The first thing a business owner thinks about in regards to online marketing is the business website. Most businesses have a website; however, a handful of big corporations and organizations have microsites for a variety of products and services they market to the public. “Is a website not enough?” you might ask. “What is the need of having a microsite for my business?” All these and many more questions will be answered in this article. You will learn what a microsite is, the benefits, a good example of a big company using it to promote their product and much more.
What is a Microsite?
A microsite is a small website created to project a specific topic, new product or service, niche, or keyword-rich content with the aim of having it ranked by search engine users looking for related content topics. It is usually designed for a specific target or demographic. It is used to promote a company brand, product or service, event, campaign, etc. Microsites make it easy for your readers to absorb useful content other than just what appears on your website.
The benefits of a microsite
1. Effective branding
A microsite is mostly created to launch a new product or service. You can create a microsite for your new product or service to make it distinct from your main brand. This will enable you target a specific demography and provide necessary content that is relevant for your audience.
2. Makes your homepage less crowded
Having a microsite for your products and services will reduce the congestion on your homepage. Visitors to your website will be able to view it without distractions. You will be able to write detailed information about each product and service on their respective microsites.
3. Email marketing made easy
Every business that wants to succeed online needs effective email marketing. When you have a microsite for your products and services, you drive hundreds and thousands of potential customers who are looking for information on your products, capture their email addresses and market to them directly.
4. Effective Search engine optimization
A microsite being a small website of its own, it has its own URL. With this address, online users will be able to find your product or service easily. Your microsite also includes different keywords that people are using to search for your product or service on search engines such as Google, Yahoo, Bing, etc. This will increase your content ranking and help your SEO strategy.
5. Easy to measure your ROI
Microsites makes it easy for you to measure your results because it is easy to establish separate analytics. This will enable you to know what is working and what is not, without having to sort through enormous and irrelevant data.
Now that you know what a microsite is and its benefits, let’s take a look at a company that has been doing a good job in regards to using microsites for all their new products. The company’s name is Procter & Gamble. It is a popular company and I am sure you know it.
Procter & Gamble
Procter & Gamble has different microsites fully developed with content for their target audience.
This microsite caters for the company’s Pampers products. Apart from the diaper promotions on the site, parents can read a lot of useful information about taking care of their babies. It has information on sleep, nutrition, skin care etc. It is a useful resource for parents.
This microsite is created to educate pre-teen and teenage girls about the changes that is going on in their bodies and other female issues such as beauty & style, body & wellness, relationships, etc.
This microsite provides useful information on interior design ideas, crafts, food, family life, beauty, communities, etc.
Procter & Gamble has many more microsites apart from these three.
Microsites are a good strategy if your business has several products and services you would want to market separately. It will help you to specifically target your product to a distinct demographic and improve your SEO strategy – helping your sites rank better on search engines and drive targeted traffic to your products and services. This enables you to segment your audience properly for email marketing and you can measure your ROI effectively, brand your new product or service, etc. The benefits of creating a content-rich microsite are much greater than you can imagine. Why don’t you create one for your new product today!