Simonds International Microsite, www.neveryieldtosteel.com

Why develop a microsite when you already have a corporate site? There are a number of situations in which a microsite can be an unbeatable marketing tool. Here are five best uses for a microsite:

1-You are running a specialized promotion or contest. Examples may include: an offer that you’re making in specific geographic regions and/or to specialized market segments. For example, one of our clients created a B2B promotion for just a few southern cities in which sales had been lagging. All sales and marketing outreach led small business owners from these cities to a microsite that offered business tips and allowed firms to compete for regional recognition… all while promoting our client’s best products for small businesses.

2-You have a new Web application or service that deserves its own Web presence. Examples include: training, certification, relevant calculators, product life cycle assessments, competitive comparisons, product specification/product selectors/e-commerce, or specialized product catalogs. The sky is the limit here!

3-You are running a specific advertising/marketing campaign and want to test its success in bringing respondents to your landing page – a microsite allows you not only to track responses but also to continue the conversation or even clinch the sale on the spot.

4-You want to communicate actively with customers and prospects, creating a special place for them to speak or be recognized, through vehicles such as customer-focused case studies, awards, testimonials, Q & A, real-time communications, or other personalized content that develops and sustains relationships between your firm and your customers.

5-You want to entertain, engage or inform customers and prospects on a site that does not overtly promote your products, brand or services as the main corporate site may do. However, consider that you need to plan to “hook” these prospects at some point, so some (even subtle) branding and a link to your main company site are often in order; this is also an important consideration for search engine optimization (SEO).

Your thoughts and experiences? We’d enjoy learning from you.

Economic conditions now are enough to give even the most seasoned businessperson heartburn. Some of the events flashing before our eyes feel unprecedented, at least in our time.

But wait! Remember that, historically, every market reaches its bottom and is then followed by a new era of growth and spending. Also, note that most of our recessions don’t last terribly long – in fact, the National Bureau of Economic Research cites 10 months as the average duration of recessions since 1945.

In the meantime, every business has important choices to make about its approach to marketing. Surprisingly, treating a downturn as a business opportunity is a smart course of action for many of us.

Recently, we’ve been asked for our recommendations on this topic by several business publications (including a recent BusinessWest article). So, here in a nutshell, is our advice (normally a $999 value, but yours FREE today…)

Focus on customer relationship management to make the most of a down economy.

When times are tough, potential customers get wary. Deep down, we know companies will sell aggressively, often with little regard to our needs. (Oh, that reminds me – I need to return that clothing steamer I saw on TV for just $19.95 – don’t let me forget.) The best marketing in such times counters prospects’ and customers’ fear of being “had.” Now’s the time to build and enhance relationships.

In any economy, there are reliable ways to assure that your customer relationship management efforts – including print or interactive newsletters, public relations, online surveys and client roundtables, targeted mailings, and a heavy dose of Web outreach – yield loyal customers, eager prospects and a stellar reputation that will mean sales now and for years to come.

Learn from customers and prospects. Make sure your outreach “listens” as well as talks – hearing what your targeted customers have to say lets you effectively support them. Make sure the products and solutions you offer are relevant – if they aren’t, now is in fact the time to reinvent the wheel.

No network of viable prospects is too large. Enlarge your network of customers, prospects and influentials, establishing that you are the one source they can turn to – and always get what they need.

Solve problems. Offer prospects strategic support, addressing their challenges. Inform, advise and recommend appropriate solutions only. (‘fraid so! Don’t try to unload any old albatross product now…)

Remember the future is still bright. In a recent Fortune interview, Warren Buffett expressed his confidence in the United States’ long-term economic prospects, “The American economy is going to do fine. But it won’t do fine every year and every week and every month…. I mean, we get more productive every year, you know. It’s a positive-sum game, long term.”

Be ready. A 10-month recession – or even a longer one – will be followed by pent-up demand for products and services. Make sure you’re top-of-mind by staying in front of customers and prospects now.