Marketing is much like a wheel in the sense that your website is the "hub", and all of your other advertising are "spokes" pointing back to that hub. So far, we have looked at Social Media as Spoke #1. Today we will be looking at Spoke #2: Paid Advertising Campaigns.

Not every business has an advertising strategy. You can usually tell which ones do as they are the ones that you see most often and are likely targeting you. The rule of thumb is you can't buy what you don't see so consistency it critical. So what does paid advertising do to point to your website? Here are 4 things that paid ad campaigns can do to support your website, and to increase your revenue:

1.      Focus some of the ad's time on the web address.

I know this seems pretty elementary, but I have seen in my days in radio and TV script writers leave a customer's website out of a spot completely in favor of mentioning a phone number three times. The research is in, and phone number repetition doesn't help consumers remember your phone number...it makes them shut the commercial off when they hear it start the second time. Nobody likes to be beaten over the head with this type of info. You should, in this day and age, spend that same amount of time pushing your website address. When the consumer hears your web address they remember it because it is pertinent to the field that they are in or interested in exploring further. If they are compelled to visit your website that is where you want to present your contact information such as phone # and Social Connections.

2.      Tease the website by offering a special in your commercial/print ad that you can only have by visiting the site.

Make it worthwhile, and make it grow as the original viewers tell friends and they visit...you can turn a website browser into a full-fledged evangelist for your product by offering a growing incentive to tell more and more people about your site. Require the user to enter an email address or Facebook Like to get a promotion or discount code.

3.      Your website must have your industry spelled out in the domain name.

If you sell flowers and your businesses name is "Sally's", please don't register www.sallys.com. NO ONE will know what your website is, and Google CERTAINLY isn't going to know which category to rank your site in. Try www.flowersbysally.com, or www.sallylovesflowers.com. Make it speak to what you are selling, and you will be certain to not miss customers out of confusion.

4.      If your website is a point of sale, it should be on everything your logo is on-including all print/Internet/display ads!

One thing that most people don't like is extra work. They don't want to have to Google you if they can know the address from the beginning. If you are investing in a website advertisement, don't just link the ad to your site; put the website address in text form on the ad as well. Get your website out to as many people as possible by putting it on business cards, social media sites, print ads and radio/TV ads. Every form of advertising should have your web address. You should also incorporate it in your elevator speech and in any public speaking that you do.

Bottom line, if you are going to spend money on advertising, make it easy for those who hear your advertising to spend money with you. Give them a hook/offer, create urgency, and link it back to your website. When they land on your website make sure you are attempting to get additional information from them such as an email address or Social Media connection. This will allow you to connect with them for future advertising campaigns.

When you look at a typical, ordinary wheel, there are several parts. None of them are special or even functional on their own. If you look at the focal point of a wheel, everything leads back to one central point...the hub. The central point from which everything emanates is that center circle. All of the spokes come out of this point and the entire wheel itself is supported by this core structure. Your marketing plan is much the same way.

In the next 6 entries, we will discuss the 6 central points of a marketing wheel. Today we will talk about the point at which all of your "marketing spokes" must point back to---the "hub"-- your website.

In the next several weeks we will look at the 5 "spokes" that all point back to your website. Your social media, your paid advertising campaigns, your networking efforts, your public relations/press releases, and your customer experience level. If you don't have your website reflecting your core passion as a business owner, both in aesthetics and in functionality, you will lose potential customers even if your 5 spokes are all functioning appropriately.

Let's take a look at 4 things you must be sure your website includes:

1. Your blog, or, a link to your blog
If the "hub" to your marketing wheel is your website, the "hub" of your website is your REGULARLY UPDATED blog. A blog that is filled with accurate, fresh, regularly changing information about your industry, or business, is vital to keep your website relevant in Google's rating algorithm. In a past life as a marketing director for a local mom and pop service business, I met with several web design companies to redo our website. After meeting with five different possible vendors, I was intrigued by one who happened to be a friend from years prior. I looked into his website and, guess what...not only did he not make Google's first page, he didn't make the top 5 pages! A blog that had relevant fresh info might have made the difference in not only us choosing him to do our site, but in any other potential customers who didn't go past page 1 (over 90% of Google users don't!).

2. A functional, easy to use user interface
Everyone has been at the point of breaking their computer when a website simply won't do, or go where you need it to. Often times, this is a programming issue and could have been resolved by paying a few extra dollars and not going with the cheapest bid on your website. While dollar amount is important, equally important should be the references that your web sales person provides and the quality of work in their portfolio.

3. Correct information
Populating a website with current, correct information isn't always what you want to spend time doing, but it is vitally important to your initial credibility with potential customers. If you do to a website to look at used cars, and the price on the website it $1000 less than what it ends up being when you visit the car lot, I am going to venture to say you won't be purchasing from that car lot. Accuracy in pricing, hours, locations and even personnel changes is vital in obtaining and keeping your credibility with current and potential customers.

