Our Elevator Story

It all starts with a Microsite — the hub of your marketing campaign.

A Microsite is a small website, separate and distinct from an organization’s main website, that focuses on a specific message or sells a product or service. A Microsite can be built from the ground up to index high among search engine results; mimic the approach, style, and language of your best sales rep; and promote word-of-mouth or referrals more easily.

What is a Microsite?

A Microsite is a website, separate and distinct from an enterprise’s primary site, that focuses on communicating a specific message or selling a product or service. Or its only goal could be simply to create buzz about a company like Burger King’s “Subservient Chicken” Microsite.

PLEASE NOTE: We are not suggesting you change your corporate website! Let’s face it. Your main site probably took years to build, created an irreparable schism between your marketing and IT departments, and needs to accommodate many objectives and stakeholders, from H.R. and customer inquiries to legal and recruiting.

What can a Microsite do that your main website can't?

• Mimic the approach, style, and language of your best sales rep or leading advocate – allowing the message to reach more people 24/7. Most corporate websites can’t focus solely on this approach
• Provide more focused, relevant content about a specific product or service, unencumbered by other corporate objectives. In other words, a visitor doesn’t have to hunt for the marketing message
• With a more narrowed focus, promote word-of-mouth more easily by including items and information that is relevant, exclusive, entertaining, and timely
• Improve search engine rankings, if built correctly
• Be updated more easily because it will have fewer stakeholders to approve the content
• Help establish individual brand identities
• Provide almost instant market learning by showing what visitors deem valuable

How we build an effective Microsite?

• Establish clear, precise objectives that are measurable
• Build the entire site that is optimized for search engines by following a proprietary 200-point checklist
• Deconstructing your sales process to replicate your best sales rep or organization’s most ardent advocate online – sort of a digital sales rep available 24/7
• Creating a layout that is consistent with user expectations, usability research, and correct navigation (there is such a thing as incorrect navigation)

How we create killer content?

• Is consistent with how people use the Internet (i.e., “show, don’t tell”), and features less copy and more videos, podcasts, or audio
• Induces repeat visits
• Encourages “engagements” to begin building relationships (we count an engagement when a visitor submits or downloads something, but not just clicks around the site)
• Encourages linking and free publicity
• Enables Word-of-Mouth/Referrals – which is perhaps the most powerful opportunity afforded by the Microsite. However, while there is no exact science that predicts what will induce referral, most experts agree the content must be:
  • Entertaining
  • Relevant
  • Exclusive
  • Timely

Finally, to be truly successful Microsite, we constantly work to maximize its value by the ongoing process of tracking, learning, refining.