Uses for Microsites in the Economic Development Industry
27 Mar 2023
Website Development, Marketing, News
As an economic developer, you’re constantly seeking new ways to attract businesses and talent to your community to promote economic growth. One effective tool that can assist you in achieving these goals is a microsite, which can be utilized for specific campaigns or programs.
What is a Microsite?
A microsite is a small, specialized website that focuses on a particular theme or topic. Microsites can be used to promote a specific product or service, provide detailed information about a particular event or initiative, or create a focused online experience for a specific target audience. Because microsites are smaller and more targeted than fully robust and multifaced websites, they can be created more quickly and easily, and provide a more personalized experience for visitors.
Why Use Microsites?
Microsites can be a powerful tool for economic developers because it allows you to focus on specific messages and be more intentional about how users interact with those messages. By creating a microsite for a particular campaign or program, you can provide detailed information about the initiative, showcase success stories, and make it easy for potential investors or businesses to get in touch with you.
For example, if your community is trying to attract a particular industry, such as technology or manufacturing, you could create a microsite that highlights the advantages of your community for that industry. This microsite could include information about the workforce, available infrastructure, tax incentives, and other assets that make your community an attractive location for businesses in that industry.
Examples of Effective Microsites
The following are examples of microsites that Golden Shovel has created for clients.
The North Commercial Corridor is a 19-acre commercial development in Falls City, Nebraska. The development is strategically located off Highway 73, offering businesses quick access to midwest markets and the ability to reach Kansas in less than 10 minutes and Missouri in less than 20. Falls City EDGE and the local Community Redevelopment Authority (CRA) are in partnership as developers on the project and needed a strong web presence to market it efficiently and effectively.
The Greater Gallup Industrial Workforce Program is an employer-led program designed to give Gallup and McKinley County residents the skills they need to succeed at in-demand jobs. Participants complete a 10-week training program that involves classroom and hands-on training before being placed in an internship, pre-apprenticeship program, or long-term job. A microsite was developed to bring more attention to this program and promote it to gain participants.
Located on Long Island Sound and surrounded by research institutions, Groton, CT has the access companies need to test products, deploy solutions, and collect data. Local partnerships and research initiatives are creating opportunities and making it easier for companies to innovate and bring products and solutions to market. A strong web presence was needed to promote this.
A true mix of rural and urban geographies, West Central Wisconsin aims to help people make a life, not just a living. From vineyards, to beautiful landscapes, and numerous festivals year-round, residents can have it all. Momentum West is running a marketing campaign to attract workforce to the region. Having a specific landing page to direct interested prospects was an innovative way to reach their audience and view analytics.
The Pasadena Loves Local Campaign is a partnership between the Pasadena Economic Development Corporation, the City of Pasadena, and the Pasadena Chamber of Commerce. The purpose of the campaign is to help raise awareness about the importance of investing in the local community, as well as serve as an opportunity to aid in the promotion and marketability of local businesses. Pasadena EDC wanted to showcase the campaign purpose and results on its website, which resulted in two subpages being built out with supplied graphics, photos, and information.
Creating a Successful Microsite
Creating a successful microsite requires careful planning and execution. Here are some key steps to consider before getting started.
Define Your Goals
Before you start building your microsite, it's important to define what you hope to achieve with it. Are you trying to attract new businesses to your community, attract more talent, promote a particular initiative, or simply provide information to a particular audience? Once you've defined your goals, you can begin to design your microsite around them.
Identify Your Audience
It's important to understand who your target audience is and what they’re looking for. Are you targeting businesses in a particular industry, investors, or the general public? Once you've identified your audience, you can tailor your messaging and content to meet their needs.
Create Compelling Content
Your microsite should include content that is engaging, informative, and relevant to your audience. This might include case studies, testimonials, statistics, infographics, and other information that highlights the advantages of your community or program.
Design for Usability
Your microsite should be easy to navigate and use, with clear calls to action that encourage visitors to take action. Make sure your microsite is optimized for mobile devices, as more and more people are accessing the web on their smartphones and tablets.
Promote Your Microsite
Once your microsite is up and running, it's important to promote it to your target audience. This might include email marketing, social media, paid advertising, or other tactics that help drive traffic to your microsite.
Learn How Golden Shovel Can Help
Microsites are a powerful tool for economic developers, allowing you to target specific audiences with specific messages. With careful planning and execution, a well-designed microsite can help you achieve your economic development goals and drive growth in your community.
Learn more about Golden Shovel’s website services here, or contact us for a more detailed conversation specific to your organization.