The new year has arrived and so have the new forecasts for marketing spending. For the first time ever, online spending is projected to overtake print spending in 2012 (according to an eMarketer study). Corporations have realized that they can reach their customers more effectively with online media. But that has not set as the reality for many B2B businesses. At least not yet.
 A typical B2B marketing campaign looks something like this:

  • Press releases
  • Print advertising
  • Email marketing
  • E-newsletters
  • Microsites
  • Search Engine marketing (rare occasions)
  • Social media marketing (rare occasions)

Creating a microsite is an after thought, if it is a thought at all. A microsite is usually treated as a little brother to print advertising, but it should be the first born of the entire campaign.

Small cost for big insights
Microsites can literally be a few landing pages, which are quick to build and are low-cost compared to print ads. If you look at the typical marketing lineup, print usually gets the largest budget (for photography, creative and media placement) however, it is the microsite that provides the greatest business value. A microsite provides a destination for all other marketing mediums to drive traffic.
 Each online media piece (emails, e-newsletters, press releases) can be trackable. Print ads should also feature unique URLs for tracking purposes.

A microsite’s traffic data provide insights on:

  • site visitor numbers
  • unique visitors
  • repeat visitors
  • average time on site
  • average views (pages a viewer looks at during his/her visit)
  • content relevance/strength
  • pageviews (how many site pages were visited)
  • unique pageviews (does not count repeat visitors)
  • average time on a page
  • bounce rate (how many people left the site immediately)
  • on page interactions (what links where clicked on any site page)
  • sources of how visitors got to the site
  • search engines
  • referral links (visitors were referred by another site/email)
  • direct traffic (visitors typed in the site url directly)
  • armed with these microsite metrics marketers can get hard data on each channel’s reach
  • cost-effectiveness
  • engagement (click-through rates)
  • conversions (visitors providing their contact info)

As search becomes the preferred way for people to find what they need, so should microsites/landing pages rise in the radars for B2B companies when it comes to marketing budgets and efforts.

If you want to know what the right marketing mix and approach should be for your next marketing campaign, don’t hesitate to contact our marketing experts.