Many larger businesses have highly polished and well branded Corporate sites managed by a central marcomms team. These are often very good at building online brand presence and providing detailed information on products, services and customer support and reference data for investors and shareholders, but are difficult to implement rapid changes to.
Divisional sales and marketing teams can struggle to get tactical or promotional coverage from such a site and fail to maximise the fast responses that result from well-focussed website content. Typical requirements could be:
- New Product Launch
- Competition or PR Activity
- Market Research
- Seasonal Promotion
- B2B Sales Promotion
- Response to Topical Event
- Response to Legislative Changes
The answer is a local microsite built quickly and focussed totally on a specific sales or marketing message that may have a limited shelf-life.
Whilst our designers are always mindful of corporate brand requirements, the content, copy and even the domain name can be targeted on a single sales objective in a way that a large corporate site cannot. Microsites have few pages, but can link to appropriate pages on the main site for background information.
The key objective for these sites is almost always to capture lead or contact information and our microsite platform includes a powerful data capture and segmentation tool to allow contacts to be quickly followed up.
