As an association professional, you look for ways to more effectively communicate the value of your organization’s events. Of course, the actual value comes from the overall experience you create for your attendees: The content, the quality of speakers and presenters, and the social and networking opportunities.
But, how do you convey the value of that experience? How do you create the impression a member (or prospective member) can’t afford to miss your event?
Let me introduce you to the power of the microsite to boost your association events.
What’s a microsite?
Microsites are standalone web pages living outside of your organization’s primary website. Some characteristics of microsites include:A focus on a narrow topic or issue.
- Its own branding, colors and template.
- Its own menu, navigation and interior pages.
An event microsite can be a dynamic single page or multiple interactive sections. However, its real power is derived from its tight focus. The key feature is it is event-specific. It doesn’t hold the broader objectives of your association website.
Microsites do wonders for your events.
When done right, an event microsite generates tremendous buzz about your event. Being separate from your brand’s website, a microsite uses different forms of branding to reach new audiences. It can generate new leads for your organization. It can create interest in your brand and website.
Here are some of the benefits a microsite brings to your association events:
- Unique branding. A microsite creates a unique brand for your event.
- Clearer message. It’s easier to focus your event message or value proposition when it’s separated from the unrelated content on your association website. Visitors see exactly what you want them to see. And, they don’t have to do any searching.
- Easier setup. Microsites can be quickly set up. This makes them ideal for events with a short lifespan, such as your annual conference. (However, they should not be a last-minute project. It’s important to plan!)
- More attention. People visiting your homepage may quickly scan for new content, then leave before digging deeper. A microsite gives you more opportunities to grab them with information and design, conveying the appeal of your event.
- Targeted email integration. You can leverage your email campaigns by integrating a microsite. An event microsite provides a landing spot for campaigns, where you can track performance. This gives you valuable insight into the effectiveness of your overall promotional efforts.
- Enhanced SEO. Get a unique URL for your event. Use relevant keywords. Couple those with a site highly focused on your event. You get better performance in search engines.
Whether your event is large or small (or somewhere in between), a well-done microsite helps capture your members’ attention. And, ultimately, it delivers huge results for your association.
So, as you plan event marketing and registration efforts, ask yourself: Is an event microsite something your organization is missing?