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3 Reasons You Need A Microsite
By: Dominique Ellis
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Feeling let down by your marketing? Bamboozled? Left out in the cold with no viable data to speak of? Fear not, brave marketer. There’s a solution to all your marketing problems. I give you: the microsite.
There are plenty of good reasons to integrate microsites into your marketing. Here are three great ones.
1. You have no customer database.
Building a solid database of engaged and loyal customers is at the cornerstone of any solid marketing plan. Getting people added to a customer list can be quite difficult, however. By incentivizing potential customers to offer up their data, you have a better chance at getting them to join your customer database. With a microsite, you can send potential new clients to a one-stop shop to give you their information and get a reward in return.
2. You don’t know what your customers want from you.
Feel a void between your business and your customers? Not sure how figure out what they want from you? Polls and surveys can play a big part in marketing. Getting people to take them, however, is another matter. In the age of instant gratification it’s hard to get customers to take the extra step to sign in online and take a survey. With a microsite they’re already online. The extra step is eliminated.

3. You want to go social.
This pretty much explains itself. You want to get your marketing shared on the social networks. They’re already online and logged in. You do the math.
Still don’t believe a microsite can act as a one-stop marketing campaign in a box? Check out what Ruth’s Chris Steakhouse did with theirs.
This microsite was launched for a handful of Ruth’s Chris franchise owners. Clean, tasteful, and to the point, the site was in keeping with the nationally recognized restaurant chain’s branding and image. More importantly, it had a great offer — two offers, in fact. For filling out the form all customers enjoyed a complimentary appetizer (with the purchase of an entree) through a printable coupon. Customers were then encouraged to share the offer with their friends via email, social networks, and SMS for a chance to win free steak for a year. In total, the campaign allowed the franchise owners to add 3,419 new customers to their databases. Their response rate was a mind-blowing 33.88%. And of course we all know why. Who doesn’t want free steak for a year?

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About the Author
Dominique Ellis is a marketing and public relations consultant working in New Orleans. In addition to being a Dukky Brand Evangelist, her clients span from NOLA to NYC. Find her online here
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