When I say exploiting, I mean it in a positive way. If you are lucky enough to have a domain name that has exploitable value, don't let it go to waste. And if you don't have one, maybe you should get one.

Okay, you are probably asking "what is an exploitable domain name?" Simply put, it is a domain name that is either instantly recognizable and widely known (i.e. Microsoft.com) or highly intuitive (i.e. PlantSeeds.com).

Now obviously you can't use a domain name like Microsoft.com unless you are the company of the same name. But if you are Bill Gates and you want a web site, you don't want Microsoft.com to lead to a one page site that says "Welcome to the online home of Microsoft. We are the largest software company in the world. Please look for our products the next time you shop for software. Thanks for stopping by, and don't forget to bookmark us so you can return tomorrow."

After you stop laughing, think about this seriously for a moment. With a domain name like Microsoft.com, you can rest assured that any site at that address will get substantial traffic, with or without any promotional efforts. So any failure to provide the type of content that a reasonable visitor should expect to find there constitutes a failure to properly exploit the domain name, and consequently creates a feeling of disappointment in the visitor. And as we all know, a disappointed visitor is not likely to either return or become a customer. Makes sense, right?

So how does this apply to an intuitive domain name? Let's take the PlantSeeds.com example. Imagine you are running the internet efforts of a company such as Burpee, known everywhere for their mail order plant seeds. They have a company web site at Burpee.com, where they promote their products. It's a very nice site, and I'm sure they do a terrific business.

But while Burpee may be doing just about everything possible to maximize the value of the Burpee.com domain, they are probably not getting all the business they could be getting. Why? I see two reasons. First, assuming someone is specifically looking for them, the possibility of a misspelling is great. Burpy, Burpie, Burpey, Berpee, etc. Second, if someone is looking for plant seeds and tries a search engine, Burpee is lost in a maze of listings.

Now what if they added a second domain name such as PlantSeeds.com? The chances of a misspelling are slim to none, since this is an easily remembered generic term. And because it is so intuitive, people looking for plant seeds are likely to type it into their browsers, assuming that any site at this name will at minimum help them get started in their search.

There are two great strengths to the internet. The ability to communicate with the people who know you, and the opportunity to connect with those that don't. It is this second category where your greatest potential for growth lies. And, unfortunately for Burpee, it is, IMHO, where they are missing out on a lot of new business.

This brings up two questions: "Why do I say that?" and "What strategy would I recommend to solve the problem?" I believe they are making a mistake here because their strategy assumes that people who are searching the net for plant seeds will find their site. Of course some will, but many will not. Burpee is playing a game of hide-and-seek when it comes to the millions of web surfers who don't think of them first.

The strategy I would suggest reverses this position and turns Burpee into a magnet for surfers. How? By also using an intuitive domain name such as PlantSeeds.com, Burpee could establish a second web site. They would follow our rules of maximum exploitation by making this site a hub, or central information, site that EVERYONE would start their search from.

The focus here would be to give the visitor all the info they need to make an educated purchase. Create a resource for people who like gardening and give them the information they need to make smart decisions.

After you have educated the consumer and gained their trust you can provide links to specific products that suit their needs. Now you have a customer who is informed and ready to make a purchase. By exploiting PlantSeeds.com in this way you have created a portal to the product line and drawn potential customers to you who were not specifically looking for your company.

You also have the choice of accepting advertising and other sources of revenue on this site that might not be appropriate on the Burpee.com site.

I hope these examples give you a better understanding of how domain names can be used to maximize your marketing efforts. By the way, I chose Burpee as an example because they have a very good looking site. I just wanted to show that you can always do more if you look for opportunities.

If you are serious about your internet performance I would be happy to consult with you on how you can get the most out of your planned or existing web site.

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