MICROSITE Marketing

Nov 7, 2019

“A microsite is an individual web page or a small cluster of pages which are meant to function as a discrete entity within an existing website or to complement an offline activity. The microsite’s main landing page can have its own domain name or subdomain.”

So what is a Microsite and why do I need one, we hear you ask.

A Microsite is a branded content website that is hosted outside of the main website. A Microsite allows you to focus on a specific product or brand to carry out a very targeted marketing campaign.  

Unlike the main website, which is providing much broader product content, showing multiple brands. A Microsite allows you to focus in on a specific product or brand without distraction. This means the content within the Microsite can be very targeted. A multiple domain strategy is all about adding more power to your SEO. Instead of ranking with just one domain, you can rank with multiple domains, each focused around a specific keyword.

So this is how it works

There are 4 simple steps to planning and creating Microsite;

The first step is to decide what key phrase or word you wish to target. This could be a specific product, range of products or a brand or even a ‘category’ of products. The key thing to remember is this needs to be very specific and not too competitive. If you chose a word like ‘shorts’ for example as your chosen keyword, this is far to broad and would be very difficult to yield any worth while results, with 8.4 Billion search results. If we narrow this down a bit more, such as ‘mens shorts’, we get 4.8 Billion results, then once again if we narrow this down to  ‘mens running shorts’ we get 93 Million. So as you can see, planning and thinking about the right key phrase is crucial to balance results with competitiveness.

Targeting keywords or key phrases that return less than 1 Million search results will yield a more successful marketing campaign.

Next we need to setup a domain name that best compliments your chosen keyword(s). It’s important to note this doesn’t have to be in-line with your brand, it is actually more beneficial that it contains your chosen Keywords. There is much talk about whether this is seen as ‘spammy’ or not within Google, but the reality is, if it’s relevant and helps to describe your website, then it’s fine.

Once the domain and keyword have been established, we use a pre-structured website template to create a simple design to give the website a professional look. But all the while making sure we keep in mind the marketing purpose of the site.  With the design in place and setup, we then focus on the task of creating key worded content, this is the most crucial part.

We recommend having at least 10 pages of heavily focused keyword content in order to benefit from the campaign. There has to be a good balance of keyword density within the page against informative and descriptive content. We are experts in creating this type of content, and encourage creating as much content as possible, some can then be added to the site at launch, whilst some can be added at a later stage to keep the site fresh.

Additional page content can be added at any time, based on a cost per page basis.

It is important to note, there are no ‘quick wins with this style of marketing. Each campaign requires a minimum of 6 months to see results, which is why we review the campaign with you every 6 months to establish whether it is worth continuing with. 

Throughout the campaign, we provide a monthly report to track its’ success.

Pricing:

  • One off setup/design fee: £500
  • Keyworded content creation: £100 per page
  • Secure Hosting & Monthly Report : £99 pm