Does your business have all the bases covered? Did you do your homework? Were you smart or dumb?
If you were to sign a contract for mall space and you sell pretzels, you may include a clause that prohibits the mall from leasing space to a competitor. That's just insuring your success and your business. There are dozens of small things that as business people we have to think of BEFORE something goes wrong.
You don't have to run your business on an "Exact Match Domain" but it's a lot smarter for YOU to own that domain than to allow a disruptive force come in and eat your lunch.
Strategically businesses have been slow to recognize the opportunity as well as the pitfalls. Now if you are a small business and you don't intend to grow that much then maybe it is less important.
If you are late to an industry an Exact Match Domain gets you recognized and taken seriously in an instant. Of course the rest is up to you. But that "Instant" is PRICELESS!!
While many focus on getting millions of visitors to their site, I think that's not how the universe really works. Let's say you get 10 people to your site, maybe the conversion of those 10 into sales have more value. Imagine a retail store getting a million customers all at once.The place would be overwhelmed and probably shoplifted out of business. Compare that with serving 1 customer at a time and getting a sale.
An Exact Match Domain has the ability to bring in real sales at a higher rate than other ways of gathering traffic. A permanent trickle of sales.
In the real world a store may hire a person to put 1000 door hangers on people's homes. From that 1000 they only need 2 or 3 new clients to make the effort worthwhile. An Exact Match Domain can be looked at as a permanent door hanger. It will ALWAYS provide a TRICKLE OF SALES!! Oh you don't want a trickle? Then how many other sales do you piss away genius? Sales happen 1 at a time. If you throw a sale in the garbage you have to work long and hard to get the next one to replace it.
Just remember during that Trickle of business, a GIANT ELEPHANT may magically appear! The way I see the Internet and a website it is all about having as many doors open as possible. As many lanes going thru your intersection as possible. Never turn a blind eye to more business because it will make your competitor stronger while making you weaker.
Now here is a confession. A BIG ONE!
Candy.com no longer needs the domain Candy.com. That does not mean they will ever get rid of it or stop using it. What it does mean is that it accomplished the mission. It took two 20 somethings with nothing but a great domain and a plan and that allowed them to be taken seriously. Allowed them into places they would not have gotten into with GregsCandy.com. It gave them the fuel and credibility to grow. It was their Booster Rocket that allowed them to crash thru all the layers and competitors. They went from $0 to some pretty staggering numbers that I am not at liberty to say. But the point is now they are in outer space. The domain launched them. But as much as I am a proponent of domains, I will also concede that the effectiveness of the domain and the greatest value comes early on. Credibility and recognition. Then it's all about performance of course. But that "Location" gets you a look. THAT is the single greatest value in an Exact Match Domain.
It's also impressive when you present your company going the extra mile to market and attract customers. Smart business is attractive business.
I don't take search or social media seriously when it comes to basing an online business. That's strictly bonus traffic. That happens from being relevant. From just doing your work and your homework each and every day and those days turn into years.
An exact match domain will not guarantee your success. But it will guarantee a host of other things for smart business people that can exploit the benefits from a few added sales and faster growth.
The Internet is nothing more than the game of Monopoly. Choose well, you will do well. Position yourself right and things will work out.