The session was moderated by Abimbola Aderibigbe, the Registrar Relationship Manager at the Nigeria Internet Registration Association (NiRA), with Mr Peter Oluka, Editor of Techeconomy, explaining the importance of the .ng domain in this period of digital growth.

The in-depth conversation touched on how the .ng domain, as Nigeria’s country code top-level domain (ccTLD), can be a necessary tool for businesses and content creators, providing both local and global advantages.

The .ng Domain: A National Asset and Identity

Mr Oluka explained the indispensable role of the .ng domain as a national asset and a representation of Nigeria’s identity in the digital space. He stated, “.ng gives the user a unique identity. There’s something that points to the word that this platform or this user is actually from Nigeria, or is resident in Nigeria, or is coming from Nigeria.”

He further stressed that the .ng domain goes beyond being just a technical tool, but is also a symbol of national pride. “.ng is our unique national identity in the digital space,” he asserted, noting it as a core part of Nigeria’s online presence.

The Benefits of .ng Over Generic Domains

One of the key points Mr. Oluka highlighted was the branding advantage that comes with using a .ng domain. He explained how it sets businesses apart by strengthening their Nigerian identity. 

He reiterated that the .ng extension can strengthen a brand’s position in the market. “If I ask you about Nigerian banks, anyone who visits a bank’s website using the .ng domain, knows that this is a Nigerian bank,” Mr. Oluka said, stressing the connection between .ng and national recognition.

Again, he pointed out the importance of Search Engine Optimization (SEO). In adopting a .ng domain, businesses improve their visibility within Nigeria. He mentioned Google’s use of google.com.ng as an example of how search engines prioritise location-based domains to deliver relevant results. 

“Why do you think that Google has google.com.ng? Because anything you’re searching for related to Nigeria is filtered to this domain,” Mr Oluka explained.

He also touched on the global benefits. While some might perceive the .ng domain as limiting businesses to Nigerian markets and restricting their global reach, Mr Oluka clarified that it is a stepping stone to global recognition, especially if the content is universally relevant. 

“For instance, for us in Techeconomy, our top five countries for traffic are Nigeria, the US, UK, South Africa, and Ghana. .ng does not limit you to Nigeria alone,” he shared.

The Potential for Startups and Tech Companies

The discussion moved towards the role of .ng domains for startups, particularly in the tech space. Mr Oluka noted that the .ng domain offers startups a distinct advantage in terms of visibility and recognition, particularly for Nigerian investors and stakeholders. 

He pointed to the example of AgriTech startups that could benefit from the visibility provided by a .ng domain, saying, “For startups in areas like health, e-commerce, or AgTech, having a .ng domain helps you get recognised. It’s a unique identity that shows you’re part of the Nigerian ecosystem and helps you attract local and global attention.”

He also mentioned the growing use of .ng domains by well-known platforms such as theguardian.ng and leadership.ng, ascertaining that even large, established brands are adopting the domain to maintain their Nigerian identity online.

Affordability of the .ng Domain

One of the session’s most practical takeaways was the affordability of the .ng domain compared to international generic domains. 

Mr Oluka explained that while registering domains with international providers can be expensive, the .ng domain is more cost-effective, particularly because it allows payments in Naira. 

He said, “If you look at .ng today, the price is quite competitive compared to what you see out there. You’re going to pay in Naira, and that makes it more affordable for Nigerian businesses.”

He also recommended working with local registrars to ensure the best experience and support when registering a .ng domain.

How to Register a .ng Domain

For those interested in adopting the .ng domain, Mr. Oluka provided guidance on how to get started. He advised businesses to visit register.ng, the official portal for registering .ng domains. “It’s your go-to platform for registering your .ng domain,” he urged.

He further explained that businesses should begin by choosing the right name for their domain, one that aligns with their brand and target audience. “Before we started Techeconomy, I had 25 domain names in mind. But then, the name ‘Techeconomy’ came to me, and it was a perfect fit for our vision,” Mr Oluka recounted, sharing his experience in selecting a domain name.

At the NiRA Tech Convergence 1.0, Mr Oluka’s message on adopting a .ng domain reiterated the patriotic choice and also provided businesses with a solid tool to enhance their visibility, branding, and global reach. 

He urged these businesses and content creators to take on the .ng domain, especially in the face of a fast changing digital space.

“If you are not on .ng, you are missing out,” he concluded, pointing to the notion that Nigeria’s identity in the digital world must be proudly showcased through the .ng domain.

Embracing .ng is both a smart business move and an enhancement of Nigeria’s digital presence.

You must consciously create the attention you want now that many of our lives have largely shifted to the digital world.

Redefining your marketing

Effective marketing is everything you do to attract and keep customers in your business. To realize this, one must make a conscious effort to remain where their product or service must be seen at all times. If you want to be found, go where the seekers seek!

Understand how to market your solution to a market that are digitally inclined, and it will make a whole lot of difference. It is the duty of every entrepreneur or business owner to make their product or service the centre of attention to their industry.

Great businesses don’t just make noise; they make news by every slightest opportunity they may have or can create. They are on the lips of people, both customers and prospective customers, whose loyalty would be guaranteed as they keep seeing value in what they are offered.

Increase your visibility

One of the principal ways any business could use to generate attention is by increasing its market visibility. You enhance your brand visibility by designing a predictable frequency at which your target market can see and feel your through various marketing channels.

In the world of business, visibility is everything. It is the business that people see and hear often that they are drawn to. When you have more visibility and exposure than your competition, you’ll enjoy more patronage from the market.

Great businesses generate discussion amongst people and groups. Visibility gives you access to people’s attention. Of course, we naturally move towards whatever we focus our gaze or attention on. Think about it.

Visibility of any kind is suggestive; it creates a sort of subtle prompting, and sometimes a reminder whenever we think of using a variety of service or product that falls within that industry category.

As a matter of fact, the market has a way of becoming sentimental in favouring products or businesses that are more visible relative to the rest. Great businesses understand this secret and they are taking advantage of it daily.

Visibility builds credibility

Visibility builds credibility and increases ‘preferability’ and profitability. With consistent visibility, you can be the one everyone is talking about and sooner you become the one they enjoy doing business with.

For instance, constant exposure through the social media (by promotion or running social media contests), or even contribute to your community through CSR, and PR involvement can drastically reposition your business. By every means, create a ripple-generating value beyond your product by being visible where you should.

Your solution doesn’t necessarily have to be the best; just tilt it at an angle where you’d always be seen as the best. After all, the observer’s perception is his or her reality.

About the Author:

Tony Ajah is a Business Growth Strategist, and the author of BUSINESS SENSE, and ON BECOMING AN ENTREPRENEUR.

He maintains a personal blog, where he shares proven business ideas and principles for SMEs.