BUILDING FROM SCRATCH, WITH YOUR IDEAS.
There are two types of domains you are likely to build, depending on the
objectives and the nature of your business. If you have an existing business
venture, and have a product or service that you already market to the general
public, chances are you're planning to build a domain that you can use to
promote and market your existing product or service online. This is called a
Storefront-Domain and some examples include:
www.pepsi.com, and www.disney.com.
The second type of domain is what we
call a Venture-Domain. Your principal purpose for creating this domain is to
create a business venture out of the domain itself. The product that you are
selling here is the domain itself, based on the strength of its content or
format. Examples of content-venture domains include virtual magazines, search
engines, homepage-hosting domains, etc.
WHO'S YOUR AUDIENCE?
Once you identify what type of domain you are building, you move on to the next
Who's Going to Visit Your Domain?
If you are building
a storefront, then the answer seems academic. After all, your web presence
serves only as an extension of your real-word business and marketing activities.
Whoever Toyota's products appeals to will likely be the same people their
toyota.com domain will attract. On the other hand, if you are building a venture
domain, who your audience will be will depend largely on the name of your
domain, the style by which you design it, where you advertise it, and the
content that you put in it. For example, if you are creating a virtual magazine
and you want to attract pet owners for your audience, then you would want to
choose a name like PETWORLD.COM for your domain name.
WHERE THE MONEY IS...
Some domain owners are accomplished programmers. They can design handsome
domains with a lot of cool stuff. Unfortunately, some of them can't figure out
how to make money with their domains. The solution is simple: Build a domain
with a built-in audience and built-in advertisers in mind. Using our
PETWORLD.COM example, you don't really need a slide rule to figure out what type
of advertisers would be interested in placing ads in this domain. With an
audience spelled out as clearly as the domain name itself, making money with
this domain should be a cinch.
You can list your domain with search engines, usually under a category that best
describes your business. However, if your customers already know the name of
your domain, they don't have to use a search engine. All they have to do is type
your address to access your domain.
One of the best ways to advertise
your domain is outside the Web. This follows the principle of "relative media
advertising", the same principle by TV shows promoted in TV Guide magazine, and
movies advertised on television. Again, using our example, we can advertise our
pet-oriented domain in magazines that cater to pet owners. We can probably even
offer a barter and place an ad of the magazine on our PETWORLD domain.
REGISTERING A SITE