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Microsite And Landing Pages

A microsite is a webpage that exists separate from your main website. It gives people another platform to discover and interact with your brand. A landing page is a single webpage that follows up any promises you've made in your content. It can be a standalone, distinct from the homepage or other pages on your website and it serves one focused purpose at a time.

Microsite vs Landing Page. What's the Difference?

The goal of a microsite, sometimes referred to as an off-domain website or sub-domain, is for visitors who find the content on this platform compelling enough to take action. Microsites should be able to stand alone and deliver their own message; they are typically atomized versions of your website and used by companies that want another channel through which potential customers can learn about them.

Simply put: Microsites are unique branded webpages that exist separate from your main website with the purpose of providing potential customers another platform to discover you and in turn drive them towards an action.

Your landing page is a standalone web page that serves as an opportunity to follow up on promises you made in your content. Landing pages are normally used to increase conversions by simplifying content derived from pages/content you would find on your website. You’ll find them at the other end of your paid campaigns.

A landing page should always bring back memories of where people came from when they land on yours, whether it’s through ads, social media posts (like Facebook), email campaigns or direct links within articles

Marketing Hacks: What Are the Advantages of Microsites?

Microsites are unique branded webpages that exist separate from your main website with the purpose of providing potential customers another platform to discover you and in turn drive them towards an action.

Microsites Advantages

Have you ever heard of microsites?

There’s a lot of jargon in the website development world. From coding to copywriting, there’s a lot to learn and understand when creating your own online platform!

One of the lesser-known terms is microsites. But these small websites are creating a stir in the digital world, with brands including RedBull, Spotify, and Dominos jumping on the bandwagon.

If you don’t know what we’re talking about, read on to find more about what they are and what are the advantages of microsites. 

What Is a Microsite?

Microsites are essentially tiny websites – it’s as simple as that! Well, kind of.

They’re small websites that complement the company’s larger website, usually consisting of little more than 4 or 5 pages. They’re designed with a specific objective in mind which is usually marketing related and have an independent address and structure to their main website. The best way to explain what they are is by giving a couple of microsite examples. 

Adobe is currently running a microsite alongside their main website called Creative Types. On the site, users can answer a set of questions about themselves before Adobe’s algorithm tells them what type of creative they are and how they can go further to flourish in their industry. Their aim is to show off Adobe’s own creative skill, which is done through their gorgeous animation, to raise brand awareness, and to show their users just how well they know them.

The site is incredibly simple with only one journey users can take, which is the test. It’s not flashy but it does the job and it does it well, making it one of the best microsites of this year.  

Microsite Features

Now that we all understand a little more about what a microsite design looks like, let’s take a look at some of the features that make them what they are.

First of all, they’re usually temporary. They support marketing campaigns or initiatives and are taken down once the campaign runs its course. They don’t want the microsite to compete with the main site, so down it comes!

They have a separate domain, as mentioned above, and are usually rich in valuable content. The main attraction of a microsite is the content, rather than the main site which has many points of interest (finding out more about the brand, shopping with them etc.). They’re focused on one theme and have a large amount of content that relates to that.

This means that microsites often don’t have the functionality of the main site and are usually meant to be used just once, so are less focused on CTAs and driving users to make a purchase. They rarely have an e-commerce structure (though they can promote products) and brands usually prefer to funnel users to their main site to make sales. 

What Are the Advantages of Microsites?

If you’re thinking of creating a microsite, you probably want to know what advantages you can expect. Let’s take a look now. 

Target a Smaller Audience For Better Connection

When building a microsite, you’re often targeting a much smaller section of your overall audience. This means that you can speak directly to them, tailoring your messaging to appeal to this small segment. It also lets you take more risks, doing certain things that might not appeal to your larger audience.

From highlighting benefits that are specific to this audience to promoting aspects of your brand that will resonate with them, but may seem insignificant to others, there’s so much possibility! You can help differentiate your brand in a very targeted way.

Boost Conversion Rates With a Single Goal

Your microsite is driving users down one specific path, with only one goal at the end. This straightforward journey is great for boosting conversion rates as it’ll only appeal to those who you think will be interested in your brand. You’re much more likely to get positive reactions and a lower bounce rate.

Increase Your SEO Efforts

There are plenty of SEO benefits to consider when choosing to build a microsite. They can be developed with specific keywords in mind and can rank as their own keyword-rich URL, giving users an additional route to find your company. 

Natural Audience Grabbers

There’s no doubt that microsites grab the attention of audiences. They’re intriguing to users, offering something that’s usually beneficial to them and different from what they’ve seen before. This makes them a great way to drive public interest towards your brand or a particular product or service, helping get your name out there. 

