Engaging Microsites Showcase Expertise & Value
Do you help each individual buyer find their own value in your solutions?
Does the CFO focused message differ from the information a technologist needs?
They do care about different things, and your marketing microsites need to reflect just that.
Marketing Interactions works with clients to define buying personas and value propositions, integrating their unique needs into the overall content platform. We then help you create microsites that speak to each diverse persona, yet can be leveraged across all communications media to optimize marketing efforts.
Marketing microsites are showcases for customer successes with your particular solution. Microsites are about what's possible for the prospect. Not about how grand the WizBang 5000 is from your company's perspective.
The key is to think about who will use your solution and develop personas for each role on the buying committee involved in the decision. With the number of people involved in buying decisions today, you've got to reach beyond just the decision maker. Include influencers, champions and peripheral roles. Don't forget the end user.
Then create compelling content to address the context of each role. What value will you deliver to each of them? How can you evidence that value with real world proof? Make sure you're telling a story that enables discussion amongst the buying committee. After all, you won't be in the room all the time, right?
Let's say that there are usually four people involved in your buying cycle. The CFO, the COO, the VP of Product Develpment and an IT programmer. Each of these people will need a different story to be able to envision what your solution can do for them.
If all four of them visit your solution microsite, what will each of them walk away with?
- The CFO will want to know the financial impact of adopting your product, and how it makes him successful.
- The COO will want to know the process impacts and improvements gained, and how it makes him successful.
- The VP of Product Development will want to know the above as well as how easily your solution can be incorporated without adversely impacting day-to-day work, as well as its impact on operational cost. Mostly, he'll want to know how it will make him successful.
- The IT programmer will want to know about implementation and integration and how much ongoing time will need to be dedicated to keeping your solution up and running smoothly - and how it will make his job easier.
The marketing content you provide on your microsite should help each of them create the winning scenario about why they have to have your solution. The experience of each individual on the buying committee needs to be addressed. If one of them were to visit, become engaged and recommend the site to another group member, would the microsite meet their needs? Are you sure?
One of the biggest benefits of marketing microsites is the opportunity to be more responsive: