There is a marketing strategy that Smart businesses don't just own their company name as a ".com." They purchase several variations or related names to drive additional traffic to their primary Web site. In fact, buying additional domains for your company can pay off in big dividends—here's why.
1. It cuts marketing costs. A memorable, highly targeted and keyword-rich domain name from the secondary market gets more free, organic search engine traffic. As a result, you spend less money to build traffic than by purchasing often-costly keyword search buys or print advertising.
2. It builds your brand. Owning domains related to the products and services you offer send a strong and consistent message to your customers that you are the leader in your space. A photographer, for example, could own domains related to cameras, weddings and portraits.
3. It cuts your competition. Owning several domains prevents lost traffic and allows you to cut short the reach of your competition.
4. It gives you global reach. Although the "dot com" is the most common—and valuable—extension, opportunities still exist to purchase variations, such as country-specific domains like .co.uk, .it, .de, .hk and so on. These have extensive recognition in their region and dramatically increase your global reach.
5. It builds a valuable portfolio of assets. Like fine wines, domain names appreciate in value over time, thanks to the navigation traffic they acquire from prominent search engine positioning. By acquiring and using multiple premium domain names, you create a number of well-known and recognized secondary brand triggers associated with your business.
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