Designing and executing a correct domain name improves your marketing results.

Many small businesses do well with the use of a domain name, companies of all sizes can benefit from registering multiple domain names as part of the domain name strategy. Having multiple domain names can provide good marketing opportunities to engage your customers and help you grow your business.

Best of all, a domain name is versatile. Depending on the type of marketing campaign you are running, you have the flexibility to customize your approach. For example, you can use a domain name for something that requires very little investment of your time or money simply by pointing a specific domain name to your existing website or redirecting it to your company’s social media page. But, if you have more time and / or a bigger budget, you can create a campaign-specific landing page or even create a brand new website.

Let’s consider some of the following more specific strategies on how to take advantage of a domain name in your marketing:

Highly targeted campaigns

If you’re thinking of launching a unique marketing campaign that targets your company’s specific or distinct audience, consider using a different domain name that points to a new landing page. A sweepstakes, a special event, a loyalty program, a fair or even a commercial are good examples of when you can use a unique domain name and landing page, separate from the main website.

This option has many benefits. It allows you to:

1. Adapt the specific content to your target audience. 
2. Try creative ideas. 
3. Test messages that are different from your main “corporate” tone and feel. 
4. Easily track your campaign results.

Specific products and services

Sometimes it makes sense to “brand” a specific product or service with your own domain name and website. Just look at Coca-Cola, where many of its popular products have their own dedicated websites, such as dietcoke.com, dasani.com and minutemaid.com.

For example, let’s say you’re a real estate agent and you want to display a premium premium property. You can register the real address (for example, 123nameofthestreet.com) as a domain name and direct potential buyers back to a targeted landing page that provides property details, photos and / or videos.

Or perhaps you are an established commercial architecture firm and want to expand into the residential arena. Register a new domain name with that specific market in mind and take advantage of it with a new website, social media channels and company branded email. This deserves consideration because it can help with any confusion that may arise between your commercial and residential customers.

Be creative

Marketing can be difficult in a highly saturated market, but here’s some great news … you have a lot of options when it comes to creating a domain name to help boost your efforts, especially in terms of memorization and user research. Consider using one:

1. Special day – www.blackfridaycardeals.com 
2. Season or holiday – www.snowydestinations.com 
3. Location – www.bestbakeryinlondon.com 
4. Campaign motto – www.keepdreamingup.net

Need inspiration? Try a domain name suggestion service like TO Online ™. Quick and easy to use, To Online helps you to brainstorm with ease, providing unique and relevant suggestions that help you stand out from the crowd and resonate with your target audience.

Just to recap …

You do not need to register thousands of domain names to be successful in today’s competitive market. But with a good domain name strategy, you can use some additional domain names to enhance your marketing efforts  , which can help create more opportunities to expand your business and keep your current customers and clients highly engaged.

Any names and logos of companies, products and services mentioned herein are the property of their respective owners and are for identification purposes only. The use of these names and logos does not imply endorsement.

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