Microsites are generally used for a specific task like promoting a particular brand, product or service. Highly optimized for a few but exact phrases and keywords, microsites are usually for a specific target or demographic to help achieve its purpose. Here’s a compilation of the top ten benefits of having a microsite.
When would you use a microsite?
True to their name, a microsite is like a mini-website for your brand’s content. Brands often create these sites for a specific event or campaign. Having a microsite is convenient because it allows visitors to view information about an event or campaign in one place with no clicking through a whole site necessary.
Are microsites a good idea?
Your content is better off gaining traction on your main website. While microsites can serve legitimate purposes, it’s not recommended to use them solely for SEO. For SEO, focus on getting your main website rank high by producing quality, well optimized content and building relevant links.
What is the point of a microsite?
A microsite helps give your prospects and customers a place to go to find information specific to your product, project or campaign in great detail. It’s a good idea to have a blog that has updated information about the subject.
When would you use a microsite instead of a landing page?
For the most part, the main difference between a microsite and a landing page is that a landing page is all about conversions, while microsites are best for brand awareness and growth.
Are microsites bad?
A microsite can hurt your SEO for the following reasons: Simply put: there are no shortcuts for good SEO. If you are targeting the same keywords in your microsite as you are in your main site, you’re simply splitting your resources and your sites are competing with each other for rankings.
What is a microsite example?
A microsite is an individual web page or small cluster of web pages that act as a separate entity for a brand. Microsites can be used to help brands achieve a number of things. For example, some companies have used them to highlight a specific campaign or target specific buyer personas.
How can I promote my microsite?
Promote your microsite Consider promoting your microsite on social media, through paid promotion and advertising, PR, email blasts, inbound links from your core domain, and other avenues that make sense for your brand.
What is local guide in SEO?
Local SEO is a search engine optimization (SEO) strategy that helps your business be more visible in local search results on Google. Any business that has a physical location or serves a geographic area can benefit from local SEO.
What are frames SEO?
Frames can be laid down in HTML code to create clear structures for a website’s content. Search engines often encounter problems when trying to collect content from frames. To make it easier for search engines to find you it is best to avoid using frames.
How are microsites created?
Microsites created with a specific marketing purpose. Basically, companies build a microsite in order to focus on something specific without unnecessary information. Working with a microsite is much easier and more convenient. As a result, users get a better user experience.
How do you explain microsite?
A microsite is a brand-specific website (or a single web page) that companies use to promote their individual products, events, or campaigns. These are hosted on their own domain or company’s subdomain and have a different URL than their company websites. These are usually non-application based sites.
What is the difference between a website and a microsite?
The main difference is that your website is the heart and soul of your online presence. A microsite, on the other hand, is a website with a special purpose. While your website draws attention to all of your products or services, your microsite might only focus on one very important component of what you do.
What is the difference between a landing page and a website?
What’s the Difference Between a Landing Page and a Homepage? Landing page traffic comes from ads — Homepage traffic comes from many sources. Landing pages are separate from a business’ website — Homepages are the front page of a business’ website. Landing pages have a single goal — Homepages promote website browsing.
How many pages should a microsite be?
A microsite, true to its name, is a small mini-website that lives on its own domain and creates a distinct experience for users (usually relating to a single topic). A microsite acts as a hub for your marketing efforts for that particular topic and generally consists of between three and 30 pages.
How do I create a microsite in marketing cloud?
Create a Microsite Landing Page
- Click Content.
- Click my microsites.
- Click the name of the microsite for which to create the landing page.
- Click Create.
- Select a creation method.
- Click Save.
- Use the editing tools to create your landing page:
- Click Save.
What Are Microsites and Do You Need Them?
It can be difficult to keep up with all of the latest marketing strategies and trends. Microsites are a type of website that you may not have heard of before. Microsites are used by brands to develop products and services on a separate web domain from their main website. Despite the fact that microsites have a place, they may not be the best solution for all products or businesses in every situation. In this article, we’ll go over the definition of microsites, some of their benefits and drawbacks, and whether or not you should consider incorporating them into your web design strategy.
What Are Microsites?
Mini-websites (also known as microsites) are tiny websites that contain no more than four or five separate pages. They are designed to achieve a specific advertising goal that is distinct from the company’s primary website address. As an example, the Domino’s pizza delivery business launched a new advertising campaign in 2016 that featured specially branded delivery vans known as DXPs. While some microsites are hosted as subdomains of bigger websites, real microsites have their own independent address and structure.
The new vehicles were the focus of a variety of promotional efforts, and the company launched a microsite featuring information about the vehicles, interactive features, and a call to action that directed viewers to the nearest Domino’s.
Features of Microsites
A few essential characteristics are shared by the majority of microsites. In general, microsites include the following features:
- Short-Lived: The vast majority of microsites are created to promote certain campaigns and then they are removed off the internet altogether. This is done in order to avoid the smaller website from becoming a competitor to the major website. Separate: As previously said, microsites perform best when they are hosted on a domain that is distinct from the company’s major web address. It should include a huge volume of material that centers around particular keywords and one topic because it is intended as a targeted push for a single issue
- It should be easy to navigate.
Because of these restrictions, microsites are unable to provide the functionality that you would expect from a core homepage, and the material is intended to be accessed just once by the audience. Despite the fact that many microsites promote items, they seldom have their own ecommerce infrastructure, with corporations preferring to redirect purchasers back to the main retail platform. Due to the combination of all of these factors, microsites may be quite effective when targeting specific demographics and are a wonderful tool for lead creation.
