Microsites is a website that meets a specific goal and has a narrow function, often carrying a unique address or domain.
Microsites are a great tool for promoting an individual/niche product or service, and are a valuable resource for inbound marketers who want to create more online visibility and expose their brand to more customers.
A Microsite Offers A Focused Message to Customers
A typical corporate website often requires the input of several different products/services that your company offers, and must deliver many different messages at once.
By creating a microsite that focuses on one specific segment of your business, it allows you to provide more in-depth information about that particular product or service that you want to highlight. It also enables you to search engine optimize with greater contextual relevancy for your product/service's niche.
For example, if your Internet marketing company provides SEO services for companies of all industries and sizes, but you find that providing SEO for surgeons is a niche that you have had great success with, it might make sense for your company to create a microsite dedicated to SEO and Internet marketing services for surgeons.
A Microsite Gives Potential Customers New Ways to Find You
Another benefit of creating a targeted microsite is having more online real estate, which increases your chances of getting your brand in front of consumers. Also, because microsites by their nature appeal to a more niche audience, you'll get more conversions from the people who find their way to your site.
A Microsite Allows You Flexibility to Take Risks
Sometimes, putting together a microsite is also a good way to experiment with messages that don't necessarily fit into your company's current public image. Microsites allow you the opportunity to create new campaigns with an entirely different personality with creative design and content that you might not want featured on a traditional corporate website.
Smaller, more targeted websites can be relatively simple to create, not difficult to launch, and cheaper to produce. As such, they offer more room for innovative types of branding, more opportunities for dialogue with customers, and more chances for conversion.
Are you using microsites as part of your inbound marketing strategy?