Wednesday, December 14, 2016
Owning a domain that is short, easy to remember, and related directly to your business could be the best marketing investment you ever make. But, the most effective names serve as that one element vital to the success of all direct marketing: a relevant and memorable call to action. (Which are essential for the successful conclusion— the signup— of a direct response TV campaign like the one above).
In other words, like the best 800 numbers, the best domain names tell the prospect in an easy-to-remember way what to do next, where to go for information, why to request a demo or when to place an order — which, of course, is right now.
GetAHomePlan.com has relevance to consumers, expressing the 1-800-style "I WANT" behavior the consumer is speaking, thinking or even typing.
And keep this in mind: if the domain name is part of a specific marketing campaign, it doesn’t have to match your existing brand name — and you don’t have to rename a brand to make best use of it. In this case American Residential Warranty has gone with a supplemental name using exact match keywords they way prospects search on Google (which their own legal name wouldn't catch).
In fact, it works better than your-own-name.com which brings visitors to your front door, but doesn’t lead them directly to the offer or product they came looking for. Instead, a campaign-specific URL (Web address or domain name) can steer visitors to a unique landing page or site that either features campaign-related videos or messages, or logos that link back to your company’s primary site.