Advantages of Microsites
When done correctly, microsites may provide several benefits to your company. Here are a few examples of how microsites may assist in reaching a specific audience.
A microsite allows you to build an experience that is tailored to a specific group of visitors. In other words, you may take chances with your messaging that may not be well received by a wider group of individuals. In order to introduce new items to a specialized target, microsites might be a useful tool. You can draw attention to advantages that may be insignificant to bigger groups. You may also advertise features of your businesses that may only be of interest to a specific portion of your consumer base, such as your products or services.
While it may not be necessary for someone intending to purchase a new jacket to visit the microsite, it does support one of the primary ways in which the brand distinguishes itself: Patagonia is well-known for its dedication to the environment.
In addition, consumers who are strongly concerned about the environment may be introduced to a brand through the microsite, or their current loyalty may be strengthened as a result of the company’s alignment with and support of their basic views.
Focused Customer Experience
It takes a lot of time and effort to create a regular corporate website. Newcomers should be able to easily understand the products and services provided, as well as the company’s history, which should be readily visible on the website. A microsite directs visitors through a specified route toward achieving a certain objective. This has the effect of increasing conversion rates. Customers are more likely to respond positively when they are provided with targeted advertising that is tailored to their individual needs.
Microsites also have SEO advantages, which are worth mentioning. Because these sites have their own domain names, they may be created to include certain keywords across the site as well as in the URLs of individual pages. This aids in the optimization of search results and the creation of a path for buyers to reach you organically.
Disadvantages of Microsites
There are certain possible risks to taking the plunge and constructing a microsite that you should be aware of before proceeding.
Possibly the most significant concern associated with microsites is that they have the potential to cause misunderstanding among your target audience. If visitors to your core website are redirected to a microsite that is not intended to appeal to their special interests, it is possible that they may abandon the main website altogether. Furthermore, because most microsites do not have a purchasing portal, this may generate enough uncertainty for visitors to abandon their shopping cart and abandon their purchase.
Microsites Require Resources
The danger of causing misunderstanding among your target audience is perhaps the most significant concern regarding microsites. If visitors to your core website are redirected to a microsite that is not tailored to their unique interests, it is possible that they may abandon the main website. Furthermore, because most microsites do not have a purchasing portal, this may generate enough uncertainty for visitors to abandon their shopping cart and abandon their purchase altogether. Maintain a clear path from your microsites back to your major website, if possible
Do You Need a Microsite?
So, should you put money into developing a microsite? The answer is dependent on how your firm interacts with its target audience and the number of specialist groups it serves. Microsites might be useful for the following purposes:
- It is possible that you are running a marketing campaign that would benefit from more control over online interactions. The firm has a product that it wishes to distinguish from its prior offers
- However, it is not sure how to do it. You want to make it as simple as possible for people to respond to a call to action. Ideally, you’d like a website that is focused on a single facet of your company’s services.
Creating a microsite may be a terrific method to present a new concept while also driving sales if your new venture falls inside certain parameters. Just make sure that it leads prospective new consumers along a favorable route to the business as a whole and does not cause them to get confused.
Why you need a microsite
The date is March 6, 2020. The Coffey Group of Companies When it comes to website design for the healthcare industry, larger is usually better. In order for your patients or members to fully understand the services and advantages you provide—as well as why you are the best choice—you want your website to contain a substantial quantity of information. However, there are certain advantages to thinking little from time to time. Take, for example, microsites. A microsite (sometimes known as a “minisite”) is a tiny website that exists outside of your main home page or brand URL.
This type of website usually has its own domain, navigation system, and design—and normally only has a few pages.
They can also assist you in connecting with an audience that is really enthusiastic about a certain topic.
Microsites, on the other hand, are not appropriate for every company, campaign, or department. Let’s take a look at when a microsite is a suitable answer and when it isn’t.
When smaller is better
The following are some examples of common healthcare marketing projects that might benefit from the deployment of a microsite:
- Bringing attention to the work of your foundation. It’s possible that your hospital’s website already has a section dedicated to your foundation. A microsite, on the other hand, can make it stand out. Those who visit the foundation’s microsite will be completely immersed in the branding and messaging of the organization, and they will be able to locate what they’re searching for in a short amount of time. The employment of this technique may be particularly beneficial when soliciting funds, garnering support, or convincing others to participate in an event. Increasing the amount of traffic that comes into your speciality centers. What about a specialist care center with its own providers, services, and locations? Does your institution have one? A microsite can assist in highlighting the services and amenities that this location has to offer. Visitors will be able to find out about the center’s services, providers, locations, and contact information in a short amount of time on the website. Even better, you can offer health education resources that are relevant to that service line so that your readers may learn more about the conditions that are handled at the center
- Creating excitement about a marketing campaign. Microsites are ideal for campaigns such as community-wide fitness challenges, which your hospital may launch as part of its new campaign. Users will have a better experience if you provide them with campaign-specific, branded material. The site’s traffic may be increased, and the results can be tracked and reported on. The microsite can be taken offline or reused for a different marketing when the campaign has concluded
Where to draw the line
As a result, once you’ve put one of your microsites to good use, you could find yourself compelled to develop another. and another. However, a microsite solution will not be appropriate for every marketing situation. As an illustration: Your hospital has ten clinics, but only one of them is interested in having a microsite. Alternatively, one of your doctors may like to have his or her own website. These are issues that our clients have experienced in the past, and they have been tempted to install microsites in order to resolve the problem as quickly as possible.
- As a result, the user’s experience is disrupted.
- Do a search on your website to see if there is any other, comparable material that this information belongs with.
