8 Best Practices for Creating a Microsite
can support a great communication or marketing strategy for your association,
but make sure you think it through before you launch.
By Bart De
youíre already sold on the value of microsites. With that assumption made, here
are eight best practices and tips for success so you can start creating your associationís
the strategy. Microsites can make for awesome marketing tactics, but they
should be part of larger campaigns or business strategies. Can you define your
audience? How about your stakeholder personas? What is the intended outcome of
your microsite? What are the distribution, promotion, and social media
strategies? How is your content going to help you accomplish your goals?
you have answered these questions, should you set out to create your microsite.
the URL. Are you creating an additional brand? If not, your best bet is to
create a URL that is a subdomain of your associationís or publicationís main
domain/URL. This will add to your domain authority and search results.
If you are
creating an additional brand or semi-independent venture, donít completely
discount this route, for it can be a viable choice as well.
3. Create a
brand-consistent design. Perhaps you have some freedom to create something new
that isnít restricted to the same look of your associationís main site. But
donít get too carried away. It wouldnít be wise to design without keeping your
main website in mind. Too much deviation will likely cause confusion.
said, you have the opportunity to create something fresh and unique,
so think about "experientialĒ marketing and leverage new technologies to create
that wow factor to engage your audiences.
4. Include only relevant content and visuals. It is a microsite. You want to
make sure that all the content on it has purpose and is there to support the
main goal of your microsite. If you love an element but think it has the
potential to detract from your message, take it out. Chances are, it will.
your call-to-actions. Keep your microsite focused; include a single
call-to-action ó or very few of them. What is the desired outcome? Focus your
content and design on those specific call-to-actions. Hereís a stellar call-to-action
example from the DangersOfFracking.com microsite.
that mobile-friendly and responsive is not optional. According to Internet
Retailer, 60 percent of global mobile consumers use their mobile device as
their primary or exclusive Internet source. Therefore, when you create your
microsite, make sure it is mobile-friendly and responsive. This is crucial ó
otherwise, your investment will quickly become obsolete. You will reach a much
larger audience with a mobile-friendly microsite, as more and more information
and product searches are happening on mobile devices.
analytics and connect your microsite. Connect your microsite with your main
analytics package to track your progress and identify areas with room for improvement.
You should also hook it up with your marketing automation platforms to see how
many people clicked through from email.
your technology and maintenance. Before embarking on actual production, take
the time to reflect on how you will build the microsite. Will you build or buy?
Will you go for hand-coded HTML or use a microsite-oriented CMS? Whatever you
choose, make sure you create a stable end-user platform, optimized for SEO and
social sharing that is easy to update and maintain.
Bart De Pelsmaeker is
CEO at Readz and has a background in content marketing, online media, and