Hi, my name is Lori Anne Wardi, and I am deeply passionate about domain names.
My journey in the domain industry began in 2000, and since then, I’ve been immersed in every aspect: buying, selling, studying, developing, dreaming about, promoting, and advocating for the power of domain names. With many years as a domain investor, I was thrilled to join the founding team of .CO Internet in 2009 as the Director of Marketing. Witnessing .CO’s remarkable growth from 28,000 domains under management to over 2.2 million by today has been an extraordinary experience. It has truly become the go-to domain extension for countless global innovators, entrepreneurs, and startups, symbolizing modern digital identity.
In 2014, following Neustar’s acquisition of .CO Internet, I, a born and bred New Yorker, was given the incredible opportunity to serve as General Manager for the launch of New York City’s official .nyc domain. Collaborating with the talented Neustar team to transform the world’s most iconic city brand into one of the most successful city TLDs globally was immensely rewarding. This project unfolded amidst the thrilling and innovative landscape of the new gTLD program, presenting unique challenges and unparalleled excitement.
Launching a new brand and cultivating a vibrant community around a domain extension is arguably the most stimulating professional challenge. It simultaneously pushes the boundaries of your creative and strategic thinking, compelling you to innovate and adopt unconventional approaches. However, not every domain extension enjoys the luxury of starting with a blank slate. Consider the .US domain, for instance. With a distinguished 17-year history, it is far from a fledgling, brand-new namespace. So, how exactly does a mature TLD like .US maintain its relevance and prominently stand out in a dynamic marketplace now bustling with over a thousand shiny new competitors?
Keeping the .US Domain Dynamic and Desirable After 17 Years
I am well aware that the topic of .US marketing has, on occasion, sparked what we might politely call “spirited” discussions among domain investors. Believe me, I diligently follow all the prominent domain blogs! I understand these concerns, and they are entirely valid. As investors, it’s crucial for us to know that the TLDs we invest in are being expertly managed and strategically marketed. We want assurances that these domains are cultivating an engaged, loyal customer base of end-users within today’s increasingly saturated and complex digital landscape.
As the administrator for the .US domain for over 17 years, Neustar’s marketing team employs a comprehensive array of diverse strategies and tactics to ensure .US remains fresh, relevant, and highly sought after by end-users. While I could delve into the technicalities of our programmatic advertising, sophisticated paid search campaigns, targeted influencer marketing, precise retargeting efforts, and engaging content marketing initiatives, I will spare you the exhaustive details. My primary objective today is to provide a concise, high-level overview of our innovative approach to meticulously defining and effectively engaging with the diverse .US target market. This strategy is essential for sustaining long-term growth and fostering a strong sense of community around the domain.
“Micro-targeting”: Unveiling the Diverse Faces of .US Identity
In the realm of marketing, a fundamental principle dictates the clear definition of your target market for any product, service, or brand. As the country code domain extension specifically designated for the United States of America, our most apparent end-user target market, as you might infer, comprises American businesses, organizations, and individuals. This foundational understanding is the cornerstone of our strategy, yet it only scratches the surface of the rich opportunities available.
While “Americans” undoubtedly form the bedrock of our marketing efforts, a simplistic approach of merely listing “America” as the target audience would, I suspect, result in marketing campaigns that fall flat. Fortunately, our team has adopted a far more nuanced and effective strategy. We understand that the digital identities and needs within such a broad demographic are incredibly varied, requiring a more refined approach to connect authentically.
Instead, our expert team has pioneered a sophisticated ‘micro-targeting’ approach. This method involves meticulously segmenting our vast audience into distinct niche groups, each possessing unique and compelling motivations for choosing a .US domain. For each of these precisely defined segments, we then craft highly creative, relevant, and impactful marketing campaigns. This ensures our messaging resonates deeply, addressing specific needs and aspirations rather than a generic appeal.
