shutterstock_281211230

Sometimes the best brand strategy a business can do for its brand is diversify by registering and using more than one domain name.  Many big name brands already are using multiple domain names. Dell.com added CloudComputing.com, while NFL.com united with NBC.com at TogetherWeMakeFootball.com, to tell their stories while continuing to build their businesses.  Other well-known brands use additional domain names to focus on specific products and services.  The rationale is simple:  more domain names create more opportunities to market the business brand, promote more products and services, and drive more traffic to the website. An additional bonus of registering more than one domain is that businesses can cover their potential customer base by adding alternative, commonly used names and nicknames to reach their target audience.

The benefits of registering multiple domain names does not end there.  Businesses also help protect their brand identity online by having more than one domain. Competitors are prevented from registering similar domain names that siphon off potential customers with confusion. Moreover, if a business ties up the most common misspellings of its domain name and uses 301-redirects, customers will get fewer frustrating errors because they can be automatically forwarded to the correct website.

Operating in several countries is another good reason businesses might benefit from more than one domain name for their brand. It makes sense to cater to local differences, and the best way to do this without appearing spammy is by creating individual country-specific site links to an international site, which can then link to the other individual country’s sites without overlaps.  Remember your business is still one brand, even if it has a portfolio of different products and services.  Ultimately, good reasons exist for having more than one domain and lots of businesses have websites utilizing multiple domains to good effect.  Of course, the domain names still  need to have meaning and a purpose; We can help with that.

Tracy Fogarty

Founder & CEO at eNaming
With over 20 years in the brokerage business, Tracy Fogarty has helped thousands of clients achieve their goals on both sides of the negotiation table. Creative and result oriented professional, Ms. Fogarty strives on honest communication, value proposition, the big picture perspective, and bottom-line profitability.