- And don’t forget to use the search function.
- Preventing material from being broken down should be done after ensuring that the traffic you lose from your corporate website is not traffic you would like to maintain.
- Bring all of your stakeholders into the decision-making process, and ensure that everyone understands and supports the strategy before implementing it.
What makes a good microsite
When developing a microsite, the word micro is essential. Always keep in mind that you’re just conveying a limited quantity of highly focused information, so keep the number of pages as low as possible. Users should be able to locate exactly what they’re searching for in a short period of time, therefore intuitive navigation is essential. It is also necessary to take into consideration the design components. The majority of the time, a microsite has a distinct design and feel that separates it from your main website.
However, if it is not an option for your company, try retaining the material on your main website instead.
Consider why you’re creating the website and narrow it down to a single activity you want visitors to do.
Consolidating your website and many microsites under a single content management system can be a time-consuming endeavor.
Our content management system makes it simple to maintain them all from a single dashboard, requiring only a single login. We would be delighted to collaborate with you and your team of healthcare website designers and developers. To get started, give us a call at 888.805.9101 or send us an email.
6 Powerful Benefits of A Microsite For More Traffic
Please keep in mind that this article has just been updated. Are you seeing decreasing returns from the expansion of your website’s traffic? Is it possible that your well-oiled marketing approach is in desperate need of a new spice of life? Why not try your hand at creating a microsite that has a high level of engagement? Because, after all, developing targeted content for the web is the most sought-after technique today for engaging your audience, which would otherwise meander in a noisy, distracting, and highly competitive world of online marketing if not done correctly.
Let’s take each feature of a microsite one at a time and examine it thoroughly.
What’s a microsite?
A microsite is a brand-specific website (or a single web page) that businesses use to advertise their own products, events, or campaigns to a targeted audience. In contrast to their official websites, they are hosted on their own domain or on a subdomain of the firm’s domain and have a separate URL. The majority of the time, they are not application-based sites. Neither eCommerce capabilities (as most Shopify rivals provide) nor an intricate sales funnel would be available to them under this configuration.
- The information on their page(s) is almost always entertaining and interactive in nature.
- On top of that, they don’t give any information regarding the parent corporation (or company).
- Let’s look at an example to help you better comprehend the concept.
- BMW’s microsite has its own domain address (and is not hosted under a sub-domain or a sub-directory of the main BMW website).
- The film clearly conveys the car’s distinguishing characteristics, which include its commanding road presence and overwhelming power.
- BMW is the source of this image.
- According to the graphic above the tweets, the hashtag is a component of BMW’s social media campaign, which is why it is used.
- This increases the level of engagement among the users.
Launching a new product
If and when a new product is ready for release, several promotional efforts are launched to pique the interest and curiosity of potential buyers in order to build interest and curiosity about the product. These campaigns often involve print media promotions, promotion at exhibits, social media and email campaigns, and other tactics. If the audience of these ads is interested in learning more about the product, they may be sent to a microsite that has all of the necessary information.
The microsite will have a greater impact on the audience since it will include extensive and compelling multimedia information. Furthermore, because the microsite is totally branded with the product’s attributes, it will assist the audience in recalling the product more effectively.
Generating targeted leads
Microsites may be used to collect those leads who have previously expressed an interest in your product or service (or service). Such leads have a higher likelihood of turning into paying clients. Microsites may be an excellent tool for generating high-quality leads for your business. Audi India, for example, successfully employs this method to generate interest in its vehicle lineup in the nation. It makes use of the auditestdrive.in microsite. Audi India reaches out to online visitors who have expressed an interest in taking a test drive in one of the company’s automobiles.
Users are routed to the microsite after clicking on the advertisement.
Audi Q3 Experience is the source of this image.
Targeting market by geography
If your company is dispersed over many geographies, microsites can assist you in locating users from each place separately and effectively. User-targeted microsites allow you to reach consumers who are seeking for items in a specific geographic area. Once again, I’ll use Audi as an example to illustrate my point. In this case, the campaign’s goal is to capture leads that are particular to a geographic area. The firm conducts ad campaigns that send people to a location-specific microsite when they search for “Audi” on search engines, such as Google and Bing.
Here’s an example of a screenshot taken from the microsite: Audi.in is the source of this image.
Standing out from the corporate brand
There are numerous brands whose websites do not have a consistent appearance and feel with the websites of their parent company. In order to effectively communicate their distinct beliefs and traits, such brands require their own microsites. Microsites provide you greater creative freedom in creating a brand-specific experience. Designing the UI and UX of a brand’s microsite on the basis of how the brand is regarded by the public might be beneficial.
There are many different sorts of physical events and campaigns that businesses plan on a daily basis to increase their brand awareness (or simply, generate business). A microsite can be used to house the details of an event as well as registrations for it. Microsites, as opposed to corporate websites, will provide you the freedom to be as creative as you want. Microsites may be an excellent tool for promoting physical events, especially when used in conjunction with social media. TCS hosted a marathon-running event, and here is an example of a microsite about it.
Why consider microsites?
Microsites can be used for a variety of purposes by marketing-driven enterprises, including:
Companies may send highly targeted content to certain portions of their audience as a result of these tools.
Microsites may be utilized to generate leads for firms with a high level of interest.
They assist companies in establishing their brand presence on the internet by providing them with their own website.
Their compelling content contributes to the creation of buzz — or word-of-mouth publicity — about a certain product or event.
SEO for niche keywords
Microsites, which include targeted information, can assist businesses in improving their search engine rating for certain keywords and phrases.
