How to improve brand value through multiple domain names?
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JetBlue, a low-cost airline in the United States, uses the domain name etblue.pizza on billboards near airports to inform users that they can order New York-style pizza for cross-border flights. Global consumer finance company HomeCredit uses the domain name that is exactly the same as its company name - home.credit to advertise the English Premier League matches broadcast globally. Users who type this domain name will be automatically directed to the website of their country through automatic location, which is homecreditus.com in the United States, homecredit.co.in in India, and homecredit.ru in Russia.
The URL is the digital identity center of almost all company websites, but it is not suitable for all communication methods. Some smart companies or brands use multiple domain names to suit different environments to develop their business, including strengthening search engine optimization, increasing user engagement in mobile apps, social platforms, product review websites, paid search, and advertising.
So how do multiple domain names support a company's brand and business? Let's take a look at how the following companies did it.
Increase user consumption
You can use unique domain names to stand out in promotional activities and increase user engagement through memorable call-to-action language. These can be part of a wider campaign strategy.
For example, the low-cost airline JetBlue in the United States uses the domain name etblue.pizza on billboards near airports to inform users that they can order New York-style pizza for cross-border flights. And the global consumer finance company HomeCredit uses the domain name that is exactly the same as its company name - home.credit to advertise in the global live broadcast of the Premier League. Users who type this domain name will be automatically directed to the website of their country through automatic positioning, which is homecreditus.com in the United States, homecredit.co.in in India, and homecredit.ru in Russia.
Guide users to find strong related content in the search
Apple uses a smarter method. They use domain names with brand names for 301 redirects. For example, when people search for Apple Watch, the keyword domain name Apple.Watch will appear in the search rankings. Apple.Watch is a 301 redirect, so clicking this link will redirect to the relevant product page on Apple.com. In this way, Apple can retain its original search ranking while using the keyword domain name Apple.Watch.
The Apple Watch product page on Apple.com has a long link, but replacing it with a short domain name Apple.Watch not only makes the domain name short, clean, and descriptive, but it also appears in search results, which is more impressive to potential consumers.
Argentinian IT consulting company Practia created aptly named redirects for SEO. Although their main domain is practia.global, they use practia.solutions to showcase client solutions, practia.tech to highlight the technology they use, practia.managet to promote project management capabilities, and practia.careers to help them attract the best talent in the industry.
Promote specific products, services, and programs through domain names
Whether your business is large or small, you will have a lot of important information to communicate, and it is a good idea to promote it both inside and outside the company through multiple domain names.
Many companies use specific domain names to attract audience engagement and convey information through the domain name itself. T-Mobile is hiring for thousands of positions, and they use tmobile.careers to connect directly with potential customers and candidates. Amazon recently launched amazon.care to improve healthcare for employees, while ikea.today gives people a glimpse into its product development philosophy and process. slack.engineering is a channel launched by Slack on Medium to spark discussions about software engineering practices.
Get more audience engagement with branded short links
Social media is here to stay, and branded short links are a great way to promote your brand and strengthen trust with your audience, which can translate into more engagement.
Target, the second largest retail department store group in the United States, uses links such as tgt.biz/SophiaHoliday and tgt.biz/giftguide to create pat.ag/fallsale and pat.ag/BlackFriday for the Patagonia brand for seasonal and holiday promotions.
UnitedHealth Group shares links on all social platforms every day through www.uhc.care and customizes each short link, such as uhc.care/eatmorefruit and uhc.care/seminar, so that customers know what to expect after clicking. Sports training technology company DribbleUp uses domains such as du.soccer, du.fitness and du.football as relevant and memorable links in specific sports social posts.
How to expand business? How to promote the brand? These are the problems that almost all companies have to face. The launch of thousands of new generic top-level domains has given companies a new and convenient way to market. All you have to do is use the right domain name at the right time, in the right place, and for the right audience.
Domaincn.com Committed to providing fair and transparent reports. This article aims to provide accurate and timely information, but should not be construed as financial or investment advice. Due to the rapidly changing market conditions, we recommend that you verify the information yourself and consult a professional before making any decisions based on this information.