By definition, microsite is a single web page or small clusters of web page separate from a brand’s main website. It will have its own domain or unique URL, and its branding may differ from the brand’s usual one.
So why should I use microsites, you might ask. First, we need to understand that microsites are mainly non-application-based sites, which means they should not have eCommerce functionality or an elaborate sales funnel.
Instead, they are information-driven sites that target engaging as many uses as possible. The content is typically fun and interaction-based. That formula helps brands to connect with users.
Because microsite is placed in a different helm, brands can detach from their usual tone of voice and become more spontaneous, entertaining and use a not-so-serious way of communication.
In a nutshell:
A microsite is not:
- A landing page – that’s a page used to generate leads for a particular offer.
- A small website – it can be small, but that’s not what makes it a microsite.
- A subdomain – but it can have its own subdomain (and usually does).
A microsite is:
- Usually temporary, built around a single, time-limited digital marketing campaign.
- Packed with content built around its own consistent themes and keywords.
- Supported by social media, video content, email addresses, and interfaces.
Perhaps the most significant benefit of microsites is that brands can be particular with what they are trying to achieve. Unlike larger websites whose purpose is to service every type of customer and can have dozens of metrics for measuring success, microsites are more targeted, filtered, and refined so that messaging is more precise and clearer objectives can be set.
PURPOSE / BENEFITS OF HAVING MICROSITE
- Brand awareness / Product awareness: They help brands establish their online presence.
- Lead generation: Microsites can generate high-intent leads for business, but it needs to be meticulously calculated how, when, and where to add any filling form.
- Targeted campaigns: Microsites are perfect for allowing brands to deliver highly targeted content to specific segments of their audience.
- SEO for niche keywords: Microsites can help a business attain better search engine ranking for particular keywords.
IMPORTANT STEPS ON THE CREATION
- Set the objectives of the microsite
There must be a reason and a clear purpose for the microsite. Before the creation process, it is vital to outline the persona companies are going after and the customer journey.
There is a need to understand all the market/persona nuances and recognize how to create highly targeted content.
In addition, it is essential to know how the microsite will help or/and connect with the market campaign strategy.
- Have an SEO strategy
Any content that exists online should have a search engine optimization plan. A microsite is no different. If the brand wants its microsite listed in Google’s top results pages, minimum SEO work has to be done for it.
- Microsite Design
Aside from the aesthetics of it, some important elements to consider during the design development include:
- The number of pages– Is the objective better served by having just one page or several?
- Navigation– Will the microsite have the traditional navigational functionality using clicks, or is it more scroll-driven, or will it be a combination of both?
- Gamification– is there a gameplay element to the microsite? Some of the best interactive and engaging microsites have this functionality, but they require an exact design.
- CTA (Call to Action)– Where on the page(s) will your call to action or instructions go? What colours will make them stand out and be attention-grabbing?
- Media– Will the microsite contain videos, images, audio, animation? Answering this question will have a noticeable impact on your design plans.
- Social media– How and where does this fit into the microsite?
DOWNSIDE OF HAVING MICROSITE
Like all marketing programs and strategies, microsites also have a downside to consider when thinking if you should walk this path.
For instance, it can be expensive. Microsites are essentially building a new website (even though smaller) from scratch. Therefore various expenses are involved. (Cost of the website domain, cost of maintenance, cost of developers and designers, etc.)
To make it even worse, it has a short life cycle. Once the marketing campaign associated with the microsite ends, its purpose is practically abandoned, and there is no more usage for it.
Those are the main reasons you should create a microsite if, and only if, it serves a unique purpose and does not represent the same content, services, and products on your main website.
CONCLUSION
Microsites can be a crucial tool inside your marketing bag to spice things up amongst your leads. It gives brands opportunities to explore different tones of voice and personalities in a very engaging environment.
There are great ways to promote brands, products and events – separately from their parent company. They offer great freedom to design a space without any restrictions.
So, do you think microsite is the right choice for your company’s marketing strategy? Magnolia Communication with its 360º consultive approach can help you and your brand.