We’ve all been in the room when someone pipes up with the “let’s do a microsite!” idea. Let’s face it…we all say we want it, but do we really?
Going viral is one thing, but when your great online idea turns from a microsite into a parasite, it can evolve into a tactical dead space leaving you thinking “what are we going to do with this thing”?
Hosts of these now-dead sites float around the online world. Once upon a time they lived a glamorous life as a flashy contest, fun interactive game, or a brand alter-ego.
So how can you recognize the signs that your great microsite might transform into a wasted domain, cluttering up google search results? Here’s how.
Problem: One-time use
Your microsite is a side-dish designed to compliment a larger, more robust marketing campaign. This is a classic, so before rushing into a one-time tactic, think about if it can serve a future purpose. Can it still function later? Is this site part of your brand identity, or just an idea to add zing to an overall plan? Often these “zingers” have a shelf life and once they expire, they sit untouched until someone gets a domain renewal email.
Problem: No link home
Does your microsite link to back to your corporate website? Can people follow a natural trail back home? Giving visitors a path home can be a great way to add shelf life to your site. Microsites usually have a visual appeal that’s different than your corporate mega-site, they have interactive content, and often less rules about their functionality. So they are great spaces to keep alive, if you can keep their content fresh, relevant and part of your brand identity.
Problem: The 5 second rule
Is that how long it takes for someone to soak up the content of your microsite and leave? Because if it is – you need more content. Think more along the lines of a satisfying “all you can eat buffet” and not a “drive-thru window”. Give your customers an experience and some options – like playing a game, downloading an app, printing off a coupon – and drive them somewhere after they visit. Afterall, people don’t admit it, but they love wasting time online.
What microsites do you visit for great content?
Lexie Bexson is an Account Manager at AdFarm. You can reach her directly at Lexie.Bexson@adfarmonline.com