Hello to all,
Currently, we are a non-registration site. People can use our website (industry search portal) without signing up first but that leaves us without a database of names to continue to market to. I am now tasked with building our audience.
I want to add content to the site and promote that content as the reason users can elect to sign up (registration would be optional). However, it would take pretty close to a million years for our programming team to add new website pages. So I am electing to create a microsite that will essentially test the value of content as a way to motivate registration.
What is the best way to measure the microsite’s effectiveness? If we have never offered any real content before, is there an accepted standard by which I can measure value? Is a microsite the best way to test content? Should our main site link to the microsite? If the challenge is increasing our audience, should social media even be part of the marketing mix promoting the microsite? I’ll save my question on whether to include a customer loyalty program on the microsite for another time!
Thank you for your help and insight!
What a great set of questions you have here Catherine! A microsite is a site dedicated to a specific product, market, or promotion. Sometimes they last only for a short period of time and eventually get folded in to the primary site. Sometimes they stay as-is because of the novelty that they provide to customers, or anyone else for that matter. Here's are some of the steps I've considered when implementing microsites and building my registered user base.
Lots to consider here, but you're asking good questions.
Bottom Line: Set goals, measure, recalibrate. Let customers know what's in it for them and then deliver what you promise.
You need to be logged in to participate! Log in in the upper right-hand corner of this page. Don’t have a username or password? Learn more about AMA membership and join or become a site registrant of marketingpower.com.