Easy to manage
Because microsites are designed for a specific campaign, only a small group of people inside your firm can devote their time to this task. You will be able to manage a smaller staff more effectively, which will save you money, energy, time, and resources in the long run.
Disadvantages of microsites:
With so many benefits to having your own microsite, it’s almost impossible to resist the temptation to create one. There are, however, two sides to the tale to consider. Microsites, on the other hand, have significant drawbacks. You may find them in the list below.
Leave users confused
The users, who are your target audience, do not make a note of the URL that they have just discovered and return to it later when they have more time on their hands. They may, on the other hand, recall anything from the advertisement and subsequently Google it, which would direct them to the main website. You can see what I mean. The work has been squandered, and the goal has been defeated. Many businesses make the mistake of assuming that their consumers are reasonably adaptable to diverse user interfaces, which has a negative impact on the user experience.
A microsite is similar to the process of creating a new website. There are a variety of costs associated with creating a website from the ground up. To mention a few expenses, there is the cost of the website registration, the cost of maintenance, and the cost of developers and designers. Furthermore, the more intricate a microsite is, the greater the expense of developing it will be.
Content development efforts
Because the primary purpose of microsites is to engage people, the information on the site must be of the highest quality. It is essential that the written material on a microsite, as well as photos, videos, and user-generated content, be relevant to the target demographic, the brand, and search engine optimization (SEO) techniques in place.
Significant time commitment
A microsite is not something that can be set up once and forgotten about. Throughout the course of the marketing campaign, it must be updated with new information on a frequent basis to be effective.
When a marketing campaign linked with a microsite comes to an end, the microsite is effectively abandoned by its visitors. The resources allocated to the development of the microsite are not fully used. Make careful to examine the advantages and disadvantages of developing a microsite for your company. If you go ahead, don’t forget to A/B test your content, features, and functionality to ensure that you receive the most return on your investment.
Microsites and the SEO debate
In the past, several firms made extensive use of microsites as a tactic for search engine optimization. They used to operate various microsites that were created around different phrases, providing them a chance to appear on the first page of search engine result pages for a variety of keywords. It also provided them with the opportunity to appear more than once (or twice, in certain cases) on a single search result page. In addition to providing backlinks to a core website, they had another goal in mind when they created many microsites.
However, this no longer occurs, and it is really detrimental to your search engine optimization.
They are continually learning about all of the black hat tactics that are being used throughout the internet and penalizing (de-ranking) websites who use them.
The following are the primary reasons why you should avoid creating a microsite only for the sake of SEO for your brand or company: The reason behind this is as follows:
- Microsites do not receive a large number of incoming links from other authoritative websites on the internet. They don’t receive a lot of traffic since they only target a tiny part of the population
- It is not possible to distinguish between their connection origins. The process of establishing authority takes time, and microsites often have a short lifespan.
You should be aware that if you create many microsites with repurposed or duplicate material, search engines will only show the one that they recognize as the original. Search engines would seldom show two web sites with the same information at the top of their search results pages, unless they were related.
Microsites compete with your primary site
If your microsite and major site are both targeting the same keywords, you will see a decrease in traffic to both sites. The sites will be in a competition with one another for visitors’ attention. On top of that, you would be spending twice as much money as you needed to in order to accomplish your goals.
Thin number of backlinks
There is a reduction in the density of backlinks for each individual microsite when there are several microsites for your brand. Assume there are a total of 100 hyperlinks to each of the five microsites. On average, each site receives 20 backlinks, which is a significant number. When a single major site with 100 backlinks was used instead of a collection of microsites, the primary site would have ranked far better in search engine results than any of the microsites.
Microsites and paid ads
Microsites may be quite effective when utilized in conjunction with paid search advertising campaigns in search engines (as seen in the examples used in this post). In the event that you’re searching for a short-term advertising campaign and have a sizable money at your disposal, sponsored search results can assist you in generating large traffic to your microsite. Furthermore, you may use long-tail keywords in your campaigns to lower the amount of money you spend on advertising while still attracting high-quality visitors.
Microsites are an excellent method to promote companies and events in a way that is distinct from their parent company or brand. They provide their customers a great deal of freedom to customize their online space to reflect their own brand qualities, with no constraints. Furthermore, when used in conjunction with paid search advertising efforts, microsites may create targeted leads for your company. By using web push notifications, you can increase engagement with your microsite and create more leads.
Top Ten Benefits of Having a Microsite
The majority of people, including you, may believe that microsites are simply high-priced small websites with fancy Flash animations and visually impressive presentations, but with little or no SEO benefit. Think again, my friend! It is, in fact, merely a pretty common misunderstanding of the situation. Microsites have evolved from their early reputation as low-tech tools with questionable usability to become strong marketing tools with a wide range of applications. While the new generation of microsites offers not only aesthetic and creative representations of your products or services, they also provide valuable and intriguing information as well as engaging content that is simpler to assimilate than that found on other websites.
In general, microsites are designed to perform a specific goal, such as promoting a specific brand, product, or service.
Microsites, which are highly optimized for a small number of unique phrases and keywords, are often designed for a certain target or demographic in order to achieve their goal. Here is a list of the top 10 advantages of having a microsite, arranged in no particular order.
1. The SEO Advantage
Due to the fact that each microsite is in fact its own website, it has its own unique website address (URL). People will be able to discover your goods and service more quickly and simply if you have a memorable address that they can readily remember. This is unquestionably advantageous in terms of search engine optimization. You may also include a variety of keyword-rich domain names on your microsite, which will be highly regarded by search engines such as Google, Yahoo, and other major search engines.
