1. Make your offer rad.
People don't want junk. furthermore, people are really good at telling when someone is offering them junk. So if you are going to offer company bumper stickers or free pens as the call to action on your micro-site, then you might want to consider alternate expenditures with your marketing money. However, if you can dig deep and offer something that will really excited potential buyers then hold on to your hat and get ready for flood of traffic passing through your page. Take chik-fil-a for example. They sent out about 5,000 postcards offering prospective customers a coupon for a free chicken sandwich redeemable via a landing page. Within weeks, the company had received more than 14,000 responses to the campaign (viral peer sharing with SynergyVX helped too).
2. Tell the whole story.
If you put up a generic looking landing page containing only your rad offer without any more information, you are going to give your visitors post traumatic stress flashbacks from the era of pop-up ads. Make sure to let users know who your company is, what you do and enough instruction so they can easily navigate your site. Don't be afraid of fine print. Having an offer deadline and other stipulations ads to the legitimacy of your offer.
3. Only Ask for the information you really need.
With micro-sites capable of acquiring so much information from users, it is tempting for marketers to ask incoming users for not only the updated name and phone number we need, but also a complete medical history, shoe size, and the date they last left the country. That is invasive. If you don't absolutely need the information, don't ask for it.
4. Have Realistic Expectations
Some of the beauty of Micro-site marketing is that is creates a perfect platform for cross channel marketing. However, a customer that comes to your micro-site via PURL from direct mail is likely to be a much more qualified prospect than someone who comes into the site via a billboard or printed ad. Be realistic with your expectations when looking at drop off rates from different traffic sources, and don't forget where your most qualified prospects are coming from.
5. Don't forget to match.
Your micro-site represents your brand, and as such, it is important that the micro site branding matches website, direct mail pieces and other branded materials potential customers might see. Not only does it look nice, but it also assures incoming users that the site is legitimate and no associated with shady scammers.
2. Tell the whole story.
If you put up a generic looking landing page containing only your rad offer without any more information, you are going to give your visitors post traumatic stress flashbacks from the era of pop-up ads. Make sure to let users know who your company is, what you do and enough instruction so they can easily navigate your site. Don't be afraid of fine print. Having an offer deadline and other stipulations ads to the legitimacy of your offer.
3. Only Ask for the information you really need.
With micro-sites capable of acquiring so much information from users, it is tempting for marketers to ask incoming users for not only the updated name and phone number we need, but also a complete medical history, shoe size, and the date they last left the country. That is invasive. If you don't absolutely need the information, don't ask for it.
4. Have Realistic Expectations
Some of the beauty of Micro-site marketing is that is creates a perfect platform for cross channel marketing. However, a customer that comes to your micro-site via PURL from direct mail is likely to be a much more qualified prospect than someone who comes into the site via a billboard or printed ad. Be realistic with your expectations when looking at drop off rates from different traffic sources, and don't forget where your most qualified prospects are coming from.
5. Don't forget to match.
Your micro-site represents your brand, and as such, it is important that the micro site branding matches website, direct mail pieces and other branded materials potential customers might see. Not only does it look nice, but it also assures incoming users that the site is legitimate and no associated with shady scammers.
