A company’s main website traditionally has to meet the agendas of disparate groups within the organization. As a result, it becomes too broadly focused and contains text that resembles corporate-speak more than marketing and sales language.
A Microsite can focus more easily on a specific topic, audience or action. This becomes critical especially for organizations promoting more than one product or service. Most marketing and sales experts agree that a tightly focused message communicates best.
A Microsite can be built quickly and with less internal friction between the marketing and IT departments. (See our solution as an example of speed-to-market.)
The internal IT department typically manages a company’s main website. For many reasons (including job security), the IT group builds a sphinx-like infrastructure for a website that requires a great deal of time to update and revise. Since a Microsite functions as a marketing tool, it needs to react quickly to changing market conditions with updated content. Speed is not a typical attribute of most IT departments. With a Microsite, marketing and sales folks can quickly change offers, introduce events, and switch text and images.
4. Niche Marketing
A Microsite lets you extend your brand in ways not previously possible on your main website. You can tailor narrow segments of your offerings for specific market niches.
A Microsite can serve as the hub of your marketing campaign where you control the information as well as the data – something distinctly missing if you use Facebook or any other third-party destination.
6. Search Engine Optimization (SEO or Natural Search Results)
Because a Microsite is typically dedicated to a narrow product or service, it can come up higher and more frequently in search engine results than your main site would under the same searches. What’s more, a Microsite will also often look more relevant to people shopping in a specific category, so they will be more likely to click on that search result.
While this point can sometimes be argued by SEO experts, if you treat a Microsite as a subdomain with its own design and navigation, you can enjoy the benefits of a Microsite and the authority and depth of your main website, which aids in SEO rankings.
7. Higher Conversion Rates
Test after test confirm that because a Microsite is more focused, it typically produces higher conversion rates than a company’s general site. This is one reason why Google and others recommend landing pages be used in keyword campaigns.
A Microsite also allows a company to test brand extensions and experiment with merchandising and brand positioning in ways you wouldn’t have dared attempt back in the days of print-only. For an online retailer, you can test a new navigation scheme or a new way to emphasize products or product categories. A Microsite helps you understand the dynamics of those things before you make the investment to do a complete site overhaul.
Of course, a Microsite can also be ideal for testing marketing messages for new products and services. If you haven’t nailed down the marketing message, you can create a Microsite to test options before going full tilt and committing to a road on which it will be difficult to do a U-turn.
9. Viral or Word of Mouth
A Microsite can more easily encourage word-of-mouth.
Successful viral campaigns tend to have content that’s entertaining, irreverent, and unexpected. Content like this tends to be acceptable on a Microsite, but not so much on a corporate website.
10. Firewall to Protect Your Company
A Microsite can create a sense of community. While creating a community among loyal followers is a good thing, opening up your organization to honest public feedback can have its uncomfortable side. A Microsite creates a nice firewall between the community and corporate.
11. Not Perishable
A Microsite exists in a non-perishable medium. Unlike a print or television ad that loses most or even all of its value after it runs, a Microsite remains online, accessible, and easy to update.
12. Achieve Marketing and Sales Objectives
Because it can be a focus, testable communication vehicle that can generate leads, engagements, trial, demos, sales, and referrals, it can help organizations achieve their stated, measurable marketing and sales objectives.