Over the last couple of months, more than 250 new domain name extensions – known as new generic top-level domains (gTLDs) — have joined .com, .net and other domains businesses and consumers have come to rely on. It’s expected that more than 1,500 new gTLDs will go live by the time the initial phase of ICANN’s new gTLD program is complete. As organizations are presented with a variety of choices, business owners often ask what these domain extensions mean for their business and how they should proceed.
There is no question that selecting a domain name is important in building a business’s online presence, but all the different choices available today don’t make the decision easy. On the contrary, this ever-changing environment is adding a layer of complexity to a company’s domain investment decisions and marketing plans.
To help business owners who might find themselves at a crossroads contemplating if they should invest in new domains, we published a guide. that outlines the various issues businesses need to consider before committing to establishing their online presence on a less-recognized domain and discusses how new gTLDs could impact online marketing and brand. For instance, how will your customers react to new gTLDs? Will new gTLDs be reliable and secure? How might a new gTLD affect the equity you have already built into your current domain name? What about search engine rankings and traffic to your existing site? And ultimately, how will new gTLDs affect your overall online presence?
We will be highlighting some of these key considerations in subsequent blog posts highlighting our recently published guide.
Could you possibly be confusing your prospects with business jargon? I’m sure you wouldn’t do it intentionally, but if you don’t pay close attention you might still be doing it.
For example, just the other day I got an email asking me if I’d be interested in speaking at the upcoming IFC Conference. While I was delighted to be considered, I had no idea what IFC stood for. So I googled it. But, then I was even more confused – was it the International Fundraising Congress, the Investing Financing Council, or the Inter-Fraternity Connection?
Turns out it was none of the above. But it did get me thinking about how often we use business words or acronyms and just assume that the people we’re talking to know what we mean. When we do that, it actually creates a rift. They get stuck trying to figure out what we mean and can’t pay attention to what we’re saying. That doesn’t help us at all.
Or, we deliberately use impressive sounding terminology to make our prospects think we’re really smart. Instead, they think we’re pompous you-know-what’s. Or, they feel really dumb. That doesn’t work either.
Our goal should always be to ensure clear communications. That means we need to speak like we’re talking to normal human beings. Sometimes that’s harder than it sounds. But, by keeping things simple, we all benefit.