Segmentation is everywhere. It's why we have 300 TV channels (and nothing on) and the reason for hundreds of magazines on the shelves. As qualified marketing professionals, I don't need to sell you on the benefits of segmentation in maximizing your marketing budget ... but what about segmenting your web efforts?
Microsites can be incredibly useful tools. These mini, highly-focused sites can target a specific product, solution or customer segment and deliver a niche message or promotion.
Why Create a Microsite?
- To better promote specific pages of your main site
- To target a specific call to action
- To deliver a narrow value message to a focused target
- To enhance a particular promotion with a more memorable URL and value message
Is a Microsite Right For Your Strategy?
- What is the goal? If a microsite offers a better opportunity for your communication to be more memorable, targeted and/or easier to access, it's worth consideration.
- Will the content be unique and interesting to the target?
- Do you have the resources? Can you maintain and effectively promote the site? These sites are great for short-term efforts. If your intention is to use the site long term, consider how you will drive consistent traffic and keep people coming back.
- Will it compete with your existing site or enhance it?
At MarketMatch, we have had great success with client microsites.
Want some examples?
Each of these microsites focuses on value-added content. One in the form of local resource links that are specific to the target and the other with valuable articles.
- www.AreU1.com (a stand alone microsite designed for life stages)
- www.MidCountryBank.com/HomeLoan (A microsite embedded in the client's main site)
Take Care.
Eric
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