An up-and-coming strategy making its way into many marketing toolboxes is the microsite.
This powerful marketing lever offers a focused approach to highlight and showcase a specific area of your choosing. They give you a dedicated page to tailor your message and speak directly to your target customers—without the distraction of other tabs, like the main navigation on your primary website.
In this blog, we’re going to explore a few ways in which you can leverage microsites in your own marketing strategy. The goals are simple:
- Maximize your brand’s visibility
- Engage your target audience
- Ultimately drive more conversions
Before we jump into implementation, let’s get a complete overview of what microsites are—then we’ll move on to using them the right way. ⬇️
What’s a microsite?
Put simply, microsites are specialized websites that focus on areas, like:
- A specific aspect of your offer
- Individual campaign
- Certain product line
- Upcoming event(s)
Unlike your main website, microsites offer a hyper-targeted approach to marketing. They are designed to provide a dedicated platform to highlight key features, promotions, or messaging related to your chosen topic.
One of the main advantages of microsites is their ability to create a distinct identity for a brand or campaign. By separating it from your main website, microsites allow you to tailor your messaging and design to suit a specific segment of your audience.
This level of customization helps capture the attention of the intended customers and ensures a consistent and immersive user experience.
By directing marketing efforts to a custom microsite, you can create tailored content that resonates with a particular demographic. This precision targeting enhances engagement, as users are presented with information that is directly relevant to their interests and needs.
With their ability to showcase key features, promotions, or events, microsites are a valuable tool for enhancing brand visibility and engaging with users in a more personalized and impactful way.
3 ways to leverage a microsite
1. Generating new leads
Microsites can be highly effective in generating new leads for your company. By creating a dedicated landing page that—let’s say—showcases your testimonials, you can make a compelling call to action (CTA) to entice potential customers.
This page could encourage them to fill out a contact form, subscribe to your newsletter, or even jump straight into making a purchase. The choice is really up to you.
The primary advantage of using a microsite versus your website in lead generation is they provide a seamless user experience—without distractions. With a single, concise message tailored for your site visitors, you’ll be able to clearly communicate the benefits of your product or service and introduce new leads into your pipeline.
Plus, if something isn’t quite working, it’s much easier to swap your messaging to optimize the site for better performance, as opposed to working within the confines of your main website.
2. Promoting events
Microsites are a great marketing tool for driving event awareness and ultimately attendance.
With a dedicated page for your upcoming event, you can create a centralized hub that provides all the necessary information, updates, and registration details in one place. This focused approach allows you to relay a concise message and build anticipation leading up to the event.
By using engaging content enhanced with testimonials, you can create a compelling story around your event. Don’t hold back here. You want to put your best foot forward and showcase your best customer evidence on your microsite.
It’s also important to incorporate a “sharing” feature. Users can then easily share your microsite events page on their favorite social channels or in an email to a friend. Plus, the folks curious about your event will receive a clear message with no distractions.
3. Launching a new offering
When it comes to launching a new offer or product, microsites can be a game-changer in effectively capturing your target audiences’ attention.
A dedicated page allows you to create a singularly focused experience around your new offer—and this offer alone. No cross-sells. No upsells. Just the new offer. Treat the microsite like a dedicated sales page that clearly relays the features and benefits.
Here’s the real difference. ⬇️
If your offer is a solution to multiple audiences, consider duplicating the site and changing the wording around to nail your message. No more painting with broad strokes. Microsites allow you the freedom to make these adjustments without touching your main website.
A well-executed microsite offer launch can be a powerful tool in driving the success of your new offer and reaching only the intended audience.
Final thoughts
Did you know UserEvidence has built-in microsites? It’s true! You have a convenient way to manage your content with microsites, right in the platform. They allow you to create custom folders that provide a more focused perspective of your content resources. You can use UserEvidence microsites to:
- Curate content for competitive analysis
- Highlight why you excel in a specific industry
- Organize quotes by vertical, industry, and company size
With just a few clicks, you can ensure your team can easily access the most relevant customer proof points to share with prospects and customers. Ready to leverage microsites in your marketing strategy? Schedule your free demo and get started right away.
