In today’s tech-driven world, it’s a given to establish a digital presence for one’s personal or company brand.
Now whether or not this digital presence uses a .com or non .com domain name is an ongoing debate — one I shall refrain from addressing today, somewhat.
While most may not agree on which domain extension should represent one’s digital presence — .com has long ruled the web for personal and company branding — ALL can agree upon a digital presence being a MUST HAVE some 30 years into the Internet journey.
And while majority agree that a brand should have a single domain name, often overlooked is whether not a brand should build a relevant domain portfolio beyond their primary domain name?
There are arguments to be made and beliefs to be held for whether or not its the best use of time, money, and effort to build a domain portfolio relevant to a given brand.
Some folks argue that domain type-in traffic is not worth endlessly renewing domains. More importantly, critical consideration should be given to identifying and understanding how damaging would it be to a brand for their competition to own the same domain(s).
While many argue building a industry-related domain portfolio is a waste of time and money, most fail to understand the depth to which Fortune 500 brands have invested time, money, and effort to procure and secure a growing empire of domain names.
For instance, Google owns just over 18,000 at latest count. Current President Donald Trump owns nearly 4,000 domains. Facebook owns over 2,000 domains, and Salesforce nearly 500 domains based on last associated Whois information.
While the aforementioned personal and company brands are a few I discovered with growing domain portfolios, there are quite a few companies — all shapes and sizes — silently building industry-related domain portfolios.
While most large brands are recipients of lucrative domain portfolios through merger and acquisition (M&A) of existing businesses, there are a few cases where non-M&A transactions for single domains and domain portfolios occur — most domain sales likely not reported to keep competition in the dark and not to inform the public of their domain portfolio strategy.
Even small, niche, or local brands can get in on the act of purchasing, building, and using a domain portfolio to grow and protect their brand. Nevertheless, how a brand goes about building their portfolio varies vastly.
In no way am I suggesting to infringe upon trademarks, but certainly DO NOT pass up generic keyword or even geo domain opportunities available for purchase via private-party sale, aftermarket, expired domain(s), or even hand-registration (not likely, but possible).
I’m of the opinion BOTH personal and company brands should consider and be willing to invest in building industry-related domain portfolios.
What are your thoughts? Is building industry-related domain portfolios worth the time, effort, and money for personal and company brands of all sizes to grow and protect their brands?
Great Post thanks Alvin
Good article. They should consider it, but probably too late to afford it, especially exact match domains for products they sell. This has been a winning strategy ever since I can remember. Annual carrying costs basically nothing compared to other corp expenses.
Every relevant acquisition IMO will be a huge competitive advantage (cannot hurt). If those assets are further developed and utilised in marketing even better. However SMEs are should be prudent with their cash flow and investment and strike a good balance.
PS – That video about the mastermind.com purchase IMHO had a ridiculous justification (however great advertisement for domain traders which is what it is).
NO… definitely not. NoNoNoNoNo. If a company wants to get ahead they should spend their money on funny hats. Everyone loves funny hats.
Small businesses should grab *one* good domain, anything beyond that is a waste of money in this day and age.
Hi Alvin
With a portfolio 1 + 1 = 3, with the right composition.
I believe that many investors have forgotten the portfolio strategy, and I am glad that you picked it up. I am right now working on a book on this subject, where I will share my views. A portfolio can include many tactical aspects which a stand alone can’t. My own portfolio was started twenty years ago.
Tommy, I agree. Would love to hear about your strategies.
Depends on the domain/s
Exact match name in the relevant extension that is popular for their country is best.
Acronym of their name in the above extension
.com version of both
Industry relevant name.
Location relevant name (less ideal if chance of relocating)
Brilliant.