How to Create an Effective Microsite
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1. Choosing the size and scope of your microsite is very important. How large and in depth your microsite is may very well depend on your resources and budget. You could simply make a one-page microsite that acts as a great landing page for a pay-per-click campaign and links back to the parent site or it could be a fully functional, self-contained mini website with its own contact page and e-commerce engine (if you are selling products). Adding user generated content features such as forums, enabling comments, and file uploading should also be considered at this stage.
2. Deciding on a domain name depends on several factors. If the product or service is something not normally associated with the parent brand, then it may be best to consider a secondary, non-branded domain name. Keep in mind, however, that branded URLs generally produce higher click through rates. You may also consider sub domains (microsite.yourcompany.com) or sub folders (yourcompany.com/microsite).
3. The microsite’s topic, information, and call-to-action should be compelling. Once you get a visitor to the site, you should provide content that guides the user down the path you have planned. That end goal could be filling out a form, calling a number, downloading a white paper, making a purchase, or simply clicking over to the parent site. Tracking these goals is crucial and can be done easily with a product such as Google Analytics.
4. It’s important to consider how to tie the brand into the microsite. It could be as simple as placing the brand’s logo somewhere on the site and having multiple links back to the parent website. Using a similar color scheme and design style as the parent site can also help to create brand recognition. For smaller brands, the microsite may act as a launching pad to introduce the brand to a new audience.
5. Microsites can and should be optimized for search engines. Take advantage of the focused content you are presenting by using topic-specific keywords and key phrases throughout your microsite.
6. If you build it, they will come... but only if you promote the site. Once your microsite is launched, be sure to let everyone know about it by utilizing your internal email list, PPC campaigns, social networking sites (Facebook, Digg, Reddit), and industry-related blogs.
How to Create an Effective Microsite - To learn more about this author, visit Christine Slocumb's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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