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| WEB MARKETING | PRACTICE MANAGEMENT


potential customers. Give consideration to how consumers will use the web to search for the procedure you are marketing. For example, <http:// hairreplacement-berlin.com/> or <http:// eyetuckmanchester.com/>. Domain names can be chosen based on keyword research to determine what would yield the best traffic from the major search engines. Another commonly used strategy is to create a microsite for non-surgical treatments, or skincare and spa services that is linked to your main site, which may focus on more invasive surgical procedures offered. Many physicians also maintain a microsite that contains a shopping cart for their own branded skincare or cosmetic line.


Cost-effective search value 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 web marketer or the company handling your search marketing. A microsite strategy can be effectively combined with your search engine marketing campaigns so that as your microsite gains rankings in search engines, it also begins to take on organic links and establish a greater presence for your practice. Along with the value of your microsite, your main site gains additional value in the form of referral traffic and search engine optimised links. Rather than depending on one complex mega-site to feature content about everything you offer, the option of increasing your footprint on search engines offers another way to attract more clients, customers and referrals from your marketing programme. As microsites tend to be compact,


they can be more affordable to develop compared with a major overhaul of your existing website. This offers a reasonably cost-effective way to generate new patients without building a whole new website from scratch. A microsite can also be created in far less time. However, bear in mind that a microsite may require additional staff time or outside consultants to manage. Maintaining another site, even a smaller site with fewer pages, is a lot of work. It has to be updated and content needs to be continually added and refreshed to be effective. You need to enlist someone to create


powerful spin-off content, such as blog posts, commentary, tweets, and survey data, and repurpose the unique content for white papers and articles that you can continually use to promote your clinic. Therefore, it is important to evaluate


whether the same results could be achieved using your current web infrastructure. Either way, it will require an increase to the marketing budget.


Conclusions Microsite marketing is a rewarding strategy to add to your marketing programme and can be a worthwhile investment when designed with your specific goals and endgame in mind. There are a number of really compelling reasons to build a microsite, but it you are going to invest the resources, it should be done properly and marketed to get the most value out of it.


 In our next issue Think globally but market locally: Why big brand strategies don’t apply to small businesses


As microsites tend


to be compact, they can be more affordable to develop compared with a major overhaul of your existing website.


prime-journal.com | January/February 2012





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