An Honest MicroSite Strategy

Since I've been taking Brian "The Noob" Pasch to task on his spamming and scamming methods of building horrible microsites and fucking up the internet, I figured I share with you assholes what a real microsite strategy is - a safe, unique and engaging way to help your brand.

Why Do You Want A Micro Site?

Let's first figure out why you want a micro site. There are good reasons to build them, and stupid reasons to build them. Doing it the right way can help you, and doing it the wrong way can fuck you.

Ask yoruself these questions... and if the answers to any of the following is "yes," then DON'T build a micro site:

1. I want to increase traffic to my primary site by building a microsite
2. I want to gain customers in a zip code or town that I can't draw from currently
3. I want to build links to my main site so it can rank better for my primary search terms
4. Brian Pasch or PCG Marketing is building the microsite for me (ok, well, this one was just me having some fucking fun because Pasch is a cock-bag)

If the answers to at least 2 of the following is "yes," then you probably SHOULD build a micro site:

1. I want to increase awareness of a segment of my business that currently isn't well known in my community. 
2. The area of the business I want to build the micro-site for has it's own budget and P&L
3. The area of the business I want to build the micro-site for has it's own DBA name
4. The functional unit I want to build the micro-site for has it's own primary operating address that is different from my dealership's physical address. This can be something as simple as "Building #2" or something like that. It has to be able to get mail!

Examples of good micro site candidates could be:

• You have a body shop that serves customers of your dealership, but is also marketed separately and has its own independent customer base (or you want it to have more customers independent of the dealership)
• You do custom upgrades to vehicles such as blowers, super chargers, vehicle graphics, exhaust, etc. These upgrades are something you do to cars in your inventory, but also for members of the broader community who like the idea of "souping up" or customizing their ride.
• You have a custom car wash onsite that offers more than just a wash, rather, full detailing, paintless dent repair, waxing, leather reconditioning, etc. Again, this car wash serves customers of your dealership, but also is made to draw in people from off the street who need a good wash and detail - independent of your regular dealership.

Are you seeing a pattern here? The key is that these business segments aren't 100% under the umbrella of your primary dealership/business. They are autonomous and aren't being used to "juice" your regular dealership's website.

Is It Ok To Link From The MicroSite To My Primary Site?

If you are building a legit micro site that is a part of your overall group of businesses, then certainly it makes sense to link from one to the other. But I recommend you do this on a particular page that is designed to let users know that all your web properties are a part of your dealer group of businesses and make the links rel=nofollow. If you do it this way, then you're all good.

So next time some fucking slick talker tells you in a marketing audit that building micro sites is a good idea for you - send him here to read this and see if his strategy holds water.
Keep yourself out of trouble - and don't be a fucking spammer.