Some of these groups are naturally drawn to the inherent national pride and patriotism associated with the .US domain, viewing it as a clear declaration of their American identity. Others, however, we engage by thinking laterally about the TLD itself, cleverly leaning into the versatile use of the word “us.” This allows us to construct special campaigns designed to evoke feelings of community, foster deeper connections, and celebrate shared relationships. Beyond merely driving registrations, the ultimate goal of our micro-targeting strategy is to cultivate genuine, meaningful, and sustained usage of the .US domain. This active engagement serves as one of the most accurate barometers for domain registries to assess the overall health, viability, and enduring success of any namespace. Below, we highlight just a few examples of the unique end-user target markets we actively engage with as integral parts of the vibrant .US community.
Small Businesses – Dream with .US: Empowering American Entrepreneurs
Small and Medium-sized Businesses (SMBs) across the USA represent the absolute bedrock for .US domains. For these vital economic drivers, a .US domain is far more than just a web address; it’s a statement of local commitment and an affirmation of American enterprise. To truly empower them, .US supports SMBs not only with domain registration but also with a suite of valuable tools and resources. These resources are specifically designed to help business owners effortlessly launch, grow, and effectively manage their online presence. This includes comprehensive, step-by-step guides covering essential topics ranging from the initial crucial decision of choosing the perfect domain, to advanced strategies for lead generation, and mastering social media engagement, all the way to optimizing for search engine visibility (SEO). To amplify the .US message and reach this critical SMB audience, we actively participate in a diverse array of business-focused trade shows and industry events. Furthermore, we strategically leverage popular and highly effective promotional channels, including targeted podcast advertising, dynamic social media campaigns, and precision-driven search engine marketing, among other innovative tactics. Our goal is to ensure American small businesses recognize .US as their trusted partner in digital success, reinforcing their connection to the national market and building customer trust through a distinctly American online identity.
Political & Civic Engagement – Campaign with .US: Uniting Causes with Country
Regardless of political affiliation – be it Democrat or Republican, liberal or conservative, or any stance in between – for political candidates, passionate advocates, and dedicated activists across the United States of America, the .US domain stands out as an unequivocally perfect match. It inherently conveys a sense of national relevance and immediate connection to American issues. Our “Campaign with .US” initiative is meticulously designed to assist these highly engaged and deeply passionate individuals and groups in seamlessly connecting their critical cause(s) directly with their country through a compelling .US domain. This empowers them to project an authentic American voice in their digital communications. Given the vast array of sophisticated ad targeting options available today – precisely based on job titles, specific group associations, and granular user search history data that clearly indicates political involvement – we possess an extraordinary opportunity. This allows us to be hyper-focused in our outreach approach, crafting incredibly deliberate and resonant messaging that speaks directly to the core concerns and values of this politically active demographic. A .US domain for a campaign not only signifies a local or national focus but also builds immediate credibility and trust with an American audience.
Engaged Couples – This is .US: Crafting Your American Love Story Online
A prime example of our innovative approach to leveraging the inherent concept of “us” to market the .US domain is our successful penetration into the vibrant wedding website market. Our highly engaging “This is .US” campaign specifically encourages newly engaged couples across the United States to embark on their marital journey by creating their personalized wedding website on a .US domain. This isn’t just about the wedding day itself; it’s an invitation to grow their digital platform organically as their relationship flourishes and their family expands. The inherent connection to “us” resonates deeply with couples, symbolizing their union and shared future. Furthermore, a wealth of precise behavioral and interest-targeting data is readily available, enabling us to accurately identify individuals who are actively preparing for an upcoming wedding. This allows us to ensure that our message reaches the right people at the absolute optimal moment, making a .US domain a natural and meaningful choice for couples building their life together in America. It offers a unique, personalized space to chronicle their journey, far beyond the initial celebration.
