What are microsites, and why should I use them?
Simply put, a microsite is a mini Web site created for a specific audience with a single purpose. It can be one Web page or a cluster of pages. Linked to your main Web site or not. You choose. That’s the power of a microsite—its flexibility. Here are some of the top reasons to build microsites into your online strategy.
Top 5 reasons to use a microsite
- They’re fast to produce. In general, microsites aren’t nearly as deep or wide in scope as a parent Web site. You can generate one quickly, connecting with your audience without delay.
- They’re cost-effective. Because microsites are fast and easy to produce, they save you valuable time—and money.
- They’re measurable. When you give your microsite a unique URL, you’re creating a fabulous tool to track customer response and test promotional effectiveness.
- They’re ideal for short-term or specific purposes. Often, microsites are temporary. Whether you want to count down to an event or product launch, or just enjoy the convenience of an event registration all in one place, a microsite gets the job done.
- They cut through the clutter. Because a microsite has its own URL, you can direct viewers exactly where you want them to go. That way, customers don’t have to search through your main Web site for a link to the product or service they want to see.
How can I use microsites effectively?
On to the fun part. Now that you know why you should use microsites, let’s explore some of the many ways you can use them in your business. The possibilities are endless. Here are five ideas to get you started.
5 common ways to use a microsite
- Promote a new product or service. A microsite is a great way to call attention to a new product or service because it’s dedicated solely to it. Your options are limitless. With a product, for example, you can show it in 3-D, disassemble and reassemble parts, compare to competitors, link to reviews, let your customers try it out, and much more.
- Advertise a special event or trade show. Planning an acquisition or merger? Participating in a trade show? Hosting a press conference? A microsite is the perfect way to spread the news—among target audiences or around the world. You can handle event registration, generate pre- and post-buzz, or even create an online game related to the topic. And that’s just the beginning.
- Train your reps, employees, or distributors. Say you need to train a large sales force in several different regions. Instead of hosting a training seminar at your headquarters, why not save travel time and expenses by offering courses or curriculum on a microsite? With interactive training sessions, quizzes that offer immediate feedback, and automatic tracking systems, a microsite is a great training venue—24/7.
- Run a contest or sweepstakes. Microsites are ideal for short-lived promotions. One of our banking clients held a community contest to name a new company mascot—raising brand awareness and community support in the process. A retail client hosted a luxury spa getaway sweepstakes, where they increased sales, built their e-mail database, and educated consumers about the health benefits of their product. Both used a microsite to accomplish their goals.
- Enable audiences to dig deeper. Many of our clients use microsites in conjunction with campaigns. For example, one of our university clients uses its print recruitment brochures to drive prospective students to a microsite. This very cool microsite is jam-packed with more information and opportunities to apply, take a virtual campus tour, download free tunes, or link to the main university site.
Microsites are a wonderful way to isolate or create a niche for your brand or something you are trying to promote. Microsite may only cost your company a few thousand each. They are simple and customers love them because the are hyper-focused your business will love them because they produce results. I hope you’ve enjoyed this information and for any questions on microsites, you can call our offices or contact us.