Small businesses need to put domain names over branding

Small businesses wanting to attract new customers need to put their domain name ahead of their brand image, it has been claimed.

According to Scott Alliy, digital marketing expert and owner of FindaSeminar.com, while branding is an important factor for online businesses, users tend to search for service by their name and not by brand.

"Either you own a direct navigation .com name for the product or service that internet shoppers are searching for or your business is listed in a directory on a website whose domain names perfectly describes the product or service that you offer," he said.

Mr Alliy claimed that young organisations must realise that the majority of internet users will have no idea what their business is from their branding.

Recently, Simon Bird, technical director at dotCommerce, said that businesses can damage their brand image if they saturate their customers' inboxes with email marketing material.

Written by Debra Hastings-Henry