Rates to market through third party trade sites are on the rise, often consuming hundreds of dollars per listing per month and ultimately is no longer worth the cost. It may be time to consider other options for posting your listings. One alternative is maximizing your own website’s marketing capabilities with a simple addition of targeted microsites. The shift towards the use of microsites is gaining traction with the realized ability to target specific audiences and have full control of marketing campaigns.
Microsites can be considered a smaller page or group of pages that are created to help assist the needs of a company’s homepage or landing page. Microsites can be created for individual promotions or campaigns to help draw specific customer or audience attention to new or featured products and services. But, there is more than the question of “what” a microsite is; why do they exist?
We have spoken many times about online marketing and the many benefits of SEO for your dealership’s online presence. There is also the importance of positive or White Hat SEO in keeping your company name on the proper side of the business and online world. Most recently we have presented the topic of microsites and the many benefits they can provide to your dealership, especially in the fact that online marketing is so much a factor in today’s business world. Many marketing professionals state the clear benefits of microsites as decluttering the homepage, adding focus for page visitors, adding to marketing tests and promotions, building your company brand and brand awareness and then, finally, SEO influence.
There are a lot of things to consider when developing microsites for the growth of your dealership’s online presence. Other online marketing outlets like social media have made it so that microsites as a way to build traffic, have taken a back seat. While those outlets do have their own benefits, microsites serve purposes far beyond likes and page views. Microsites are not meant to draw just anyone and everyone to your business. They are used as a method to attract specifically targeted audiences which is a handy tactic in boosting online traffic. After all, why not create content just for those who are most likely to do business with you?
One of the greatest things about microsites is that they exist outside a company’s main website. Though they are similar to landing pages in many ways, they also provide specific functions for ecommerce needs. A landing page exists alone with the search for contacts and leads. Microsites, on the other hand, can have many pages with the presentation of several key points of your company’s products, services and more.
There is much to be gained from the development of microsites for a boat dealership. From SEO benefits to the ability to target specific audiences, the potential for traffic growth with microsites is promising. What is a Microsite?
Let’s start by explaining what exactly a microsite is. A microsite is its own smaller site that lives outside of your direct website URL. They are an extension of your brand but have a separate and specific objective – usually to run a campaign toward certain groups or regions. Microsites have become a powerful online marketing tool as they are meant for very targeted tasks; they are not meant to be.