The Microsite is not a very popular concept, that’s why you have probably never heard of it before. Only a few brands have applied microsites to their marketing campaign to be more successful in the business. However, when you are in the process of building a brand, a standard website alone might not help you get everything done at once. Still, microsites are something that works as a marketing tool and are underrated. This post talks about what a microsite is and how it can be beneficial for your business.
What is Microsite?
A microsite is a web page or a group of the webpages that have information about your brand but is not situated on your main website. The concept of creating a microsite is to allow your customers to know about your brand and the Microsite offers unique content to the customers to convince them to buy products from your main site or simply sign up for your newsletter. The Microsite, most of the time, carries the main components from your brand like the logo, fonts, color schemes, etc. However, you can also create a different-looking microsite from your main website to have a chance of more popularity. But while we are talking about microsites, it’s important to clear out the misconceptions you have about them. A microsite is not a landing page, and it does not particularly generate leads or offer a particular service. A microsite is not a small website, even though its size can be small. A microsite can have a subdomain. But it is created for a limited marketing campaign that has a time period. And it has its own theme and content with its own keywords. Like websites, microsites get support from social media channels and have their email addresses and interfaces, and they also share video content with the users. Microsites are reasonable for elevating your marketing campaigns.
What Are the Benefits of Microsites?
Microsites can act as a second or mini-website of a business that will help them accomplish a number of tasks. Microsites are specially created and designed to fulfill your short-term or long-term needs. You can use microsites to obtain as many advantages as you can. Here are the benefits of microsites explained:
You Can Focus More on the Targeted Content
When you create a microsite, you can concentrate on the copywriting and designing of one type of content and share them with your potential customers. This content can be of anything regarding your new product or an email marketing campaign. Create targeted content for customers after comprehending their certain interests and use your Microsite to offer them the content they will be interested in; in that way, you can reduce the number of web pages or offers that won’t engage them.
Your Homepage Will Be More Organized
You can save space on your website by creating a microsite and feature-specific content. However, on your website’s homepage, you can show specific content like the way you can create microsites. But when your homepage has a lot of information for the visitors to consume, they get overwhelmed, and they can easily leave your website and increase your bounce rate. But when you are creating a microsite, you can create a space for your company’s exclusive details and create certain marketing campaigns and organize your homepage better, which will make your overall website look clean.
Testing New Strategies
When you are creating a new marketing strategy or campaign, you will need to give it a trial to find out if it is really going to be helpful for a long time and bring value to your brand. When you have a microsite or several microsites, you can easily experiment with the marketing campaigns and your market. You can start out your marketing campaigns using a smaller budget than coming up with a full-scale growth strategy. And since microsites are separate from your homepage, you can easily identify the content or services that are attracting your target customers the most. And with that outcome, you can plan out the rest of the marketing strategies.
Save Efforts on Campaigns
Suppose, you have a short marketing campaign with a limited time period that will create a short run or an announcement among your target audience. If you have to create a whole website for a particular and temporary marketing campaign, then it will take a lot of effort and money as well. But instead, you can create a microsite that will be cheaper and easier to develop. A microsite will provide exactly a specific detail to your customers, and it will also be direct in its intent. After providing your customers with the details that you meant to create a microsite for, you can take down the Microsite just as easily.
It will Improve Your SEO
A microsite is actually a whole website and not any spin-off version of a landing page. Therefore, a microsite comes with its own URL. Most of the time, microsites come with small URLs that make it easier for the users to remember them and come back to the sites again to access the products and services. When users are returning to your microsites, it creates a great impression on your SEO. You will have to make your domain keyword rich so that the Google search engine finds your Microsite easily, and it helps you create a position in the Google search ranking. Moreover, microsites come with a single targeted campaign, and it reduces your bounce rate. But at the same time, you have to make sure that the content you are providing on your Microsite is not a duplicate version of the content that you are already providing on your official website.
Can Certify Your Business
A brand can launch a new product or another smaller brand under its influence. Basically, when you are creating a smaller brand, you would wish for the newer one to be more successful than the previous one. When you are creating a new launch, it means you are trying to reach a specific target audience. By creating microsites, you can easily launch a new brand or product or offer services that would help you keep them separated from the details of the parent site. Even though microsites do not come with a lot of information on different topics, they can help you make your business recognized. To create microsites, you need to provide content that is related to your brand but must be exclusive.
What Makes a Microsite Successful?
Targeting the right audience is fundamental to success for a microsite. Therefore, needless to say, that a good microsite should be specific and clear about the message it provides to its target audience. The marketing campaign should be crafted in a way that conveys the message regarding the parent website or the product and fulfills the curiosity of the customers. At the same time, it should represent the brand in a positive way. The best way to make a microsite successful is to design it simple yet deliver a bunch of information at the same time.
Content
The content that the Microsite delivers to the customers should be as unique as they come, and the content should also be different from what you offer on your main site.
Navigation
If your Microsite has multiple pages, they should be easy to navigate. The interface should be intuitive.
User Engagement
Engage your customers in a marketing campaign by providing surveys, quizzes, games, etc. Make them stay longer on your site. The longer they stay, the fewer your bounce rate will be.
Conclusion
Consequently, a microsite is a web page or a series of web pages that are mostly temporary and serve a precise purpose. The primary goal of creating a microsite is to attract more visitors and represent your expertise in a given field. By creating a microsite, you can promote your brand awareness.
My name is Vijay Singh Khatri, and I enjoy meeting new people and finding ways to help them have an uplifting experience. I have had a variety of customer service opportunities, through which I was able to have fewer returned products and increased repeat customers when compared with co-workers.