This aspect raises the value of your content’s rating in search results, which is beneficial for SEO.
2. A Focused Path
Microsites are more concentrated and clearer presentations of your unique brand of goods as compared to a more comprehensive website. Because it focuses on and displays only a single product or service, your microsite provides potential buyers with a more straightforward and expedient purchasing experience. Buyer ratings are higher and more rapid when there is no distraction from other items.
3. Effective Branding
If you’re launching a new product or service, you’ll want it to stand out from the competition and be memorable. Specifically, this is done to guarantee that your product or service can stand on its own, especially if your mother brand is not well-known. The fact that you are introducing it for an entirely new target market is also significant. Microsites can be of use in this regard. Giving your new product or service its own website, even if it’s only a few pages long, is an excellent branding tool or tactic, regardless of how small the investment.
4.Efficient Email Campaign
Emailing is quickly becoming the most widely used mode of communication on the planet. Almost everyone on the planet has at least one or two email addresses. In order to engage with the vast majority of internet consumers, microsites take use of this reality. A well positioned microsite may direct hundreds, perhaps thousands, of web visitors and potential consumers to seek for and search for your highlighted product or service, increasing your chances of gaining new clients.
It may surely benefit your products and services if the more vital and relevant information about them is put on their own webpage. Having a microsite where you can post all of these important facts makes it easier for readers to explain and grasp your offers.
6. Increased Public Interest
Being able to generate more public attention is a huge bonus for any business or online announcement since it indicates that your site is properly serving its mission.
There is little question that microsites are effective in attracting a wide range of visitors. Microsites provide you with extra options to attract visitors because they function as multiple little homepages in one.
7. Faster Development and Placement
A microsite is especially beneficial when it is used to promote a seasonal offer or make an announcement that has a limited shelf life. For something that has an expiration date, it is unrealistic to create a complete website because it is a waste of both time and money. Microsites are less complicated to create and deploy than full-fledged websites. This page from this bargain site or other online promotional sites would serve as an example. Even if it’s eye-catching and straight to the point, the deal is only valid until a specific date.
8. Perfect Experimental Tool
Sending out a variety of campaign messages through a variety of microsites will assist you in testing your market. This will allow you to more accurately assess the impact of the messages and select the one that is more successful and appealing to your target market. Because microsites are self-contained, this method will not cause confusion among your target audience about your intentions.
9. Less Overcrowded Homepages
Your homepage is protected from overpopulation and internet congestion as a result of the deployment of microsites. Although a large number of online visitors may come and browse your website, can you truly connect with them? Offering too many options and data on a single website might turn off online consumers, causing them to just quit your website without visiting another.
10. Cost Efficient
It is possible that generating and sustaining microsites is less expensive than constructing and maintaining larger websites, contrary to popular belief. In addition to the limited amount of pages, the material is also constrained. It takes less time to design and is easier to administer since it is typically handled by a single software such as Flash player or by a small number of films and animations; in certain cases, photos are all that is required.
What is a Microsite (and Do You Need One)?
Would you be able to describe a microsite to a complete stranger on the street if they asked you to? You will learn the following from this post:
- What exactly is a microsite, and is it a wise marketing decision for your company? How to use a microsite to benefit your company’s operations
- Two excellent microsite examples to provide as inspiration for your own
What is a microsite?
A microsite is a website – usually little more than 3-4 pages in total – that exists to fulfill a specific function independent of an organization’s principal website and that is separate from the organization’s primary website. A microsite can be either a separate domain name or a subdomain of a larger website. Microsites have a number of properties, which are as follows:
- The majority of the time, it is only transitory. The creation of a microsite to support a single, time-limited digital marketing campaign
- There is a lot of content. A microsite contains a large amount of particular keyword content that is related to the microsite subject. Independent. In addition to its own email addresses, content, and social media accounts, a microsite is backed by other websites.
What a microsite is not is as follows:
- This is a little webpage. No, this is not a website for which you will require a magnifying glass. A landing page is a web page that directs visitors to a certain location. A landing page is often found on a company’s main website and is designed to generate leads for a specific offer. A subdomain is a subdomain. However, it can have its own subdomain (which is typically the case)
In the context of the online, a microsite is a mini-website that does not provide as much functionality as the main website. Microsites are generally used by businesses when they wish to market a set of items in a way that does not distract the user from their primary task. The few pages of a microsite may provide information such as:
- A product demonstration page
- A resource for finding topic-specific information
- A questionnaire or survey
Microsites are typically not equipped with ecommerce capability or a comprehensive sales funnel.
Microsites are often used for lead generation, as a component of a broader marketing effort, or to advertise a specific product – not for the purpose of generating enormous volumes of sales across your whole product line.
What’s the difference between a microsite and a landing page?
What distinguishes a microsite from a company’s main website blog or any other branded platform is that it has its own independent URL — which is generally one that does not include the name of the company that sponsors the site — and is not associated with the company that sponsors the site. Microsites are useful for expanding your reach while also targeting a more specific audience. Although it may seem illogical to design a microsite that focuses on a single piece of your company jigsaw, microsites may be quite beneficial in helping you generate confidence in your whole organization.
Is a microsite a smart choice for your business?
Why should you think about creating a microsite for your company? If you employ a microsite for a legitimate reason and carry it out properly, it may be really advantageous. Microsites are a terrific method to target a specific audience – and, as a result, to target your email marketing campaigns more effectively. With the addition of an email subscriber sign-up form to your microsite, you can create a targeted list of prospective leads that is highly targeted. Rich Staats, Founder of Secret Stache Media, provides his expert opinion.
