Boost your association’s events with the power of the mighty microsite How to create standalone event microsites to get big results.

Boost Your Association’s Events With The Power Of The Mighty Microsite

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Table of contents

Introduction

What is a microsite?

The wonders of a well-executed

microsite for your event

How to create great content

for the best event microsite

How to build a compelling design

to support your great content

Microsite examples

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Boost Your Association’s Events With The Power Of The Mighty Microsite

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IntroductionAs an association professional, you are likely always seeking ways to more effectively communicate to your members the value of your organization’s events.

Of course, the value must come from theoverall experience you design for your attendees: The content, the quality of speakers and presenters, and the social and networking opportunities.

What is a microsite?

Microsites are models of efficiency. They do their job and then they are done.

But, ultimately, how do you convey the value of each event experience? How do you create the impression a member simply cannot afford to miss your event?

Microsites are standalone web pages living outside of your organization’sprimary website. Some characteristics of microsites include:

An event microsite, typically, is a dynamic single page or multiple interactive sections. However, itsreal power is derived from its tight focus. An event microsite is event-specific and does not hold thebroader objectives of your association’s website.

Unlike an association website, with multiple sections covering a large variety of informationand calls to action, event microsites are created for a specific purpose for a defined amountof time. They are models of efficiency. They do their job and then they are done.

A focus on a narrow topic or issue.

Their own branding, colors and template.

Their own menu, navigation and interior pages.

Boost Your Association’s Events With The Power Of The Mighty Microsite

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The wonders of a well-executed micrositefor your event

When done right, an event microsite generates tremendous buzz about your event. Separate from your brand’s website, the microsite uses different forms of branding to reach new target audiences. As a result, it can generate new leads for your organization and create interest in your organization’s brand and website.

Clearer message –A microsite allows you to focus your message or value proposition on your event, as it is separate from unrelated content on your association’s website. Visitors see exactly what you want them to see, without them searching for it.

Easier setup – Microsites are set up quickly, making them ideal for events with a short lifespan, such as your annual conference. (However, they cannot be a last minute project. It is important to plan.)

Enhanced search engine optimization (SEO) – Using relevant keywords, coupled with a site highly focused around your event, your event performs better in search engines.

More attention – People who visit your homepage may only scan for new content and then leave before digging deeper. A microsite gives you another opportunity to grab them with information and design, both driving the appeal of your event.

Targeted mail – You can leverage your email campaigns with a microsite. An event microsite provides your campaigns with a landing spot, where you can track performance and get valuable insight into the effectiveness of your event’s promotional efforts.

Unique branding – A microsite allows you to create a unique brand for your event—one different from your association’s brand.

Here are some benefits a microsite brings to your association’s event:

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How to create greatcontent for the bestevent microsite

Of course, every microsite is different. But, the best event microsites have one thing in common: Great content.

To truly get the significant results from a microsite, you need to incorporate these best practices.

Content must come across alive with richness, creativity and regular updates. A static web page with stale content expresses little value to you or your members.

Content must convey the member or attendee experience, not tell about the association.

Messaging on the microsite must clearly address your target audience.

Strong value proposition (why someone should attend).

Key information (when, where, registration fee).

A program, including session details.

A button to register for the event and then pay for registration.

Event Twitter handle and hashtag.

Social media icons and newsletter signup form, so registrants may follow news updates.

Speaker information, including bios, speaking schedule and links to connect with speakers through social media.

Sponsor information, including short company descriptions as well as links to sponsor websites and social media sites.

Contact information, including a list of persons to contact (name, title, email, phone number and photo).

Travel and accommodation information, with directions, a map to the venue, a link to arrange accommodations, and a link to the event city’s website.

A checklist | The content the best event microsite must include.

Boost Your Association’s Events With The Power Of The Mighty Microsite

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How to build a compelling design to support yourgreat contentWhile great content always comes before a compelling design, your event microsite must grab site visitors’ attention and communicate your event’s personality. This is effective, so visitors can scan the homepage and understand what the

event is about, when it is happening, and where they can click to learn more. You must create excitement, persuading visitors to want to find out more about your event.

Here are several guidelines showing where to place basic content and images to ensure your microsite delivers a maximum impact:

Event name and logo Visitors who arrive to your event microsite are referred from somewhere, such as search engine results or a recommendation from a trusted friend or colleague. Your event name and logo must be the first indicator they are in the right place. So, make sure it is prominently placed on your site.

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Description Your event description text must appear near the top of the microsite. This is where you can use words to paint a picture of your event and share the benefits of attending. It gives your visitors a clear understanding of what your event is all about and excite them about attending.

Location. Date. Time. This information is arguably the most critical part of the attendee decision-making process. How can people attend if they do not know when or where the event will be? It may seem obvious, but this vital information can be overlooked. Make your event location, date and time prominent on the microsite web page.

Hero images Hero images are photos or graphics prominently displayed at the top of your microsite web page. These visual cues play an active role in the attendee’s decision process by giving them a glimpse of the event experience. Your hero images capture the feel of your event and portray it as a can’t-miss experience.

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Call to action (CTA)If your event microsite were a treasure map, your call to action is the giant “X” marking the treasure. For most event microsites, the call to action is a button displaying “Buy Tickets” or “Register Now.” Make sure your call to action is easy to find. If potential attendees cannot find it, you risk losing their interest.

Social advocatesPeople observe how others act to inform their decisions. Studies show 70 percent of consumers look at product reviews before making a purchase, and product reviews are 12 times more trusted than product descriptions from companies. Highlighting a testimonial from an influential expert or a past event attendee goes a long way to creating a credible event.

Ticket purchase or registrationOnce someone has decided to buy, do not let a frustrating purchase process make them second guess their decision. Studies have shown each step before the checkout or registration process leads to a 10 percent reduction in completed transactions. Make your purchase process easy by reducing the number of steps needed to check out.

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Microsite examplesNow you know the basic content elements to create an effective event microsite, and where to place them in your design for maximum impact. So, let’s see what a microsite looks like.

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This microsite example displays a countdown at the top of the page, adding excitement and anticipation. It also posts introductory copy near the top of the page with a clear call to action (Buy Ticket), and an event description with key attendance numbers.

As a bonus, the site plays an eye-catching video to promote one aspect of the event.

The microsite displays names and images of key speakers, as well as pricing levels with information about each package.

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This section of the microsite shows another call to action to “Register,” and a featured section for sponsors. It also offers Frequently Asked Questions (FAQs) to anticipate and address the needs of site visitors, without them having to contact the organization.

The microsite also provides a Twitter section to display what people are buzzing about, and a section for venue information, a map of the conference location, and social media icons.

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How to find your next Association Management Software (AMS)

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Ready to supercharge your events with microsites?

This guide is comprised of some things to consider when building a microsite, which complements your event marketing and registration efforts. Whether your event is large or small (or somewhere in between), a well-done microsite captures your members’ attention. Ultimately, it delivers results, which exceed the expectations of your association.

Schedule a consultation with a microsite design expert