A microsite is the hub of Sight Marketing’s 1:YOU relationship and measurable marketing campaign. The microsite is a small, self-contained web destination that is separate from an organization’s primary website. It has its own URL and consists of content focused on a particular product, service or offer.

Because of that narrower focus, these small Web sites can be used as the heart of a specific marketing campaign. They’re more easily optimized for search engines and, if their content is good enough, can drive word-of-mouth or viral marketing through linking and pass-along.

For example, a typical nurturing campaign sends an offer to contacts every four to six weeks. The offer points to a microsite where each piece of content is coded and organized. If a contact downloads content, the action begins to tell a story about what that contact’s interests and needs are. This tells marketers something about the contact’s interests and needs. It gives insights into how an individual gathers information and what might be the best way to interact with them. Most important, this information can fuel the sales process, by revealing a contact’s interest and providing insights how to communicate effectively with that contact.