Outreach Strategies to Engage SMEs in New TLD Adoption in the 2026 gTLD Round

As the 2026 new gTLD program opens another chapter in the evolution of the domain name system, one of the most significant untapped opportunities lies in engaging small and medium-sized enterprises (SMEs). SMEs make up more than 90 percent of businesses worldwide and play a pivotal role in local economies, innovation ecosystems, and digital transformation. However, despite their ubiquity, SMEs have historically been underrepresented in new TLD adoption, often due to limited awareness, perceived complexity, or skepticism about the value proposition of alternatives to established TLDs such as .com or country codes. For registry operators, developing successful outreach strategies that speak directly to the needs, constraints, and aspirations of SMEs will be essential to unlocking sustainable growth and broader TLD acceptance in the 2026 round.

Effective outreach begins with a deep understanding of the SME mindset. Unlike large enterprises with dedicated IT departments and digital marketing budgets, SMEs frequently operate with limited technical resources and focus on immediate business outcomes. They are less concerned with abstract branding benefits and more motivated by practical considerations: improving visibility, building trust with customers, streamlining online operations, and differentiating themselves in competitive markets. Registry operators must craft messaging that clearly connects TLD adoption to these core priorities. For instance, a campaign promoting a new .artisan or .boutique TLD should focus on how the domain communicates credibility to local customers, improves memorability, and enhances searchability—all without requiring a large marketing investment.

Localized campaigns are especially effective in SME outreach. SMEs tend to operate in geographically defined markets and value community connections. Registries launching geoTLDs or regional strings can partner with local chambers of commerce, trade associations, or municipal governments to build trust and deliver targeted messaging. For example, a .boston or .delhi TLD can work with city-based business networks to run seminars, offer discounts, and co-brand educational materials that help local entrepreneurs understand the value of using a regionally relevant domain. Localization also applies to language, culture, and pricing. Campaigns conducted in local languages, referencing local success stories, and priced in local currency are far more likely to resonate with SME audiences than generic, global messages.

Hands-on support and simplicity are key to SME adoption. Many small business owners are not domain experts and may be overwhelmed by unfamiliar terms like DNS, WHOIS, or EPP. Registry outreach must prioritize educational resources that demystify the registration and setup process. This includes how-to guides, explainer videos, and customer support that focuses on outcomes rather than technical jargon. Some registries have found success by bundling domains with website builders, email hosting, and e-commerce tools, offering a turnkey package that lowers the barrier to entry. Providing pre-configured templates or domain suggestions based on business type or location can further simplify decision-making and increase conversion rates.

Partnerships with registrars and digital service providers play a central role in scaling SME engagement. Registrars serve as the primary sales channel for domain names and often operate marketplaces or platforms that SMEs already use. By collaborating on joint marketing campaigns, co-branded landing pages, and targeted email outreach, registries can position their TLDs within the platforms that SMEs trust and frequent. Moreover, registries can offer registrar partners performance-based incentives to promote the TLD to SME segments—such as service providers targeting freelancers, hospitality, or professional services. Similarly, integrations with SaaS providers such as website builders, accounting platforms, or customer relationship management tools create opportunities to surface relevant domains during moments of business formation or digital upgrade.

Success stories and testimonials are powerful tools in SME outreach. SMEs often take cues from peers, especially within their industry or locality. Registries should proactively highlight real-world examples of small businesses that have adopted the new TLD and achieved measurable results. Case studies that document how a business used a new TLD to increase web traffic, reduce customer confusion, or improve brand recall help de-risk the decision for other SMEs. Video testimonials, interviews, and features on social media channels can humanize the brand and build social proof. In some cases, registries may even sponsor contests or grants that reward SMEs for creative or impactful use of the TLD, turning early adopters into ambassadors.

Affordability is a significant factor for SMEs, and registries should design pricing strategies that reflect their financial constraints while still signaling value. Offering introductory pricing, bulk registration discounts, or bundles with complementary digital tools can encourage initial adoption. At the same time, pricing should avoid the race to the bottom, which can undermine brand perception. Instead, registries should communicate the long-term value of owning a distinctive, purpose-driven domain. Highlighting potential search engine benefits, protection against brand impersonation, and professional credibility can help SMEs see domain registration as an investment rather than a commodity expense.

Events, both virtual and physical, provide a channel for direct engagement with SMEs. Webinars, trade fairs, coworking space visits, and small business expos are ideal environments for educating and onboarding SME registrants. Registries can host sessions on digital branding, online security, and domain strategy, offering practical value beyond simply promoting the TLD. Participation in government-sponsored digital literacy programs or economic development initiatives can further elevate a registry’s presence in the SME ecosystem. These events should be staffed by knowledgeable representatives who can speak the language of small business owners and offer immediate guidance on how to register and activate a domain.

Metrics and feedback loops are essential for optimizing outreach. Registries should continuously measure campaign effectiveness across different SME segments, geographies, and messaging styles. Conversion rates, bounce rates, campaign engagement, and renewal rates provide insight into which strategies resonate and which need adjustment. Direct feedback from SME users—through surveys, support channels, or interviews—can inform improvements in content, pricing, and user experience. By listening to the SME community and iterating accordingly, registries can build a brand that is not only accessible but respected by small business owners.

As the 2026 gTLD program brings a new wave of domain innovation, the registries that invest in thoughtful, targeted, and empathetic SME outreach will distinguish themselves from those that rely solely on mass marketing or speculative hype. SMEs represent the bedrock of the global economy, and empowering them with meaningful digital identities through new TLDs is not just a growth opportunity—it is a contribution to economic inclusion, local resilience, and entrepreneurial innovation. When approached with care, clarity, and commitment, outreach to SMEs can turn a technical resource into a transformative tool, helping millions of small businesses find their voice and audience in the digital age.

As the 2026 new gTLD program opens another chapter in the evolution of the domain name system, one of the most significant untapped opportunities lies in engaging small and medium-sized enterprises (SMEs). SMEs make up more than 90 percent of businesses worldwide and play a pivotal role in local economies, innovation ecosystems, and digital transformation.…