What Is a Microsite? (With Definition, Benefits, and Tips)
By Indeed Editorial Team
Published June 4, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Companies are constantly looking for ways to improve their marketing campaigns and online presence. By creating smaller websites, they can improve their SEO results and obtain better rankings across search engines. Understanding how these micro websites operate can help you improve your digital marketing skills.
In this article, we discuss what a microsite is, determine some reasons to create one, explore how a company may benefit from these online tools, and share some tips on using them as part of a marketing strategy.
What is a microsite?
A microsite, also known as mini-sites, is a trademarked micro website that promotes a company's image, products, or services but doesn't belong to its main electronic home page or URL address. A mini-site can be independent and have its own legal terms and policies for users.
Organizations can use these micro websites to achieve different goals, such as supporting a marketing strategy, redirecting visitors to their primary webpage, enhancing a communication initiative, or testing their customers' reactions regarding a product. For example, a company can generate a mini-site to launch a specific service as part of its advertising efforts.
When to consider building a mini-site
Brand managers, marketers, and communication specialists may use mini-sites based on their marketing or communication strategy, business goals, and potential revenues. Typically, these types of initiatives usually require a separate budget, as they may demand a project manager, communication specialists, graphic designers, content writers, programmers, and IT security professionals.
These sites are common within large corporations that can allocate more resources to their marketing departments as part of their business plans. These micro websites also require maintenance and sometimes are temporary, because the company can deactivate them if the marketing team decides they've accomplished their purpose.
For instance, a marketing professional can consider launching a mini-site to promote a business event. Usually, this type of micro website can be active before and during the event and one month after the occasion, as the company can use it to measure the repercussion of the event among its customers and the assistants. Here are other reasons a company may explore if it wants to use a mini-site:
Share more information: Sometimes companies may use micro websites to provide more data related to a topic or to explain specific features of a product. For example, a marketer can use it to explain with several demonstrations and graphics how a swimmer can use a smartwatch in a pool and what to expect during the exercise.
Address customer concerns: A company can employ a mini-site to address its customers' frequently asked questions. For example, a customer service specialist may use it as a channel to answer all the questions posted by clients regarding a specific product or service.
Promote a collaborative experience: Some marketers may use micro websites to let customers create content and share their experiences, as this can enhance their loyalty and expand the customer base. For example, a toy manufacturer may allow parents and kids to post their photos, stories, experiences, wishes, and opinions regarding a new toy.
Create an interactive space: An interactive online space can be very attractive and serves as a platform to better understand customers' ideas. For example, a shoe manufacturer can create a mini-site to let its customer design their own basketball sneakers, which means the organization can better recognize its customers' expectations.
Redirect visitors: A company can also use micro websites placed out of its URL address to attract potential customers, collect data, and redirect them to the company's website or social media accounts. For example, a beauty products retailer can use a mini-site to publish tutorials with the latest cosmetic techniques and redirect the visitors to its main page and offer them beauty products.
Benefits of using mini-sites within an organization
The best companies' websites are usually those with the best search engine optimization (SEO) practices. Brand managers, content writers, and programmers can work together and create mini-sites to improve the company's ranking within several search engines. A company may benefit from mini-sites by:
Enhancing SEO and SEM practices
Online marketing strategies usually focus on how consumers use search engines to look for products or services, what keywords they prefer, or at what time they typically use a specific searcher. Mini-sites can work towards increasing SEO and search engine marketing (SEM) practices and results. This is possible because an effective and attractive mini-site can encourage other companies to share this URL or include a direct link within their webpages. This can benefit an online marketing campaign because, as more websites share the mini-site address, search engines rank it higher, giving it more public exposure.
Companies can also create their mini-sites based on specific keywords, which can enhance their exposure every time users employ these terms to search for a type of product. These can help a company use original terms or place those that its competitor didn't consider. It can also provide companies with a short-term solution when they're experimenting with poor SEO results due to their company's website size and the time required to make some changes within it.
Generating brand awareness
This is usually a primary objective of a marketing campaign, as brand awareness may involve recognition, identity, and preference. Mini-sites can typically use their engagement to promote the company's brand. For example, a micro website promoting healthy burgers, their benefits, nutritional information, and how your diet may influence your everyday work performance, can also take you to a company's products catalogue. There, the organization can show you all its healthy food products and how they may align with your lifestyle. This practice can be very effective in positioning a brand instead of a product.
Marketing professionals often create landing pages to collect data, generate leads, and add prospects to a sales funnel. These pages are usually mini-sites with a simple structure, attractive and light design, and engaging and useful content. They also have a clear objective and concise information. Web designers and communication specialist may add to them enough call-to-action buttons to improve conversion rates and encourage visitors go to the company's main website. The data these mini-sites collect is extremely important as it can help professionals describe and understand the organization's ideal customer, which is crucial to design ads and marketing campaigns.
Reaching new customers
This is perhaps the most important benefit that mini-sites can provide. As they can operate independently, they offer an opportunity to attract dissimilar audiences and more customers. For example, a sport cars retailer that usually focuses its marketing SEO efforts on attracting young customers with a high income can launch a mini-site to appeal to different audiences.
By doing this, the organization may discover a new group of customers, senior executives that often enjoy driving a sport car across Toronto. Micro websites can help companies explore different niches and offer their product to other types of customers they haven't considered.
Showing proficiency in a subject
A mini-site can help a company show its proficiency in a given subject. This is possible because the micro website can offer an online space where content writers and communication specialists can include abundant information on a subject. For instance, they can include several articles, interviews, video tutorials, podcasts, or business reports on a specific topic.
This can encourage users to visit the site if they want to consult some information made by experts. This mini-site can increase the company's credibility, raise its chances of obtaining positive reviews, and represent an opportunity to educate its customers on a subject.
Tips on using microsites within a marketing strategy
Top-notch micro websites usually pursue a singular goal. Often, their creators use these tools to avoid complexity and simplify their work. Here are some tips they may evaluate when creating a mini-site:
Use a single page: An effective micro website may employ a singular page that users can explore by scrolling down. Including more than one page may affect the site's simplicity and its navigation.
Use a single call-to-action: An effective micro website only has one purpose, which is its call-to-action. For example, marketing professionals can use a mini-site to encourage users to answer a questionnaire they can use to collect data.
Use attractive content: By using graphic designs, videos, podcasts, relevant information, and images, a mini-site can be attractive for users. An effective micro website might also avoid information excess because this can affect the site's performance.
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