WebYadaYada

Before You Begin Building Your Website

by eric on Oct.30, 2010, under Entrepreneurship, Websites

When starting to build a website or even refreshing and old one, there is a little planning that will need to be done.  This planning will occur rather you like it or now since it answers basic questions about the site.  Many times, clients are eager to get to the design process and think things like content can happen at the end.  The problem is that with today’s market, you content ends up being very tightly coupled to design.  So a little bit of time at the outset will help oil the wheels.

So what do you need?

  • Creating Meaning- Guy Kawasaki, former Apple guru, says the most successful companies are the ones that “create meaning” for their customers. How are you changing their world? “Create the next curve; don’t improve on sameness.” This is a single sentence about your company.
  • Product/Service Position- In general there are 3 aspects to products: Cost, Quality, Convenience.  McDonalds is cheap, low quality, and very convenient.  BMW is the reverse.  For each of your products or services, decide where you are in the market.
  • Competition Review- Now that you know what meaning you are creating and where in the market you are, you need to know who you are competing against. DO NOT SKIP THIS STEP! Look online and even companies that are not in your area will be the standard to which you are compared.
  • Customer Segmentation- If you had a room of people and 3 products, what questions would you ask to see which people were interested in which product?  That is segmentation. Once you know the questions identify that group’s characteristics: Name of Group, Keywords, Key Benefits/Differentiators, Products for this group.
  • Customer to Profit Ratio
    • The amount an individual customer will bring in will help determine the best approach on your site and advertising routes.
    • Generally, you either get a large numbers of customers with smaller budgets or the reverse.
  • Understand Websites and Website users
    • Home page is for segmentation
    • Each page is like a conversation with a particular customer segment
    • Offer overviews first and provide more detail later
    • Attention, Desire, Action!
  • Establish Goals for your Website
    • Leads- Do you need more people to learn that you are out there?
    • Conversion- Do you need more help getting leads to become customers?
    • Communication- Do you have a message that people will find interesting in its own right?
    • Just need a website- You need a business card and a website, period.
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Passwords Every Business Should Know

by eric on Oct.16, 2010, under Entrepreneurship, Technology

The list of passwords for all the different technology around even a 1 person office is daunting.  You definitely need to track all these user names and passwords. you should also be able to identify the company and a contact for each.  Of course, there may be more.  Some companies will require the last for of a credit card, so you might want to track that too.

  • Domain Name
  • DNS Servers
  • Email Administration
  • You website if it is editable
  • Analytics
  • Data Backup
  • ISP
  • Phone System
  • Computers
  • WiFi
  • Router
  • Banking
  • Payment Processing like Paypal
  • Virtual Terminal for Credit Cards
  • Accounting Package

Managing All These Accounts

Where possible you should always set up a master account using one of your main passwords and for each user in the company (including yourself) create a separate account with unique passwords. Save the master passwords for your innermost circle and let the day to day operations be handled by your staff through their own accounts.  That way if you have to let someone go, you can delete their account without having a major security risk.

My recommendation is to use 4 passwords and to write them down in a secure location. DO NOT PASS THESE PASSWORDS OUT TO JUST ANYONE, INCLUDING YOUR EMPLOYEES!

  • Ultra Secure- only the owners and accounts of the business should know this password.  These are for things like banking passwords, accounting software, off site data backup, etc.  If you have an employee who needs access, you should create a new account for them and set them up with their own user name/password.  This sis available for most modern systems.
  • Office Infrastructure- This password can be used for things like your Phone System, Internet Service Provider, and network passwords.  Generally, these can be given to various employees as the damage that can be done is generally short term only.  I only use this password with companies I really trust like ATT, Google, etc. (Of course, trust is a funny word here, but I have reasonable confidence these company’s value my security.)
  • General Password- for everything else, such as a stock photo gallery website or a vendor website, you can use this single password and pass it around to who ever might need it.  This password can go to any other company’s website you are comfortable with.
  • Throw Away Password- for all other sites, I have a specific password that I use that I know may be discovered and exploited. There a number of sites that require you to sign up for an account just to get to certain content.  Use this throw away password for those sites.

