December 12, 2016

What’s In a Name? Digital Marketing, for One.

  • Subline: When deciding on a name for your new business, don’t forget to consider your online strategy.
A nontraditional TLD can help your new business stand out from the crowd. A nontraditional TLD can help your new business stand out from the crowd. Olga Filonenko

Entrepreneurs have plenty of marketing challenges to grapple with, including the task of picking a business name. It’s not necessarily the most critical piece of the marketing toolkit, but since a name is usually the first impression a business can make, it’s near the top of the list.

But a snappy name won’t be as effective if you haven’t considered the digital marketing implications. You’re going to need a website for that new business of yours, and digital real estate is a bit crowded these days. Short and punchy domain names are hard to come by, but settle for a long and unwieldy URL for your website, and you’ll be fighting customers who can’t remember it.

That’s where some of the new top level domains - also called domain extensions - can come in. It used to be that you had to choose a URL that ended in dot com, dot org, dot net, or a small handful of other extensions. Not anymore. Several years ago the internet infrastructure began to allow for new extensions, including names like dot pink, dot science, and dot pharmacy. One of our favorites is dot travel, an industry-specific top level domain perfect for many of our clients in the hospitality biz.

And of course, we use an industry-specific domain extension for our own URL: Earlier this fall I spoke with Maris Callahan from Donuts, the company that manages the dot agency domain extension, about our digital rebranding process, and her article was published last week on PR Daily. It’s written primarily for other advertising and PR agencies, but it’s a good read for any entrepreneur wrestling with questions about what to name their business.