How do you speak to a specific targeted audience using a website? You could create specific landing pages on your main website. These pages could be linked to your company website’s navigation and all visitors could view them. I’ve done this often but prefer create a special microsite to carry on a targeted message. I want to show an example of this technique and hopefully learn from other’s experience and opinions on this technique.
I created a microsite targeted at San Diego Veterniarians. We wanted to offer a collection of services which will be valuable to vets and veterniary hospitals. In that our services are offered from three different businesses, it seemed that the best way to offer these is on a microsite.
The advantages are:
- Ease of making a simple website
- Clarity of target market
- Simple way to tell the benefit story
How we did it:
1)Select a target market.
2) Understand their needs
3) Develop the story and create the microsite.
We plan on driving traffic with targeted direct mail although the website was designed to be SEO friendly.
I’m curious to learn from other good marketers about how they use this technique.
