The boomerang effect, like the eponymous product, is designed to come back and hit you on the rear. Its original inventor, Australian marketing consultant Spencer Stuart, intended it to be a humorous comparison to the fleeting attention spans of our generation.
But this ‘wacky invention’ has really taken off. According to Google Analytics, 72.4% of web traffic in 2020 is now driven by organic search traffic originating from a boomerang domain. So if you’re looking to create a digital marketing strategy for your business, you best get learning.
What is a Boomerang Domain?
A boomerang domain is one that comes back and bites you. That’s because whenever a user clicks on a link to a boomerang domain, their browser instantly loads a new page, effectively creating a phantom click. So if you want to direct people to your website, but don’t want to risk them simply clicking on a link and departing without doing anything, you should create a boomerang domain.
To see how this tactic is used for marketing, let’s examine the steps of the boomerang process.
Step one: Determine the need for a boomerang domain.
When someone clicks on a boomerang link, the browser starts looking for the nearest website to load. Since the user didn’t actually leave your website, there’s no need to show them any content — they’ve already heard your message. So what you want to do is capture their attention with a fun and inviting story that will compel them to continue reading. And the best way to do this is with an animated gif or video.
Now, a boomerang domain can help with any step of the funnel, from attracting attention to encouraging a purchase. But given that we’re at step one, creating a boomerang link is the simplest approach.
Step two: Choose a platform for creating boomerang domains.
While it’s not totally necessary to create a boomerang domain, using a specialized platform makes the process much easier and more fun. Let’s take a look at the various options.
Perhaps the most popular platform for creating websites and blogs is WordPress.com. A WordPress dashboard allows you to create and update content without needing to know html. What’s more, you can use plugins to optimize your site for organic search traffic or gain credibility with the Google Trust Factor.
WordPress also comes with a built-in SEO toolkit, making the process of optimizing your site for organic search traffic much easier. As a result, 72.4% of web traffic to WordPress sites comes from organic search, as compared to 20.8% from traditional social platforms like Twitter and Facebook.
If you’re looking for a one-stop-shop for all of your online marketing needs, then Shopify is the platform for you. Much like WordPress, Shopify allows you to create and update content without needing to know HTML. And like WordPress, Shopify comes with a range of SEO toolkits, allowing you to easily build and grow your website’s organic search traffic. What’s more is that you can integrate Google Shopping with your Shopify account, allowing you to start selling your goods online without the need for a separate e-commerce platform.
If you’re looking to build a community of people who are interested in your products, then Etsy is the perfect platform for you. Similar to an online market place, Etsy allows you to sell your products directly to the public. This means you get to keep all of the money you make, rather than having to split it with a platform operator like Shopify or WordPress.
Etsy comes with a built-in store manager, which makes setting up your shop much simpler. Aside from the store manager, Etsy also offers a marketing manager, which you can use to track the performance of your marketing campaigns and automate tasks, like email marketing and social media posting.
If you’re looking for a platform that allows you to create and update content while also being able to market your content, then Medium is the perfect fit. Similar to the above platforms, Medium allows you to build and grow your website’s organic search traffic with SEO-friendly blogging software. What’s more is that you can use the platform’s integrated marketing tools to create and automate your marketing campaigns, like email marketing, website content, and social media posting. And did I mention that you can create and update content while also being able to market your content? This is possible because Medium’s blogging software is completely SEO-friendly.
Like WordPress and Shopify, Joomla! is a free content management system (CMS) that many businesses use to build their websites. It’s popularity among businesses is mostly due to its ease of use and flexibility. You don’t need a developer to set up Joomla! You simply need to know how to use a FTP client like Filezilla to upload the software’s packages to your web server. After that, you can start using the platform’s built-in administrator to set up the site’s basic configuration. This includes choosing a custom domain name and entering some general website information, like the platform’s logo and color scheme.
What’s more is that Joomla! is entirely SEO-friendly, so if you want to learn more, check out my Joomla! Beginner’s Guide to find out how you can use the platform to power your business’ online marketing.
Create a boomerang domain for your WordPress site.
To create a boomerang domain for your WordPress site, enter your site’s URL (usually found in the dashboard) into the domain search bar on the WordPress.com homepage. Once the domain is found, click on the ‘+’ icon to the right of the search bar, then enter the desired name for your new domain in the pop-up window that appears. You can also enter a brief explanation about the domain in the space below the search bar.
After your new domain is confirmed, you can start using it immediately in place of your current site’s URL. When a user clicks on a link to your website using your old URL, their browser will load a new page, which is what the boomerang effect is all about.
Use a virtual assistant to build a comprehensive marketing plan.
Every business is different, which is why I wanted to cover various platforms rather than just point you in one direction with a general ‘create your marketing plan’ piece. But if you found this article because you’re looking specifically for help with creating a comprehensive marketing plan, let me introduce you to a virtual assistant that can help. (Get a free sample of HubSpot’s highly recommended marketing plan template here.)
Virtual assistants like [email protected] can help you build a comprehensive marketing plan by performing various tasks, like finding sales opportunities, managing your social media accounts, or developing affiliate marketing strategies. They can also help you build a digital marketing strategy for your business. What’s more is that they can help you automate tasks, so you don’t have to do all the work yourself.
If you’re looking for assistance with your marketing plan, give the virtual assistant a call. They can help you build a strategy for your business that will allow you to focus on what’s important to you.