Families – Thankful for .US: Your Private Family Hub
Once again, strategically emphasizing the powerful and unifying word ‘us’, our “Thankful for .US” campaign extends a warm invitation to American families to secure their own personalized family web address on a .US domain. In an era where digital privacy and genuine connection are increasingly valued, a dedicated family web address provides a unique and meaningful solution. This digital space can serve as a cherished online repository to share your unique family story, chronicle milestones, or function as an invaluable platform for maintaining robust connections with long-distance or extended family members. Whether through the creation of a comprehensive family website, a private photo album, or an exclusive family email group, a .US domain offers unparalleled versatility. There is a compelling case to be made that private family websites and customized email addresses are inherently more personal, significantly more accessible, and crucially, far more private than many popular social media sites. Let’s face it, these platforms are increasingly, and often justifiably, criticized for harvesting our personal family data in ways that are sometimes mysterious, frequently unwanted, and often lack transparency. A .US family domain offers a secure, controlled, and deeply personal space for families to connect and share, free from external data exploitation.
The Enduring Story of .US: Authenticity Through Community
Ultimately, the most potent and effective form of marketing is not something you orchestrate yourself; it is the organic power of word-of-mouth. By meticulously building a strong sense of community, fostering true ownership, and nurturing unwavering loyalty around the .US domain, we empower our genuinely satisfied customers to tell their unique stories. This authentic advocacy naturally promotes the .US domain in the most credible and impactful way possible, far exceeding the reach of traditional advertising.
Our recent and highly successful “Story of .US” video campaign beautifully exemplified this principle. It featured real .US customers from an incredibly diverse array of backgrounds, each proudly showcasing their businesses, brands, and personal projects. Critically, they articulated their profound affinity for the .US domain entirely in their own words, lending an unmatched level of authenticity to the campaign. From the multi-billion dollar tech behemoth Zoom.US, which celebrated one of the most successful IPOs of 2019, to an inspiring group of high-schoolers who ingeniously launched their own web development business, it has been immensely gratifying for us to witness and hear these real customers enthusiastically sharing their .US stories with the wider world. Their testimonials are not just endorsements; they are narratives of success, innovation, and connection, all facilitated by their choice of a .US domain.
We invite you to take some time to watch some or all of the compelling videos featured in “The Story of .US” campaign. You can find a selection of them below, or access the complete collection on our dedicated website here. We are exceptionally proud of this campaign, as it truly encapsulates the spirit and versatility of the .US domain, and we sincerely hope you find it as inspiring as we do.
The Next 17 Years and Beyond: Pioneering the Future of .US
It has been an extraordinary honor and privilege for the entire Neustar team to launch, meticulously build, strategically grow, and continually shape the dynamic .US namespace from its very inception to its current robust standing. However, we have never been content to rest on our laurels, and we certainly have no intention of doing so now. Looking ahead to the coming years, we are unequivocally committed to an ongoing process of refining our marketing strategy, pushing the boundaries of innovation with new and unique marketing campaigns, actively engaging and expanding our invaluable community of brand ambassadors, and providing steadfast support for the sustained growth and undeniable success of the .US TLD.
Ultimately, our overarching goal is to instill absolute confidence in the millions of individuals, diverse businesses, vital non-profit organizations, dynamic community groups, loving couples, cherished families, ambitious startups, independent solopreneurs, honored veterans, imaginative dreamers, dedicated makers, and countless others who are actively building their digital future on the foundation of .US. Furthermore, we aim to reassure those astute investors in the .US namespace. They can rest assured, knowing with absolute certainty that .US stands as one of the most trusted, dynamic, and highly in-demand TLDs in the entire world, representing a secure and valuable digital asset for years to come.
If you happen to know of any particularly cool or innovative .US customers, or if you simply stumble upon any compelling “in the wild” examples of .US domains, please do not hesitate to reach out and let us know. We are perpetually searching for fresh, interesting, and impactful ways to shine a well-deserved light on the incredible things happening within the expansive .US namespace! You can delve deeper and learn more about the .US domain at our official website, www.about.us, and you can contact our communications team directly via email at [email protected]. Thank you sincerely for taking the time to read our story and for your continued interest in the power of .US!