Even though many of the biggest names in the online world have created .blog sites some new bloggers remain unfamiliar with the benefits of this TLD, creating a large marketing opportunity within this niche.
With over 500 million blogs online today, .blog is still only scratching the surface of its potential in the marketplace.
Understanding the benefits of .blog
When it comes to Top-Level Domains (TLDs), the uniqueness of .blog domains puts it into a category of its own, which we refer to as a diagonal TLD. This allows it to be something that can apply to “anyone” without also applying to “everyone”. Let us explain.
The advantage of the diagonal TLD
Vertical TLDs are ones that apply to specific industries. This includes options such as .photography or .car. They are very niche and clearly communicate who they are for and what they’re about.
Generic TLDs such as .website or .site are very broad. They can apply to everyone which is what draws some towards using them. However, they don’t communicate anything about the industry or niche.
The diagonal TLD combines the benefits of both the vertical and generic options. Using .blog clearly communicates that the website is part of the blogging niche without limiting it to only one industry or niche. It applies to every person or business with a blog.
.blog is a quality TLD
Another aspect that adds to the benefits that .blog delivers is that it’s a high-quality TLD:
- High Renewal Rate over 74%
- High Usage Rate over 65%
- High Attachment Rates of over 85% to paid services
- Low Abuse Rate at less than a 0.02%
This speaks to the level of trustworthiness people associate with .blog.
Who is the target for .blog domains?
Simply put, .blog is for bloggers. The TLD applies to any individual or business that has or wants to start a blog. This could be that the sole purpose of the business is blogging, or that the business has added a blog as part of its digital marketing efforts.
Using a .blog domain is attractive to bloggers because it makes a great first impression and communicates immediately what they’re doing.
Blogs are thought of as having more of a personal touch to them. They help create a community feel. Many businesses like to use blogs to help humanize their brand which can help them be seen as more approachable by their audience.
What works and what doesn’t when marketing .blog
When it comes to marketing .blog to potential customers, there are a few key strategies to keep in mind:
Focus on new bloggers
When presented as an option, the .blog domain has a high conversion rate for registrars and resellers catering to bloggers. It’s meaningful to them because it speaks directly to what they are in the process of creating.
The domain is part of their blog. What better way for them to communicate what they’re doing than to include the word “blog” in the domain itself.
For registrars that provide blogger tools and packages that speak to the blogging industry, it’s a good idea to provide the options that are going to connect the most with them. The .blog domain holds meaning and communicates a message for bloggers that other TLDs are not able to do.
If you’re not already marketing the .blog domain to potential bloggers, it’s certainly a missed opportunity.
Understand why existing bloggers might buy a .blog domain
While new bloggers are a great target market, they’re not the only one. Companies are also starting to use the .blog domain as a redirect option for their website.
When you have an existing blog or website, it’s a lot of work to transfer content to a new site. This is where the beauty of the redirect comes into play. It allows companies to register a domain name that may be easier to remember or convey more clearly to their target audience. This can also help them to create brand protection and stand out from their competition without having to abandon what they already have established.
Amazon, Nike, and Calvin Klein are examples of companies that have taken advantage of this option. Aws.blog redirects users to https://aws.amazon.com/blogs/aws/. Nike.blog redirects users to nike.com. And calvinklein.blog redirects users to the Calvin Klein website using the .com domain.
This helps them to maintain brand consistency while also expanding their online real estate and reach.
When marketing to existing clients, target those looking to:
- Add a blog to their existing marketing efforts
- Find ways to shorten their URLs
- Create redirects in order to help them grow
Focus marketing efforts in the right places
When it comes to marketing the .blog domain, you want to direct your efforts into the right places. Here are areas to focus your efforts:
- Landing pages with relevant calls to action for bloggers – This is one of the marketing avenues that provide the highest rate of success. Create a landing page that focuses on a blog specific hosting package and services and include the .blog domain option. The message on the page is speaking to the target audience of the domain and can be used as a destination for the other marketing channels below.
- Domain name availability searches – Focus on reaching new bloggers that are searching for blog intent terms or those coming directly from blog-specific content or landing pages.
- Search Engine Optimization (SEO) – New bloggers are searching online for tips and tricks to help them get started and succeed in the blogging world. Create content that answers the questions they’re looking for and highlight the .blog domain as well.
- Search Engine Marketing (SEM) – Get to the top of the list by running paid advertising campaigns to promote .blog domains.
- Social Media – Bloggers and marketers are active on social media. Hit your social media accounts and spread awareness about the benefits of .blog for bloggers.
- Affiliate Marketing – Incentivize others to do your marketing for you. There are many bloggers out there that are teaching new bloggers how to blog. They are generally more than happy to promote brands with affiliate links in exchange for a commission.
Don’t miss out on the opportunity to sell .blog domains
There is a wide pool to cast your nets into with the .blog TLD. Using the information above, you can create a strategic marketing plan to tap into this market by reaching new bloggers and existing bloggers ready to expand.
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