (video file sharing, other file sharing, direct from a website) from one person to another, from that person to another person, and so on.
Viral marketing is one way in which a business can go stratospheric – from zero to hero. If you have something which becomes the latest ‘craze’ (whether an iPhone App, a kids’ toy or a video clip) on the Internet, it can be an amazing opportunity to build a business, whether by piggy-backing sales onto it or using it to enhance brand awareness.
Success stories and practical application
To really understand the application of viral marketing and understand its impact, it’s helpful to look at situations where it has worked like a dream.
One of the most successful viral marketing campaigns of all time was based on using the email signature in just this way. Hotmail grew and grew and grew as people used it, because every Hotmail email sent by every Hotmail user contained a signature inviting people to sign-up to Hotmail. Obvious, perhaps, but only when you think of it – just like most great ideas. Truly a beautiful thing from a business perspective.
You, too, can use this method today. And not only just in your email signature. If you post comments on blogs, participate in forums online or submit stories to sites like Digg, then it does not cost you a penny to use the footer of your message (or whatever it might be) to promote your product, brand or whatever it might be.
Why?
The effect can be very powerful: you’re indirectly ‘selling’ by sending people where you need them to be. Often this is much, much better than the hard sell. People find themselves ‘pre-sold’ sometimes, depending on the topic (see above about pre-selling) – they are probably genuinely interested in what they’re seeing if they click on a well-worded link in a viral context.
It’s likely that you send out emails more times that you can count during the day. Each time you send out an email, you can advertise your blog by putting the address of your blog in your email’s signature.
The message
Naturally, you should always write something catchy and interesting. Life’s a rich tapestry and your business life should reflect that. Draw the eyes to your post with impact copywriting and great ‘headlines’. These should be short but direct. You want people to be interested enough to want to click on it, but you also don’t want to scare them off.
As with any advertisement, you want to give the reader just enough to be interested and take a closer look at what it is that you are writing about.
Think about what it is that your blog is about. What is really going to interest people about it and want (no, let’s say need) to visit. That is what you should include in your signature, and that is what is going to get people to go to your blog.
Don’t forget to use existing blog resources as those are the guys who have done it and are doing it. You can find some excellent ones, here.
We’re only scratching the surface, here. But scratching the surface of a really, really key topic if you want traffic. In terms of wider ‘tools’, we have already written about social networking and social media to “buzz your blog” and will be doing so again, soon.
What is your blog really trying to do? Be real – be successful
If your blog is your business, or marketing your business, your main goal (as with any commercial website) is to make profit. Be clear about this. The way to do that is to attract as many people as possible to your website and to maintain that customer list by enticing them to come back again and again.
A blog is not for everyone or for every business, but there are few businesses that can’t benefit from a blog in some way and it may be exactly what you need. It may be the detonator you and your business need to go stratospheric.
Many are also realizing the importance and power of using blogs in communication with customers and suppliers as well. Blogs can be very effective marketing tools that can help business owners increase profit. 
Consider the following seven reasons why a blog could work for you:
- Blogs help to increase communication and cut down on time between messages. Whenever communication is increased in the right way, it correlates to increased sales, and therefore profit. Blogs can actually be money makers.
- Blogs can still (believe it or not) be seen as somewhat cutting edge in mainstream business marketing. Although they have been around forever (or so it seem to us in Web 2.0), they still seem new to many people in ‘big’ business. Therefore, if you use a blog for marketing purposes, particularly to non-tech businesses, you make yourself seem up-to-date and actually a leader in new marketing methods. Leverage that.
- Having your own blog is like having your own personal media forum. It is like owning your own newspaper, radio station, or television station. This means you have a place to say whatever you want, whenever you want, and you do not have to worry about anyone censoring you or twisting your words for personal gain (provided of course that what you say and do is within the law).
- Blogs can serve as a springboard to promote your other marketing aids, and vice versa. You can use your blog to help promote your website, and you should also include a link to your blog on business cards, emails, and other forms of communication. A blog’s success depends on cross promotion to gain readership.
- Writing a blog will help to make you more educated in your field. You will have to spend some time doing a little research to be able to write interesting blogs. Showing what you know will help you to promote yourself as an expert and will increase reader/customer trust in you and your product.
- You should also use a blog to help establish an angle for your product. You need to decide if you are going to promote yourself as a conservative family company or an edgy, less traditional operation. You can choose to be serious, funny, or strictly educational.
- Realize, quickly, that blogs can often be picked up by other media forms. This means additional press and free advertisement. Blogs are quoted by other blogs, on websites, and even in print communication such as newspapers and magazines. You can also move into the world of speaking if your blog lends itself to setting you up as an expert.
