Choosing and registering your primary business domain is an important step in any brand’s marketing plan. You need to choose something that’s catchy, relevant and memorable, but that’s also above board when it comes to IP law. After all, your primary domain is essentially your brand’s calling card, so it’s worth taking your time to ensure you land on something that really resonates with you.
However, while there’s no denying that your primary domain is a critical asset in your brand’s online presence, it should only represent one part of your brand’s domain name strategy. Claiming and coordinating other complementary domains and subdomains allows you to strengthen your online presence and develop creative ways to further engage with your audience. Perhaps you have a big event or new product launch that could benefit from its own dedicated online platform, or maybe you’re looking for a way to target specific niches of your audience. Whatever the case may be, additional domains offer a way to craft specific, highly-targeted campaigns that are designed to draw more people to your brand.
BeingForgettable.Sucks, so brand’s need to harness the full potential of unique domains to truly get the most out of their online marketing strategy.
Attract New Audiences
You probably have a good idea of your primary target market: age, sex, location, salary and so on. Your primary domain is most likely built on these considerations. But what if you are looking to attract a new demographic, maybe from a different country or industry? Country code top-level domains (or ccTLDs) like .uk, .ca and .de can give you credibility in a new region where prospective customers may otherwise assume your products and services don’t cater to them.
Of course, new audiences don’t always differ by location. Perhaps you work for a bank and you want to distinguish between your personal finance products and your corporate services. Loading up your primary domain with pages that feel off-theme or out-of-place can leave your site feeling cluttered and confusing, but separate domains that use entirely different layouts, menu systems, color schemes and content can help you appeal to each audience individually.
Promote Events Through Dedicated Platforms
If you have a big event coming up, it may be wise to consider a new domain that can prioritize the event, instead of hiding it in menus on your primary brand page. For example, Canadian brewery Beau’s All Natural Brewing Company regularly uses secondary domains to promote special events, such as beausoktoberfest.ca and stpatricksparty.ca. Far catchier than something like “beaus.ca/events/2018/beausoktoberfest”, wouldn’t you say?
Using a different domain for an event gives it room to breathe. It allows you a dedicated platform to promote ticket sales, provide information on schedules or rules and regulations, post specific blog content related to the event and so on. Having a dedicated platform will also make the event easily shareable on social media, helping your marketing team to get the word out.
Launch a New Product
You have a new product. You are starting to build hype. You probably have a hyper-dedicated marketing plan to ensure that your product reaches the most eyes and ears. There’s probably a spot for it on your primary domain—perhaps a graphic on your home page and a dedicated product page for the item. But is that enough?
The last thing you want is to point people to your new product and have them get distracted scanning last season’s sale items. A fresh domain can get rid of the static and allow your marketing team and target customers to focus on what matters most: the launch of your new product or service. A catchy subdomain and clever marketing campaign may go viral, get you on Reddit’s front page or start circulating on social media. Having a product-focused page to point people to will clarify your message and prevent confusion or distraction.
Create a Space for Honest Customer Feedback
We’ve talked a lot about customer feedback, and how it’s vital to a healthy business to accommodate constructive criticism. Your primary page probably has the basics: Maybe a “Help” chat, a customer service phone number and/or a complaint form. But what about customers who need more help?
A subdomain can give disgruntled customers a place to go, be heard and (hopefully) be converted. You might want to build this page full of positive reviews and commitments to customer satisfaction. You can offer coupons to alleviate concerns or ‘How To’ forums for customers to assist one another with your product. Most customer complaints are probably fixed with a simple email or phone call, but for those that need a more nuanced approach, a dedicated domain could be the answer.
The Takeaway
Primary domains are important, but they should never be your only space online. These days, brands need to extend their domain name strategy to encompass any number of dedicated subdomains to ensure the greatest consumer reach. By making the most out of your domain strategy, you are committing to increasing both your brand awareness and your consumer trust. The importance of having both can’t be overstated.
If you’re ready to take your voice online, use a custom .SUCKS domain name to get started in the right way.
Photo Credits: Burst, Kaboompics, Startup Stock Photos
