How to use Microsites as a Web Marketing Strategy
This blog entry was posted on April 16, 2009.
A microsite is a highly focused 1-3 page website that targets a single event, promotion, product, or service and usually a single keyword phrase. They are set up on their own unique domain or perhaps a sub-domain.
Your business can use a single main website or you can use a series of smaller highly focused microsites in addition to the primary website. These microsites complement your main website.
Let’s say you have a website that sells greeting cards for all occasions. You could create microsites for the history of Mother’s Day, Birthdays or St. Patrick’s Day, etc. You would develop original content around topics that support your primary website. You would link these sites to the most relevant pages in the primary website.
Focus: Each microsite can focus on a single product or segment of your business. Visitors are not distracted with the wide range of information that your primary website contains. Your visitor’s attention is kept on the single reason they came to your website for.
Special Purpose: A microsite can be created to sell clearance or discounted products. They can be used to launch a new design or a new product and then be promoted with a print advertising or an email campaign. Microsites help when the message may be lost in the company’s main website.
Specific Customers: If your primary business sells directly to consumers, then you may set-up a microsite specifically for your distributors. If your company sponsors a non-profit organization, perhaps this would be best placed onto its own microsite. This is useful when your message is substantially different than the parent website.
Conversion: A microsite is highly targeted and will only focus on a single topic. By promoting only one product or service, a microsite presents just the information a visitor wants. They can act much like a landing page and can be used in PPC campaigns. The lead form or purchase link can be integrated into the primary business website.
Link Popularity: Creating a network of microsites for the sole purpose of creating one way links is a controversial technique. It is a powerful way of creating highly relevant inbound links if done correctly. If done incorrectly, they can result in sanctions from the search engines. The key is to have original content that supports the main website.
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Filed under: Internet Marketing
This entry was posted on Thursday, April 16th, 2009 at 1:28 am and is filed under Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.No Comments
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That’s an excellent overview of how microsites can be used – thanks for the article.
Comment by Seth — July 3, 2009 @ 5:07 am