How to use a domain name in your digital marketing strategy
Selecting the right domain name for your brand can mean the difference between success and failure online.
A keyword-rich URL that matches a brand’s marketing strategy can help a company attract more visitors to its website, increase its search engine ranking, and boost conversion rates on its site.
If you need help to choose, register, or, perhaps, even to transfer domain name, we’ve got the solutions to that, plus a great domain name strategy for your business!
Build authority, reputation and trust
When it comes to content, one thing most business owners agree on is that they want an authoritative voice. Reputation and authority go hand in hand. They both involve trust — the audience trusts you because they trust your company or product.
And trust is earned when you consistently share high-quality content that provides value. In fact, research by HubSpot shows that companies with blogs have up to 10 times more people willing to do business with them than those without blogs.
So how can we build authority? Start by creating URLs for your website or blog. Think about the most appropriate strategy for marketing domain names. Make sure you purchase a domain name with the following characteristics:
- It’s easy to remember – shorter URLs are better
- Has your brand name in it (if applicable)
- Doesn’t include any numbers or hyphens
Add mobile optimization
Businesses that haven’t fully embraced mobile might be losing potential customers. Mobile users now account for 53% of all e-commerce traffic, so it makes sense for companies to optimize their websites for smartphones and tablets.
If you want people to visit your site from mobile devices, then you need to transfer domain names with mobile optimization included. The good news is that there are plenty of services out there designed to help companies do just that.
For example, Namecheap can help transfer a domain name over to them securely, without going offline, and it allows easy management post-transfer. You can even transfer multiple domains at once!
Create landing pages
If you have a dedicated landing page for each social media site (Twitter, Facebook, Pinterest, etc.), it’s pretty easy to link that URL to it. Each time someone clicks on that link from Google’s search results, they will be immediately directed to your company’s website. If you are planning to optimize your landing page for higher conversion, you can use companies like abtesting.com.
In other words, we can direct web traffic toward our webpage simply by connecting social media accounts with domain names. You can also use those domains as URLs for your business cards and email signatures.
You don’t even need to spend money on hosting or registering an actual domain—it’s free on many sites! Just make sure you set up redirects so that when people type in the URL, they go straight to where they want to go instead of seeing an error message.
Get added value from existing content
Think about leveraging the existing content and adding value to it.
Revise the types of posts and pages on the site, but also consider repurposing current assets that are being produced by other departments or branches within the organization and optimizing the content.
Think about assets like infographics, images, white papers, or even landing pages or webinars as a source of new content ideas for future posts.
It might be surprising how much content you already have which can be repurposed into fresh new material.
By adding commentary based on customer insights or industry trends, you can create entirely new pieces of content out of what was once just an asset.
This is a great way to take advantage of all those assets that may have been created by other people within the organization who don’t necessarily know how best to get their work promoted through social media channels.
Lastly, be sure to add high-quality backlinks to your content to ensure good SEO. Keep monitoring to make sure there are no broken links; otherwise, this strategy can do more harm than good!
Easily integrate into an overall strategy
The key to marketing domain names is integrating them into an overall digital advertising strategy.
Your primary goal should be increasing user engagement with your business and brand, and using the top-level domain as one of many touchpoints is a great way to accomplish that goal.
Just be sure that you’re not simply acquiring URLs for SEO purposes — you also need content for them. If you don’t have any ideas for what to put on your site or how to promote it, you can get help from someone who does.
Get professional help
It’s always better to work with professionals when building a new digital marketing strategy; they can make sure that everything looks polished and works seamlessly together.
Photo by Fabian Irsara