Idea Hall Blog Want a Bigger Web Presence? Think Small with Microsites

10/26/09

Delivering a successful corporate Web site hinges on a few simple rules: Be informative, be current and make it easy for users to find what they need. But what about specific campaigns and promotions that fall outside of corporate branding?

Big answers often come in small packages. Many companies are using microsites (mini web sites designed to deliver specialized information) to target key audiences and garner valuable feedback for business development.

Take State Farm, which teamed up with comedian Steve Harvey to produce Harveyknowsbest.com. The microsite features an animated version of Harvey, sounding off on a number of car-related topics to correspond with National Teen Driver Safety Week. The site uses pop culture and humor to engage younger drivers and promote safety.

The benefit of microsites also reaches far beyond one-time promotions. When Idea Hall client Chapman University College of Educational Studies wanted to use social media to create an interactive hub for students and faculty…you guessed it…they used a microsite. This enabled faculty to interact with existing students and actively recruit top talent in real time.

From comedians to colleges, microsites are a cost-effective, trackable and targeted way to communicate. They enable companies to better segment their audiences and also capture valuable information and statistics.

When building an online presence, thinking small can open up an infinite world of marketing opportunities.