So, I have to admit that I stole this idea from Rick Schwartz and his post found here.
If you don’t want to read the article, it essentially talks about how those companies that are smart enough to realize that an important part of owning a market is to own the domain names found in that market.
Keep in mind that for some companies that will amount to just a few category killers, and for others, it might take thousands of domains to lock up that market.
SO WHAT IS A DOMAIN STRATEGY?
Everyone already knows to keep their brand safe online and registered for many years. Then you have those people who buy domains thinking that “one day” they will develop that domain and turn it into a business. Others collect domains based on nothing more than a “hunch” or maybe they just like the way the domain sounds (I am guilty of this one).
If you listed to the media “experts” they will tell you that the next “whatever” domain extension will be huge. Just like they said about .mobi and .me.
Huge, aren’t they?
Point is, the .COM extension is the King, and will most likely will remain that way for the rest of our careers.
So, what exactly would someone with this position do?
- Look for the category killer domains that have type-in traffic
- Negotiate with the domain owners to acquire said domain
It’s a simple strategy – Buy a dotcom domain name that truly means something then share that name using various media and let social media butterflies spread free word of mouth advertising and drive copious amounts of free traffic to your site.
Many people make the mistake of thinking that their brand name + service/product will send traffic. That’s partially correct, but you still spend money educating that person to learn about the brand name. Compared to owning a category killer and by way of perception, the leader of that industry.
Take A&W as an example. They own “rootbeer.com”. Guess who is now perceived as the leading Root Beer maker?
LEASING AS AN OPTION
Sometimes the owner of the domain doesn’t want to sell. Don’t fret. The role of the domain name strategist is to negotiate with the owner on a solution. If they don’t want to sell the domain outright, they would probably be willing to let you lease the domain. (Especially if the domain isn’t developed).
Leasing is the latest domaining trend, and I say it’s about damn time. No human on Earth can possibly develop and maintain more than 100 domains. Sure, you could plan to build them out, but not many domainers are willing to put the proper amount of money into a site to really turn it into a high quality site.
Not only that, but just making a site isn’t enough anymore. One needs to continually offer new content and be active on the web. Another failing point for most domainers. I can’t blame them. If I was making 50k a month just for parking my sites, I wouldn’t want to bother with all the work needed to do a site right.
Perhaps the most overlooked aspect in the role of the domain strategist is to consider all of the country extensions. For worldwide companies, this is a no-brainer. But what about retailers who can only offer their services to a certain region? There are other opportunities for those players as well, if they really want to dominate their market.
As you can see, the domain strategist is a business and brand builder for the company.
GET STARTED TODAY
When you’re ready to leverage someone with this experience, contact me to get started, and let’s explore and conquer the opportunities that wait for us!
Companies and generics they own