Dosovo | Marketing and Web Strategy

Whether you are starting a new company or have been in business for years, you probably already know that the name of your venture will have a LARGE impact on your marketability. If you are too generic you’ll get lost in the marketplace, but if you are too wild you may not be taken seriously.

Your brand name is usually the first impression you have on a potential customer, so don’t you want it to be positive? The fate of the sale between your business and that consumer hangs in the balance during those few tense moments. Will you survive? Will they remember you?

How a good name can help

A good brand name does three things for your business:

• Identifies who you are
• Illustrates what you do
• Makes you memorable

This stuff is marketing 101. While there are highly successful companies and brand names that don’t do some of these things, you’ll be better off if you can build those qualities into your brand.

Do research online (or is that the first step?)

Aside from checking through all the legal channels around selecting your brand name, you also need to do some searching online.

If you’ve got the perfect name but it is a highly tarnished brand online, you probably don’t want to move down that route. At the same time, if you can’t get a good domain name that relates to your brand, you’ll be better off going back to the drawing board.

Get it right the first time

As you develop your marketing and web strategy, the internet (and your domain name) will be a key factor in everything you do. Starting things off with an unremarkable domain name (or with a variation of your name using .biz or .net) is going to be a big headache in promoting what you do, so you’ll want to get it right the first time.

Due to the remaining availability of good domain names, many entrepreneurs will make selecting a good domain name the first part of their branding process. It is always possible to switch to another domain name later in the process, but it can be a painful experience for you and your customers as you switch the technology over, change your branding, marketing materials, etc.

You have to be online

Phonebooks are landing in recycling bins just as fast as they can be distributed, while search engines and social media continue to rise in use as people look for the companies and brands they want to interact with.

Will your brand be there if someone is looking?

Remember: if they can’t find you online, you don’t exist.

With the advances in technology in the past several years, it has opened countless doors for anyone willing to take action. Businesses are able to get more done by doing less. We are living in a world where everything is at our fingertips. The only problems we run into are choices in direction. You can be anywhere and do just about anything using the internet.

The big question many businesses face and need to know is what direction to go. What will surprise you is that you can answer the big question with another question: Where is your target market?

Until you know your target market, you know nothing

There are plenty of books, blog posts and articles asking tough questions about marketing and social media, but knowing where your target market is and what they are like is the question to rule all the rest. Knowing that target market will drive which channels you use and how you will use them.

Try thinking about these questions as a way to jumpstart your answers:

• Who do you want to target?
• What do you want to say to your target market?
• What do you want your target market to do?

Step into the role of your customer

When you think about your target market or your business’ ideal customer, you have to think about things from their perspective. In the end it doesn’t matter what you want, because they are the one who is going to make the decision or take the action.

Identify the channel(s) important to your market

There are several social media channels that are very well known and there are others you may not know about yet (plus new ones being created every day). However, knowing who your customers are, what they need/want and what is important to them will guide you into the right channels for the job.

Depending on your business and target market, you may need to take advantage of several different channels, or you may be able to focus on one. What is important is that you talk with customers on their level. If they are in chat rooms talking about things similar to your product/service, being a fly on the wall may not hurt. By listening, you may learn great things from your own customers.

Listen, engage, rinse, repeat

We have heard many times, from many people, that social media needs to be focused on the relationships, not the technologies. By listening and engaging with your target market it allows you to be more transparent with your intentions and to create the products that they really want. Be real and honest with those you engage and take the time to learn.

By utilizing social media and it’s available technology channels, you may even discover a market you didn’t know existed. There may be other demographics that have a need for your product or service. And may find people who are just excited about your company and that you operate where they do.

Reflect on your customers, think about what they want

Pretend you’re a customer for your company:

• What would you want to see?
• How does that make you feel?
• What direction do you want to go from there?
• Does having the opportunity to talk with a business as a customer appeal to you?

At times social media can feel like a game of hide and seek, but by doing research and asking yourself some basic questions, the game becomes much more fun.

So, do you want to hide, or seek?