Your established company website URL is your digital identity hub, but it may not be the most effective URL for every form of communication. Some of the world’s savviest brands are using multiple domain names to grow their business, strengthen SEO, and increase audience engagement across mobile apps, social platforms, product review sites, paid search, and advertising campaigns that span both digital and physical touchpoints.
Let’s look at some examples of why this works, and how you can use multiple domains to support your brand and your business.
Drive customer participation in promotions
You can use unique domains to make promotions stand out and boost engagement with a memorable call to action. They can be part of a broader campaign strategy.
For example, JetBlue used jetblue.pizza on billboards near airports to let customers know they can pre-order New York-style pizza for their cross-country flights. Home Credit, a global consumer finance company, advertises on globally broadcast English Premier League soccer matches using the memorable home.credit URL. Users who type this domain are automatically redirected to their home country website—US is homecreditus.com, India is homecredit.co.in, and Russia is homecredit.ru.
Guide users to the most relevant content in organic search
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. Learn more about how Apple uses 301 redirects with gTLDs.
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.
Amplify specific products, services, and initiatives
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 recently 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.
Gain more audience engagement with branded short links
Social media is here to stay, and branded short links are a great way to reinforce your brand and build trust with your audience, which translates into higher engagement. See the research findings on improving clicks with branded short links.
Target has used links like tgt.biz/SophiaHoliday and tgt.biz/giftguide to brand Patagonia created pat.ag/fallsale and pat.ag/BlackFriday for seasonal and holiday promotions.
UnitedHealth Group shares links daily across all social platforms using www.uhc.care and customizes individual short links such as uhc.care/eatmorefruit and uhc.care/seminar so customers know exactly what to expect when they click. The sports training technology company DribbleUp uses du.soccer, du.fitness and du.football as relevant and memorable links in sport-specific social posts.
When you use the right domain at the right time, in the right place, and with the right audience, you bolster your business and amplify your brand’s digital footprint.