Things to Consider When Building a Microsite

If you’re thinking of building a DIY WordPress microsite, there are a few things you need to remember. Here’s a run-through of important factors to consider as you get building:

  • Set clear goals before you build, including who you’re targeting, how long the microsite will run, and what your brand will benefit from it
  • Create an SEO strategy to boost your site’s visibility organically
  • Conduct competitor research to ensure your microsite offers something new and unique
  • Build a wireframe of design and focus on creating the content as you begin to build
  • Remember to connect your microsite to analytics tools so that you can analyze its success after it’s launched

Even though they’re simpler than a main website, there’s still a lot of work involved when creating a successful microsite! If you don’t think you’re up to the challenge, that’s where our team come in.

Get Help Creating Your Microsite

At SMDigital, you’ll have access to a team of experienced, trusted digital marketing professionals. We’re used to building websites, including microsites, and marketing them to gain visibility, too! If you’d like to learn more about what are the advantages of microsites and how we’ll build yours, get in touch with our team today and we’ll be happy to answer any questions you may have.

 

 

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What Kinds of Companies Are Microsites For?

Developing microsites is a smart strategy for businesses promoting a new product or service with the help of a marketing campaigns to help you convert visitors into paying customers.

Did you know that the average human attention span has dramatically declined in the past 15 years? This is relevant news for businesses attempting to develop a strong digital marketing strategy. The quicker you can get your message to website visitors, the more likely it is that they convert to customers. 

The last thing you want to do is overwhelm website visitors with too much information. Unfortunately, many businesses pack their websites with as much content as possible. Microsites solve this problem. 

At this point, you might be wondering, “what kinds of companies are microsites for?” The truth is that businesses of all kinds can use a microsite in addition to their main website. A microsite is a one-page website that exists completely separate from the business’s main website.

Websites with too much information don’t entice the reader to click around. Instead, they overwhelm the website visitor which likely results in the visitor clicking away from the site. 

In the article below, you’ll find information on how your business may be able to use microsites to improve your website conversion rate. Read on to ensure you’re up to date with the latest digital marketing strategies.

So What Kinds of Companies Are Microsites For?

Any company that runs a lot of digital marketing campaigns can use microsites. Using a microsite is a great way to promote a specific campaign without changing the homepage on your main business website. 

Microsites are not reserved for any specific industry. Businesses of all sizes can use microsites. The point is to give website visitors a quick experience that’s targeted to a specific product, service, or campaign. 

You may also want to consider using a microsite if your main website has dozens of pages of content. Microsites allow you to turn some of that content into a separate website that’s easier for visitors to navigate and interact with.

Microsites Are Great for Businesses That Are Launching New Products

If you want to build excitement for a new product, service, or marketing campaign, microsites are a great option. Some companies choose to add a banner to an existing website or create a pop-up on the homepage. Instead, you can use a microsite to build anticipation for the new offering. 

When creating a microsite for your new product, you can put a countdown clock on the microsite. This is helpful if the product or service will be launching at a future date. At this point, you may be wondering, “what are the advantages of microsites?” 

One advantage is that they allow you to easily collect contact information. You can add a form-fill or email signup to the WordPress microsite. This will allow website visitors to sign up to get email updates when the product or service is available to purchase.

You Can Use a Microsite for Calculators or Estimators

Do you have any kind of price calculator or estimate tool on your website? Industries that commonly use these tools include financial services, insurance, and home services. Instead of hiding the calculator or estimator tool on a subsection of your main website, you can put it on a microsite. 

It’s easy to send the potential customer a quick link to the microsite, and once they visit the site they can enjoy an interactive experience. You can even put a “gate” in front of the calculator or estimator tool. 

This means you’ll ask the website visitor for contact information before they’re allowed to use the tool. Once you have a website visitor’s contact information you can send them marketing materials and hopefully convert them to a paying customer.

Microsites Can Help Raise Awareness for a Cause

One of the best ways to use microsites is to raise awareness for a cause that your business cares about or contributes to. If your business ever starts charitable campaigns or partners with a charity to promote a cause, you may want to consider promoting this through a microsite. The main advantage of a microsite over your main website is that it allows you to get your message out there quickly and easily. 

You can even create a microsite in partnership with whatever company you’re launching the marketing campaign or charitable campaign with. This allows both brands to have their logo and message on a website without either have having to edit the images or content on their existing sites. 

If a potential customer cares about the cause you’re promoting, they’ll be interested in a microsite that is solely dedicated to that cause. The website visitor won’t have to click around on your main business website to find mentions of the cause or charity. Click here to see more microsite examples for various charitable causes.

