How to Leverage Domain Reselling as a Product Marketer

When digital platforms strategically optimize the customer journey, they can achieve remarkable results. Brands that enhance their customer experience have seen revenue boosts of up to 10 to 15 percent while significantly reducing their cost-to-serve by 15 to 20 percent.¹

By seamlessly connecting customers with high-value domain names, platforms don't just provide an in-demand service; they supercharge the entire customer experience, effectively boosting the odds of successful conversions. Domain reselling has the potential to seamlessly integrate with a product's roadmap , solving the common customer pain point of securing and connecting domain names.

By harnessing the potential of domain reselling, product marketers can drive conversions, strengthen their brand identities, and ultimately unlock new dimensions of engagement and growth.

4 Reasons to Consider Domain Reselling as a Product Marketer 

Integrating domain reselling services into your core platform can enhance your product strategy through several channels, including user experience, revenue, product messaging, and marketing. 

1. Enhances the Overall User Experience

Integrating domain services directly into your platform helps to engage customers throughout their entire purchase flow by offering them a valuable domain add-on while keeping them homed in on your products. 

For example, landing page provider Beacons integrated domain reselling to enhance their product, creating a customer experience that differentiates them from competitors.  Beacons, an all-in-one platform, empowers creators by providing them with tools to create custom link-in-bio pages, expand their fanbase, and generate income. Their mission is to help creators connect, own, and grow their audience. By integrating domain reselling into their platforms, Beacons could offer a natural and unique .BIO domain to this audience. Furthermore, this successfully drove upgrades to their paid plans and significantly improved customer retention rates. This innovative approach not only enhances the company’s product but also delivers a personalized and memorable user experience for Beacon customers.

Additionally, your domain registration services will provide customers with a simple way to strengthen their digital identity and further establish their online presence—all within your platform. By connecting customers to enhanced credibility and improved SEO from securing a unique domain name, you can greatly enrich their experience on your platform. 

2. Builds Revenue Streams

Domain reselling services can act as a versatile add-on that generates multiple streams of revenue to flow back into your core product. 

By offering domain services, product marketers can:

• Use unique domains to incentivize customers to sign up for premium services
• Expand cross-selling opportunities by providing a complementary product that aligns with core offerings 

3. Expand Product Messaging

By integrating domain reselling into your platform, you can create impactful product messaging that ties your product to your customers’ digital identities. 

For example, the website builder Wix greets users with one of its core product messages—“Create a website without limits.”² Then, as customers glide through the sign-up process, they’re presented with a fully integrated domain search and purchase tool that makes their web customization capabilities limitless. 

4. Creates Effective Marketing Campaigns

As a product marketer, each element of your product offerings has the potential to work as a marketing asset. Once you start offering domain services, you can use them to drive targeted, results-oriented marketing campaigns. 

For example, SoundCloud partnered with SquareSpace to offer their customers domains with music-related extensions.³ Customers can seize the chance to secure unique, entertainment-focused domain names like .band, .events, and .live, and utilize Squarespace to create personalized websites. This transformative process transforms the vast SoundCloud platform into a tailored and unique experience for each customer.  Including a domain name offers independent musicians an accessible means to establish their websites, a crucial step in building their brand and defining their unique presence in their respective music niche.

By offering a highly specific, curated domain name option, SoundCloud could generate demand for domain services among their core market and attract customers in their niche who needed a domain name. 

How to Incorporate Domain Reselling into Your Product Marketing Strategy 

Take a strategic approach to domain reselling by using these recommendations to integrate it into your product strategy effectively:

Define your Target Audience

Because domain names have broad appeal for anyone with an online presence, it’s best to start by zeroing in on a specific target audience for your domain reselling services. You can then promote curated, topic-specific lists of domains and extensions to each audience segment based on their interests and needs. For example:

• Creator and Influencers Industry: .bio
• Social Media Industry: .social 
• Lifestyle Industry: .life

With a selection of over 270 extensions to choose from in the Identity Digital Domain Portfolio, we can help you effortlessly discover the ideal domain extension that resonates perfectly with your target audience. This is a great way to differentiate your platform from competitors while providing a value-added service to customers.  

Create a Value Proposition and Build Impactful Messaging

To maximize the revenue potential of domain reselling, product marketers should create a compelling value proposition and design impactful messaging. When creating a value proposition for your domain services, focus on how domains can help your customers achieve their goals, all while taking a customer-centric approach to align seamlessly with your target audience's objectives. 

A key reason why customers need domains is it offers digital customization and the ability to easily showcase their brand online. In a study by Nacho Industries, 94% of respondents believed having a more branded or personalized link would positively impact their experience with the platform. Furthermore, 96% of respondents reported that having a more branded or personalized link would make sharing their profile or page easier.

To build impactful messaging for your domain services, emphasize the convenience of domain acquisition through your platform, highlighting the added value of custom domains in conjunction with your products. Include persuasive calls to action, such as limited-time offers or free domains with subscriptions, to inspire potential customers to engage with your domain services.

By creating a strong value proposition and weaving it into impactful messaging, you can effectively communicate the advantages of integrating domain services with your core product, ultimately driving customer interest, engagement, and revenue growth.

Drive a Go-to-Market Strategy

Before launching your domain services, build a go-to-market strategy that outlines your pricing plans, distribution channels, and plans to educate your audience on the new offering. Consider how you want to position your domain services in the context of your specific product and your industry.

Building a Customer-Centric Domain Reselling Strategy

Effectively building domain resale into your product strategy requires a customer-centric approach. Use these tips to prioritize the consumer experience through domain reselling:

• Create streamlined processes – When setting up your domain resale interface, focus on building an intuitive, easy-to-use purchase process.

• Offer personalized suggestions – Use smart domain search tools to offer highly relevant suggestions to each customer.

• Foster customer education – Create content that educates customers on choosing and managing an impactful domain name. For example, direct users to articles such as The Most Popular Top-Level Domains by Industry: A Comprehensive Guide.
  

These steps will help you effectively introduce domain reselling into your product strategy while ensuring a customer-centric approach that resonates with your audience. Identity Digital's Reseller Solution aims to simplify how customers buy web addresses by seamlessly integrating domain name services into your website, app, or platform. 

Why Choose Identity Digital

Identity Digital offers powerful tools that allow resellers to deliver a premium experience to their customers. Choose from multiple integration options to provide a seamless customer experience within your existing interface and effortlessly scale your business.

Connecting users to Identity Digital’s expansive domain name library can differentiate your product from competitors and position your company as an innovative industry leader. 

Boost Your Product Marketing Strategy With Identity Digital

With a market of over 60 million customers seeking domain names each month, domain reselling services have become a natural extension to many digital platforms. Thus, by incorporating domain reselling into their marketing strategies, product marketers can solve a common customer pain point while expanding their product messaging, strengthening their brand identities, and bolstering the value of their existing products without disrupting the customer journey. 

Visit Identity Digital to explore leveraging domain reselling as a product marketer today.

‍

Sources:

¹ McKinsey & Company. Best of both worlds: Customer experience for more revenues and lower costs.https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/best-of-both-worlds-customer-experience-for-more-revenues-and-lower-costs

² Wix. Homepage. https://www.wix.com/

³ SoundCloud Newsroom. SoundCloud Partners with Squarespace, Adobe, Discord, and Rap Plug to Expand Member Benefits for Next and Next Pro Artists. https://press.soundcloud.com/227848-soundcloud-partners-with-squarespace-adobe-discord-and-rap-plug-to-expand-member-benefits-for-next-and-next-pro-artists