One online advertising tactic that’s beginning to attract the attention of owners of growing businesses is the microsite, which is a variation on a traditional Web site. While the aim of a Web site is to provide a wide range of information and services, a microsite has a more focused mission, as it may be devoted entirely to one marketing campaign or one aspect of a company. A microsite, also called a minisite or a weblet, is often temporary in nature and typically carries its own URL.

For example, an art gallery with a general Web site may create a microsite to promote a specific show. A nonprofit may use its Web site to tell visitors about the mission of its organization, but set up a microsite to draw attention to a capital campaign. How do you know if your business needs a microsite? Internet marketing and e-commerce expert Sabah Karimi says to look for these four telltale signs:

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1. You’re having difficulty drawing attention to a particular product. A microsite can provide comprehensive and detailed product information and specifications directly to any visitor.

2. You need added material for a sales presentation. What better way to enhance a PowerPoint or other multimedia presentation than adding a direct link to a microsite with product information, rather than a link to a generic Web site?

3. You want to create a podcast or video simulation. A microsite is the perfect vehicle to present a podcast or short video clip on your product. You’ll find it easy to upload the content to the site and capture your audience’s attention in one clean sweep.

4. You need to develop a contextual advertising platform. A microsite is the perfect medium to generate ad revenue because it’s geared to a targeted audience. Just be sure the content on the site is filled with applicable keywords to drive traffic from the search engines.

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