Mircrosites are mini websites dedicated to delivering information and
soliciting ‘call-to-action’ responses for particular products, services,
market segments, demographic groups, marketing campaigns,
initiatives or promotions, Microsite traffic can be generated from e-
newsletters, email campaigns, links from corporate websites, online and
offline advertising. direct-mail campaigns, and Google-type advertising
vehicles.

Why do you need a Microsite?

Microsites focus audience attention on particular initiatives. Most
general business websites present a variety of background information
that is irrelevant to visitors’ immediate needs, while microsites
concentrate viewer attention on campaign particulars so your audience
doesn’t get distracted, confused, or irritated by non-applicable material.

Because microsites are dedicated to single-issue initiatives, they more
easily conform to search engine optimization tactics and techniques,
delivering more appropriate visitors, who are more directly concerned
with the information being presented.

Because mircrosites are smaller in scope, they are less expensive to
create. As a result it is more cost effective for you to create multiple
versions designed to target different geographical regions or market
demographics. This cost effectiveness allows you to test different
messages and different delivery techniques to determine what works.

Mircrosites satisfy a visitor’s quest for relevant information and for
problem-solving solutions that form the basis for positive user
experience and high levels of visitor satisfaction. Because mircrosites
cut through the clutter, they quickly establish brand relationships and
seed word-of-mouth opportunities. The confidence created by solving
problems helps close the sale: prospects buy from companies they
know, like, and trust.

Because mircrosites provide a direct and specific reference to particular
problem-solving solutions they are more likely to me bookmarked for
future reference than more general corporate information sites, or email
newsletters that are easily lost, deleted, or misfiled.

Mircrosites extend the utility of email newsletters that on average have a
very short shelf-life, anywhere from 30 seconds to 3 minutes and e-
newsletters are rarely read below the virtual fold. Getting email
subscribers to simply connect to the microsite invests them in your
message.

Mircrosites move email newsletter subscribers from plain-Jane text
emails of relatively little impact designed to avoid spam blockers to fully
enhanced, highly focused, rich-media microsites designed to convert
prospects to customers.

Mircrosites create opportunities for interactive initiatives like
questionnaires, polls, and surveys that promote interest and
involvement, extend time spend receiving your marketing message, and
provide you with mission critical customer feedback.

What Are the Elements of a Good Microsite

Microsites must engage the visitor immediately and deliver the promise
featured in the initial contact vehicle (newsletter, advertisement, or
informational link). Microsites must be branded so that visitors know
whom they are visiting and they should contain visible and auditory tags
that help visitors retain the marketing message.

Microsites must have straightforward navigation, be easy to understand
and provide a clear call to action with appropriate contact links.
Microsites provide opportunities for collecting analytical information so
that adjustments can be made to future initiatives. They are also an ideal
vehicle for offering incentives in return for customer information and
feedback, or for driving traffic to ecommerce websites and brick and
mortar stores, and for disseminating sample offers for new product
launches.

Jerry Bader, is a partner in MRPwebmedia, a website design firm that
specializes in creating multimedia websites that deliver marketing
messages using the latest audio, video, Flash, and interactive
techniques. The Sonic Personality© concept effectively conveys your
brand, image and message on websites and DVD/CD presentations
using custom-crafted voice-overs.

http://www.sonicpersonality.com and http://www.mrpwebmedia.com or contact
Jerry Bader at (905) 764-1246.

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