{"id":975,"date":"2016-10-13T00:00:00","date_gmt":"2023-05-12T21:28:31","guid":{"rendered":"https:\/\/mediaoptions.com\/blog\/4-companies-understand-use-multiple-domains\/"},"modified":"2025-10-15T22:17:55","modified_gmt":"2025-10-15T22:17:55","slug":"blog-4-companies-understand-use-multiple-domains","status":"publish","type":"post","link":"https:\/\/mediaoptions.com\/blog\/4-companies-understand-use-multiple-domains\/","title":{"rendered":"4 Companies That Understand the Use of Multiple Domains"},"content":{"rendered":"
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Successful companies understand how multiple domains create value to their branding and marketing messages. As companies take market share and grow sales, marketing budgets and campaigns become more complex. On any given week I will reach out to over 300 businesses to start conversations on their domain strategies.<\/p>\n

Over time we have noticed a trend in how companies view domains which typically corresponds to where they are at in their business\u2019s growth cycle. A startup will use resources in a different way than a market leader.\u00a0 Domains play a foundation part of branding and marketing campaigns for every step in the business lifecycle. If a domain is acquired correctly, they become a foundational element that maximized positioning and return on marketing investment.<\/p>\n

When is the correct time to upgrade your domain and acquire new domains?<\/h2>\n

Understanding the business lifecycle.<\/strong> Domain strategies fall into several key buckets which correlate very closely to the business lifecycle. Entrepreneur.com describes the five stages of the business lifecycle:<\/p>\n

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  1. Seed & development<\/li>\n
  2. Startup<\/li>\n
  3. Growth and establish<\/li>\n
  4. Expansion<\/li>\n
  5. Maturity<\/li>\n<\/ol>\n

    How quickly a company moves between these stages will be dependent upon their product, positioning, and ability to utilize their resources. As the world moves online acquiring the correct domains at each of these stages, become crucial to the success of branding and marketing campaigns.<\/p>\n

    Domain portfolio \u2013 what is the objective?<\/strong> For simplicity sake, we break down how domains are utilized into three key buckets.<\/p>\n

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    1. Brandable<\/strong> domains: Used to support and become the leading site for a\n
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      1. Example: Trunk.com, Uber.com, Walmart.com, Honest.com<\/li>\n<\/ol>\n<\/li>\n
      2. Marketing campaign<\/strong> domains: Used as a secondary location to support a marketing campaign\n
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        1. Example: FiveHourMarkeitngMakeover.com<\/li>\n<\/ol>\n<\/li>\n
        2. Information<\/strong> domains: Used more for education, positioning, and information.\n
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          1. Example: Gingivitis.com, kidneyfailure.com, motionsickness.com<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

            Domains are acquired based on the marketing objective and typically mirror the business lifecycle. A startup needs a brand that will capture consumer intent, allow them to go viral and be easily remembered.\u00a0 This should be their first focus for their domain portfolio. Companies in the growth stage have established brands, however, need domains to support their marketing efforts. The power in a premium domain is that it can be utilized for all three buckets. For example, Author.com could be used for all three buckets. However the strength of Author.com is in how it can become an authoritative brand.<\/p>\n

            Here are examples of how successful companies use their domain portfolios in marketing<\/h2>\n

            This list only scratches the surface for these businesses domain portfolios however provides examples as a reference.\u00a0 I also tried to pick a few different companies. StoryBrand<\/strong> StoryBrand.com is an amazing marketing company that talks about the importance of \u201cClarifying your message so people engage.\u201d Their main website is StoryBrand.com.\u00a0 They also utilize two domains for marketing to get people to join and their funnel.<\/p>\n