By keeping this information separate from your primary brand’s website, you increase the likelihood of getting competitors to reference and link to it as well as your own.
“As an example, once the material on the microsite has been validated by your target market, you might relocate the content to the main brand site and redirect the pages of the microsite to the brand site.” The following are some of the advantages of microsites:
- Matching the right individuals with the appropriate opportunities is critical. Microsites are small websites that serve a specific function. That means you may use them to communicate with particular, targeted audiences by sending them communications that are tailored to their needs. A microsite may also be used to emphasize key aspects of your company’s brand that you wish to highlight. Increase your level of rank recognition. Given that microsites are narrowly focused on a specific issue, you have the opportunity to design web pages that have SEO niche keyword possibilities (especially in your URL). The more content you can create around a term, the more likely it is that people will find you
- This results in a more concentrated experience. The use of microsites allows you to direct people towards a certain activity by providing them with only the information they require to complete that specific action. Microsites can assist in increasing conversion rates by removing distractions (such as website navigation) on the page.
However, just as there is no light without darkness, there are certain disadvantages to employing a microsite that must be considered. As an illustration:
- Visitors to microsites may become perplexed at times. One of the most difficult challenges of a microsite is that customers must become accustomed to a company website that is not your primary website. Your visitors may be browsing through your main website when they unwittingly get on a microsite by clicking on a link on the page. If the design or navigation is different, people may be perplexed as to how they got there and how to go back to where they started. Alternatively, they may simply quit
- Microsites may be expensive to maintain. The expense of developing and maintaining a microsite is not insignificant. The building of a microsite is expensive, and it might take a significant amount of your effort to keep it operating
- Content development is another expense. We’re talking about a completely separate sub-site that will require its own content. That will take more time and effort
- It will need a time commitment. In addition, because a microsite is a new domain, it must establish its own domain authority in order to be found by search engines (if that is your primary goal).
Should you create a microsite for your business? It is entirely up to you to decide. However, here are a few things to think about to assist you in making your decision. When should you utilize a microsite? When the following situations apply:
- You want a website whose content is focused solely on a single type of product. You’re running a marketing campaign and want to have more control over the style and navigation of the web sites associated with it
- You want to keep the amount of options available to a site visitor to a minimum so that they accomplish your intended activity – such as purchasing a product or downloading material – as short as possible. A special product that you wish to distinguish from the rest of your company’s products is what you’re looking for.
How to use a microsite to help your business
Microsites are useful for a variety of reasons, the most important of which are as follows:
- To draw attention to a specific promotion — such as an event, a seasonal product, or a contest – To provide regular, continuous material — such as a hub for video content or a specialized newsletter topic – on a consistent basis
The fact that microsites are geared toward specific audiences means that they may assist your company with automated email marketing by producing segmented groups of email subscribers based on customised tags. Tags are going to become your new best friend in the world of email marketing. A tag can be used to identify individuals who have completed certain activities or who have expressed an interest in specific topics. A more narrowly focused audience results in a more effective and more reachable list.
On a microsite, it’s typical to include an opt-in emailform to collect information about potential leads in order to construct a highly targeted list.
An example of an opt-in email form. Take note of the particularly precise pain spots that this deal aims to alleviate. As soon as a visitor comes to your microsite and completes your form, you may automatically add tags to their record depending on a wide range of criteria, such as the following:
- The links people visit on the microsite as they explore
- Their areas of interest Source of referral
- Activities that have been completed
What to know about microsites and SEO
Create content for your microsite that ranks for more specific SEO keywords. When you do the arithmetic, it appears to add up, doesn’t it? An additional website for your company combined with extra keywords on the website equals improved SEO. It would be good if SEO math were as straightforward as that. Unfortunately, there is no foolproof strategy for making your company accessible on the internet. A microsite may be beneficial in increasing the visibility of your brand, but it is not a guarantee.
There are two sides to this, to be sure:
- Some individuals believe that a microsite provides an opportunity to rank for more particular keywords while still being inside the umbrella of your company’s brand. Others believe that it dilutes SEO efforts since it targets smaller, more targeted audiences over a short period of time – which results in less traffic and, as a result, they do not earn the site authority necessary to rank high in search results.
What is the reality? Both points of view are correct. Joe Baugnet, ActiveCampaign’s SEO Manager, provides his expert opinion. “The notion of a microsite is really beneficial to searchers.” The entire objective is to hone your messaging and do a better job of promptly answering your audience’s inquiries – and who wouldn’t want to be ranked higher for doing just that. The problem with microsites in terms of SEO is that they are frequently seen as a “set and forget” venture, which can cause them to become a diversion from high-impact SEO operations.
- Domain hosting, link development, sitemaps, analytics tagging, and testing are all tasks that must be completed independently.
- The advantage of a microsite is that, if they are created properly and function effectively, they may act as a tide that raises all boats.
- Take a try at it if you have clearly defined marketing KPIs for the microsite and have some extra time on your hands.
- When creating a microsite, you must be able to tick the following items off your microsite checklist:
- Explain why you believe a microsite is necessary in detail. Is there a particular promotion going on right now? Are you looking for a central location to hold some specific, recurring content? Whatever the case may be, it must be handled completely before anything more can be done. Create an SEO strategy based on the microsite’s target audience. This type of website is not intended to just be a scaled-down version of your primary website. To be effective, it must target certain phrases that will drive people to it. Create a domain for yourself or a subdomain for your business. If you have a microsite, it is intended to be a mostly independent entity from your main website that is dedicated to a single, specialized function. Single purpose = single domain
- Single purpose = single domain Look for sources of inspiration. Whether you build your microsite from from or hire a professional to assist with development and design, having microsite examples to refer to is beneficial.
