When Custom Development is the Right Business Solution

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One thing I’ve learned over the years in marketing is that if you’re not challenging yourself to come up with new ideas, your efforts will eventually plateau. A robust amount of leads won’t just magically come in each month when you put your marketing on autopilot. But maybe your company is set with its services and products. Then what? Well, it’s time to get creative. Offer these services and products in a new way. You can sell the same thing for years as long as you adapt the way you’re selling it. To do so, many are turning to custom development, like apps and microsites or landing pages, to package their offers in a new way.

When You Can Use an App

A few years ago, it seemed that every business was trying to get an app. But why? Would the app really be useful for your audience? I remember someone once telling me that he wanted to create an app so people could submit pictures of his company’s service truck. That’s it. There was no incentive for people to submit these pictures and there was no real reason for anyone to even download the app to do so. Think about your business. What does it offer or provide your customers? Apps are awesome when they actually provide something for the user. Let’s take a look at the Myers Homes‘ maintenance app.

This app allows residents of Myers Homes to complete a simple and straightforward service request. After entering some basic information (who you are and where you live), you can get into the details of your problem. Is it plumbing related? Do you need immediate assistance? This app works because it offers convenience to targeted users in a simplistic way.

Landing Pages and Microsites

Well, first things first. Let’s go over the difference between a landing page and microsite. A landing page is a single web page — often hosted on the root site — aimed at acquiring conversions. Look at H.Bloom’s landing page below.

H.Bloom creates high-quality bouquets and installations that are then hand delivered to either individuals and businesses. The above landing page is for its residential subscription. The page is specific to an audience and a product being offered — an ongoing delivery subscription to receive home-delivered floral arrangements. The page educates the visitor immediately with simple copy and offers a consultation form to fill out. Thus, allowing H.Bloom to capture contact information of interested people. This landing page works because it is geared towards an individual product offering.

Meanwhile, a microsite is a supplemental website with an independent address. Microsites are similar to a landing page because they are typically focused on one particular product or service of a company. However, microsites usually offer a more information and additional pages. Still confused? Check out this microsite that was created for the new Commercial Yonanas Healthy Dessert Maker.

Here, Yonanas is using a microsite to showcase its new product line geared towards commercial, instead of residential, use. Though the overall branding and style of the microsite is aligned with the root site, you can see that the microsite lives on its own domain with different functionality. Both landing pages and microsites are great investments if you’re looking to promote a particular product or service.

Interested in learning more about how custom development can be used for your business? Contact us today! We’d be happy to talk with you about these solutions and more.

Justine Timoteo is an Inbound Marketing Strategist who serves as a high-level advisor and go-to person for strategy and customer happiness. Most of her days are spent developing a marketing plans that incorporate content strategy and creation, SEO, demand generation tactics and marketing automation. When she’s not developing successful strategies or reading up on the latest marketing trends, she’s off exploring Cleveland or adding stamps in her passport. Connect with Justine on Twitter and LinkedIn.