Tips for Transforming a Domain to a Premium E-Business
Growing Sales in a Multi-Billion Dollar Market: The Importance of a Well-Rounded Growth Plan
Written by Summer Banks, Content Writer for Triton Web Properties
Don't underestimate the power of great content. An e-business is expressly designed to give customers a place to purchase items they are looking for, but how are they going to find your website even if your domain is premium. Great content contributes to search engine rankings as well as generate repeat visitors. When adding content to your site, make sure it is original content focused on your niche, provides relevant information the visitor is looking for and supports the products you are trying to sell. Google’s recent algorithm change, named Panda, has been weeding out low-quality, scraper, content farm sites and boosting the rankings for sites that actually deserve it. Great content will help decrease your bounce rate and increase the average time a visitor remains on the page – this will tell Google that your site is a relevant and authoritative site.
Don't bite off more than you can chew. Transforming premium domains to e-business gold means focusing that website on a small niche. Topics like parenting, women's health and fitness are huge draws, but there are also a large number of successful websites with content and products fitting the larger niche. Break down niches into micro-niches and focus on those so you get the biggest bang for your buck.
Focus on the whole picture, not just popularity and sales. With millions of premium domains on the Internet, what is your domain offering the visitor that no one else is offering? You have to focus on more than products and services. The customer wants FREE information and they want to feel like their business is something your e-business deserves. Give them that little something extra and it will prove useful in the long run.
Plan, plan, plan. No one can transform a premium website into a successful e-business without a plan. Any entrepreneur that has thoughtfully written out a solid business plan realizes there are more unanswered questions than originally thought. There is much more to plan than the basics. How will new products be added? How will old products be discontinued? What call solution will you use? What types of employees or how many employees will be needed when the business grows beyond the current staff? What are the 5-year, 10-year and 15-year goals of the business? Plan everything and leave nothing to chance.
About Triton Web Properties: Triton Web Properties buys premium domains and turns them into e-business gold with an ingenious marketing and management team. The company owns SportsMemorabilia.com, Biking.com, HollywoodMemorabilia.com and Barbecuing.com, among others.
Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.