For key accounts that represent substantial potential revenue, building a microsite can be just the thing that differentiates you from the competition.  Microsites can have a tremendous impact on B2B prospects as they are highly personalized and show just how serious you are about doing business with their company.  These sites may only contain a few pages but most visitors will take notice of the effort being made to get their attention.  Fusing account based and inbound marketing allows you to be persistent with key accounts without overwhelming them with excessive phone calls or emails.  That being said, here are some of the most important things to include on your targeted microsites.

Welcome Message

Welcome your visitors on your microsite’s homepage with a personalized message that includes their company name.  You can take this to the next level by including a short video that welcomes visitors and introduces your company.

Prospect Logos

There should be no question who your microsite has been designed for.  Including their company name and logo on each page is sure to grab the attention of your visitors.

Quality Images / Graphics

The effort that you put into the design aspects of your microsite should mirror that of your main website.  Meaning, don’t cheap out on the graphics and images.  Take your time and select imagery that will resonate with your target account.

Personalized Blog

Creating a blog page that contains personalized articles addressing the specific pain points of a particular client is a great way to educated your audience and showcase your expertise.  Speaking directly to a client through a blog article can help develop a relationship even without a live touch.

Premium Content / Service Offers

There should be calls to action on each page of your site that link to premium content and service offers.  Landing pages with forms will allow you to convert your visitors into leads, capture their contact information, get valuable marketing insights and determine where they stand in the buying cycle.

Products / Services

A list of the products and services you offer along with a brief description of each one should be included on your microsite.  Since most companies sell a variety of products, featuring only those that you believe will fit a particular key account may be in your best interest.

Special Pricing

A microsite is a great opportunity to offer tailored packages and pricing that provide value to your customers and gets your foot in the door with a potentially lucrative client.  While you may lose a little up front, account based marketing is best used on high-dollar accounts with the potential for long-term business.

Partnerships

If you’re a preferred vendor, have a partnership or previous relationship with a key account you should make that known.  Making large sales requires a good deal of trust and building on prior relationships can help establish that trust faster.

Certifications

Any relevant certifications such as SOC 2 should be noted on your microsite as they may be considered a prerequisite by your target account. 

Experience

Noting previous experience that you have doing business in a particular industry or vertical can lend credibility to your company and give your prospects piece of mind that they are looking into a legitimate business.

Testimonials

Including one or two relevant testimonials from past or current clients can also help build credibility and trust by showcasing your previous success in your customer’s words.

Contact Information

Make it easy for your prospects to contact you.  Offer several avenues to contact your company and ensure this information is clear and easy to find.

Social Media Links

Including social media icons that link to your various accounts will make it easy for your prospects to look further into your organization.  Many clients prefer communicating through social media at first and linking to these pages can improve your overall reach.

Account based marketing is one of the most widely used and effective ways of targeting key accounts.  Building a microsite is a level of personalization that will make your company stand out.