Are you about to embark on a tightly-focused marketing campaign? Do you need to support this effort with hard-hitting interactive creative? Have you come up with new and interesting ways of promoting your product or service, and need something better then yet another web page attached to your site?
In fact, are you tired of sending prospects to your main web site and just seeing really lame results? Not willing to navigate the politics of getting a mention on your corporate site's main page?
Then it's time to build a microsite. What's a microsite? Well, it's exactly what the name implies: a small web site that is tightly focused on a particular topic.
Why are marketers building them? Because they offer an easy way to craft, brand, and deliver a highly focused message that doesn't have to compete will all the rest of the initiatives at your organization.
Furthermore, it's relatively easy to optimize microsites for superior search engine performance, turning these little sites into hub destinations for any topic.
So how do you know if you need a microsite?
1. Is your existing web site already full of messaging? Does your company sell a lot of products and services? Do you feel that your particular marketing message might get lost in the shuffle?
2. Does your marketing campaign focus on a tightly-focused target market, topic, or action? For example, you may want your visitors to order a certain ebook or download a special report after they've progressed through a highly structured conversation about the topic in question. Perfect!
3. Does your marketing campaign require different search engine optimization characteristics or requirements from your main site?
4. Do you need something up quickly? Sometimes it's easier and less stressful to build a 10-20 page site than deal with how to fit your stuff into an existing site with many hundreds of pages.
5. Is your marketing message temporary or seasonal? If your marketing offer is here today and gone in six weeks, or is only live during certain parts of the year, then you know you're a good candidate for a microsite.
6. Are you willing to put in the time to track performance and improve conversion? If I may paraphrase a line from Spider-Man, "With great power comes great responsibility." Enough said.
7. Do you need to show your boss(es) a good return on your marketing dollars? Then yes, a microsite can deliver.
8. Are you willing to follow your organization's branding and identity guidelines? Showing them that you can play nice will go a long way toward making your microsite a reality.
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