Now You Know Everything You Need to Know About Microsites

Whether you’re getting ready to launch a new product, new service, or a new marketing campaign, microsites can help you convert more website visitors into paying customers. You won’t have to make any changes to your existing site, and you can even create multiple microsites for different product launches or campaigns. Developing microsites is a smart strategy for businesses of all kinds. 

Are you still asking yourself, “what kinds of companies are microsites for?” You can reach out to the experts at SMDigital Partners for more information about microsite and other digital marketing campaigns and strategies. 

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Digital Marketing Campaign Tips: Why Landing Pages Are Important

Website owners use landing pages to generate leads and improve their conversion rates for their digital marketing campaign initiatives.

Why Landing Pages Are Important

If your website is not converting, it may be because you’re not using landing pages correctly.

Improved conversion rates are a big reason why landing pages are important but build them thoughtfully to get the best results. This is the best way to ensure you get the right people to your website, and not waste any traffic.

If you’re not sure if your company should start building better landing pages, hopefully, this will help. We pulled together everything you need to know about landing pages and why they are important.

Keep reading to learn more!

What Are Landing Pages?

Landing pages are basically a specific web page that has been set up to driving traffic, leads, and conversions. It’s usually the first thing people see when they click on an advertisement or some sort of banner link. 

A landing page is not just another random page of your website; it is usually designed with one main goal in mind. 

Some of the common reasons are to convince users to take an action:

  • download for something (eg: free ebook)
  • buy something from you
  • place a bid on your auction item
  • buy into your lead offer from an email marketing campaign

Why Landing Pages Are Important

The main reason why landing pages are important is that they help you maintain and increase the quality of your website traffic. This will result in more leads, more sales, better conversion rates, and higher income.

You can use landing pages for many different purposes. They can be designed as lead-generation tools, they can be used to promote/advertise offers or products on sale and they can also serve as exit webpages when someone decides to stop shopping with you.

They can also help you increase website conversion. Here are some key reasons landing pages are so effective for increasing conversion rates.

Landing Pages Help You to Maintain and Increase Quality Traffic

Landing pages give you the ability to manage and control where specific marketing campaigns are being directed. It also lets you control why they are being sent there and why they should be interested in what is on offer. 

You get to decide whether it’s best for your campaign if users are directed straight towards a purchasing page while other landing pages can direct traffic directly towards a website exit page (this one shouldn’t be used unless you really know why someone absolutely needs to leave your site). 

At the end of the day though, landing page design gives marketers a great deal of power over where their visitors go and why.

Landing Pages Make Use of Targeted Advertising Methods

By using targeted advertising methods, landing pages help marketers spend less money on campaigns. It will also help you reach the right people. Landing pages also allow you to customize specific marketing messages for your target audience.

Landing pages allow you to track what your website visitors have been doing and how they came to your site.

Data gathered from this type of landing page setup can state why a person visited the website and why they may not have purchased something or opted in to a particular lead offer.

Landing Pages Convert Better Than Other Website Pages

Landing page designs tend to get the best conversion rates. This is particularly true when the designs suit specific styles of advertising as well as their target audiences. 

This means that out of all your different website pages, landing pages will give you the highest conversion rates. This directly translates into more sales for your business or company.

Landing Pages Can Be Designed in Many Different Ways

You don’t have to use one specific type of design for all your landing pages either; landing page templates can be built and customized to look like some sort of eye-catching mini-website, created in HTML or even made using Flash (although this type of landing page design is only really good for advertising applications).

Well-designed websites and landing pages make a big difference, so be sure to follow landing page best practices

Landing Pages Give You the Ability to Add Security to Your Website

Landing pages can be created in such a manner that they use different types of authentication methods for users rather than just standard login and password features.

This means that special landing pages will ask you why you are coming to a certain page, why you should opt-in or why you need to buy a specific product through an online auction site before they allow you even access the main offer or provide details about how to proceed further.

With this sort of security method in place, your website visitors can feel more at ease when entering their confidential information while using a website and are more likely to proceed with taking action such as making a purchase or opting in.

Landing Pages Make It Easy to Get More Email Subscribers

Landing pages can be savvy about what the visitor is looking for and offer a form to show interest in receiving emails from your website’s business or updates on particular subjects.

This usually works well if you run a site and give people updates about your content through email. Make sure to keep them up-to-date as not to lose the interest of potential customers.

Landing Pages Help Boost Brand Recognition

Branding is very important in digital marketing, and this is why landing pages can be such a powerful tool for getting your brand name out there.

One of the benefits of using landing pages is that with key messages on advertising campaigns and layouts, each audience could be targeted to increase your conversion rates.

