Posts Tagged ‘small business’

Event Specific MicroSites

Posted on: February 29th, 2016 by admin No Comments

What is a microsite?

 A microsite is an additional website, separate from your company’s main website, with an independant address, used to deliver a more specific message, product or service. A microsite is a great way to create a special platform for people to interact with your campaign. For instance, if your company is participating in multiple trade shows throughout the year, you might create a microsite to drive potential customers to your trade show booth. There are many ways to utilize a microsite to support your marketing strategy and in today’s article we will discuss some of my favorites.

Event Specific Microsite

Rather than incorporating your event or trade show information on your company site, create a microsite designed specifically for

wwwpeople who will be attending the event. Here are some great ideas on what to include on your microsite:

 

  1. Feature a calendar that lists dates and shows you’ll be showing.

  2. Have a media center to host downloadable press kits and other media material

  3. Build an appointment scheduler that allows interested parties to book meeting times with you during the show.

  4. FAQ’s about your company and its participation in the show.

  5. List of attractions, specials and/or special guests at your booth.

 

Launch Microsites

How long have you waited for updates to be made to your company website? Utilizing a launch specific microsite is a great way to announce a product or service while you wait for updates to your main company website. A launch microsite also allows you to put all of the focus on your new product/service, minimizing distractions a user might experience on your primary website. Here are some interesting ways to use a launch microsite:

 

  1. Display videos about your product

  2. Technical sheets

  3. Product virtual tour

  4. Event calendar where interested customers can meet you and experience your new product.

 

Virtual Tradeshow Microsite

You can use a virtual tradeshow microsite as a tool to enhance your tradeshow exhibit or you can use it in place of physically participating in a show. Its also a great way to reach customers who are unable to attend your show. When using a microsite to enhance your tradeshow, consider featuring videos of your staff, video presentations of your product and a chat platform for customers to engage with you.

What makes a microsite successful?

 

  1. A focused topic: Since a microsite is smaller and less complicated than a standard website, you’ll have plenty of room to really detail your product or service. Use this opportunity to thoroughly educate your customer.

 

  1. Great design: Microsites give you the flexibility to experiment with your design approach. Because the microsite is about the product and not the brand, use this opportunity to show your customers the “other side” of your brand personality.

 

  1. Create your microsite with your target audience in mind, especially if your target audience is outside the norm. Be creative and ensure the microsite offers an engaging user experience.

 

  1. Limit the site to one topic or product. For information about your other products, direct the customer to your main website.

 

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

 

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

Reaching Niche Markets

Posted on: February 29th, 2016 by admin No Comments

As many business owners know, if you pitch your product or service to everyone, you may end up selling to no one. Figuring out your niche market – where you fit in- gives you precise direction on where to cast your marketing net. Traditional wide-net advertising (radio, tv and print) are great for letting the public know you exist, but there are often enough holes in such marketing tactics that many potential client sources are missed.

What is a niche market?

niche

A niche market is a specific sector of a larger audience. It should consist of specific products/services for a specific group of customers. For example, if you sell artist supplies, your niche might be brushes designed specifically for professional painters.

Choosing a niche market

I find that one of the biggest mistakes a startup can make is not defining their niche market before they launch. Startups tend to be overly full of excitement and confidence that can land them in the category of “messy.” By defining a niche market from the beginning, you are able to laser focus your energy, time and finances to success. I love niche markets because it allows the business to set themselves apart from competition as an expert in their industry while developing more intimate relationships with customers.

Stand out, be different

Practically every industry you can think of is saturated with companies offering the same (or similar) products and services. If you’re not doing something different, something amazing, people have no reason to buy from you. When choosing your niche target market, do research and see what needs of this niche market aren’t being met by your competition and then meet it!

Multiple niche markets

Under rare circumstances, a company may succeed by targeting only one niche market. It’s common to see these companies revenue top out, once they have saturated their own market. Once you’ve tapped into one niche market and it’s working, don’t be afraid to tap into additional niche markets. I prefer to keep my niche markets relative so that they can benefit each other. For example, let’s say you make and sell a diverse line of children’s clothing to small boutiques. While you sell many different types of children’s clothes, you’ve had great success in your niche market of children’s sportswear. You’re looking to expand into a new niche market. The big question here is, do you continue to push your sportswear collection to a different type of store, or do you find a new market for a different division of your clothing? Where can you make make the most impact with your relationships and expertise?

 

 

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

 













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