The success of microsite marketing strategy

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What are Microsites? …

What are Microsites?
- Microsites, sometimes known as minisites, are one or more Web pages that function as an independent Website
- They are off-shoots of a parent site, usually employed on a temporary basis to promote a new product, promotion or even advertising campaign
- Some companies use microsites as an opportunity to be more creative or “fun” than they are on their company Website

Common Characteristics of a Microsite…
1) Focus on a single main topic or theme
2) Target specific audience group
3) Target a new market
4) Target a new market
5) Story Telling

Do You Really Need A Microsite???
- Let’s start by asking the following questions:

1) What is the goal of the Microsite?
2) Will the microsite contain unique content not duplicated on your main site?
3) Will you be competing with your main website?
4) Will the microsite be on for a long time or short time?
5) Do you have the resources to implement and properly maintain the microsite?

Principles of Microsites…
1. Each microsite should have a single purpose
2. Microsites should improve confidence
3. Microsites should be small but meaty
4. Microsites should provide instant gratification
5. Microsites should allow users to find information on their own
6. Microsite navigation should be intuitive
7. Microsites should be economical and agile

Steps to create a Great Microsite
- Creating a sticky website comprises of many different elements:
1.Content – By giving customer correct information and quality content, it is more likely that they will be either a returning customer, or a referring one
2.Design & Aesthetics – The design of a website will help you to get the customers you are after and appeal to the right audience of people
3.Usability – Visitors should be able to navigate through your microsite easily. You should not design a microsite where your visitors guess how to get to the section they want
4.SEO Friendly – A SEO friendly website will make a huge difference to how well search engines will find your business website
5.Good Branding – Your microsite should have a name easy enough to remember, or related to your services, or a logo that is easily recognisable which will get customers coming to you

Benefits from Microsites…
1.Branding – They help to brand your product or service in a way that is unique from your parent brand while presenting it to a new audience
2. Details – A separate section on the product or service makes it easy to clarify the offer
3. Provides a Clear Path – Laser focus on an idea or product makes the microsite the perfect online tool for leading visitors to a call to action
4.Address the overcrowding issue – At times we see sites where visitors are given too many choices and no obvious path. If a visitor takes a long time to find what they want, they will become frustrated and leave
5. Communicate with the target audience – Visitors will stick to your site longer if the informa

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  • 1. The Success of Microsite Marketing StrategyAmitabha Chatterjee| Business ManagerAugust 30th 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 2. About Amitabha Business Manager – Digital Marketing Google Analytics Certified Professional Vast experience with brand strategy, marketing communication. Associated with leading companies like IT, Retail & Advertising,in the online marketing domain. © 2012 Regalix Inc. Confidential, All Rights Reserved 2
  • 3. What are micrositesand what they really do? © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 4. Microsites Convert Web Traffic To© 2012 Regalix Inc. Confidential, All Rights Reserved
  • 5. What are Microsites?Microsites, sometimes known as minisites, are one or more Web pages that function as an independent WebsiteThey are off-shoots of a parent site, usually employed on a temporary basis to promote a new product, promotion or even advertising campaignSome companies use microsites as an opportunity to be more creative or “fun” than they are on their company Website © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 6. Where do you use Microsites? © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 7. Common Characteristics of a Microsite… Focus on a single main topic or theme Target specific audience group © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 8. Common Characteristics of a Microsite… Target a new marketEngaging & ExperientialStory Telling © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 9. Every Visitor Click Should Land Somewhere© 2012 Regalix Inc. Confidential, All Rights Reserved
  • 10. This is where your visitor’s will land! © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 11. Do You Really Need A Microsite??? Let’s start by asking the following questions: What is the goal of the Microsite? Will the microsite contain unique content not duplicated on your main site? Will you be competing with your main website? Will the microsite be on for a long time or short time? Do you have the resources to implement and properly maintain the microsite? © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 12. The Primary Purposes of Microsites are… © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 13. Principles of Microsites… Each microsite should have a single purpose Microsites should improve confidence Microsites should be small but meaty Microsites should provide instant gratification Microsites should allow users to find information on their own Microsite navigation should be intuitive Microsites should be economical and agile © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 14. Pepsi Refresh Project PURPOSE OF MICROSITE Educate Engage DESIRED USER ACTION INTERACT PARTICIPATE Share Provide Data www.refresheverything.com Brand Advocacy www.pepsi.com © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 15. Samsung Galaxy Tabwww.samsung.com/global/microsite/galaxytab/10.1/index.html PURPOSE OF MICROSITE Inform EDUCATE Engage DESIRED USER ACTION INTERACT PURCHASE Try Share www.samsung.com/in © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 16. Designing a Microsite The user experience contains: Independently, these factors accounts for positive user experience; however when taken together these constitute the main ingredients for a website’s success © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 17. Steps to create a Great Microsite Creating a sticky website comprises of many different elements:  Content – By giving customer correct information and quality content, it is more likely that they will be either a returning customer, or a referring one  Design & Aesthetics – The design of a website will help you to get the customers you are after and appeal to the right audience of people  Usability – Visitors should be able to navigate through your microsite easily. You should not design a microsite where your visitors guess how to get to the section they want  SEO Friendly – A SEO friendly website will make a huge difference to how well search engines will find your business website  Good Branding – Your microsite should have a name easy enough to remember, or related to your services, or a logo that is easily recognisable which will get customers coming to you © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 18. Benefits from Microsites… Branding – They help to brand your product or service in a way that is unique from your parent brand while presenting it to a new audience Details – A separate section on the product or service makes it easy to clarify the offer Provides a Clear Path – Laser focus on an idea or product makes the microsite the perfect online tool for leading visitors to a call to action © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 19. Benefits from Microsites… contd Address the overcrowding issue – At times we see sites where visitors are given too many choices and no obvious path. If a visitor takes a long time to find what they want, they will become frustrated and leave Communicate with the target audience – Visitors will stick to your site longer if the informations are relevant and specific to what they are looking for © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 20. Benefits from Microsites… contd SEO Benefits – Microsites help in SEO as the search engine alogrithm will likely add ranking importance to the ocntents of the URL Fast Deployment – Microsites can be deployed quickly making them perfect for events with a short lifetime on the web. Email Campaign Integration – Leverage your email campaigns by adding a microsite into the mix & thereby helps tracking conversions Audience Grabber – More number of homepages from more microsites, will lead you to have more opportunities to grab your audience © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 21. Benefits from Microsites… contd Increased Online Footprint – Microsites lead to increase in your company’s online footprint. Experimental Dream – Try out different campaign messages by deploying unique microsites and see what works. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 22. If you are not taking your website and your online presenceseriously, then you could be at a great disadvantage from all your competitors who have taken the right steps towards developing their online presence © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 23. Some Tips to Create a Viral Microsite Be On BrandDetermine Your GoalsLet Your Freak Flag WaveKeep It Simple © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 24. A Glance at Lead Capture Microsites © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 25. Takeaways… Convey Right Message © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 26. Get in Touch Forefront of Innovation  visit: www.regalix.com Digital Marketing Services Technology Enabled Services  For a free evaluation of your website / Regalix Labs ecommerce portal, please get in touch with Ritu Josan, rjosan@regalix-inc.com Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  If you have any questions about this webinar please feel free to get in touch with the speaker Amitabha Chatterjee, achatterjee@regalix- Fortune 500 and Venture Backed Customers (B2B inc.com and B2C) Global Operations: HQ in Silicon Valley, 4 Offices Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 26