Diluting Your Brand with Temporary Sites

by Shawn Collins on May 8, 2009

This week on the Brandmouthing podcast, I talk about a contest to get a fun social media job at a winery.

Murphy-Goode Winery is running this promotion, but they’ve created a second site to actually execute the promotion.

Murphy-Goode Winery

A Really Goode Job

I am assuming one of the goals here is to build their brand, so why dilute it with a secondary site?

Show Notes

For the record, yes, I have created similar sites outside of primary domains, but I’d like to think I’ve seen the light.

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  • http://www.ednpro.com Jeanette Sanderson

    That's an interesting comment about diluting your brand with a temporary website. I gather "temporary" is the key word here? I have several domains (website, forums, blogs, topic focused sites, etc.) so I can focus on keywords and have started linking them. In general, could you comment on my marketing strategy for SEO.

    I see you have various websites/domains … which one would you say is your primary website … the mother of all others, so to speak?

  • http://intensedebate.com/people/affiliatetip Shawn Collins

    Hi Jeanette –

    I think your strategy makes sense if all of those sites are active. It's just when a domain is promoted, especially one like this that got national media, and then cast aside after the promo is finished, that I think is a mistake.

    Given the exposure this promotion received, I think their main site could have gotten a nice volume of quality links into it.

    As far as my domains, I actively update a number of them that are the primary sites for individual projects.

    For instance, my blog is at http://blog.affiliatetip.com, but I also post a lot to the main AffiliateSummit.com site and blog, as well as GeekCast.fm, FeedFront.com and some others.

    In these cases, there is no main site above each of these sites.

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