The Simple Way to Build a Digital Identity With Multiple Domain Names

Grow Your Digital Identity With Multiple Domain Names

 

Establishing your digital identity is no small feat. You’re creating the brand, the content, and the communication channels to connect with your audience and inspire them to buy. 

Your website is the hub of your digital identity. It’s where your audience goes for key content including your brand story and basic information about how and why they should engage with you. And your website domain serves as the foundation. 

Domains that work for websites don’t necessarily work everywhere else

Even though your domain might be great for your website, it may not be the most effective domain for every form of communication. Today’s marketing strategies include a fast-growing array of channels spanning physical, digital, and audio touch points—everything from mobile apps to social media, podcasts, product review sites, paid search, and advertising campaigns. A single domain is no longer a one-size-fits-all representation of your brand.

For example, a campaign URL may be fine as a place to host the landing page on your established site, but may be too long and clunky when viewed in a mobile app. Or it may be hard to read or remember when it’s spoken aloud on a podcast or radio ad. And it might look terrible in print or on a billboard. 

You’re already adapting your content and your message to a wide variety of channels and platforms, but using the same website domain and subpages everywhere means you’re probably missing the mark with some segments of your audience. So how do you adapt a domain? 

0 %
of Fortune 50 companies own multiple TrueName domains
0 %
of Fortune 50 companies actively use multiple TrueName domains as redirects

Using domains as redirects​

Fortunately, there’s an easy way to adapt your domains according to how and where they’re being used: registering multiple domains that use specific, targeted words on both the left and the right of the dot. Beyond the options of .com, .net, .org, and .biz, you can use keyword, targeted top-level domains (TLDs) like .live, .solutions, .photography, .studio, or .global. While the majority of Fortune 50 companies are doing this, it’s a strategy that’s affordable and easy to implement, so it works for companies of all sizes.

Let’s look at some examples of how you can use multiple domains to support your brand and your business.

Drive promotion participation

Use unique domains as part of your broader campaign strategy to make promotions stand out and boost engagement with different audience segments.

Get ranked in organic search with domains

Major brands like Apple are finding smart ways to capture organic search to drive customers to specific parts of their website using TrueName domains as 301 redirects. This means a targeted and specific domain like apple.watch can rank in search while the user experience is to be redirected to the Apple Watch product page. Another example includes apple.news redirecting to apple.com/apple-news.

The Argentine IT consultancy Practia created aptly-named redirects for SEO. While their main URL is practia.global, they use practia.solutions to showcase customer solutions, practia.tech to spotlight the technologies they use, practia.management to tout their project management prowess, and practia.careers to help them attract the best candidates in the industry.

Amplify specific products, services, and initiatives with unique domains

Regardless of the size of your business, you have a variety of important messages to communicate, and using multiple domain names can help you spread the word both inside and outside of your company. 

Many companies use specific TLDs to invite more engagement and communicate a message with the URL itself. T-Mobile is rapidly hiring for thousands of roles and uses tmobile.careers to make direct contact with prospects and recruiters. Amazon launched amazon.care to improve healthcare access for employees, and ikea.today offers people a glimpse into their product development philosophy and process. Finally, slack.engineering is a channel Slack started on Medium to spark conversations around software engineering practices.

Secure TrueName domains

Now that you’re brimming with creative ideas for using multiple domains as redirects, here are five simple steps to explore, choose, and register domains that are a perfect fit for your brand. 

  1. Determine where you’d like to use targeted domains as redirects to specific pages on your established website.
  2. Search using your business name or description. For example, “pet grooming services” or “Jane Doe Photography” or “Phoenix real estate”
  3. Select the domains that fit your specific channels and scenarios you came up with in step 1.
  4. Make it official. Register your new TrueName domains with just a few clicks at a domain registrar.
  5. Set up your new domain names as 301 redirects to those specific pages on your established site, or for a standalone site.

Stop missing opportunities to connect with your audience in specific ways. Using the right domain at the right time, in the right place, and with the right audience, you’ll bolster your business and amplify your brand’s digital footprint.

New domains are selling fast and there’s fierce competition for some of the most in-demand keyword domains. Secure your top picks now before one of your competitors does.

The 2021 Growth Strategy: Use Domain Names To Scale Without Investing Capital

The 2021 Growth Strategy: Use Domain Names To Scale Without Investing Capital

Failure happens. It’s part of the technology landscape. In fact, Forbes estimates that nine out of ten tech startups fail

But there’s more than one way to fail. There’s the total collapse—the startup built on a concept that never gained any traction, so the founders close up shop and head for the exits. 

Then there are the good failures: the quick, systematic failures inherent in any venture that’s always innovating, testing, and course correcting. These are the failures that lead to discoveries, refined concepts, and lessons learned. They pave the way to ultimate success.

How Can You Pivot And Grow On A Shoestring Budget?

Here are three free and easy-to-use domain features that can help you pivot quickly from one iteration to the next without breaking the bank.

Set up new redirects to an old site

Create a URL that reflects your latest offering and conveys a relevant message, and then use a 301 redirect to automatically forward traffic from that URL to your established website. 

Make each new initiative, campaign, or offering more attractive with a memorable and descriptive domain name redirected to a specific page on your established website. Using one of the newer top-level domains (TLDs) like .live, .world, or .solutions you can create a URL that’s ultra specific to build awareness and add credibility to your new offering at an affordable price point, and then redirect that URL to a page on your current site. 

Major brands like Apple are finding smart ways to drive more organic search traffic to specific parts of their website using branded short links for 301 redirects. This passes the SEO ranking power to the redirected page. For example, apple.news redirects to https://www.apple.com/apple-news/.

The Argentine IT consultancy Practia also created aptly-named redirects for SEO. While their main URL is practia.global, they use practia.solutions to showcase customer solutions, practia.tech to spotlight the technologies they use, practia.management to tout their project management prowess, and practia.careers to help them attract the best candidates in the industry. 

As your business evolves, it’s easy to add or remove redirects and do minimal updates to the content on your current site.

Create subdomains for all

Subdomains are kind of like URL forwarding times infinity. With URL forwarding, you’re able to redirect one domain. With subdomains, you can create an endless number of custom domains that convey the same branding but have different destinations.

Let’s say your domain is www.yourbusiness.life. Perhaps you have an About page for your lead sales guy, Bob. You can send people directly to him with the subdomain bob.yourbusiness.life. And Janet, who handles shipping and customer service, can have her own page at janet.yourbusiness.life. 

This subdomain superpower comes free with every domain, and is as simple as changing the “www” part of your web address into whatever alphanumeric name you want. Subdomains can be changed or deleted quickly when your next great idea strikes.

Give your email address a better look

Break away from email addresses that are typically used for personal accounts like gmail.com, hotmail.com, or yahoo.com and boost your business credibility with an email address that ends in your domain name. 

Email forwarding is free with any TrueName domain, allowing you to create an infinite number of addresses that you can forward to your private account. To brand your replies and other outbound emails, simply create an email alias in your free webmail settings. 

In the example above, you could create help@ITsetup.solutions, info@ITsetup.solutions, and schedule@ITsetup.solutions, and forward all three to the current email address(es) of the correct people on your team.

Vitamin ‘F’ makes you stronger

It’s understood that in order to succeed, businesses need to be willing to fall back and regroup, and learning from those failures is the key to acheiving your goals. Domain names make getting started on that path not only possible, but affordable. Most TrueName domains sell for less than $20, and all of them come with the tools you need to be successful. 

So take the leap, take a chance, or take the plunge. Take whatever cliche you like, just get out there and fail. It’s the quickest way to make your dream come true.