Multiple Domains: Are You Doing it Right?

Today we are talking domain management - you have your primary domain, and your branded short domain. When does it make sense to go beyond that? (Note: If you're already confused, start here.) 

One of the foundational features of BudURL is the ability to use multiple custom domains. Many companies likely utilize a single branded domain already, after all, there’s no good reason not to. But many organizations aren’t yet privy to the advantages of using multiple custom domains.

Why use more than one domain?

There are many situations in which utilizing multiple custom domains is advantageous. Here are a few real world examples:

  1. A large company launching a new product line as a brand extension: When dedicating extensive resources to launching a new brand, a separate custom domain for this new brand is a smart move for the same reason that the company has one: building brand consistency and credibility with the people that your marketing efforts are bringing in, from day one. This use case includes lifestyle products, the consumer packaged good industry and many others.
  2. A marketing agency with multiple clients: In this situation, your agency already has numerous clients with their own branded links. But by using multiple custom domains within BudURL, your team can manage all of those different brands under one roof, without having to use multiple logins. Since you can switch what branded domain you’re looking at with just two clicks, this makes reporting for multiple clients much more efficient. You can also limit the access of users to a single domain, which makes your client’s stats more secure and transparent when they want a look behind the scenes.   
  3. A company with multiple business lines: Even if you don’t have separate brands, it can still be advantageous to utilize multiple domains. For example, say your law firm has multiple specializations. You can easily separate their promotions and content with subdomains: civil.lawfirm.com, estate.lawfirm.com, press.lawfirm.com., etc. The firm’s analytics are housed under one secure roof, neatly separated into different rooms.

Best Practices for Managing Multiple Domains

  1. It’s important to consider if multiple domains are right for your use case. An example of when not to use them is for separate marketing channels. Having multiple domains for your Twitter page, Facebook page, and blog will just cause headaches for you and your team. Using the labels feature on BudURL is a much better way filter stats for those channels separately.
  2. Since you’ll need to purchase another domain before using it, we recommend using sites like domainr.com, so that you can explore the availability and price of the short domains that fit your needs. (Remember, you can always add a sub-domain as discussed in example 3 above and skip the registration fees! Read more here.) 

Choose a Tool That Does Both

The most important factor in deciding whether to expand your domain tree is to determine if your current tool set can handle it. Generic link shorteners tend to handle multiple domains rather inelegantly - either requiring you to maintain completely separate installs, or combining all of the stats indiscriminantly so you can't filter effectively.

As mentioned in the intro, BudURL was build for this. Here's how it works:

  1. Adding another custom domain can be done by clicking the “Domains” section of “Organization Settings” on your BudURL settings page, where you’ll be walked through the steps to get connected in just a few clicks. For detailed instructions on getting started with a custom domain, start here.
  2. Stats are managed on a domain-level and can be easily filtered using the drop down menu in the top right corner of the BudURL tool. Selecting a domain will instantly load the relevant stats.
  3. User access to domains is controlled by the admin of the account. A user can be given access to specific domains, or to everything. A reporting admin level is also available, so that a user can view stats for multiple domains but only make edits if they are given full admin privileges to the domain.

Simple and seamless. Ready to discuss expanding your family of domains? Let's get started. 

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