Open Your Eyes – Write a Business Plan and Don’t Crash
Part 2 of our series from Black and White Business, guesting with ClubBlogger.
Why?
Your business plan describes your business, its marketplace, what its objectives are, how it will achieve those objectives and its financial forecasts.
Do not underestimate the importance of a business plan. Starting a business without one is like going on a long road journey to somewhere you’ve never been before, without a 
map and with your eyes closed.
But this does not mean that a business plan needs to be a nightmare for you to put together. Do not let the ‘tail wag the dog’: your business plan is a tool to describe your business and to follow when implementing your business, not the end in itself.
You can find templates, here.
Like everything else in the world of Black and White Business, we’ll take you through it. You’re not alone with this.
Who will read it?
Like any business document, unless you think carefully about who’s going to read your business plan, who your ‘audience’ is, you’re unlikely to hit the mark.
Crucially, you should be a key audience member. Does this sound odd? Why? A good plan will, amongst other things, help you to focus on what you’re doing, understand problems and challenges, structure your business objectives and figure out your finances.
A good plan will help you step back and take ‘time out’ in good times, and bad times, to assess exactly what state your business is in. It will also help you measure your progress. If you can’t do that, you’ll struggle to see just how much success you’ve achieved and to understand what’s working and what needs fixing or tweaking.
Your ‘stakeholders’ may want to have sight of your plan. In business, you may have many stakeholders and not just in the sense of owning part of your business. These people may be:
- advertisers
- suppliers
- strategic partners (in joint ventures, perhaps)
- investors, venture capitalists, business angels, banks
- purchasers of your business
- professional advisers (lawyers, accountants)
Don’t forget: even if your business starts quite modestly, it has the potential to grow quickly, particularly if it’s an Internet business. One of the biggest problem online businesses face is scalability: your business could grow rapidly and, whilst that sounds fantastic, it can be a nightmare if you don’t have proper plans in place.
For example, if you create a successful website, your site will crash if your servers aren’t capable of handling the increased traffic. This will lead to disgruntled visitors which will lead to fewer visits and bad public relations. What you have strived to make work will start to crumble. Believe us, you don’t want that feeling. You should avoid experiencing it at all costs.
Even more fundamentally, aside from your servers, if the technology of your website itself isn’t properly built to accommodate the number of visitors you may amass (e.g., it can handle 1,000 users but can’t cope with 10,000) you may even need it to be re-built from scratch. Proper planning can help to avoid this.
How to write good business plans quickly
Some of you will have written business plans before, others never. Either way, you can consolidate/improve your existing knowledge or learn where to start.
Yes, you need a business plan. But, as with everything else in Black and White Business, you need it to be part of your business jigsaw and for it to be enough to help you – but not for it to become a monster. You need it to be a tool you control and use, not the other way around. Essentially, you need to produce your plan quickly and move on with your business, returning and revising as needed.
Crucially, and like most things, you don’t have to be alone with this. With the power of the Internet at your fingertips, why stumble around in the dark? Some great business plan resources are here (ready made and bespoke business plans are available, depending on your precise need and circumstances). Get it right and lay the foundation for your success.
Plan properly – then focus your efforts in the right direction
So, you’ve got your basic business plan. But do you really need to know how to get from A to B? Do you know what’s really important and where to focus your time and energy so you’re not chasing your tail or wasting effort?
Never forget that it’s easy to be busy but the hard bit is being busy doing the right things. Plenty of people complain of being ‘too busy’ nowadays. It’s a feature of modern life. The fact is, quite a lot of people, particularly those who are employees and work for others, don’t work efficiently. Often they’re not just busy, they’re busy fools. It may sound harsh but it’s a fact.
It has been estimated that, in the average working day in the average office, people are interrupted or distracted in the region of 40-50 times. Think about that. Think about the number of hours in a ‘working’ day. Think about the frightening ratio of work to ‘interruption’.
We emphasize, above, that particularly ‘those who are employees and work for others’ don’t work efficiently. This isn’t just a loose attempt to criticize employees when compared to people who are self-employed. It’s a matter of fact that a high proportion of those employed in the modern world simply do not benefit from working efficiently. Too often they will get paid regardless of their efficiency and regardless of their productivity (or lack of).
If you run your own business it’s a completely different ball game. Just getting out of bed and turning up to an office does not result in your bank balance increasing. But it’s a ball game many of us would much prefer to play, for a thousand different reasons. Not least because of the independence it can deliver, the challenges and the feeling of building your own ‘thing’. There’s also the prospect of serious financial gain which is rarely on offer by simply turning up to an office and selling your day to someone else.
