Virtual Entrepreneur

Msnbc.com:
Michael Parker, co-founder and director of marketing at Gravitate Design Studio, a web development and marketing company in Vancouver, Washington, offers the following advice for entrepreneurs thinking of launching a microsite:

1. Consider the costs. Building a microsite costs essentially the same amount as setting up a traditional website – from $2,500 to $50,000 or more. Keep in mind, though, that a microsite may require additional employees. ‘Maintaining another site – even a microsite – takes a lot of work,’ says Parker, who suggests evaluating whether the same results could be achieved using your current web infrastructure;

2. Take your brand strategy into account. If you sell products with 2 totally different focuses or brand identities, ‘then you’re a good candidate for a microsite,’ he says;

3. Know your search strategy. Some companies create many microsites that point to the main site in an effort to rank high on search engines. Others prefer to have a larger site with a lot of updated content. Before moving forward, check with your marketing department or the company handling your search marketing programs.

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