Mistake: Domains scattered across multiple registrars.
It common for companies to register domains across multiple registrars. This issue occurs for multiple reasons: different employees may go to different registrars; a registrar may not offer a certain extension creating the need to use a different provider, or a company may try to save money by going to whichever registrar is offering the lowest price for a certain extension.
Solution: Centralize all domains with a single, global provider. Lexsynergy offers over 1000 extensions and can provide a single point for all domain registrations. Using one registrar creates consistency across domain registrations and allows domain managers to manage their portfolio more efficiently and cost-effectively.
Mistake: Not involving the legal team.
Domains are often managed by multiple departments within a company. The IT team may handle the day-to-day technical management, while the marketing team provides input on when and what new domains need to be registered. One key team is often left out of the equation: the legal team.
Solution: The legal team should be a key component when managing domains. If a company is going to launch a new brand, the legal team would handle the filing of the appropriate trademarks. Domain names should be handled in a similar fashion.
Mistake: No internal process.
With multiple departments being involved in managing domains, the process (or lack thereof) can often be chaotic and inefficient. Scenario 1: Someone in the marketing department decides they need a new domain but doesn’t inform the IT team. As a result, the domain is not set up with the proper nameservers and DNS records. Scenario 2: A new employee comes on board and is tasked with registering new domain names. He doesn’t receive proper training and registers the domains at the registrar he used at his previous job even though his current company uses a different registrar.
Solution: Create an official Domain Name Policy and properly train existing and new employees. Things included in the Domain Name Policy include: who has day-to-day access to the domains, who needs to be informed if a domain information is updated, who needs to approve the registration of any new domain, what is the process if an infringing domain is found, etc. Lexsynergy will help clients prepare a Domain Name Policy that is tailored to their company’s size, corporate structure, and existing internal processes.
Mistake: Not securing core trademarks in relevant gTLDs and ccTLDs.
With over 1000 new extensions and over 300 country code extensions, it can be difficult to know where to begin. Domain managers often believe that defensive registrations are never-ending and choose to ignore the issue altogether
Solution: Develop a strategic domain strategy that is both comprehensive yet targeted. As experts in the domain industry, we can advise clients on which extensions should be a priority and which are unnecessary. We help our clients create a strategy that is tailored to their company’s industry, market presence, competition, commercial objectives and perception of risk.
Mistake: Deleting domain name without consultation.
As a domain portfolio increases in size, there will be an inevitable cull of unwanted domains. A simple deletion of a cheap domain could have a detrimental impact on a business. The deleted domain could have been used for infrastructural services or part of an infringement matter unbeknown to the domain administrator. It has happened in the past that a business has spent thousands of dollars in recovering a domain name only to let it go a few years later. If the domain is linked to key services, such as email, it could have a direct impact on communications not to mention posing a security risk if it is re-registered by a third party.
Solution: A deletion strategy should be developed to limit the exposure of the risks associated with the deletion of a domain. Lexsynergy incorporates a domain graveyard policy that structures the deletion process to mitigate the risks described above.