Want to REALLY target a new demographic or business group?
A microsite is a small group of pages with a unique address and links. It usually acts as a subdivision of a larger online entity.
Microsite could feature in-depth content about a specific product, service, event, idea or thing. Essentially, microsites are tiny websites that will usually only serve one purpose and speak to one audience.
A company can have a comprehensive website but decide to target individual markets within its sphere of business. With microsites that speak of the unique value proposition and benefits that company has for that one market, with the added value of unique keywords and SEO, this microsite will be easier to place in front of targeted audiences vis Google etc..
The other major reason that microsites can be a good digital investment is that user flows of microsites can be significantly simplified. Because microsites have a narrowed focus, only designed to attract and appeal to users who want those specific things. This creates a much more positive experience for those users.
The biggest ‘pro’ of developing a microsite is the ability to communicate a specific and targeted message to sell a product or service. With unique branding, URL structure and content, a microsite can easily act as a standalone site that is free from associations with its related larger entity.
Though a new domain may not have the established SEO authority as your existing site, new pages that are keyword-rich for your targeted terms will draw more qualified traffic to the new site.
Though you can easily track the traffic, goals and success rate of pages or campaigns in your standard Google Analytics profile, by creating a new site profile under the same account you’re able to create more specific goals and custom segmentation that are tailored to your new microsite. It’s also easier to navigate your analytics when each property has its own dedicated profile and interface.
Microsite's can be a unique domain (e.g. microsite.com), a sub-domain (e.g. microsite.domain.com) or a directory of an existing site (e.g. domain.com/microsite).
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