At some level, marketing success on the Internet is a real estate game.
Imagine that your company is a fast-food restaurant. Think of each website, social media fanpage, Twitter account, blog, etc. you own as if it were an additional location/franchise. Every time you add a new location sales go up.
But, in some cases, there’s a cost to adding new locations so choose wisely. While it costs almost nothing to create a fanpage for your company on Facebook, it can cost thousands to build a standalone website.
It would be horrible if Facebook became the new Google for small business marketing and someone else had locked-up your company’s name! Even if you haven’t figured out how to utilize certain strategies for your business, it’s probably a good idea to secure your company name (or “handle”) on the low-cost platforms (Facebook, Twitter, YouTube, etc.).
Even though building additional standalone websites can be costly, many times it’s worth it. So you might also want to take out some different domains – in addition to “yourcompanyname.com.”
Popular domain variations include:
– Domains containing keywords relevant to your business
– Domains representing different products/lines of business
– Catchy domains used to track offline marketing strategies
Unfortunately, many “.com” domain names have already been snatched up by other business owners. As a result, many business owners take out other types of domains – .net, .us, .info, etc.
Generally speaking, these domain extensions are all inferior to the .com version of the same domain – what’s worse – the person that owns the .com is going to get some of your traffic!
Here’s an interesting case study for just how much traffic you could be losing if you’re using a domain extension other than .com:
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
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“The overall Web traffic increase to our site has been remarkable. The increased traffic to our site has paid for itself and then some. It is worth the investment and will continue to pay dividends. ”