What is a microsite? How microsites are used in marketing campaigns

A microsite is a “secret weapon” that makes marketing campaigns stick in customers' minds. Even though it only lives for a short time, a microsite delivers a focused, creative and emotional message (something a main website sometimes struggles to do). So what is a microsite, what does it bring to your online business, and how do you get the most out of one? Let's MONA Media find out what a microsite is and how it helps campaigns marketing online in the article below.

What is a microsite?

A microsite is a small website with limited content, separate from a company's main website. With a micro website, you can focus on one event or campaign and reach exactly the right group of target customers.

Usually, each micro website sits on a subdomain related to the company's main website. For example:

• Chanel's main website is: https://www.chanel.com
• The microsite on Chanel's history is: http://inside.chanel.com/

Why do brands choose a microsite for a marketing campaign?

Instead of putting every campaign on an already overloaded main website, smart businesses today choose a microsite to run marketing campaign campaigns in a leaner, more focused way. So what are the benefits of a microsite?

1. A microsite communicates better

Unlike a main website, which usually carries general information about all of a company's products or services, a micro website revolves around one topic or campaign. That focus makes the message clearer, easier to take in and easier to remember.

With a simple layout and carefully selected information, visitors get the key content in one or two clicks and spend more time learning about the product. It is a strong choice if you want to make a lasting impression and get your message across to your target customers.

Example: Domino's Pizza built a micro website to introduce one of its special delivery vehicles. On this microsite, visitors can zoom in and out to see every detail of the vehicle. It delights customers, much like a new service from the company.

2. A flexible, distinctive microsite design attracts customers

When you design a microsite, you are free to shape the layout, images and content around the campaign's own style, without depending on any existing structure. That helps attract and engage customers better.

A microsite serves a short campaign, so it is usually kept simple. Marketers can update information such as events and promotions quickly, without help from the technical team.

Example: NASA's micro website has a unique design that follows no standard layout or rules, so it grabs attention and leaves an impression. Visitors can explore and interact with the spacecraft NASA has launched, which makes for a fun and memorable experience.

3. A microsite helps control costs

What is the benefit of a microsite? It saves money while keeping the communication effective. Instead of a big investment in the main website, a business only needs to build a compact microsite around one specific goal. That makes it easy to track user behavior, adjust the CTA and measure campaign results accurately.

The data collected from a microsite also shows a business how much potential a future product has, which helps cut costs and raise ROI.

4. A microsite raises the conversion rate

Because a microsite delivers one specific message to the right audience, it can increase your website's conversion rate. With a simple but lively and eye-catching design, customers aren't distracted and find it easier to interact.

*Tip: To encourage customers to act, MONA suggests adding mini games or community contests to the microsite to keep users interested.

5. Use a microsite to introduce a new product

A microsite is an ideal tool for testing a new product or service before a full-scale launch. With its short life and separate setup, a micro website lets a business see how customers react without affecting the main site. If the response is positive, you can roll it out widely. If it is negative, you can stop without much impact on the official website.

6. Viral campaigns are easier on a micro website 

When marketers want a campaign with strong viral reach, they often choose a microsite as the platform. They can freely design unique, entertaining content that attracts customers and helps the campaign spread across digital platforms. 

Example: Red Bull's official website is https://www.redbull.com/, but the brand also made a microsite with a video featuring Karl Meltzer, a well-known trail running coach. It keeps customers from getting bored with the product and spreads strongly among his fans. The micro website also links back to the official site, which raises that site's conversion rate whenever visitors come through.

For all the reasons above, a microsite is a marketing channel that delivers impressive results. It should be used for the right purpose, mainly to help customers become aware of and reach your brand or product.

If your marketing campaign has a different goal, it will be harder to get the results you want. In that case, you can use a more suitable approach such as SEO services, running Google Ads or landing page design…

Microsite or landing page: which is better?

Both microsites and landing pages are widely used in marketing campaigns, aimed at a specific group of people. To see how they differ, check the comparison below: 

So which is better, a microsite or a landing page?

In reality, neither tool is “better” in absolute terms. What matters is choosing the one that fits your campaign goal.

• A landing page: is built to give readers figures, evidence and standout features of a product so they take action on the page. So if you want customers to do something specific, such as fill in a form, sign up or buy, a landing page is the right choice.
• A microsite: helps customers become aware of the company's products and services. So if your goal is brand awareness, introducing a new product or creating an interactive experience for customers, a microsite is the more effective choice.

How to get the most SEO value from a micro website

For a microsite to do its best in a marketing campaign and bring short-term SEO results, a business needs a well-planned strategy that focuses on these points:

• Design a friendly, easy-to-navigate interface so visitors quickly find the information they need.
• Create unique content that people want to share, or personalize the experience, to attract organic visits.
• Promote the microsite by word of mouth and spread valuable messages to raise brand awareness.
• Add interactive elements such as games, video, images or social share buttons to keep visitors longer.
• Link the microsite to the main website to bring traffic to both.
• Website optimization Make it SEO-friendly from the idea stage, so the microsite not only attracts visits but also helps position the brand better in search engines.

If you are looking for a solution company website design from short-term microsites to complete, SEO-ready websites, let MONA Media help you get there. As one of the most custom website design trusted companies in the field, with more than 10 years of experience, we build a website with an exclusive, good-looking design that is easy to manage and brings real conversions. 

• Responsive website design, looks great on every device and loads in milliseconds.
• Modern technology, HTML5 and CSS3, is used to build microsites and websites, for strong security.
• Consulting support 24/7 before, during and after your website design project.

We hope this article helped you understand what a microsite is and how to use it well in marketing campaigns. With a clear, fast message and low cost, the micro website has become a powerful tool for many businesses. If you need an impressive, creative microsite that fits your campaign goal, MONA Media is ready to work with you through professional website design that balances looks and conversion. Click the button below to get a consultation and receive our website design price list quickly.