
Want to launch a new product? Want to test the effectiveness of a social campaign? Or do you want to diversify your portfolio?
In all these cases, you need to know what a micro site is and how to create it.
Characteristics and purposes of a microsite

A microsite is a web page developed from a single page (similar to a landing page but different in some aspects), which is usually mounted on a separate domain compared to the main company website or, at most, on a subdomain (example: www.subdomain.companyname.it).
As mentioned, the purpose of a microsite, or microsite, is to channel traffic and raise awareness of a new product/service, and it is often associated with a social advertising campaign, or carried out with traditional channels.
Unlike websites and landing pages, a microsite has super specific purposes and a narrow, selected target audience. Consequently, the metrics and goals will also be very clear and limited.
Stages of creating a microsite
As with all aspects of web marketing, it will be essential to first define the objectives and the target audience.
Through the use of a CRM, or charts from tracking programs such as Analytics or social media statistics, you can glean important information about your audience and which segment of it may be interested in this new product/service that you want to launch on the market through the use of a microsite.
So, a super specific target (for example, women aged 18 to 23) connected to a general interest in the core business of your brand.
Once the target has been identified, it will be essential to define a very specific goal:
- Increase user engagement by a certain percentage;
- Create x number of email leads;
- Achieve x number of visitors within a given timeframe.
These are just examples of many goals that can be set when creating a microsite, but fundamentally the keyword is specificity!
Let's move on.
You have purchased and chosen the domain name (where obviously the name of your new product or service will be included) and now you will be ready to develop it.
Framework360 is excellent given its versatility, but we'll see more about this later.
For now, let's remember that, unlike a landing page, which has the sole objective of selling, or a website that presents an entire company, a microsite has very specific objectives and not necessarily related to sales.
This entails a different structure.
Examples of this are microsites with spectacular elements, definitely striking and very interactive.
The use of gamification is also an excellent tool for interaction in a microsite.
Practical examples of microsites
Let's now analyze some examples of microsites to better understand which visual elements can make a difference.
One of the useful examples for this purpose is the microsite of Karl Meltzer, an American ultramarathon runner ambassador for RedBull, who created a project that is quite heavy to tell the truth, in terms of execution speed, but with immediate impact featuring scrolling image carousels, calls to YouTube videos, in short, really a microsite... very macro.
https://atrun.redbull.com/karl-meltzer-appalachian-trail/p/1
Chanel launches its in-depth look at Gabrielle Chanel, the real name of Coco, with an essential but effective microsite: there is a video with sudden changes in lighting that attracts attention and explains what we are talking about, that's enough!
https://inside.chanel.com/it/gabrielle-chanel-and-literature
Finally, Air France engages with a microsite called questionsinthesky, creating engagement and enhancing its resonance.
https://questionsinthesky.airfrance.com/
The subsequent steps, as always, will be to link the microsite to tracking platforms, optimize it for SEO, insert compelling and attractive copy, and finally, measure the data.
Create your own microsite with Framework360

With Framework360, the most innovative and complete Italian platform for everything related to digital marketing, you can create your microsite in an entirely simple, intuitive, and effective way.
You won't need skills in web building or programming; through the platform's internal page builder and various installable plugins offered for configuring and customizing the site (including the "themes" section, which we recommend you take a look at), you will be able to create an optimized microsite, whatever your purpose may be.
Try Framework360 for your online activity.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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