Marketers today need to wear many hats and juggle a number of important roles in order to create a comprehensive strategy. They have to keep an eye on social media metrics, leverage website-related data, ensure regular and quality content creation, and not to mention managing influencer relationships. Atop all of that, marketers constantly learn. They measure, track, and analyze every campaign and every post in order to ensure brand growth, consistency, and customer satisfaction. In all of that, some details tend to get lost or remain neglected.
One such detail with the potential to transform your marketing strategy is your domain name. Your website address is, in fact, so much more than that. It’s a signature of your business, a tool to be used by your marketers to ensure brand recognition, memorability, authenticity, and engagement. To entice customers to actually click on your website links, to remember your brand name, and to make it easy to search, your domain name is an often unused marketing goldmine. Here’s how you can start leveraging your domain in the pursuit of a stronger brand presence online.
Brand your unique products
When it’s time to launch a new line of products or a specialized product on its own, a domain name that will be dedicated to that one product can be an extremely helpful marketing strategy to enable greater user engagement and visibility.
Giving your product a domain name makes it far more prominent and gives it an authentic identity. Branding individual products like this and with the use of dedicated domain names helps you increase online traction and slowly build the presence of each product in your offer.
Build brand trust
One of the core long-term goals of any decent marketer is to build brand trust. That means ensuring repeat business, word of mouth, recommendations and reviews, and ongoing engagement across various digital platforms. When your customers become your brand ambassadors, then you know that you’ve succeeded in establishing long-term trust.
Your domain name plays an important role in that trust-building process. By choosing trustworthy and meaningful extensions, you can entice customers to click on your links and leave powerful first impressions. For example, it’s possible to build your personal, but professional brand online with the use of a personalized .me extension with your domain name. This makes your business more relatable and gives it that personal, human touch. Trusted extensions such as this one, as well as traditional options such as .com and .org help build confidence in your brand presence and elevate your reputation in the online world.
Specialized marketing campaigns
Are you organizing a special event (even if it’s only online for the time being due to the pandemic)? Do you plan to create a special Christmas sale of one of your collections? Whenever you want to create a new landing page for a specific purpose, you have an opportunity to leverage a unique domain name for that particular occasion and thus inspire more visits to that page.
This kind of domain name usage allows you to achieve the following key marketing goals:
- Create highly targeted marketing campaigns.
- Make sure that you can target a unique subsection of your target demographic.
- Get creative with authentic ideas to build up the presence of that landing page.
- Leverage industry-relevant keywords to help your audience know what your page is about.
Improve customer experience
Your marketing strategy has all kinds of short, mid, and long-term goals, but one overarching goal any marketing expert wants to accomplish is to boost customer experience at every touchpoint, with every campaign. Your domain name should be a reflection of your brand, values, and your core messages. It’s an opportunity to connect with your audience and to help them understand what it is that makes your business worth their time.
When they search for a common industry phrase and your brand’s website pops up on the first page of the search results, your domain name will be one of the main reasons they’ll either decide to visit your site or steer clear of your brand. In essence, make sure that your domain name is part of your effort to create a wholesome, connected customer experience so that they can understand what your business is about.
Make it easy for visitors to find you
Today’s busy customers don’t want any added hassle in their search for a perfect Christmas gift, or when they want to go back to a brand they know and love. In fact, should you make that journey more difficult for them, they will be much more likely to try new brands and new products, having a hard time remembering your overly complicated website address. Can they pronounce it easily so that their AI-driven voice assistant can instantly recognize your name and take them to your website?
Using hyphens, symbols, numbers, and other complex details in your domain name can mean trouble for your brand reputation from a simple perspective of user-friendliness, which also means affecting your domain authority. Homonyms and homophones are also categories to avoid so that search engines, as well as users, can remember your brand name more easily, type it into the search bar without difficulties, or use voice search without hurdles.
Marketing as a field is growing more complex every day, but some of its simplest, most basic puzzle pieces remain as vital as ever for your business and its online presence. One such piece is your domain name, your website address. Whether you start using creative, specialized domain names for campaigns, or you rethink your existing domain to better reflect your identity, it’s a tool that you should do your best to leverage and make your brand stand out among your competition online.