How Seth Godin Uses New Domain Names in 2019
Seth Godin masterfully teaches marketing through books, seminars, a podcast, and conference speaking. And, he understands the marketing advantages of using a domain name that clearly states what the link goes to. Seth explained why the URL itself is so important for marketing:
The internet has taught people what to do when they see a domain. It’s not just an address, it’s the first bit of marketing.
By having a domain that matches what you do, you are able to focus the attention of the surfer. They know what to expect before they get there, and you can spend less time explaining yourself. The web already offers too many choices–this way, your site doesn’t have to.
Here's 3 examples of Seth Godin using domain names with not-COM extensions to connect people with his valuable resources:
Seth Godin had been blogging for years on the TypePad platform. That software worked well back in the day, but today, the WordPress platform runs over 30% of sites on the internet. When he switched platforms in June 2018, he also upgraded his blog URLs to seths.blog. He jokingly said that move was his first new blog platform in this century.
When he was asked, " What would you do different if you had to start your blog over?" Seth replied, "Maybe, if I had to pick something, it would be directing [the blog] to a domain I own (sethgodin.com) instead of sethgodin.typepad.com."
Seth Godin launched the Akimbo podcast in February 2018. If you know his branding philosophy, or at least one of them, is to choose a unique word that will automatically bump up to the top of search engine results.
He explained that " Akimbo's a podcast about our culture and about how we can change it. About seeing what's happening and choosing to do something. The culture is real, but it can be changed. You can bend it." He is bending the culture with these new domain URLs.
Seth Godin published a book in 2015 titled Your Turn and it could only be purchased in bulk. That has resulted in over 150,000 copies in print, self-published at that. Phenomenal. And a very quick and simple way to get people to that website was using a clear URL like yourturn.link.
One commentary explains why this URL was ingenious for its discoverability, shareable, and saving lots of money too:
An example of making a site discoverable comes from Seth Godin. His latest book is not on a .com or any legacy or ‘old’ domain extension. It’s on a new TLD. The top Google result upon searching for ‘your turn’ is his page – www.yourturn.link.
Seth could have shelled out $85,000 for acquiring yourturn.com, but aside from saving a cool $84,989 bucks, he also established himself as someone who is knowledgeable about new developments in tech and the Internet namespace.
Demonstrating > Convincing
Why would Seth use these new domain names? He doesn't have to justify the reasons for not using a legacy extension. What about people that don't recognize URLs that aren't the traditional .COM or .ORG? He didn't hold back in fear of missing some people who don't understand these new extensions are real web addresses on the internet. Seth knows his resources might not be everyone; and that's okay. He just has to reach the right people.
What do you think?
What do people think when they see your web address? Do people know what they can expect when they type in your URL? When your link makes sense, people are more likely to click than when they unclear and not sure what is there.
What other great examples of new domain extensions have you noticed on the internet, on advertising, and on billboards? Add a comment; please share.