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b'How do you know if your marketing dollars are leading to revenue unless you can track it? Even small businesses that have one or two events a year need to be tracking how their efforts pay off. Sometimes we pay for ads in directories, sponsor events, sponsor a local team of kids, put an ad in the church bulletin, boost our listings in the Chamber of Commerce or other business organization listing. Don\\u2019t you want to know if it worked? Don\\u2019t you want to know if people not only saw the ad but clicked on it? Sometimes these sites and situations have strict guidelines as to what the links can go to.\\xa0\\nSometimes you need to be able to SAY the link out loud from a stage, podium, on a podcast, over lunch - don\\u2019t make it difficult. If you know you\\u2019ll be SAYING your domain regularly or one to promote your event, make sure you get a domain that is easy to spell, remember and SAY. \\nHow many of you have ever heard on a podcast, video or show, \\u201cHow can listeners get in touch with you?\\u201d and the guest stumbles out a clumsy answer, \\u201cGo to our home page: www.mycomplexdomainspelledweirdly.com and then click in the left on the button that says, \\u201cspecial event\\u201d. \\nHere\\u2019s all that\\u2019s wrong with that:\\nwww - your domain needs to resolve with and without www. \\nYour domain needs to automatically resolve to the SSL version of your site - you\\u2019ll need to buy an SSL certificate and set it up properly so that no matter what page people go to without https:// it will flip to https://\\nYour domain needs to be LOGICAL and EASY to say and spell. None of this Eleet E - l - e - e - t Realty type of stuff. If the real way to spell a word is gone, think of a new domain. We can\\u2019t all have .com.\\nYour call to action link cannot require you to then explain where they can FIND the information to click again. That final destination page needs to be the domain.\\nLet\\u2019s talk about resolving #4.\\nIf you have a landing page in the middle of your website for this event or promotion, buy ANOTHER domain for THAT thing and have it redirect to THAT landing page. You will then be able to easily market and track that domain and page. If your event is Health Jamboree 2018 and you are in Portland, and your website is: HealthyChoicesWeMake.com - you want to consider these options:\\nCreate a subdirectory link: healthychoiceswemake.com/jamboree18, or just jamboree to always use the same URL year after year, but update the content.\\nCreate a SUBDOMAIN: jamboree18.healthychoiceswemake.com\\nOR an entirely clean URL: HealthJamboreePDX2018 .com \\xa0that would redirect to either a landing page in your main site, or be a specific site JUST for this event with cross linking from your main site. So many options.\\nYour plan all depends on your vision for the event, Is it a one time, or the first of many recurring each year or in different regions. You\\u2019ll want to plan for this type of repetition or growth when you secure your unique domain so you can follow the pattern. \\xa0Keep in mind regional uses of abbreviations. Up in Portland Oregon, PDX is a common way to shorten Portland and surrounding areas. It\\u2019s the airport call letters. That won\\u2019t work well in Los Angeles - LAX because that\\u2019s also an abbreviation for the sport, Lacrosse. A lacrosse jamboree is way different than the topics in our health jamboree, but the search results may confuse and irritate those that click if it\\u2019s not completely clear.\\nIs this for a BOOK? A book always needs its own website with a way to purchase EVERY format: print, ebook, kindle, itunes, etc. AND you need a form that will collect information and add them to a drip campaign regarding the book, the tour schedule, appearances, tips from the book and more. BUILD and sustain buzz.\\nLet\\u2019s briefly talk about squeeze pages. It\\u2019s a newish, more recent term that merely describes a VERY simple, uncluttered page to drive people to ONE specific call to action:\\nRegister, subscribe, buy, answer a quiz, watch a video, etc. Some website themes have built in squeeze page templates. Ma'