What is a microsite? The best content to engage your audience

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Written by: Natalia De la Peña Frade
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Microsites are as versatile as they are unknown. By using them, you can create super-powerful content that is much more efficient to connect with your audience. Let’s see how they can help you achieve your goals and how you can easily create a microsite without spending money.

What is a microsite?

A microsite is a (mini) website created with a specific purpose, with a basic structure to facilitate navigation and an interactive design.

Microsites:

  • Are interactive. The participation of the people who consume content is essential.
  • When they belong to a brand, they tend to be outside their main web, giving the brand the opportunity to get out of the ordinary, and experiment with their design or tone.
  • They are often part of a temporary promotion because they are created with a particular goal.

Because of their characteristics, they are usually very creative and effective to engage the audience to which they are addressed. What are they used for? Among other purposes, microsites serve to:

  • Promote an event
  • Launch new product or service campaigns
  • Create interactive guides on any topic
  • Create informative, educational, or entertainment content

The microsite is the perfect solution to offer concrete information focused on a certain goal or a particular audience. That’s why, in addition to being used in marketing campaigns, they’re very useful for creating corporate or educational content with a plus of visual appeal and interactivity.

Look at this example. Isn’t it hypnotic?

Improve your marketing campaigns

A microsite is an effective tool to power any marketing campaign. Let’s consider an example:

Imagine that you’re planning an event and want to promote it. You can use the typical channels: Create a landing page, run an email marketing campaign, do a little advertising on search engines or social networks…

Each of these channels contributes to publicizing your event, but all of them (except the landing page) are very short-lived.

The landing page also has other drawbacks, such as the time and programming skills you need to create it. If you add it to your website, you’ll be overloading it with heavy resources like pictures and videos.

In addition, visitors to your landing page will have to wait for the entire website to load to access a small amount of information. And when the event passes, you’ll need to remove resources, unindex the page, etc.

You can add (or replace landing pages with) a separate small website just for the event to your strategy.

Check out this one from the Genially Games event:

As we will see later in the post, creating a microsite can be faster and easier than creating a landing page, and can be done without programming knowledge.

Additionally, microsites have the advantage of being accessible to small and large brands alike. Want to break social media and go a long way with your next campaign? You don’t need a lot of money, you just need good ideas and creativity.

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Benefits of creating a microsite for marketing

  • Optimized segmentation. Segmenting is implicit in the definition of microsite. We are talking about a piece of content created for a very specific purpose. All your products and services have to appear on your website, but you can create a microsite for each of your buyer personas, for each product line, or for an event. This will make it easier to direct messages to your different audiences.
  • Information that gets to the point: People are usually not interested in each and every one of your products at the same time. They are often interested in one. With the microsite, they can find detailed and complete information about what interests them most, and only about that.
  • Flexibility: On your microsite you don’t have to follow your brand’s style guide. It’s something like experiencing the freedom of being disguised in a way that no one recognizes you. A microsite is the perfect place to experiment, to try new ideas, to show off innovative content, and to show the most creative side of your brand! This will allow you to surprise, reach new niche markets, or even do A/B tests.
  • Simpler analytics: With a single goal and a simple structure, it’s much easier to analyze a microsite than an entire website.
  • Maximized engagement: One of the main objectives of the microsite is for visitors to have a good time. In addition to providing an excellent browsing experience, they are powerful to help enhance interaction and make content easier to share. If you achieve your purpose of enchanting your audience, the community itself will spread your microsite. It may even go viral! Can you imagine?

Microsites in education

One question: Who do you think has a tougher time drawing attention to their content? Those who work in education, or those who work in marketing? It’s hard to say, isn’t it? Teachers can also benefit from the enormous power of microsites to gain their students’ attention and interaction.

For example, if you want to create a guide for a new course but are concerned that your students won’t pay much attention to it, you can turn it into an attractive microsite.

This also works with other content such as a summary of a subject, a didactic unit, or a planner. In Genially, you’ll find inspiring templates to create any of these microsite-based contents.

How to create your microsite in 6 steps

You may find it overwhelming to tackle the task of creating a microsite. We can help! One effective trick that always works is to divide any big project into steps so you can focus on conquering smaller goals. Follow these steps:

  1. Identify your audience: Who are you targeting? The first thing will be to define your buyer or audience as accurately as possible. It’s the key to connecting with them! Going forward, any other objectives that you define have to have this person in mind, including their likes, priorities and pain points.
  2. Define your goal: Remember that the life of microsites is limited in time, i.e. you have a deadline to achieve your goals. Keep that in mind to keep your goals realistic.
  3. Define keywords to boost your microsite’s results if you are going to use it in a marketing strategy. It will also be beneficial for your SEM strategy if you decide to boost your search engine visibility.
  4. Get inspired: Are there microsites made by other companies in your industry or by your direct competitors? If so, take a look to see how they have focused their messages and how it worked for them.
  5. Define the structure of your microsite. The best way to move forward is to first focus on making a draft before thinking about the visual part. For example, how many pages are you going to have? What will navigation between pages look like? How many calls to action will you have? This is also the time to collect images, videos and other resources, and start creating a copy draft to have clear ideas when adjusting the visual part.
  6. Design your microsite. Are you clear about the message and the layout? Then it’s time to define which tool you want to use, and decide on a template.

The ideal tool to create your microsite:

You can create your microsite with any web page creation tool, such as WordPress or Wix. That said, if we’re talking about unique, creative and engaging content, we’re talking about Genially!

With Genially you can create your microsite very easily. You do not need to register a domain (unless you want to), contract hosting, or buy a template. Using Genially will take less time, it will be free, and when you create your account, you will get access to aaaaall the templates and resources you could ever need for brilliant results.

Another advantage of using Genially is the ability to integrate with other tools. This makes it possible to integrate all kinds of content. You can enrich your microsite with Google Forms or Typeform forms, Google Maps locations, videos and any other resources you can think of. Genially integrates with hundreds of tools. Just imagine what you could do!

When your genially is ready, you can share it with a link, embed it on any website, or share it on social media without losing the interactivity or animation. You can also redirect it to another URL that best suits your goals.

To get data from your microsite, you can measure the behavior of your audience in Genially. You can also monitor it in your Google Analytics dashboard by adding your ID in the “My Brand” section of the Genially dashboard.

How to turn your genially into a microsite

Any genially can be easily turned into a microsite.

To do this, you have two features:

  • The “Go to Page” type of interactivity, which allows you to link any text or item to another page on your genially. “Go to Page” Interactivity
  • The ability to edit the transition between pages. Select “microsite” mode to turn off the navigation arrows between pages.

More abour this: Navigation Modes

Using these features, you will make the experience of those who visit your microsite very similar to the browsing experience on any website. Adding animations to the elements and/or music will make that experience even more stimulating. Have you been able to connect with the tastes of your audience? You’ll notice the difference!

Best Genially templates for creating microsites

Company guide

Event guide:

Catalogue:

Gallery guide:

Assignment guide

Didactic unit:

Weekly planner:

Natalia De la Peña Frade
Natalia De la Peña Frade
Content creator: I try to write things you like to read
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