Why Your Company Needs to Master Promotional Microsites Now
Whether you realize it or not, microsites are taking over. Instead of adding pages to a website, top brands are opting for microsites – lightweight, mobile-friendly sites dedicated to a specific subject or theme – to interact with customers.
Particularly useful for brands running a marketing or promotional campaign, promotional microsites achieve what many web pages and social media posts cannot – a branded social experience, which establishes a meaningful connection that entices visitors to take action.
This post will review microsite examples before learning the secrets shared by the best promotional microsites.
Genius Microsite Examples
The best microsites become somewhat of a brand hero in that they help promote what the brand is really about, from innovation to compassion, while creating branded social experiences. Take a look at microsites created by top brands.
At it again, Starbucks knows how to create great microsites. This one is simple, engaging, and visually appealing. Oh, and don’t forget very mobile-friendly.
Maggiano’s Little Italy
By adding user generated content to their microsite, Maggiano’s Little Italy’s contest was a huge success as the restaurant received an overwhelming number of entries. Read the full case study for Maggiano’s Bliss List Contest here.
Not all the best promotional microsites are the same, as seen by Taco Bell’s “Tell the Bell” campaign. While users have an incentive to participate, the real goal for Taco Bell is valuable feedback.
3 Traits of the Best Promotional Microsites
If you’re like many marketers, you rely on social media to spread the news about your brand’s special events and interact with customers. According to Pew Research Center, 40% of smartphone owners use social media on their device with nearly 3 in 4 accessing social media daily. Unfortunately, it can be difficult to engage with customers on social media alone when launching a contest or campaign.
Here’s where a great microsite comes into play. Incorporate these three traits when developing your microsite to enhance customer engagement and interaction.
1) Developed Plan
The best promotional microsites have been developed through careful planning. At the core of each successful microsite is a defined audience and goal for which the microsite is created. Who are you trying to attract? Will the microsite contain specific information relating to a contest, promotion, or campaign? While microsites contain more information than a landing page, they must be easy to navigate and clearly focused on one goal.
Incorporating brand-centered images, like user generated content, is key for a promotional microsite. More than words, pictures help create a branded social experience that surrounds a common goal. In a survey published by DemandGen Report , 86% of buyers expressed interest in accessing interactive or visual content. A dose of creativity and visual content keeps visitors interested in – and coming back to – your microsite.
3) Urgent Call-to-Action
Similar to a landing page, promotional microsites need a clear call-to-action that remains accessible regardless of where your visitor navigates. This sense of urgency is part of what separates microsites from traditional landing pages, as the entire site is dedicated to increasing customer interaction and, ultimately, gaining participation.
Develop Promotional Microsites with Strutta
If you’re a numbers person like I am, you understand the importance of seeing results the first time around. With a microsite from Strutta, you can conduct A/B testing to determine which microsite designs and layouts earn the most action from customers while tracking lead sources, clicks, and conversions. Also, it’s easy to add media, content, and simple navigation.
Learn more about Strutta’s contest management platform and begin creating your microsite today!