Posted by Laura Powers
A microsite is a website concentrating on a very specific topic, product or service that can range in size from a single landing page to several linked pages. Microsites are typically used to support a larger website and share specialized editorial or commercial content. They serve as an easy-to-scan resource of focused information and content for audiences.
When a company provides niche services or products pertaining to a very specific market, microsites help support integrated marketing efforts. As part of creating a space in the marketplace, a company must be able to highlight a specialized offering and target a specific demographic. Examples of this may include: a law firm’s focus on a specific practice area; a company initiative to develop thought leadership in a particular industry; or the promotion of a special event.
Microsites benefit a company and enhance a brand in many ways. Below are five key benefits that companies should keep in mind when considering an investment in a microsite.
Builds Trust by Detailing a Clear Path to Information
As an online tool for leading audiences to a call-to-action, a microsite supports your relationship and deepens your connection to a targeted audience by providing them with a resource and thereby building trust with that audience. Microsites offer the freedom to expand on a topic in more detail, providing information such as specifications, background, history, etc. The site might explain industry trends in detail or include specific and relevant information to educate audiences.
Enhances the Brand
Overall brand support is a primary objective of a microsite, yet designs should be completely customized to appeal directly to target audiences with strong images and design elements. With the audience in mind, unique and targeted design can be employed which should echo the company brand, but be influenced by the site’s content. Well-designed sites will naturally demonstrate the flexible, diverse and innovative nature of the company. The connection between a main company site and a microsite should be obvious. A microsite, as a devoted resource to a subject, service or product, should also support the primary brand’s communication goals.
Focuses Search Engine Optimization (SEO) Efforts
Microsites support SEO by the nature of their content and even microsite domain names can be specific to each microsite’s topic, service or product. A unique microsite domain name should be secured to not only support SEO in this manner, but also to make the search engine result that a user sees that much more relevant to their search inquiry. A more relevant search result for users means a better chance that they will click through to a site. A site with a strategic domain name, relevant keyword phrases and well-written, search engine-optimized content will perform well in search engines. This, in turn, will strategically support the company's overall SEO efforts.
Supports Targeted Lead Generation
By reaching the right people at the right time by utilizing targeted content and SEO strategies through a microsite, the site is bound to attract interested visitors. These types of relevant visitors are likely to be strong leads for the company. By providing highly-targeted, clean SEO along with relevant content, your audience is likely to find your site and be genuinely interested in what it has to offer. Include strong calls-to-action and your lead generation strategy for the microsite will become a powerful engine for new business development.
Another way to approach a microsite initiative is to consider the influence on the public perception a microsite may have. As a devoted slice of Internet real estate, a microsite demonstrates a commitment to a particular aspect of a business. The investment of resources in the site itself is an effective foundational piece of the company’s demonstrated commitment. By providing this level of dedication, not only do you inherently influence perceptions about the company’s market share of that service or product, but you are also building an audience's confidence in the company’s ability to provide it.
If your company is looking to niche in a particular subject matter or highlight a specific call-to-action, a microsite may be a digital marketing solution to consider as part of your integrated marketing efforts.
Monday, July 02, 2012
Posted by Laura Powers