Uniqlo (http://uniqlooks.uniqlo.com/ut/)
This company uses microsite for the contest that they are running as their marketing strategy.
What are the benefits of developing Microsite for the company?
A microsite is designed to meet separate objectives and has a separate Web address (URL) as a home page. Typically, a microsite resides on the same Web server and reflects the branding and overall visual design of the larger site with which it is associated.
Benefits of developing microsite for the company
- Can be developed with highly specific optimization, which will drive Search Engine traffic more quickly than a traditionally optimized site.
Since your Microsite will feature content more focused on a particular functionality or subject than your more broadly focused main site, Search Engines will find it much more attractive, and easier to index. Search spiders and bots thrive on focused, targeted content that shows common relevance – the kind that makes delivery of relevant results to searchers that much easier. Target your Microsite, and your results should skyrocket relatively quickly.
- Keep your visitors focused on the item or service at hand
Positioning content to attract and service a specific marketing segment gives Microsites the power to focus on a single core concept, product category or service. Since the Microsite is so focused, there’s usually no navigation or information that’s not directly relevant to its purpose that would serve to distract visitors from converting.
- The perfect way to appeal to a new and different audience
If you’re widening your prospects by introducing a new or different product category or service than the one on which your main site is focused, you can use a Microsite to target and attract the right demographic segment very effectively – one that may not even visit your main site now.
- Supercharged lead generators
With highly targeted, clean SEO and focused content, visitors that are likely to find your Microsite are genuinely interested in exactly what it has to offer. Since they’re already searching for it, your Microsite is much more likely to encourage them to convert to a strong lead – or even a paying customer. These kinds of vetted leads usually don’t come cheap any other way – but offer more than most!
- Domain names can be keyword rich
Since your Microsite is so focused, you can easily assign it with keyword rich domain names that directly relate to positioning (such as eCommerce, Fulfillment, Warehousing Solutions or Logistics). Search engines heavily favor URL keywords in results for specific queries, which will push your Microsite to the top of SERPs.
- Give an aspect of your business some website real estate it deserves
Building a Microsite for a particular aspect of your business such as a new service offering or new targeted demographic shows that you’re serious about devoting resources to that particular facet. Showing this level of commitment improves conversions and builds customer confidence in a big way.
- Present exceptional design opportunities
Microsite designs can be completely customized to appeal directly to its target audience. By contrast, most websites are designed to appeal to many possible visitors, with much more general interests. This focus gives your design team an opportunity to impress a specific audience segment, or show off a new association or product offering. In this way, Micorsites are perfect for preserving another partner’s branding within yours if your efforts are being combined for a single purpose.
- Help your business promote global vs local
Microsites lend themselves to be used for particular geographic audiences, which makes extremely local targeting possible. Content can easily be hyper-localized to allow for cultural differences like colors and imagery, colloquial language, currency, specific spelling and alternate pricing.
Microsites are a perfect way to add more tightly focused targeting to your overall digital strategy. And, considering the benefits that rigid, focused targeting can offer, Microsites are among the stronger tools you can work with to get significant results quickly.
Resources:
http://www.mcintoshmarketing.com/microsite/what-is-a-microsite-examples
http://blog.bridgelinedigital.com/seo-sem/8-benefits-of-building-a-microsite/
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