2 great microsite examples to help you create your microsite
What should the design of your microsite be in reality? When you look at other microsites, you will see that they have a variety of design styles that are geared to different audiences. In terms of design consistency, there is a certain level of overlap between microsites and their parent websites when it comes to items such as: Here are a number of microsite examples from which you might get inspiration. Spotify developed microsites that were tailored to each user’s musical preferences based on their year of birth.
And, much like snowflakes, no two microsites are alike — each one is unique and created specifically for you.
The microsite is the most important component of this integrated experience, and it contributes to the creation of a campaign that feels both global and intimate.
The website employs a basic text column with strong fonts to draw the viewer’s attention to the message, which is subtly scrolled through changing colors.
In addition, there’s a small dancing meme. What could be better than that? A microsite may be quite beneficial to your company if it is designed and implemented properly.
What are Microsites? Great Examples and Best Practices
While working as a brand manager or digital marketer, you may have come across the phrase “microsite” and pondered what it was that made microsites unique compared to other website types. What level of knowledge is required for the design and development of a microsite? Is it a smart idea to think about including a microsite (or a series of microsites) into your overall digital strategy? The answer is dependent on whether or not a microsite makes sense in light of your objectives and potential return on investment.
What are Microsites?
Because the term “microsite” encompasses a vast variety of website uses, it is difficult to come up with a single definition for it. The difference between a “micro website,” which resides on a separate URL, and a “branded vertical,” which appears on the main corporate website, is frequently drawn attention to. Both ways eventually achieve the same result, therefore for the purpose of simplicity, we shall refer to them as “microsites” in both cases. As we examine the possible benefits and best practices for building and creating microsites, we will go into further detail about the complexities of different microsite forms in the sections that follow.
Why Brands Launch Microsites
Companies use microsites for a variety of reasons, each with its own set of considerations. Microsites offer the advantage of allowing for more creative and innovative thinking and approach. The main firm websites might feel a little limiting at times, with a very typical menu bar. As an example, consider how many medium-sized firms use the same four links on their menu bar: About Us, Shop, Careers, and Contact. However, to be fair, this standardization of business website navigation is really a positive development, as it contributes to a better user experience across the internet by allowing first-time visitors to new websites to feel acquainted and comfortable with the site’s navigation options.
If you decide to design a microsite, concentrate on building an experience that will help you achieve the precise business objectives you have in mind.
- Reach a new, specifically targeted population of people
- Encourage people to take a specific, important action (such as signing up for email updates)
- Increase brand recognition in the wake of a new product introduction
Microsite Benefits and Advantages
When microsites are correctly conceived, developed, and implemented in accordance with your company’s objectives, they may be a highly effective marketing tool that adds value in a variety of ways, including the following:
1. They Build Brand Awareness
Microsites that are extremely engaging, dynamic, and shareable spread the word about your business across a variety of platforms and media. Your brand remains present in the minds of consumers when they visit microsites that are instructive or entertaining, but are not necessarily related to a product. Products or product lines-specific microsites may accomplish this in an even more real way, allowing customers to discover the value your company can bring them. Whatever your business model or sector, raising this level of brand recognition is an essential first step in increasing sales.
Having a well-established brand presence is crucial to your company’s development potential as consumers become more social shoppers (searching for reviews online, asking friends for purchasing recommendations on Facebook, and sharing purchases with their network).
2. They Improve SEO
As long as search engines continue to dominate online behavior, SEO and SEM strategies will continue to be vital components of any marketing plan. Microsites may help you with your search engine optimization efforts in a variety of ways. Microsites that are popular and of good quality are frequently circulated over the internet. Depending on your project, there are advertising and marketing blogs, gaming sites, and even local bloggers that may come across your microsite and highlight it on their websites.
- Links pointing back to your microsites from reputable websites and blogs provide a significant boost to your search engine marketing campaigns.
- External links are still regarded to be the most important factor in determining how well a website performs in search engines.
- This can assist you in improving your ranks for all of your chosen keywords.
- It’s reasonable to presume that your microsite will have a connection to your main website in some form.
- In addition to the benefits of having a website, some businesses may opt to create a microsite that is focused on one or two highly sought-after (and often searched) keywords.
3. They Increase Brand Engagement
Customer engagement has long been recognized as important–engaged consumers are better customers who are happier and more enthusiastic about your company. It is because they recognize and believe in the value your organization provides them that they become loyal to your brand and anticipate future offerings from your company. In addition, firms have a tremendous financial incentive to increase employee engagement. Customers who are engaged are more likely to become repeat customers, and they are essential in producing great word-of-mouth marketing, which is still the most potent marketing channel available, even in the digital age.
In order to do this, microsites are extremely effective tools for building engagement with your brand, which in turn expands your reach and awareness in ways that traditional marketing methods cannot.
It’s also possible to design and develop them such that they are really interactive, enabling your audience to explore features and create something entirely new.
By creating microsites that encourage consumers to connect with you and your content in a meaningful way, you can generate a degree of loyalty and engagement that will have a significant influence on your company’s overall profitability.
