It is of no use to intricately prepare a promotional campaign if the information about it fits somewhere in the depths of your website and a very long link leads there. Of course, there are tools like bit.ly with which you can effectively shorten any long link. Note, however, that it is then a random string of characters that no user will remember. To reproduce it, they would have to copy it or save it somewhere—otherwise it won't go to its destination. You can remedy this in a simple way—register a shorter and easy-to-remember web domain that you will use in your promotional campaigns. When coming up with such a domain, you can either focus on the domain name or on picking the right extension, depending on your chosen marketing efforts. But about that shortly, let's start with the domain name.
The correct domain name
The domain that supports a product promotion campaign is usually simply the name of the product. There should not be too much discrepancy between the name of the product and the domain that will promote it. Instead of making it easier, it will make it harder to remember and simply inconsistent. That's why it's so important to think about the domain as early as the stage of coming up with a name for the product and check the availability of a suitable domain right away.
How to name the product?
So remember, if you are planning to register a domain that will promote your new product, when coming up with a name for it, check right away whether the corresponding domain name is available. If it is already taken, you can, for example, add a prefix or suffix to the word (avoid hyphens when doing so). This technique is successfully used by Apple when naming its products iPhone, iPad, or iPod. The company has registered appropriate domains for them, which redirect to specific subpages of the main site, e.g., the domain iphone.com redirects to http://www.apple.com/iphone/. Already have an idea for a product name? Check for domain availability for it right away:
New domains in a marketing campaign
Not only the name but also the domain extension can affect the success of your promotional campaign. When deciding to register a domain in the .pl extension, keep in mind that you may encounter availability problems, as many .pl names are already taken. But all is not lost. You can use the potential of the new domains to create attractive and original marketing campaigns. These endings have created new opportunities for promotion and user engagement. If they are strategically placed on your website, they will be an attractive shortcut directing users deeper into the structure of your website. Such addresses are also easier to promote across different customer communication channels. Now let's look at some examples of how to use new domains in different types of promotional campaigns.
Promote a loyalty program
Among other things, you can use the new domain extensions to promote loyalty programs with .club. Let's say your business is a local coffee shop called Coffee Corner. You just created a loyalty program for it and want to promote it. So you register a .club domain, such as coffeecorner.club, and link it to the appropriate subpage of your business website. Such a domain is easier to remember and type in than, e.g., coffeecorner.com/loyalty-program, right?
Generate interest
Let's say you want to create publicity around a product you're launching. As part of the promotion, you can create a dedicated site and register a domain for it with the .buzz extension. For example, Access Fashion Media, which organizes Fashion Weeks around the world, decided to go beyond the traditional .com extension and registered .buzz domains for these events. This allows them to generate more interest and build internet user engagement.
Give notice of promotional offers
Do you organize various promotions or sales? Signal them to your customers with domains with endings such as .sale, .deals, or .promo. If you are planning an interesting offer for Black Friday, use the .blackfriday extension to promote it, such as in the form of companyname.blackfriday. This way your customers will intuitively know where to look for your promotional offer without having to remember complicated addresses or search on a search engine.
Hold a contest
A great way to build engagement around a new product is through any contests. You can use an easy-to-remember web address with a .win extension to advertise a contest on social media or other customer communication channels.
Promote an event
If you want to promote a product by organizing a specific event around it, be sure to use the .events suffix in your strategy. Create a landing page with a calendar of events and promote it under a domain with this particular extension.
Talk more about your product
Surely you want your customers to have the fullest possible information about your product and how they can use it, right? For this, a dedicated blog is best suited, for the promotion of which we recommend using the .blog extension, e.g., productname.blog. This will send a clear signal to Internet users that this is where they will find all the information and advice they are interested in regarding the product. Here the Internet user will find a handful of useful information about Internet domains, which is precisely what he was looking for when typing in this particular domain. Another domain that can be used to publish the latest information about the product and its launch is .news. This ending is already quite widespread and ingrained in the consciousness of Internet users, as news portals are eager to register it. Your company can also communicate news about its new offerings through it.
Build a community
Very often companies try to build communities around their brand or selected products. Endings such as .social or .community are great for this. Sheraton, for example, used this in its strategy, placing news and links to its social profiles under the domain sheraton.social. If you want to create a community around your product, then under the domain yourproduct.community, you can create, for example, a forum for sharing information and experiences related to your product.
Advertise a local campaign
It may be the case that your offer or marketing campaign is aimed at residents of a specific city. Then it is best to use geographic domains for promotion, such as .berlin, .london, .nyc, or .paris.
Summary
Using new domains as main addresses to promote your products can be a great marketing move for your company. It allows you to distinguish yourself from competing companies, as currently new domains are not yet widely used in the marketing strategies of companies. Good luck!
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FAQ
1. Why use short domains in promotions instead of long URLs?
Long URLs are inconvenient to remember and often require copying. A short domain looks more professional, is easier to recall, and works better in advertising materials.
2. Are link shorteners (e.g. bit.ly) a good alternative?
Shorteners generate random strings of characters that users won’t remember. A custom domain can be intuitive and directly associated with the product, e.g. productname.com.
3. How should I choose a domain name for a product campaign?
It should match the product name. When naming a new product, check domain availability right away. If it’s already taken, you can add a simple prefix or suffix (avoid hyphens).