Small details like this can go a long way towards helping your company improve its image in that market or industry. This will hopefully lead to you getting more customers because they know your brand name rather than just clicking on an advertisement or banner ad about something else.

Start Building Better Landing Pages Today

Landing pages allow you to target your messaging to very specific audiences. When you talk to the right people, you can increase your conversion; that’s why landing pages are important.

If you’re just starting with landing pages, use these benefits as guidelines. Feel free to reach out for help.

Contact us for a free consultation, and let’s get started with your project today.

Educational Resources

A Short Guide on How to Design Landing Pages

Putting effort into your landing pages can drastically increase conversion rates. If you're stuck, below is a quick guide to how to design landing pages.

How to build landing pages

Implementing a proper marketing strategy is essential when it comes to maximizing your company’s overall revenue. However, you also need to have a solid lead conversion strategy to capitalize on the people who see your ads.

In practice, this involves developing an effective landing page. For those who aren’t quite sure about how to do so, we’ve got everything you need to know.

Let’s explore the key elements of how to design landing pages.

Optimize Your Headline

As you might guess, the headline is one of the most important aspects of an effective landing page. Not only is it the first thing that your audience sees, but it can also mean the difference between whether or not they click on your link or ad.

In order to optimize your headline, you’ll need to clearly state the benefit that you offer to your users. However, you need to do this concisely.

There is a strong difference between “Your Guide to Manhattan Real Estate” and “Looking for Valuable Real Estate Information? Click Here for a Guide to the Local Market in Manhattan!”

When handled appropriately, your headline can generate a large number of clicks and help get the maximum number of users on your landing page.

Incorporate Compelling Web Copy

Although crafting a solid headline is crucial, it’s essential that the web copy on your landing page is able to pull its own weight.

In context, this means making it as readable and compelling as possible. Short, assertive paragraphs will be your primary tool here.

It’s also recommended to use “you” on a regular basis in order to establish a stronger connection with your audience. This can go a long way when it comes to increasing engagement.

Use the Appropriate Images

Using images is a great way to support the offer you are making to your audience. However, the image you use should always be relevant and appropriate.

Otherwise, you run the risk of them detracting from your overall message. It’s also crucial that your images are neither too big or too small.

If you’re having trouble determining which images are optimal for your landing page, you can always incorporate split testing. This involves creating multiple iterations of the same landing page design with minor discrepancies in the fine details.

So, you could check the conversion rate for different landing pages that use different images and determine which type of images are the most effective.

Remove Navigational Elements

For those who are unaware, one of the most important attributes of a landing page is the removal of navigational elements.

To help achieve this, it’s ideal to have your landing page open in a separate window. This will prevent your audience from being able to click the “Back” button on their browser.

Additionally, there should be no opportunity for your users to navigate to other areas of your website. Effective landing pages are something that stands alone and function as their own instance.

Optimize Loading Speed

Interestingly, the average person’s attention span is decreasing as time goes on. This means that you’ll need to do everything you can to maximize the loading speed on your landing page.

Although your users are unable to click back on their browser, they can still close the window. If your page takes more than a few seconds to load, there’s a strong possibility that this is the action they will take.

A common issue that website owners have when it comes to loading speed is using images that are too large for the page.

This doesn’t necessarily mean that the image itself takes up a large amount of space on the landing page. The file size may be too significant to load quickly in combination with the other elements on the landing page.

A Strong Call to Action Is Essential

Your audience will often need a nudge in the right direction in order for them to take the intended action. So, incorporating a strong CTA is imperative.

Similar to a headline, your call to action should be concise and affirmative. Common examples include:

  • “Buy Now”
  • “Sign Up”
  • “Contact Us”

A shorter length is always better in this scenario as long as you are still able to convey your message. Keep this in mind when moving forward so that you can make the best decision for your situation.

Ask Only for What You Need

If you want your users to follow your CTA, you need to be sure that you don’t overwhelm them by asking for too much information.

What you ask of your users should be no more than what is required for you to reach your conversion goals. For instance, if you simply wish to grow your email list, an email address is the only information that you should ask for.

Having someone fill out a form with their name, date of birth, etc. when this information is irrelevant has a significant chance of deterring them.

In scenarios like this, they may also be concerned about how you will use their personal information if it seems like you are collecting more info than you should.

Understanding How to Design Landing Pages Might Seem Overwhelming

Fortunately, the above guide has all of the information you need to do so effectively. From here, you’ll know exactly how to design landing pages that maximize your conversions and allow you to hit metrics like never before.

Want to learn more about what we have to offer? Feel free to get in touch with us today and see how we can help.

Educational Resources

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