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A creative blog by Tracy Larrua on The Whole 9

Tracy (or Trace, as friends call her) Larrua lives and works between Hawaii and L.A. A seasoned pr/marcom specialist who has worked primarily in the hospitality and entertainment industries, she enjoys teaching her “Get The Word Out” pr workshops and volunteering her time with non-profits. When not glued to her sassy MacBook, you can find her relaxing at the beach, enjoying live theatre, or at a BBQ with friends.

WEB LIFE 2.0

In the beginning, most people used the www or the World Wide Web just as a tool for research. I know that for me, as well as most of my p.r. and marketing colleagues, the web has become one of the most important tools in our arsenal. With it, I’ve been able to find everything and anything from info on my client’s competitors, to demographic and psychographic research, to the latest media updates.

Now, things have changed quite a bit. With what is going on in the world with the economy, the recession, and unfortunately, the depression, it turns out that the web is once again, coming to our aid. But this time, it is being used not just by companies but also by individuals as a way to individually brand ones self. That’s right. For instance, if you have been laid off and are looking for a job, one can no longer rely on just sending out the de rigueur resume. Instead, bold times calls for bold moves and now require that you get your info front and center, and that means online.

But before you can do that there are some things to think about. For starters, besides a professional headshot and your general info outlining your skills, you need to think about how people, especially those in the position of hiring, can actually find you. That means making sure that everything from your web address to your content is filled with words that are actually searchable. Keeping that in mind while working on your design and overall look is key. I always recommend clients to use either their name in the address or a combo with their company name in the address.

The same principle goes if you are a business trying to get, well…. more business. Again, you want to be able to have folks find you. Isn’t that the point? A good example is my friend Diana who has a wonderful skincare company. What is it called? It’s simple. Diana B. Beauty. Her website address? Easy. It’s www.dianabbeauty.com. Her company is her name and her name is her company, therefore making it easy to remember, easy to locate, and ultimately easy to purchase her products.

Overall, what you want to do is this: Make searching for you, your brand, or your business as easy and accessible as possible. Yes, you want to stand out but you don’t want to have your on-line resume or your website be so complicated that people cannot find you. I’m always a fan of the less is more theory. So when creating either your on-line resume or your company website, make sure you cover the basics before you get fancy. It’s all about the foundation of what your information stands on that counts these days.

  1. yes, cover the basics always before getting fancy. great advice!

  2. This is great information Tracy. These days I see so many people whose online presence is so convoluted with them represented one way on one site and one way on another site. It’s important that everything look, feel and say the same thing and convey the same message.

  3. You’re very welcome! Yes, I come across this topic all the time. People are inspired and they get excited so they create a company name that might sound cool, but doesn’t relate (in the head) to who or what it is actually connected to. That is why I always recommend people find a way to marry-up their site to their name or company name. For me, my name is synonymous with Poi Planet and vice versa, but that was completely choreographed. Same goes for individuals trying to develop an online presence vs. the typical resume. Simple things such as the email address’ relation to the website address is important. For example, first name/last name such as “tracylarrua@gmail.com” connected to “www.tracylarruamarcom.com” is easier to locate. Too many times, I see a company or individual who pick a too trendy name that doesn’t connect to their email. Giving more thought to this before branding it everywhere, is key.

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