This document discusses the strategy of using targeted microsites for businesses that offer diverse services or products or that have different targeted audiences. It notes that visitors will leave a website quickly if they don't find what they are looking for. Microsites allow businesses to create focused, niche websites for specific services or audiences. This improves search engine optimization, allows discovery of varied content, and gains more relevant visitors. Examples are provided of companies that created microsites for individual product lines or services.
RSA Conference Exhibitor List 2024 - Exhibitors Data
Microsites Targeting Niched Audiences
1. Targeted Microsites Strategic Option for Businesses that Offer many diverse services or products Have very different targeted audiences Integrated Marketing – www.milwaukeemarketingservices.com
2. Offer Many Diverse Services or Products Statistically, if a website does not appear to meet their needs, visitors will leave in 4 to 6 seconds If you have many different services or products, it’s often not feasible or visually appealing to cram them all on a website’s home page CHALLENGE: When visitors land on your site, if they don’t quickly see what they’re looking for, they may leave in less than 6 seconds. Integrated Marketing – www.milwaukeemarketingservices.com
3. Have Very Different Targeted Audiences Statistically, user expectations will affect their evaluation of web search results However, research finds that Quality has more influence on their satisfaction than expectation CHALLENGE: When visitors land on your site, if they don’t quickly see what they’re looking for, they may leave in less than 6 seconds. Source: An Expectation-Based Model of Web Search Behaviour, http://ieeexplore.ieee.org/Xplore/login.jsp?url=http%3A%2F%2Fieeexplore.ieee.org%2Fiel5%2F4782474%2F4782475%2F04782491.pdf%3Farnumber%3D4782491&authDecision=-203
4. For Websites with Multiple Services or Markets Multiple Services = Varied Niche Markets Concentrated Website Enables Discovery Diverse, Rich Content (improves SEO and Credibility) Grows Competitive Search Engine Ranking Positions Gains more Relevant Visitors Solution-based Microsite Designed for 1 Niche Market or Key Product/Service(focusing on customer’s primary needs) Establishes Relevance and Credibility Gently Introduces Brand (perhaps previously unknown) Links to Main Website Integrated Marketing – www.milwaukeemarketingservices.com
6. Niche Service Areas Guide Wires and Guide Wire Manufacturing Medical Wire Coils and Micro Fine Wire Coiling MedicalGuideWireManufacturer.com MedicalFineWireCoils.com Medical Device Welding Clean Room Assembly MedicalDeviceWeldingServices.com CleanRoomAssemblyManufacturer.com
17. More Microsite Examples Popcorn E-Commerce site Food Processing Equipment Manufacturer Wastewater Treatment Aeration Systems Converting and Rotary Die Services Integrated Marketing – www.milwaukeemarketingservices.com
