Microsites are back in fashion, why?
Microsites* are basically highly targeted one page websites that are designed to perform a small number of key functions as efficiently as possible. Similar to the importance of copy writing, it is all about making the most of your visitors while they are there that counts, and hence microsite design is also very important.
Some firms rely on microsites, why?
An example of a good microsite was for a US based steak house, as you can see the site is built for one thing, obtaining an email address or phone call for chance to win a prize.
Why a microsite? Because unlike a big large “we are the best” website, marketeers with a background in internet marketing know that a good quality one page microsite (this is very important, and is often referred to as a squeeze page) can do wonders for a companies marketing objectives.
Put simply all your online and off-line marketing efforts can lead to this one page for one specific purpose which is usually to obtain a phone call (personal injury claims, B2B leads) or an email address or mobile phone number (retailers, entertainment providers etc) and why?
Simple. So you can stay in touch more easily and more often with customers.
Lets say you want email addresses:
Great, you have decided that you want to obtain email addresses so you can begin some high quality email marketing to entice new and old clients back to purchase goods or services from your business.
So how do you go about increasing the amount of quality email addresses you currently have on your list?
Firstly let’s think of an offer that you can give to people who take the time to indulge their private email address to your firm. Now this can be one of many things; money off vouchers, a prize draw, a free white paper, video etc. What is important is that you decide what your desired email list will be interested in and then target the right people in order to let as many relevant people see the offer.
So how does a microsite work?
In our case we would discuss options with a client and then look to integrate an email client form within a one page website that either appended your own existing website or was created solely for this campaign in mind, benefits exist for both options and are based on SEO and usability.
With attention to detail related to design, and colours used, typography and copy writing, the site would appeal in one or two ways, to make a call, or put in your email address in a box to get a benefit (prize, coupon, free information etc)
Why not just use your own website with a new page?
Simple, your own website will have links and other distracting elements that will vastly decrease the effectiveness of obtaining that precious email address, the one you can use again and again to say hello to the person you want to encourage to bring repeat business to your firm.
Of course not every single email address will bring you results but as this is very much a numbers game, the more the merrier.
How to get the visitors we need?
Traditionally people have used services such as Google’s adwords to target people they know may have some interest in the offer proposed by virtue of the words they are searching under. This could be an option, another method would be to let your followers on social networks know that there was an offer available and allude to the benefits of participation and how you can easily access this via a simple link to the microsite.
Why are microsites more popular now?
As we are all aware, marketing is more and more about utilising the internet, and firms such as ours know how powerful a properly implemented campaign such as the ones outlined above provide to firms.
In many cases a company has many different methods of marketing their business: Print, video, PPC, email campaigns, and social media, as well as mobile messaging and mobile applications.
All this activity must have a clear purpose and microsites are very handy tools for directing people to something that can extract a desired outcome and offer something in return.
*some large car manufacturers and brands have microsites that are more than one page and may be defined as a microsite, but not for the purposes of this article.