Secondary marketing is the usage of smaller, often single or two-page, websites as a complement to the main website. These smaller websites serve as an addition to the main website but are of secondary importance. Microsites are also known as landing pages, essentially pages that a customer would land on, after searching for keywords on search engines or clicking on advertisement banners online. Although both microsites and landing pages serve the same purpose and are used as tools for secondary marketing online, the basic difference between both is in the number of pages – landing page is just one, while a microsite can have a couple of pages or more. Both utilise attractive graphics, text and images to grab the attention of visitors and encourage them towards a desirable action.
A typical microsite is made of two elements which might be spread over a single page or several pages:
- The visual (consisting of images, text and graphics), and
- A call to action that guides users towards a course of action.
Microsites are launched with several objectives. In terms of secondary marketing, microsites enable users to grasp more information on a service or sub-product.
How do users “land” on your landing pages?
There are several methods of directing users to your desired landing pages.
- Banner ads
- Pop up on website home page
- Google search engine result
- Email marketing (usually emails containing links are sent to users)
Why does your company need to use secondary marketing techniques?
Many digital agencies suggest the use of secondary marketing for branding purposes, because it is easier for them to successfully execute digital marketing strategies for companies by using microsites.
- It is a great marketing idea to promote a specific product/service, target a specific location and conduct a seasonal event by using microsites. Doing so gives access to a host of analytics that are relevant only to the purpose of its creation. For example, if a brand has created a landing page for a newly launched product, it can measure the number of people interested only in that brand by tracking the metrics for the landing page.
- Microsites and landing pages are essentially used for lead generation and in most cases, contain a lead form that captures customer information such as name, number, email address, etc.
- Most companies are reluctant to give control of their websites to agencies, and hence, this is another way to market a company’s products and services online.
- In some cases, websites are made in a haphazard way, or have just plain simplistic and uninteresting home pages. Getting an amateur agency or an inefficient resource or for that matter, not having had the time to look into the website launch could result in branding without quality. This means, the branding has been done, but is ineffective.
- Once customers start recognizing a brand, companies feel apprehensive about making very big changes. In such cases, and in cases where the website is in an unsalvageable state, digital marketing agencies suggest the use of landing pages, or microsites.
- Campaigns – Say a popular telecommunication company comes out with an integrated online marketing campaign to launch its new mascot, and creates a new microsite to introduce the mascot, announce some new plans and gather customer information.
- Events – Many companies participate into or conduct events and to promote the same, they create microsites with event information, ticket sale pages and booking information details.
- New launches – Companies advertise new launches through landing pages to gauge customer interest, more so, if the launch is of a new range of products or a new entrée.
- Social Media, Search Ad Campaigns and PPC for display ads – This is another way of directing your visitors to a good attractive landing page. By linking ads and PPC display banners to a new landing page, brands can also measure the traffic that the ad is sending to the landing page.
Types of secondary marketing techniques that warrant the use of microsites and landing pages
A landing page is a great way to engage users and disseminate information that a brand does not want to disclose on its home page. Landing pages/microsites actually complement the home page and enjoy the same level of importance without overshadowing the purpose of a home page. Many marketers use microsites to engage users in interactive games such as karaoke sessions or quiz with gratification.
Ultimately, secondary marketing techniques must empower the business to grow by converting visitors into leads.
My Digital Marketing Team has a team of expert designers and programmers that create effective and interactive landing pages and microsites for expanding your customer base through result-based online marketing campaigns.
To know how we can help you grow your business, contact us here.