Key Insights

Insights and analysis with a technical twist and some topics that are a bit out there. Enjoy...

Business Development - It's Still Advertising

Integrated Marketing - Business Development - Advertising The key method of growing your business is through advertising. Call it integrated marketing with all the other methods of getting your message out, but it still boils down to advertising, which is making it public and making it memorable. A solid domain name provides creditability, authority and affinity, all together that makes a very powerful advertising vehicle.

You may advertise on Google, in a trade magazines or even on billboards, but your website is the only form of advertising that's constantly available to your audience globally. Your domain name is that focal point for all of these marketing components, it is the corner stone of sales and the foundation from where you can build your brand upon.

Get the best dot com name you can. Other extensions may gain popularity in several years, but for the foreseeable future your email marketing efforts will end up in the junk folder. Even in tech areas where .io and .ai have some traction, it still translates into they're in beta, not ready for primetime. And, as a decision maker can you really back your business growth with an organization that's not really established?

Being a brand authority now hinges on a powerful domain name.  Powerful domain names are extremely valuable because they are memorable and reflect your business as a leader of that industry.  We live in the age of information overload, and that's a good thing.  Knowledge and products from all over the world are now at anyone's finger tips from just about anywhere.  How does a customer find, return to, or recommend your business in a sea of 1.7 billion websites all competing for the first page of Google?  This is why your domain name matters.

Affinity is the natural path to your business, the path of the least resistance.  If a customer has to remember your domain name or apply a silly extension, not only are they going to have a hard time getting back to you, it's even more difficult for them to refer your business to their contacts.  Word of mouth is still a powerful tool in growing your business.

Not acquiring your matching domain name is leaving the door open for your competition to acquire it, and they will.