As a smart and resourceful business owner, you understand that your Web presence is key to engaging potential customers, and that your choice in domain names can greatly impact the success of your business. But did you know there are additional benefits to be had by registering multiple domains for your business? Most notably, leveraging multiple domain names can provide additional marketing opportunities and aid in protecting your brand online.
Marketing with Multiple Domains
Multiple domain names can provide your organization with new marketing opportunities to promote your brand or different aspects of your business. There are plenty of reasons to market through multiple domains, including:
Create and support online marketing campaigns
Businesses can register additional domain names that align with specific marketing campaigns or target audiences. For example, ImLovinIt.com promotes the McDonald's tagline and takes customers to a promotional page on the company’s main website. Some companies even register product names as domain names when specifically marketing that product. You can choose to have any additional domain name take your customers to a targeted landing page, as in the case of McDonald’s, or you can simply have it point to your main website.
Highlight a specialty niche or attribute of your business
If your primary Web address is the name of your business, there is an opportunity for you to leverage additional domain names to highlight a certain aspect of your business or to reach a targeted audience. For example, if your main website is RealtyByRoger.com and you want to expand your customer base beyond traditional home buyers, you could register and market additional, descriptive domain names that contain keywords such as “vacation home,” “rentals,” or “retirement homes.” You may also want to include a geographic location to make the domain name as descriptive as possible, such as “VacationHomesinLongBeach.com.” As mentioned before, you can point any additional domain name to your current website, or if you have the resources, build a specific landing page or website that caters to that descriptive domain name.
Protect Your Brand and Your Business
Say you own a bagel shop called “Momma’s Bagels” in a popular shopping center and a store opens up right next to it called “Mom’s Bagels”. It wouldn’t be an ideal situation for you, or any other business owner, right?
Like the brick-and-mortar storefront, to protect your online presence, you need to protect your domain name. One way you can do this is by registering multiple domains. For example, if you already own www.mommasbagel.com or plan to register that specific name with a registrar, you may want to consider purchasing your second-level domain (“mommasbagels”) with other top-level domain extensions like .net or .tv. Additionally, you may also want to register variations of the name, like mommiesbagels.com and mommysbagels.com.
Consider the following when deciding what domains to register for brand protection:
Plan for future growth
You may be starting off locally, but your business may expand regionally, nationally or even globally in a few years. Be proactive and keep possible future expansion plans in mind by purchasing multiple domains, including domain extensions in other countries.
If you have a name that is easily misspelled, allow for that, too. This way, you can direct users to the right destination instead of an error page or a competitor’s. In a way, it’s how you would trademark your actual name and the nearest variations.
If you already have a domain name, you can dig into the analytics of your URL to see how traffic is getting to your site. You may be surprised to see that some of the main driving terms are actually your domain name spelled incorrectly. Better to purchase those domains before your competition does.
Protect your name and ward off competition
Since your name and image are vital to your brand and identity, picking up your name and any common variations will maintain your online reputation. Registering more than one domain name for your company also reduces the chances of your competitors registering a similar one. So take control of your primary domain by registering associated variations to prevent others from stepping on your turf.
Plenty to gain, and nothing to lose
Business is about protecting your assets and seizing every opportunity to differentiate yourself. When doing business online, this means protecting your most valuable Web asset – your domain name – and using it wisely and effectively to grow your revenue.
Registering multiple domain names is one typically inexpensive, quick and easy solution to increase both brand protection and marketing opportunity for your business. Use our Find a Domain Name tool to register a domain name.