4. They Generate Leads
As a result of their ability to increase customer interaction while simultaneously improving your SEO efforts, microsites are a wonderful resource for generating new leads and bringing new prospects into your sales funnel. Because of their easy approach and plain appearance, these websites are extremely effective at engaging new audiences that you would otherwise have been unable to contact. It’s critical to focus a few key best practices while developing a microsite that will create the most number of quality sales leads possible:
- The website you design should be informative, entertaining, and simple to use for your target audience. Your website should have a specific function, so avoid including any extraneous content or features that might make it difficult to navigate. A few strategically positioned and well-designed calls to action (think “buttons”) may make a significant impact in terms of increasing your conversion rate. Visitors will be encouraged to discover more about your brand, goods, or services if your CTA is attractive and aligned with the language and content of your microsite, even if it means leaving your microsite to visit your main corporate website
5. They Demonstrate Subject Matter Expertise
If you want to attract customers, your website must be informative and enjoyable to use. In order to avoid adding unneeded information or features that might make your site unwieldy, keep the objective of your site in mind. A few strategically positioned, well-designed calls to action (think “buttons”) may make a significant impact in terms of increasing your conversion rate. Visitors will be encouraged to discover more about your brand, goods, or services if your CTA is intriguing and corresponds with the language and content of your microsite, even if this means leaving your microsite to visit your main corporate website.
6. They Help Brands Reach New Audiences
In addition to providing additional chances and breathing room for companies to promote unique content to specific consumers with more accuracy, a microsite may operate independently of the company’s main website without diminishing the search performance or brand equity of the core website. As an example, the ElfYourself.com microsite, which can be found above, is a fantastic resource. It’s not a new concept, and it’s only loosely associated with the Office Max brand (because they sell cardstock paper and printing equipment that are frequently used to create traditional holiday cards), but the site has a tremendous amount of awareness and recognition because of its share-ability, rather than because it adhered to the brand standards or voice and tone established on the Office Max website, which is why it’s so successful.
How We Develop Microsites that Perform
Microsites should be treated with the same care and consideration as standard websites. In order to guarantee that each microsite we produce is well-positioned to support our customers’ goals and objectives, our method for producing microsites at DBS involves the same emphasis on strategy, design, and development, as well as search optimization. We do this in several ways, as follows at a high level of detail:
- Identifying your core personas, which are often categorized by their function or profession, is the first step in the strategy planning process. User StoriesFlow Mapping– We define the requirements of your personas and map their journeys around the microsite to meet those requirements. Keyword Research — We identify the most relevant keywords to put in your microsite content in order for it to rank for the most relevant search queries possible. Architecture (Sitemap)– We design the overall structure of your microsite, taking care to optimize your information architecture and URL structure for search engine optimization and user experience. When it comes to messaging, voice, and tone, we create content for the microsite in accordance with a client’s existing set of brand standards and guidelines, as well as the established voice and tone of the brand
- When clients don’t have these or want to update them, we create them and incorporate them into the site as needed. UXUI Design– The infrastructure and design of the microsite are prepared in accordance with our understanding of the target audience as well as best practices in interface design and user experience. Using our detailed market research and competitive landscape analysis, we must create content that is keyword-based and optimized using on-page SEO techniques. Connect your microsite to the main website as well as any linked social media profiles. InternalExternal Linking Analytics– Web analytics tools such as Google Analytics and Google Search Console assist you in tracking the indexing progress of your microsite and optimizing the search visibility of your microsite.
Examples of the Best Microsites
Microsites can take on a variety of shapes and sizes, depending on the brand and the objectives of the site. Some excellent examples of different types of microsites are shown below.
1. Focused Blogs – Red Bull’s “Red Bulletin”
In many cases, microsites are little more than specialized blogs that highlight industry knowledge and position brands as subject matter experts. The Red Bulletin is a specialized blog created by the energy drink brand Red Bull that successfully positions the brand as adventurous and fun.
It started out as a separate microsite from Redbull.com-but as you can see, it has now been consolidated under Redbull.com as a branded vertical under the Redbull brand.
2. Data Visualizations – Derby LLC
Derby LLC’s graphical website provides shipping information over the Christmas season. Infographics can operate as a type of microsite, particularly if they are interactive and can be accessed independently of the main website’s navigation and content. They can call attention to a problem, a cause, or a topic that is pertinent to the sponsoring company’s business. This infographic by Derby LLC, titled Logistics of the Holiday Season, is a fantastic example of how a company can display its experience in shipping and logistics in a way that is exciting and entertaining for any audience to read.
3. Interactive Experiences – Adobe’s Creative Types
Adobe’s Creative Types website is a fun personality test for anyone working in the creative industry. In certain cases, microsites are interactive experiences that adhere to current marketing gamification trends. The game design might be related to a relevant product or business, or it can simply provide “added value” that is associated with the company’s brand. Using answers to a brief series of questions, Adobe developed itsCreative Typesmicrosite to assist creative individuals in gaining a better knowledge of how they think, act, and experience the world in order to improve their work.
4. Campaign Landing Pages – Adobe CXM
Adobe’s CXM microsite effectively employs design to guide visitors through a narrative about the company’s platform. Campaign-based microsites, such as Adobe’s Reshaping Customer Experiencepage, are frequently used as the focal point of a large-scale marketing campaign. It was Adobe’s goal in this example to guide visitors through certain journeys that forced them to learn more about Adobe’s customer experience management (CXM) platform and the benefits for organizations who embraced and utilized its cloud-based CXM platform.
Should You Develop a Microsite?
Microsites aren’t for everyone, and that’s okay. For businesses operating on a tight marketing budget, creating a fully-functional, distinctively branded microsite is certainly out of the question for the time being. But microsites may still be beneficial to a wide range of enterprises across a broad spectrum of sectors. A microsite may successfully serve your marketing objectives as well as your overall business strategy if you put in the necessary time and effort into planning and developing it.
We’ll get you where you want to go!