So what makes a good password?

  • 8 characters is a minimum
  • You’ll want to use numbers and letters combined for better security.
  • For your Ultra Secure password, create one that has both an Upper and lower case characters and a number.  Don’t use a symbol in this password.  For whatever reason, a number of big financial sites, like Chase.com, don’t accept symbols (which would be more secure.)
  • Try not to use and entire word.  “WebSites1″ is not a good password, neither is using numbers to replace vowels: “W3bs1t3s1″  Many programs use a dictionary and try variations on a word to guess your password.
  • Don’t use typical numbers from your life.  Your birth day, year you graduated, etc can generally be discovered and used against you.  Even mixing up the numbers like the day I was born plus my wife’s year she was born plus my graduating year tend to make combination that will be tried.
  • Mnomics are good to help remember and not too obvious.  A friend I have uses the first letters from nursery rhymes with some capitals and numbers to create a 14+ character  password that is easy to remember and hard to crack.

Where Do I Store My Passwords?

Keep Pass (http://portableapps.com/apps/utilities/keepass_portable) is a great little password organizer that encrypts your passwords behind a “master” key.  Since it is portable, you can put it on a USB drive and then store the drive on a shelf or other such place.

An encrypted Word Document or Excel file also offers a good amount of protection.

When Should I Change Passwords?

First, note that when you change passwords you will need to change ALL your accounts associated with those passwords.  This can end up taking the better part of 2 hours (I know since I just did it) so be prepared.

I recommend changing your passwords twice a year.  Also, anytime you part ways with someone who knew the password set, I would change them (before they leave if possible.)

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Elements of a Marketing Email

by eric on Oct.14, 2010, under Entrepreneurship

There is a lot more to an everyday marketing email to drum up more business that you would think.

7 Things to get ready for a marketing email

  • Customer Segmentation
  • Products/Services differentiators/benefits
  • Specific offers
  • Graphics/Branding (not necessarily for the whole company, but the email piece should be consistent with landing pages)
  • Landing Pages- after someone sees the email and they click a link, you want them to go to a specific page that continues the conversation started in the email.
  • Analytics- how will you track responses?
  • Social Media- where else will you post the information?

A typical email will take 3-6 hours to generate, if you have things like your mailing list, graphics and analytics in place.

On the other hand, some advertising is better than nothing.  Even if you are just using text messages and the call to action is “Call us today!” your emails can be effective.

Marketing Email Guidelines

Either way you should follow a couple guidelines:

  • Be specific.  Your message should be very specific for its audience.
  • Be present. Emails are not saved and reviewed later.  A short look at many people’s inbox will show sometimes hundreds of emails.  If they don’t act when they first see the message, chances are they won’t get around to it later.
  • Be relevant. Your customers aren’t all that interested in your latest award or that you have changed your brand colors.  They want to know about things that apply to them.
  • Be considerate.  Provide an opt out.  This doesn’t have to be a technical thing.  It could just be a note saying, “Send us a note if you want to stop receiving our emails.”  Email solution provides like Constant Contact will provide links where the recipient can simply click to opt out.  If they want out, keeping them in won’t help you.
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Common Sense for Online Interaction

by eric on Oct.08, 2010, under Technology

http://www.commonsensemedia.org.  This organization has an entire curriculum dedicated to identifying the benefits and risks of “growing up digital.”  Here you can find guidelines for age appropriateness of software, online games, movies, social media and more.  What’s more, they pose situations to spark discussion about online ethics and behavior and give advice on security and safety.

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BestBuy may be watered down, but IBM rocks!

by eric on Sep.20, 2010, under Coding

http://www.nytimes.com/2010/06/20/magazine/20Computer-t.html?_r=1

IBM has a computer that is reasonably smart enough to play Jeopardy and when a fair amount of the time.  That IS cool.

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