Think back to just a couple of years ago: The norm was that every brand that wanted to get online would likely use a .COM, .NET, or .ORG domain. Sure, there was the rogue .EDU or even .TEL domain floating around, but we were comfortable with a scant handful of domains to use for our website even if there was no real meaning behind those endings.
As they say, there’s no room for complacency in business—so with the debut of New Domains a couple years back, innovative brands are now adopting extensions that provide context and stand out from a sea of impersonal domain endings. With options that range from quirky domains like .GURU and .NINJA to career-specific ones like .ENGINEER and .MARKETING, brands now have the freedom to use domain extensions that have true meaning.
Why use a New Domain?
Change is always hard, and being an early adopter can be a daunting task when the vitality of your business is at stake. But there’s value in innovation, and brands would be smart to take advantage of the New Domain market while it’s still relatively new. Many brands are caught in the trap of trying to name their business based on what .COM names are available. If they don’t, they might end up paying hundreds of thousands of dollars to acquire the rights to a domain name that’s in the hands of an individual or domain investor.
New Domains, on the other hand, are newer domain spaces with less existing registrations, offering more opportunity to get your first choice of short, relevant domains. Even New Domains in the Premium market are more attainable for businesses and individuals who are interested in getting their hands on a high-value keyword when compared to the 5-6 figure price tags of comparable legacy domains.
Now is the perfect time to get into the New Domain market while awareness of these nTLDs is still low. As the notion gains steam in the years to come, there’s no guarantee that your business will still be able to acquire the domain extensions that work best for your audience and mission.
Putting New Domains to work
Even if you have an existing website on a legacy domain, there are still plenty of ways to use New Domains to highlight the most important aspects of your business. Naturally, one of these ways is creating a custom branded link for social media. With extensions like .SOCIAL and .NEWS now available for registration, it’s a natural fit to use these domains as a way to highlight your brand on Twitter, Facebook, and other social platforms.
New Domains can also be used to highlight certain aspects of a website or business. For example, a fashion blog with a spun-off eCommerce store can use a .SHOP or .STORE domain to set its business apart from the rest of the website’s content. Or a company dedicated to philanthropy can share the causes they support through a .GIVES page.
At the end of the day, New Domains are an incredible opportunity for brands that want to stand out from their competitors online. Although being an early adopter often comes with the responsibility to educate those around you, investments (no matter how small!) into new technology tend to be well worth the effort.
You can explore the various New Domains available by searching for your business name or relevant keyword at Name.com. Start your search to explore the possibilities that the new age of Internet has to offer.