Within the past two years, ICANN (the Internet Corporation for Assigned Names and Numbers) has released more than 1,000 Top-Level Domains – TLDs for short. A TLD is simply a little word or set of letters that comes after the “dot” in your web address. The most common TLD is “com,” of course, closely followed by ones like “edu” and “org.” ICANN’s new TLDs are just common words like “marketing” and “coffee,” along with cities like “london” and “boston.”
They also created the ability for a company like Microsoft to apply for their own TLD, creating quite a stir in the Internet world. Originally, ICANN believed that companies would flock to these new TLDs, but many companies have been slow to change.
Who really needs another domain name? You do. It all goes back to branding. You can check out our blog on branding here. Branding your business on the web consists of three things: consistency, differentiation, and customer focus.
When it comes to consistency, you must consider trust. One way to build trust is with a good website name. It may sound trite, but if you are in the market for a photographer, would you choose “coolphoto4u.co” or “ElliottJones.photography”? Something as simple as a name can really impact how a consumer views you and your business. A name consistent to the service you are selling promotes trust.
The new TLDs offer a level of authenticity that the “com” can’t give you. If you are a bar in Boston that is really big on supporting all sports and events in the city, then “yourbarname.boston” would really sell people on the fact that you indeed support Boston. Just like “nerdybob.tech” would reinforce that Nerdy Bob is in the technology field.
TLDs are also a way to differentiate yourself from your competition. Does the florist down the street have “flowers” on her web name, or “net”? Part of building that trustworthy image mentioned above will actually help you stand apart from others - especially right now. Companies who have bought various new TLDs in order to protect their brand haven’t been utilizing them. This will change, as giants like Microsoft and Google begin incorporating them … and of course trend-setters like Conveyance Marketing Group who owns conveyance.marketing.
Remember that any effective branding focuses on the customer. With TLDs, this couldn’t be truer. Customers are ultimately going to decide if these new TLDs succeed or fail. Can they break old habits and move on from “com”? I think users will come to love the differentiation they provide. The new TLDs can also have a positive impact on Search Engine Optimization (SEO) when combined with the appropriate site content. If customers can find you easier … that’ a good thing?
Go out and grab the TLDs that make sense for your business right now. They will help your online brand in the long run, and you’ll be one step ahead of your competition when these new domains catch on. One step ahead is always a great place to be.
Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.