I recently taught a class for start-ups and entrepreneurs on web marketing. I dedicated one slide to the topic of selecting a domain name. I was extremely surprised how this topic sparked so much discussion and interest. In light of this, I thought a blog post would help others facing that most important decision.

Many of the unemployed today are reinventing themselves and starting up businesses. One of the most important tasks a business owner must consider, second to selecting a company name, is the selection of their domain name. Brands are greatly affected by the ability of the company to obtain the matching domain name. If a company builds a brand around a name to which it does not own the domain name, it can end up directing traffic to another domain owner’s site. If it is a competitor, this surely would be problematic.

As you list your potential choices, determine how the name will be interpreted in both writing and in speech. Two or three word domains can easily be read in more than one way. A good domain name should require little or no explanation when verbalized. In other words when you tell someone your web site address and they ask, “is 2 spelled to
or two”? or “is it the number 2?”. Having to offer an explanation adds an unnecessary level of confusion and will guarantee that your domain name will be difficult to remember.

Numbers should be avoided and so should phonetic letters; i.e. “fone” for “phone”, “magik” or “Magic”. Also avoid homophones like “sweet” and “suite”. Avoid hyphens; i.e. www.my-company-store.com.

When you search domains during the purchasing process you’ll see the many extensions (.com, .biz, .info, .us) that are available. Domain registrars will always show you the “3rd rate” names like .biz, .us, .info etc. They want to increase the amount of your order by encouraging you to sign up for those names. Do resist for the mere fact that the business world thinks in .com and that’s the way it is. So stick with .com under all circumstances.

Keep your name as short as possible. Remember you domain will be reflected in your email address. If the name is longer but yet easy to remember and spell than that should be acceptable.

And once you register your domain, do put up a placeholder or a splash page until your web site is ready. The experts claim domain name longevity is a factor in search ranking. Now that is another whole topic.

We just finished setting up and designing a custom twitter account and background for M. Teixeira Soapstones’ Soapstone.com web site. The background reinforces their brand and communicates the products they offer. You can check it out at http://twitter.com/soapstones.

The New Year is no better time to prepare your site for the year ahead. Unfortunately, more often than not, organizations don’t update their site on a regular basis. Refreshing your content can contribute to improved ranking and exposure in Google.

Follow this list to make sure your site is in ship-shape condition for 2009:
1. Change the copyright date at the bottom of your site to 2009;
2. Edit your home page copy. Your message should be mindful of today’s economy. Speak to your visitors to demonstrate your understand of the current challenges your target marketing facing.
3. Update your news and blog articles. A 2009 date will demonstrate that you’re on the ball.
4. Take a look at your Page Titles and Meta Data. As your content changes, don’t forget to change your keywords and page titles.
5. Give your inquiry form or linked email addresses a quick test. Make sure they are going to the correct destination and you know who in your organization is getting the leads and queries.

Putting your marketing dollars to work in these tough economic times requires smart thinking and a decisive plan of action. With competition heating up, now is not the time to retreat. Retreating in a recession will give your competitors a position of strength once the economy and business capital markets start to turn around. Here are a few things you can do:

- Look at the trade publications that you may have advertised in and check out their online directory or banner ad programs. These programs traditionally cost less and provide measurable results. Within one month of advertising you should be able to determine if your efforts are driving traffic to your web site. Do not commit to a long period of time. Give it a try for a month or two and see if it works.

- If you are doing Google Adwords you can see how competitive and expensive certain keyword and phases are getting. Instead of going for the same phrases that everyone else is doing, add more campaigns that are niche oriented. Build web traffic from multiple, smaller campaigns instead of one big expensive one. Overall, with this strategy, you should get the same amount of traffic at a lower cost.

- Make sure you existing web site is in tip top shape. Are you putting your best foot forward? Check your content, add cross linking from within your site, and expand or update your content to reflect your potential client’s current issues and challenges.

-If you are not nurturing your existing clients and customers with email campaigns that are relevant to their business than you just have not seen the light. Email marketing (not spamming) is the most effective, low cost, measurable marketing tactic you can add to your bag of tricks.

Forward thinking companies do not retreat when it comes to their marketing efforts during a recession they simply adapt.