Choosing a business name and a corresponding domain is a very important decision. After much research, I finally settled on onepercentsocialmedia.fr. So why not onepercentsocialmedia.com? After all, the most well-known, generic top-level domains are .com, .net, .org and so on. I rejected all of those options in favor of .fr, a top-level country code domain.
Here’s my reasoning: I may not be able to afford to live in France, but I can be located there digitally with an .fr domain. Like so many other people, I’d live there if I could. But in my mind, a digital address is the next best thing.
For at least the last two centuries, Paris has been considered the creative capitol of the universe. Maybe it is because I’m relaxed, on holiday, and more open to new experiences when I’m there; but Paris has become my muse, a symbol of my best self, the gateway to my creative side.
To stay in touch with my muse, I created this blog for the purpose of helping fellow Francophiles find accessible ways to stay in a “Paris frame of mind” without actually having to be there. Call it silly, call it pretentious (yep, I’ll cop to it; in fact, I enjoy poking fun at my pretentious side), but registering my domain name in France is just one of the ways I do that. It’s my way of being in Paris all the time.
Every time I see my URL or tell someone where to find my business on the web, I’ll be inspired and delighted; because for just that moment, I'll be in Paris, and a split-second, neurological burst of bliss and beauty will light up my brain.
The Business Side of the .fr Decision
From a business perspective, the decision to go with .fr (over other top-level domains) is clearly risky. The concern is that potential clients will see .fr and
- think the business is located in France. (Oh, if only it were!)
- think I’m trying to deceive them about where my business is located.
- be puzzled immediately, not knowing what .fr is or where the site might be taking them. (Generally, one should avoid puzzling one’s clients. As Todd Healy of Healy Partners—one of my favorite clients--is fond of saying to his clients: “It’s not your job to understand; it is my job to explain clearly.”)
- there may be coding or other technical problems associated with using a country code top-level domain.
At first blush, I would agree, the ideal domain name—at least for potential client familiarity (and thus, for client comfort level)--is onepercentsocialmedia.com. It’s all one string—no hyphens, no underscores, no made-up words (google), no odd spelling (Flickr) AND it includes the most familiar generic top-level domain (.com).
While that domain name has the most familiar feel, I believe using .fr could provide other kinds of advantages:
- Its very unfamiliarity makes it more memorable. Once people see it and understand it, they are not likely to forget it. And if they do, I’ve purchased onepercentsocialmedia.com and it will point all site visitors to onepercentsocialmedia.fr.
- It reinforces my brand and my target market. People in the top one percent income level are very likely to be familiar with .fr. They’ve traveled to France, shopped online with French retailers, and perhaps have lived in France or some other European country. They know about the system of country code top level domains.
- As I mentioned earlier, I studiously cultivate an image of pretentiousness for the sole purpose of being able to make light of it. (It’s the old strategy of making fun of oneself before someone else does it for you.) Beauty and humor are very important to my quality of life, and I’m going to inject them into my work whenever I can.
And finally, my niche is to supply social media content to businesses serving high net worth individuals—the top one percent of annual income—thus, onepercentsocialmedia. Believe me, the bankers, financial planners, and major gift officers will know what "one percent" means.
Don’t look for my website just yet. I’m still getting it up and going.