4. An eye catching deign vs. an eye sore
Content can be accurate on your site and impossible to read due to bad design or font color "camouflage". If you have as good eye for what looks good, then use your judgment. If you don't get help from a web design company...it will be money well spent and will reap rewards down the line as more and m ore people contact you through your website, partly because they could read your contact phone number, or didn't get a headache looking at a crazy, off the wall design scheme.

Your website is your silent sales person. It can get in front of people at a rate that you simply don't have enough hours in the day to accomplish, and it can do it at your biggest prospects home, while they are on their couch, at 11:30 PM at night. If this "hub" is functioning properly, then you are ready to add spokes to point people to your website and hopefully start affecting your bottom line.

Press Release
Ayr ~ Digital Hill ~ Website ~ Web Design ~ Nappanee

The Ayr Custom Cabinetry was founded in 1965 in the heart of the Amish community in Nappanee, Indiana. Ayr has established itself as a leader in the Custom Cabinet marketplace. Visit www.AyrCabinet.com for more information.

The brand new Ayr Custom Cabinetry website is visually unique and definitely one to brag about! The home page rotating image area is full size and completely controlled by Ayr using Digital Hill's Content Management System. Not only are the home page images full size, so are the product images! This helps to show the viewer the detail of the work with which Ayr prides themselves. The Nappanee website also includes a dealer locator utilizing a Google map feature to easily update dealer information.

As with all Digital Hill web designs, the Ayr website comes fully equipped with SEO tools to increase their position on Internet searches.

The new web design for Ayr Custom Cabinetry is a welcome addition to Digital Hill's portfolio of Nappanee website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Nappanee, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Ayr ~ Digital Hill ~ Website ~ Web Design ~ Nappanee

Press Release
ROR ~ Digital Hill ~ Website ~ Web Design ~ Goshen

Radiation Oncology Resources (ROR), of Goshen, Indiana, is a radiation oncology and dosimetry solutions company that has been providing superior treatment planning, dosimetrist mentoring, and comprehensive training services since 2006. For more information visit www.ROResources.com

The new Radiation Oncology Resources website is one of the first to go live with Digital Hill's newest feature... Media Show! Similar to a rotating home page image area, Media Show allows the Goshen website to add static images and videos. Here's the difference, Media Show also allows ROR to add transition effects like fade, pan, zoom,and wipe.

Additionally, ROR is able to keep their viewers up-to-date with the latest resources and events by utilizing the built-in blog, newsletter, and calendar feature. This is all accomplished by utilizing Digital Hill's Content Management System, which is integrated directly into this Goshen web design. The CMS enables ROR to add sub-pages and edit website content with ease. In conjunction with the SEO tools supplied to ROR, this Goshen website is sure to hit the top of online searches everywhere!

The new web design for Radiation Oncology Resources (ROR) is a welcome addition to Digital Hill's portfolio of Goshen website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Goshen, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

ROR ~ Digital Hill ~ Website ~ Web Design ~ Goshen

Press Release
Ironwood ~ Digital Hill ~ Website ~ Web Design ~ Blog ~ Media Show ~ Product Administration

Ironwood Plastics built its reputation on performing the most difficult projects in the industry with an emphasis on insert molding and engineered materials. For more information, please visit their website at www.Ironwood.com.

The new Ironwood Plastics website opens with Digital Hill's newest feature, Media Show. This allows the addition of static images and videos, but gives the capability of adding transition effects like fade, pan, zoom, and wipe. The Blog and Newsletter area of the website keeps their viewers abreast of latest happenings, all of which is made possible via Digital Hill's stress-free Content Management System that is incorporated directly into the web design. The CSM also includes a Product Administration providing Ironwood a streamline process to showcase their products and services.

The new web design for Ironwood Plastics is a welcome addition to Digital Hill's portfolio of Ironwood, Michigan website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Ironwood, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Ironwood ~ Digital Hill ~ Website ~ Web Design ~ Blog ~ Media Show ~ Product Administration

Press Release
Pine Manor ~ Digital Hill ~ Website ~ Web Design ~ Content Management System

Pine Manor Farms produces naturally grown poultry in an ethical and efficient manner for consumers who appreciate and enjoy wholesome, great-tasting food. For more information, please visit www.PineManorFarms.com.

The new Pine Manor Farms website opens with a beautiful rotating image area that is completely customizable, allowing them to adjust the delay time between image transitions and even link the images to other pages within or outside of their new website. There is also a Store Locator that uses an embedded Google map and is updated in the manager area. With Digital Hill's Content Management System, the Orland website can add, delete, and organize sub-pages. The CMS has a built-in editor enabling Pine Manor the ability to update content with ease. As with every web design by Digital Hill, there are SEO tools incorporated into the website giving Pine Manor an advantage over the rest and nudging them even closer to the top of Internet search results.

