In our society where half the population seems to be on the road at any given time, having signage on your company vehicles is one of the most effective ways of publicising your business.
Because I spend too much time sitting in traffic jams I get the opportunity to study a lot of this advertising. All too often I see terrific, well done designs let down by poor email or website addresses.
No matter how much you spend on snappy slogans and flashy logos, an email address along the lines of fredtheplumber@biginternetprovider.com.au will spoil the effect. Addresses like these make it hard for passers-by to remember, and they smack of someone who can’t afford the less than $200 to set up a business internet domain.
One of the great things about the internet is it allows smaller businesses to punch above their weight. With your own domain name, even the tiniest microbusiness is on the same basis as their multinational competitors, and they can do this for less than the cost of a cappuccino a week.
Another big plus is your own business domain unties you from your internet provider. In Fred’s case, if he decides to change internet providers, he can’t have his address follow him. With his own domain, he can change internet providers every week without affecting his email and website addresses.
Setting up your own business domain is a two-step process; first you register your domain with a registrar and then arrange for a hosting service to look after it for you. To simplify things most registrars, hosting companies, internet providers and web site developers can do it all for you.
Whether you do it yourself or get someone to do it for you, it’s important to make sure someone at your business is designated as the administrative contact. This means you have ultimate control over the domain and you are the first to be told when fees are payable or domains are expiring.
There’s no reason in my mind why even the smallest business doesn’t have its own domain. Compared to the costs of a Yellow Pages listing, local newspaper ad or even car signage, a domain and the associated hosting costs are almost nothing.
Your business name is an important asset. If your organisation doesn’t have its own domain, regardless of its size, then you aren’t getting the most from that asset.
