Microsite Strategy Checklist

Microsite Strategy Checklist

Overview:

Determining the right microsite strategy and execution plan will empower your designers and marketers to more effectively deliver results for your brand.

High-performance marketing organizations are creative, productive, and results-oriented. They’re eager to capitalize on their great ideas to drive brand awareness and engagement, and they want to ensure maximum impact with every marketing cycle. When it comes to digital initiatives, teams often choose microsites as a way to immerse their audience in a visually-rich, interactive brand experience.

 
 
 

THE MICROSITE DEFINED

Typically, microsites are small to medium websites that are distinctly separate from a company’s primary website. A microsite may consist of a single page or a collection of pages. It may or may not share branding elements, a UI, or a domain with the corporate site. From the end user’s point of view, a microsite offers a very different experience from its corporate website.

 

THE MICROSITE DEFINED

Typically, microsites are small to medium websites that are distinctly separate from a company’s primary website. A microsite may consist of a single page or a collection of pages. It may or may not share branding elements, a UI, or a domain with the corporate site. From the end user’s point of view, a microsite offers a very different experience from its corporate website.

 
 
 
 
 

Your Microsite Calendar

All marketing initiatives require some form of web content. Some may be able to leverage your corporate site’s framework. Others need the freedom to create a highly focused experience in order to effectively engage your customers, partners, employees, or others. How can you determine which project can benefit from a microsite? 

Consider the following microsite criteria:

Your Microsite Calendar

All marketing initiatives require some form of web content. Some may be able to leverage your corporate site’s framework. Others need the freedom to create a highly focused experience in order to effectively engage your customers, partners, employees, or others. How can you determine which project can benefit from a microsite? 

Consider the following microsite criteria:

⃞  Singular purpose

Does your project have its own reason for being? Does it have objectives and goals that differ from content that lives on your corporate website?

Examples: time-based campaigns, live events, company news, lead capture pages

⃞  Specific messages

Does your project have a separate story to tell? Will deliver one or more specific messages that require a spotlight?

Examples: product launch, special promotion, employee engagement program

⃞  Unique design & user experience

Does your project need a special creative treatment to effectively communicate its messages? Does it need its own navigation and/or user experience?

Examples: holiday campaign, sub-brand launch, customized sales presentation

⃞  Separate update calendar

Do you plan to update your project’s content more frequently, or at a different cadence, than your corporate website?

Examples: event updates, real-time news, new listing pages, sponsored content

⃞  Distinct lifespan

Does your project website have clearly defined start and end dates? Is its lifecycle managed separately from your corporate website?

Examples: live events, special promotions, holiday campaigns, conferences

take-away:

If you checked two or more of the criteria above, chances are that a microsite is the right strategy for your project. Once you’ve established a calendar of microsites needed, it’s time to consider how best to execute on your strategy.

 
 
 
 

Your Execution Plan

Your designers and marketers may be producing a steady stream of microsites. But are they working smart and in sync? Do they depend on developer availability to launch and update their sites? A modern website platform will lay the foundation for your stellar teams to create a portfolio of beautiful sites with maximum speed, scale, and control.

Consider the following microsite criteria:

Your Execution Plan

Your designers and marketers may be producing a steady stream of microsites. But are they working smart and in sync? Do they depend on developer availability to launch and update their sites? A modern website platform will lay the foundation for your stellar teams to create a portfolio of beautiful sites with maximum speed, scale, and control.

Consider the following microsite criteria:

⃞  Creative Freedom

The language of the web is visual. Your creative team needs tools that give them the freedom to visualize, prototype, and execute their custom designs.

 Launch Microsites At Will

Create and launch new microsites at the speed of your marketing cycle. Ensure that your calendar is not dependent on developer availability.

 Real-time Updates

Maximize customer engagement by keeping your microsite content fresh at all times. Instantly post updates for live events, promotions, and other timely news.

⃞  Centralized Asset Repository

Microsite project teams need to collaborate on the same set of brand assets. Store your assets in one central repository and manage access permissions as needed.

⃞  Unlimited Scalability

Design once, replicate thousands of times. Flexible templates help corporate or regional teams create any number of microsites for listings, products, and more.

⃞  Unified Portfolio Management

Every microsite has a different lifespan. Managing all your sites from one central location will make it easy to keep your microsite portfolio up to date.

⃞  SEO-Readiness

Don’t forget to optimize every page. Make sure your marketers have easy access to SEO metadata, so they can fine-tune page performance as needed.

 Integration with Cloud Services

Make your microsites work harder for your business. Connect them to your existing cloud services to collect customer data, track and analyze marketing programs, and more.

⃞  Economies of Scale

Empower your lean team to do more. Moving away from expensive legacy technologies and processes will help you grow your digital investments faster, and with reduced costs.

take-away:

A code-free website platform can help you easily check off these must-have considerations. By empowering your designers and marketers to design, launch, and manage any number of microsites themselves—without developer resources—you’ll deliver a successful microsite strategy for your business.