Who owns your online assets?

4139197_thumbnailYour website, your domain registration, your DNS control? Do you know who actually owns it, and are you sure?

I had a conversation with a business owner last week who was a little upset and wondering what to do. She felt she was paying a lot for hosting her website and she didn’t think she was getting anything for it. So, she was looking into moving to a new host, and her current host was not prepared to let her take the website. And she wasn’t sure if she had access to her domain registration or DNS control.

Turns out, the folks hosting her website, and managing her domain registration and DNS control, felt the online assets were theirs. In fact, they are the registered owners of the domain and have full control over her DNS; that necessary service that gets the searcher to your website.

This isn’t the first time I have run across this problem. I don’t think it is a common practice but it does happen. Now, in defense of the provider, it probably was in the contract to build and host the website, maybe in the fine print, but I am going to guess, it was there. And yes, the customer should have read it more carefully (buyer beware after all) and they did sign it.

We have a number of our customers (in fact, most of them) who trust us to manage these assets for them but my thinking is that we are only the managers, even when we have actually completed the registration for them. It’s theirs and they are the owners. After all, most website URLs are a part of the company brand, usually use the company name so that if people search for the name, they are the ones to be found.

Make sure you know and trust who actually owns these assets and if you are not sure, ask your provider. Ask them what would happen if you decide to move to another service provider. Hopefully, you won’t be in for a surprise but if you need some help figuring things out, give me a call.

A Successful Brand or Successful Marketing Strategy

Marketing Strategy | Cohesive MarketingHow successful are Super Bowl Ads?

Every year friends gather to watch the big game, eat some food, and check their phones to try and see what clever Super Bowl Ad has been added to the internet. Sure the game is exciting but similar to award shows it’s all about the entertainment before, in-between and following the main event that many are tuning in for.

This year it is estimated that advertisers will need to spend approximately $4.5 million U.S. dollars for a 30-second ad. Guaranteed there is huge exposure involved with advertising here but I question just how successful these really are.

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Marketing your business as if it was my own

There are many marketing tactics that may be useful for your company to get its message in front of your intended audience, whether it be traditional ads on TV, radio, outdoor billboards, transit or print (Magazines and newspapers), which have all been facing challenges from the ever changing digital landscape.

Some of the digital options today are email, mobile ads, banner ads, Pay Per Click, retargeting ads; just to name a few.

Where do you start?
Know your intended audience. The more you know about them the easier it is to target them and spend your budget wisely.

If it was my business, I would create a responsive website. A responsive website determines whether the viewer is on a desktop, tablet or mobile device and displays it accordingly. This way there is minimal resizing, panning and scrolling. You do not want to frustrate the viewer once you’ve gotten them to your website.


I would focus on SEO (Search Engine Optimization). On-site and off-site optimization tactics will lead to better keyword rankings, which will lead to more qualified traffic to your website.

I would create a content plan, utilizing blogs, video, infographics and case studies. This will help gain viewers, new and returning, as well as improve SEO and conversions.

Once this is in place, I would create a social media strategy to get the message out, as it is the least expensive form of advertising and can easily be targeted and measured for effectiveness.

It’s possible that promoted ads within Facebook and Twitter can help grow qualified followers quicker than just posting and hoping people will find you on their own.

From here, depending on the advertising budget and data on the target audience, I would create a plan that should get the best return on investment when considering other forms of promotion. I’d be happy to create and place an ad in the upcoming Superbowl if that makes sense, but I would start as I have suggested above.

Now you know how I would move forward when considering options for marketing your business. If you need help, you can find me here: Cory Walpole

Cutting Through the Marketing Mumbo Jumbo

marketing_mumbo_jumboWe’re nearing the fourth week of 2016, and if you’re a business owner, maybe you’ve heard some of the predictions of marketing trends and tools that will dominate the landscape this year.

Frankly, I read a ton of these articles every year, and the truth of the matter is that marketing is unpredictable. Sure, there will always be data and analytics that are measurable and can help you plan, no question there.

But that whole “Dunk in the Dark” thing that Oreo did during Superbowl a few years ago singlehandedly changed how brands approached their social media marketing. Nobody could have seen that coming.

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Return on Ad Spend (ROAS)

27125191_sYou need to spend money to make money, right? You also need to be able, and should be able, to measure the effectiveness of your spend on advertising and/or marketing.

The first step is to identify your key metrics (goals), specific to your business that you are looking to obtain. Your goals should be either brand or performance related.

Building awareness of your company, products and services as well as influencing the consumer as they move from consideration of what you have to offer through to conviction to buy from you. Performance, or lead generation as it’s sometimes referred to, is about the strong relationship between marketing and sales that helps to maximize sales as well as encourage and grow repeat business. Continue reading

Marketing Advice to Help Set Your Budget

Cohesive MarketingIt’s a new year so instead of trying to pinch a few pennies we are suggesting to plan and budget to better understand the actual price you are paying, and ultimately save some money.

Let’s take a look at a few ways we can embrace marketing as a tool and help your company thrive. Continue reading

A New Year’s Resolution To Keep In 2016

NewYearsResolutionHappy New Year and welcome to our first blog post of 2016! The holidays and parties are over, we’re back at it and it’s time to look forward to the year ahead. If you started a list of business resolutions and goals for this year, make sure a content marketing strategy is one of them. Content marketing is the information you share to your customers and potential new ones. Your content marketing strategy is something you should not overlook and go about blindly, especially in today’s market.

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Happy Holidays!


I have the pleasure of rounding out the Cohesive blogs for 2015, as our office will be closed for the holidays until Monday, January 4th, 2016.

I know I can speak on behalf of my colleagues when I say that 2015 was an eventful year for us and for our clients. We’ve had a year full of shared successes, great campaigns, helping our clients to attract new customers and welcome back returning customers, and of course, some good old marketing fun!

Marketing has definitely changed over the years, and we’re looking forward to the trends and challenges that 2016 is sure to bring.

Thank you for your business and mostly, thank you for being a consumer; you are the reason we are able to do what we do.

Wishing you and yours the very best of the holiday season and a healthy, prosperous new year!