When it comes to branding, there is no one-size-fits-all solution. Wide ranges of solutions are available for businesses to connect with customers and prospects. Each medium, like a primary website, Facebook page, Twitter account, offers a different advantage. The buzzword today is engagement. That’s why microsites are so big.
Most business websites fall into the trap of trying to do too much, watering down their skills and weakening their business. Microsites have become popular because they lead the person to a specific product, service or campaign. They answer the question, “What, Exactly, Does a Specific Product or Service Do?” They are more like an “elevator pitch” that helps explain a business in the time it takes to ride the elevator with someone.
How Advantageous Are Microsites?
Companies like Coca Cola and Audi are just two of the biggest brands that understand the numerous advantages microsites have to offer. They create them with special supporting domains, to promote all their new products, promotions and events. CARES successfully created a microsite, with a cool campaign identity (and URL), areyouthedifference, rather than using their main website URL and identity.
Microsites enable organizations to set up a tool that can be used/modified for a specific purpose:
- Launch a new product or service that a company wants to brand completely differently from their main business.
- Give a new identity to a product or promote a product that does not fit into the main site’s architecture.
- Offer in-depth information of a product/service that needs many more pages than what the main site can offer.
- Attract new interest or as a transition to a new brand or to target an off-brand term. If a major bank wants to target a term like “cheap loans,” a microsite can help target this term without impacting the main brand.
- Create specific campaigns with promotional offers.
- Target microniches.
- Track campaigns and conversion funnel metrics easily.
While you will lose the search engine love and ranking your main domain enjoys, microsites are very easy to rank.
The Anatomy Of A Microsite
Designed to be simple, cost-effective marketing resources for businesses, microsites are easy to use and create.
Here are the essential components of a microsite:
- Have their own domain
- One main theme with the concentration on
- A single product or service
- One campaign (e.g. one microsite for each promotional offer)
- Aim at a specific audience unlike the main site that caters to all
- Offer an impacting experience
- Interactivity is the key. For ex., at least one video and/or a message board
- In-depth content on the subject
- Excel at storytelling
- Content should be arranged in such a way that it gives the impact of telling a story in an interesting manner
Can A Microsite Help Achieve Your Goals?
This question needs to be answered before you begin creating a microsite. While microsites are excellent for some organizations, they may be a waste of time for others.
Microsites can help your goal is one or more of the following:
- To establish your organization as a social innovator
- Mobilize your existing base around an important product/service/issue
- Engage new audiences or encourage conversation about your brand
- Launching a new product
- Acquiring social media followers
But if the sole purpose of your microsite is to attract traffic to your main site; it is certainly not advisable to create one. It’s almost like using a ricochet to kill a rabbit, when a gun will do the job. You may just need to re-optimize your main site and improve rankings.
Determine if there is need for a microsite based on your company’s goals.
What Do We Think
We have seen microsites as powerful marketing tools that help all types of businesses as well as Internet start-ups gain a web presence rapidly through the use of highly specific SEO techniques for search engine ranking. There are few better solutions if you have a product or service that you would like to push to market in a short time – and they are cost-effective. Reaching your target audience is now a breeze.
Have you had success creating microsites for your campaigns? Let us know what you think.