Similar to a landing page in specificity, a microsite is a place where potential buyers can go and learn more. Whether it is a way to communicate specific details about a product, run a campaign (contest, social media campaign, etc.), or share knowledge, there are some great opportunities for lead generation. And when done successfully, it serves as a funnel for new business.
Here are three tips for creating a microsite that converts.
Nothing will confuse your viewers more than a brand with dissociative personality disorder. While a microsite typically operates under a separate URL from your website, it is an extension of your brand.
The goal of the microsite may be different from the company’s website, but communicating effectively and consistently with your brand requires you to get down and dirty with the nitty gritty details of:
– Design (look and feel)
– Copy (words on the page)
– Personality (nature of your company paired with the microsite’s goals)
While your microsite does not need to be designed to exactly match the company website, there should be continuity between the two. Ultimately, this will be up to you and whomever assumes the roles of designer and/or copy writer.
Having a specific goal means targeting a specific audience. When it comes to lead generation in partnership with a microsite, the goal is conversions. Conversions don’t happen in a vacuum, they occur only after delivering relevant content to your viewer. If you know who you are talking to, relevancy becomes much simpler. You can work from a target persona, or you may want to use your company’s historical data to profile who your potential leads may be.
Microsites should be totally user-focused. This requires us to step outside of ourselves and the mindset of marketing/selling, and approach our microsite from the viewer’s perspective. This requires considerable and constant reevaluation on your part.
Let’s use the example of a microsite where the goal is to share knowledge.
Some questions you might ask yourself are:
– What is my reader’s role in their company?
– What issues are they facing in their job?
– How might they be trying to solve these problems? How will they search for the answers?
– Do I have knowledge that I’m willing to share which someone will find valuable, and visiting this microsite will help them further down the conversion process?
– Is my research, content, and presentation of information good enough that someone would be interested in working with me?
– Have I successfully communicated the personality of my company, our core services and offerings, and provided sufficient links back to our website and ways to get in contact with us?
Answering these kinds of questions will help you focus the goal of your microsite. Focus is the key to success.
If the goal of your microsite is to generate leads, and you will be using a form in exchange for some of your content, an optimized design is your friend. The most conversion rates happen between 3-5 fields. A well designed Call-To-Action (CTA) is also crucial for conversions. Make your CTA clear and obvious, and use both action and benefit in button copy (e.g. “Click here to download your free 30-Day Trial!”)
Remember, the most effective lead generation efforts come from campaigns designed for relevancy. What other strategies do you use when creating a microsite?