The new web design for Pine Manor Farms is a welcome addition to Digital Hill's portfolio of Orland website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Orland, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Pine Manor ~ Digital Hill ~ Website ~ Web Design ~ Content Management System

Press Release
Houston Tennis Lessons ~ Houston ~ Digital Hill ~ Website ~ Web Design ~ Landing Page

While the Houston Tennis Lessons website is being designed, Digital Hill was asked to create a landing page at www.HoustonTennisLessons.com. This landing page acts as a placeholder for the new website. In the manager area of the web design is a Content Management System with a full editor that allows information to be updated as needed. There's also a link from the website to the Houston Tennis Connection's, their partnering website, Facebook Fan Page. On top of all this, there's even SEO tools built-in to the web design. With all of these features on a single landing page, this Houston website is sure to get its name out and on the top of Internet search lists in no time!

The new web design for Houston Tennis Lessons is a welcome addition to Digital Hill's portfolio of Houston, Texas website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Houston, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Houston Tennis Lessons ~ Houston ~ Digital Hill ~ Website ~ Web Design ~ Landing Page

Press Release
Forge ~ Digital Hill ~ Website ~ Web Design ~ Grand Rapids

Forge Industrial Staffing was founded in 1995 with a vision of a staffing company that was built on relationships and focused on the needs of the industrial client. for more information visit www.ForgeStaff.com.

The new Forge Industrial Staffing website includes a full Content Management System that allows for the addition of unlimited sub-pages, which have full content editors built-in. Forge is able to publish, unpublish, delete, and rearrange each sub-page they create. The Forge website also has an embedded Google map for viewers to easily find nearest locations. All locations pinned on the map can added, deleted, and are completely editable by Forge. As with all Digital Hill web designs, this Grand Rapids based website has SEO tools incorporated into the manager area. This not only helps the Forge website reach the top of the list on Internet searches, it also helps job seekers find employment and companies staff their offices much more easily.

The new web design for Forge Industrial Staffing is a welcome addition to Digital Hill's portfolio of Grand Rapids, Michigan website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Grand Rapids, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Forge ~ Digital Hill ~ Website ~ Web Design ~ Grand Rapids

Press Release
Tiara RV ~ Digital Hill ~ Website ~ Web Design ~ Product Administration ~ Elkhart

Tiara RV is proud to feature and sell fifth wheels and travel trailers built by local manufactures. For more information, visit www.TiaraRVSales.com.

The new website for Tiara RV has a Product Administration are where Tiara can add product descriptions, images, videos, attributes, sales price, and much more! Viewers can search the website by model, make, price range, etc. And if a viewer is interested in purchasing a RV there's a download-able credit application right on the website. Not only that, but the website has incorporated social media. A Facebook Facepile has been added to allow viewers to Like the Tiara RV Fan Page right from the website. Uniting a blog into the web design permits Tiara to keep their customers up-to-date with the latest RV news and also allows customers to subscribe, so they never miss a post.

The new web design for Tiara RV is a welcome addition to Digital Hill's portfolio of Elkhart website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Elkhart, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Tiara RV ~ Digital Hill ~ Website ~ Web Design ~ Product Administration ~ Elkhart

Press Release
Engineering ~ Digital Hill ~ Website ~ Web Design ~ eCommerce ~ Middlebury

Whether you are an OEM, RV dealer, camping organization, campground or camping supplies retailer, L&W Engineering makes it easy to find the products you need. For more information, visit www.LW-Eng.com.

The new L&W Engineering eCommerce website is an extraordinary one indeed. It opens with an eye catching Home Page Rotating Image area that is completely customized by L&W. The Product Administration allows the Middlebury website to easily manage product categories, sub-categories, images, and details. There is even an area for L&W to designate dealer information. Not only that, but they can also assign dealer access to certain engineering products, so each dealer has a unique view of the Middlebury website that is created just for them. To complete the web design, Digital Hill has built SEO tools directly into the Content Management System. This eCommerce website is sure to reach the top of online search results.

The new web design for L&W Engineering is a welcome addition to Digital Hill's portfolio of Middlebury website clients. For over 14 years, Digital Hill Multimedia, Inc. has specialized in Web Design, eCommerce, SEO, Web Hosting, Social Media, 3-D Animation, Application Development, Internet Marketing and Promotion Strategies in Middlebury, Northern Indiana, and throughout the country.

Visit www.digitalhill.com or call 888-537-0703.

Engineering ~ Digital Hill ~ Website ~ Web Design ~ eCommerce ~ Middlebury