Microsites for Targeted Content Publishing
Managing your marketing programs is all about delivering communications to your leads, exposing relevant information to prospective buyers and generating interactions that progress to sales opportunities. Much is made about lead generation and management, but without an easy way to deploy content, you may have a cog in the wheel that hinders marketing velocity.
Content deployment is often hindered by agency, vendor or IT queues, where it can get held up waiting to go live on the corporate website, or even a dedicated marketing site. Updates and changes can cause more waiting.
The Internet has created a culture of immediacy. Consistent communications are the minimum requirement for staying top of mind with your leads. But, when it takes a two-week advance notice to get content loaded, you’re likely having problems with marketing program execution. It may get done…eventually. But, is that good enough to produce the results you need?
Consider the following content scenario:
You huddle with product management and develop a great way to spin the benefits of your new product. It solves a complex problem that will require high knowledge transfer.
The corporate website has too many distractions to keep your leads focused on the matter at hand, so you decide to create a dedicated marketing site to display all the related information and expertise about that product.
You access your Genoo account and create a new microsite in a few minutes. You upload a cool header graphic and create your content, links to a PDF eBook download.
You decide to do a big push with search engine optimization to gain advantage in search result placement to help potential buyers find you when solving this problem becomes a priority.
You create a form to gate the download of the PDF to capture new leads and automatically add them to your database.
But you don’t want your existing leads to have to expend any more effort, so you create a stand-alone landing page to use in your email communication that makes the download available with one click.
Some new research comes in that shows you’ll have two distinct decision makers with different interests.
Not a problem. You quickly create a second microsite to handle the new focus and personalize that content for that lead segment.
As new information becomes available, you can easily add new content to both your microsites and send out email communications inviting each of your lead segments to learn more. In a way that connects best with each of them.
A Genoo microsite puts you in charge of your content deployment. Having the ability to create “personalized” microsites is critical to creating better connections with your potential buyers.
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