Recently, we’ve been going on and on about the many possibilities you have whenever you want to create a Microsite Strategy for Marketing purposes. But the Marketing industry is very wide, and it allows many different possibilities and paths to go through. Of course, this is a great quality, but it requires a lot of thinking and a lot of tracking in order to figure out which the best option for our brand is. So today, we’ll dive into one of the main pros that Microsites have, which we’ve already talked a little bit about in previous articles, but not like the crazy deep dive we’ll be doing next. So let’s talk about how to create a Microsite to target your traffic, shall we?
We’ve already explained how much of a great advantage a Microsite can mean to your big website. You can create it quickly and easily, and it’s much cheaper than an actual website. Also, it can help to improve many aspects of your brand, such as your SEO and PPC strategy, helping your users find the best fitting products, and even using it to be an impartial party in your industry. And what all of these share is this key point: Microsites aren’t for every random user on the Internet (though, they can be if you use your Microsite strategy for advertising reasons), but it’s actually for people that have some sort of relationship to it. And, even if this is something that happens naturally, how great would it be to make the most of this particular quality that Microsites have? Let’s review a few ways to do it:
A Microsite for broadening your products offer
Sometimes when we handle brands that have a very specific audience, who already know and like the products we offer, innovation can be a challenge. Let’s say you run a website that’s all about selling boats and sailing, but you want to start selling water scooters. Of course, these two are quite related, but we can’t assure that they will be interesting for the same audience, nor that your current users will appreciate the variation in your offer, and in your website. In this case, a great alternative could be to create a Microsite that’s specific about water scooters, so it’s still related to your main website and brand, but it’s not a part of your main website because it’s for a specific group of people. This will help your new product because it’s linked to a bigger, more trustworthy site, and it’ll help your main site because it will increase its traffic.
A Microsite to develop on one of your specific products
So let’s say you have a brand with a wide variety of products, and that you are aiming to increase sales of a specific one. Or that you are launching a new product that is related to the rest of your offer, so it doesn’t require a Microsite on its own. Basically let’s say we have a situation where we want to draw all the attention to one specific product, for whatever reason that is. If this is your case, then you can definitely choose to create a quick Microsite to go all pitch about your product, and you can dive in super deeply on why it’s amazing and great to have, and everything you want to add to it. This will result in having traffic for the website that’s literally integrated 100% by people who already are interested in it, meaning they’ll be much more likely to convert there. And even if they don’t, this will still help your retargeting strategy a lot. Of course, you can always choose to go for a more classic strategy like having an announcement on your site or launching Ads, but I can assure you that Microsites will be much more effective when it comes to selecting the interested part of the audience.
To make life easier for your users
We’ve already talked about how great it’d be to have a Microsite that works like a Buzzfeed test, but that’s just the tip of the iceberg. Microsites can also be a great alternative when it comes to helping your users decide which one of your products is the best fit for them. For example, creating a Microsite to do comparisons between your boats, or about the sailor-qualities, these boats’ sailors should have. This way, you make sure the people going to your website have an interest in your products, and that you are doing something nice for them by helping them choose their best fits. Of course, this type of Microsite will also help your retargeting strategy and will help you build a more solid relationship with your customers.
A Microsite for your deals and promotions
This might be a little more twisted but still can help your strategy a lot. If you have a big brand, that’s overall settled in the market, and usually has great deals, sales, promotions, and even events (Have you heard about the boom that event marketing is going through?) going on, you can definitely go ahead and give a try to creating a Microsite that’s all about helping your users find them. In this Microsite, you can include a disclosure on the terms and conditions for each promotion, who will be the best person to go for them (related to the previous point), or even have different sections for the offers that apply to the different products. This will be a great improvement for your user’s experience, and it will drive people who are already interested in your products (or interested enough they want to check your offers).
To conclude, I believe Microsites are a huge deal that’s going on at the moment, and that they can be implemented in all sorts of different ways. In this case, we’ve walked you through a couple of alternatives to have your website reach more audience, and make sure that they are actually interested in what you are offering. However, I can assure you that this list will continue growing, because that’s what Microsites strategies are all about, coming up with new ways to improve your game.