Microsites are the newest way to be direct and current with your customer. They offer specific, easily digestible information about special promotions, new products, corporate culture and endless other possibilities.
AdWeek suggests that advertisers are ditching Facebook and other social media in favor of microsites. Microsites not only get better viewership and sales conversions, they also allow you to maintain ownership of your images, according to AdWeek. Don’t forget, once you post a photo to Facebook, technically, they own it.
However, many marketing experts worry that microsites can be confusing, expensive and a maintenance nightmare. So how do you know if it’s time to heap another project on your already overflowing plate? Here are the pros and cons of one of the hottest trends in marketing:
They Must Stand Alone
A microsite must stand alone completely independent of your site. A microsite has to serve a very distinct purpose and be much different from your website to be worth the time and energy it takes to create it.
Short Term is Always Better
A limited-time promotion or brand new product is a great reason to build a microsite because it has a limited lifespan. A microsite must be maintained over time just like a typical website. That takes time, energy and most of all, money.
You do not want buyers to get redirected from your microsite to your main website. This can cause confusion due to dealing with two different sites, menus and layout. Customers can feel lost and worse, give up trying to make a purchase. There are microsite builders like websitebuilder.com that not only allow you to choose from thousands of templates but also have the capability to incorporate e-commerce so your microsite can pay for itself.
Don’t Replace Your Website
When advertisers offer the idea of a microsite, often it’s because what you really need is a new website entirely. Inc.com notes the number-one way to build trust with your customers online is professional web design. And trust turns into sales. Even if your microsite is awesome and makes a profit, repeat customers will still need to visit your website. So spend the money on the website first. Once your company site is one you’re truly proud of, then you can move on to microsite madness.
A simple game is sometimes all you need to get customers truly excited about a product, a person, even a lifestyle. Just take Kim Kardashian’s game, Kim Kardashian: Hollywood. It makes $700,000 every day, according to CNN. Let’s let that sink in. Over half a million dollars generated every day from a game about dating and shopping. How can you engage customers at this level? Microsites are certainly a great outlet to do so. But microsites as interactive as this almost always have a hefty price tag. It’s important to engage users and fulfill a need for your business, not just make a fun game.