While your actual web page can extensively cover what your company represents as a whole, sometimes you will want to highlight one feature. To shed light on a given product through a campaign, building microsites is a strategic way to tackle publicity.
Microsites function independently but are linked to the parent site. Having a separate site for addressing a specific goal is ideal to prevent the message from getting lost in other materials on the main site.
Today we are going to cover just a few of the many reasons you should be leveraging micro-sites.
Generate Highly Targeted Traffic
If your business is seeking to get the word out about a campaign, microsites provide an avenue for targeted online marketing. They serve as independent sites and are often built on niche specific domain names such as “dadsdivorce.com”, I am sure you can guess what that site is about!
Microsites often contain articles, videos and visual content to draw in the consumer. They are meant to provide content that is targeting to a very specific audience. Once you have identified who that audience is using tools such as Google Analytics, you can then create messaging that resonates with your key demographic.
If you are at a loss for what type of content is popular among your audience, head to sites such as BuzzSumo. It will provide you with the best performing content so you can model your own strategies after what is proving most effective.
An example of a successful microsite is Domino’s DXP page. It showcases the “ultimate pizza delivery vehicle”. It takes you on a virtual ride while showcasing its unique capabilities. While the page acts independently, it ultimately directs consumers to buy Domino’s pizza.
Create Detailed Content to Boost Conversions
In order to boost conversion rates, it is also important to continually post a variety of content on microsites such as videos, images and other articles. You want to create in-depth content that speaks to your target audience. Don’t be afraid to reference other experts in the field to show you are up to speed on your industry.
Since your microsite should have a narrow focus, the content intended for that specific audience is exactly what they will see. This isn’t always the case on larger sites with multiple avenues of entry.
The information you provide on your microsite shouldn’t be solely promotional either. Red Bull is one example of a company that launched a microsite called the Red Bulletin. It does not directly sell red bull rather features articles on lifestyle, culture, and sports. Its following becomes inadvertent fans of the product by engaging with the content. Companies should realize launching sites like Red Bull’s take time and staffing to be successful which isn’t necessarily cheap but, with a proper content strategy in place, it can be very effective.
Generate Targeted Leads
Microsites enable businesses to capture the attention of those who already have a vested interest in a product. For example, you can lead those who have expressed interest in trying your product to your site.
Prior to giving them more information, you already know they are quality leads. Simply build up the hype with your microsite to convert potential buyers into customers. Many sites do this by zeroing in on those who have explored sections of their sites devoted to those willing to make purchases.
Target Markets Based On Location
After studying Google Analytics, you will have a better understanding of where your customers originate. People from different places have different preferences and interests. It can be hard to target each different geographic area with a single website. Using microsites, you can hone in on users in specific areas. For example, you can tailor the language to a certain location or provide visuals and videos that showcase a particular area.
Car companies are great at using geographic location to their advantage when creating microsites. They change the landscapes in visuals and the language across the page to make it easy for users to learn about their product.
Stand Out From Main Brand
Often times a product may get lost among other features on your site. To boost the conversion rate for a particular item, it’s important to have a place where it can be showcased. Creating a microsite is a good way to set aside a product to attract more followers.
It will provide you with a way to direct those interested to one place where they can find exactly what they are looking for. Driving up interest on microsites is an easy way to access new customers unwillingly to sift through your main page.
This strategy is especially useful when a large company is looking to promote a new product or offer. One good example of this is the microsite for the A350 line of Singapore Air.
Promote Product Contrary to Brand Image
You may have a product that does not represent exactly what your brand communicates. In order to reach an audience other than your already acquired following, you may want to create a microsite.
You can feature the unique qualities of the product while using promotional tactics catered to your target demographic. This allows you to maintain your main brand image on your homepage while offering a new route for showcasing a product or service. Your conversion rate will increase as you attract a different audience who may find your featured product useful.
If you are looking for a way to improve conversions without experimenting with button colors, microsites just may be the tool you have been looking for.
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