Tag Archives: website traffic

Buying Domain Names for Products and Brands

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Internet Advertising that Works the TANKShould a local business buy a separate domain name for every product or brand they carry?

It would seem like a simple question. For most retailers this would be impractical if not impossible.

There are times when having multiple domain names is a really good idea.

If you are the creator/manufacturer/owner of a brand or product then by all means you should have that domain name for those items. Even if it means you own a lot of names.

Owning the domain name doesn’t mean you actually have to build the site–although you might want to. What it does do for  is prevent someone else from scooping up the website and stealing visitors. Whether it is a competitor or just someone looking to benefit from your marketing, you don’t want to lose that internet traffic.

Case in point, recently on the television show Shark Tank some entrepreneurs were encouraged to change the name of their product. Now, I disagreed with the advice they were given, but that is a different story. What was the real travesty was that they got all this great publicity from the television show–but never bought the domain name. Instead a couple other people did and got a lot of free traffic! Fortunately for these entrepreneurs the websites had no relation to their business at all so it was clear to anyone who landed there that there was a mistake.

You love your existing site and just want to create a new page for your product–that’s fine, but still plunk down the few dollars it will take to secure the name. Then have your webmaster redirect the new domain to point wherever you want it to…your existing home page, a new product page, whatever. You keep all the traffic and all your marketing efforts are for your benefit.

With a little planning your website doesn’t have to tank.

Not All Website Traffic is Good

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In the world of internet advertising, marketers often look at website traffic as an indication that their work is successful.

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It may seem like the more traffic that is coming to your website the better, right?

Not necessarily.

Think about it like you would your brick and mortar store. You certainly want more “boots in the door” as one client puts it. But you want more than that as a business owner. You want people who will actually buy your products or pay for your services.

That doesn’t mean that every person who comes in the door has to buy something on the spot or you will kick them to the curb! Depending on your business you may actually have plenty of activity that does not, in that moment at least, seem to generate income.

Potential customers may browse through your shop and not buy now. For some, they look around and learn that your store does not fit their needs or style. Others like it, but don’t see anything right at this moment–but they probably will come back.

You may be a service business and provide free consultations. Perhaps you have a business where you offer free samples. These are types of advertising where you spend your time and/or money/goods in the hopes that you will get some customers. You know that your will not convert all of these trials into clients or customers, but if you are doing it right you will get more than enough to make this a great way of getting new business.

Now apply this logic to your website traffic. You may offer products for sale directly on your website, you may provide information that potential customers “consume” online as a way to get to know you (“a sample”), or your website may allow them to book an appointment, reach you by phone, etc.

These are all great forms of traffic. Some may convert to paying customers. Some will not. Just like the storefront example, there will be potential customers who decide that you are not a good fit for their current needs. That is OK. You don’t want or need every single human being on the face of the planet to be your customer. You want the RIGHT customers.

So when is website traffic NOT good traffic?

Let’s look at the storefront example again. Do you want to have a bunch of people who have absolutely no intention of buying your products or services loitering about, making it hard for your ideal customer to get through the door? Nope, you don’t. Do you want people coming in who are going to steal from you? Of course not.

You may not have a problem with too many people loitering around your site in cyber-space, but we can have problems with people trying to “break in” to our sites. These hackers may try to get in through the front door or they may use sophisticated code to try to come into your site through the backdoor.

Just as you might have security cameras to monitor and safeguard your physical doors, you will want to safeguard your cyber-doors as well.

Hackers will try to break into sites for many reasons. Sometimes it will be to try to get sensitive data. But just because you don’t collect information or accept payment on your website don’t think that you are uninteresting to cyber-thieves.

Be sure that your webmaster is keeping your website protected. The last thing you want to have happen is to look at your website and discover that it has been hacked. Best case scenario it is merely inconvenient–an inconvenience that takes time and money to fix. Something you just don’t need when you are trying to run a business.