A microsite is a smaller version of the brand’s main website. It is used for special marketing goals and has its own URL and domain name. This smaller version can be used for new product launches, raise awareness about the brand, or capture email. Microsites don’t have eCommerce-like functionality but they are more information-laden that aims at engaging as many users as possible.
For example, adobe has a microsite that asks interesting questions and helps visitors to discover their creative type. This helps them to connect with their audience and increase brand awareness. With engaging content, microsites help to create a buzz and the best part is that they are easy to manage and can help you to attain better search engine optimization.
Benefits of a Microsite
- Launching a new product: When a business or brand wants to launch its new product or collection, a lot of campaigns are carried out to promote the product and generate interest in it among the customers. The audience who is interested in knowing about the product can be redirected to the microsite that has all detailed information and offers multimedia content that further attracts the visitors and they become familiar with the brand.
- Generate targeted leads- you can easily capture the leads who show interest in your brand by using the microsites. For example, nexaexperience.com is the microsite used by Nexato capture leads who show an interest in taking a test drive for its range of cars. This microsite consists of a single webpage that has an enquiry form to capture the details of the visitor and book a test drive for them.
- Targeting market by geography: You can use microsites to find users from a specific location. For instance, in the Nexa example above the company runs campaigns that direct users to the location-specific microsite, thereby capturing leads specific to a geography.
- Promoting events: Companies organize events and campaigns every now and then to enhance their presence. Microsites can be a great option to highlight the details about the event and also encourage registrations. For example, details about the marathon-running event conducted by the tata group are displayed on their microsite.