Day Job: Launching a New Company Logo

The classic marketing conundrum:  My logo is outdated and inaccurate, but people know it well.  How can I introduce a new, snazzy look without alienating my current clients or staff?  It’s a question I get a lot in my day job.  

The answer:  plan, plan, plan.  The marketplace is completely familiar with the concept of upgrading, and they’ll come along with you on your journey to revamp your image.  But, they don’t like surprises.  Involve your clients and staff in the process, and you’ll come out not only looking, but smelling like a marketing genius. 

Here’s my eHow article with some tips.  Click and comment!

How to Introduce A New Logo to Your Customer Base

Day Job: Determining Website Navigation

In my day job, I advise website development clients extensively about site content navigation.  The way a website’s information is organized and labeled is crucial in ensuring it’s success.  I’ve observed two main perspective shifts that can help clients achieve a more effective linking structure.

1.  Shift:  Internal perspective to User perspective
Many clients organize their content based on how their company or sales process is organized.  But, because web visitors don’t necessarily understand how a client’s organization works, a linking structure based on that perspective can make finding information difficult.  A good content structure starts with stepping into the user’s perspective.

2.  Shift:  Linear approach to Scavenging approach 
In short, good navigation much relinquish control over the user’s experience.  Unlike a user’s experience of a brochure which has a limited flow of options, websites have a multitude of paths for experiencing the information.  Through the realities of search engines, this includes the possibility of users entering the experience from virtually any page on the site.  Content structure must accommodate the scavenging nature of  online users who click from point to point based on their need for information, which may have little or no relation to how a client would logically organize content.

These shifts can put clients in the right mindset to establish a working navigation structure that will serve the needs of a variety of users.  My article for eHow on determining navigational structure offers more helpful hints.  Click and comment!

How to Determine a Website’s Navigation Structure

Day Job: Choosing a Website Host

In talking with clients in my day job about website development, I’ve found that many don’t know where to begin to find a website host.  It can be difficult to know how to even evaluate hosting companies.  However, you want your relationship with your host to be long-term and hassle-free.  Here’s my eHow article with some tips for making the best choice!

How to Choose a Website Host

Day Job: Managing Your Advertising

Part of my day job is to manage advertising programs and campaigns for various clients.  Sometimes my clients toy with the idea of just relying on our company for the creative stuff and trying to manage the administration of their programs themselves.  My first piece of advice is always, “don’t do it!”  And, it’s not just because we lose revenue.  It’s because the management of an advertising program takes a lot more time that clients usually think.  Although it may seem like you’re saving something by not writing a check to your ad agency each month, sometimes you actually end up paying more by doing it yourself.  You pay for it in lost productivity, valuable time spent on the wrong things, or misplaced energy that could be spent growing your business.

BUT, if you get the advertising management task added to your to do list, here’s my article at eHow.com with some tips to make the job easier.  Click and comment!

How to Manage an Advertising Program

Day Job: SEO

The infamous Search Engine Optimization — a continual elusive pursuit for some!  Here’s my eHow article with tips for preliminary do-it-yourself SEO.  Click and comment!

How to Add SEO Techniques to Your Website