Making	
  your	
  way	
  around	
  the	
  board	
  

Landing	
  a	
  GREAT	
  Website	
  
9th Annual TVA Economic Develope...
RED SAGE:
Experts in Economic Development &
Community Marketing
• Economic Development Groups
• Chambers of Commerce
• Tou...
Our Services for Communities
  Website Design
• 
• 
• 
• 
• 

 
 
 
 
 

Content Mgmt System
Responsive Sites
Google...
?

Why is having a strong
online presence for your
community important?
The vast majority of
research to narrow
down a list of potential
sites is done online.
Let’s talk BRANDING
Branding Your Community
  Your community brand captures both tangible
and intangible qualities that create a community
pe...
Examples of Branding
Showcasing your
community
through your
website
Your Primary Target Markets

Site Selectors
Industry Reps

Retailers

Industry Sectors

Stakeholders &
Partners:
City, Cou...
???.org

www.
At a minimum,
spell out your
County name for
Search Engine
Optimization and
usability

  BaldwinEDA.com
  ...
Develop Your Site Map
  Plan the pages of your site
  Establish a structure that is logical
  Keep all content within t...
Site Map Example 1
Home	
  

Business	
  
Climate	
  

Workforce	
  

Available	
  Sites	
  
and	
  Buildings	
  

Maps	
 ...
Site Map Example 2
Home	
  

Doing	
  
Business	
  

Workforce	
  

Retail	
  

Available	
  Sites	
  
and	
  Buildings	
 ...
Site Map Example 3
Home	
  

About	
  Us	
  

News	
  

Local	
  Business	
  
Services	
  

Site	
  Selec6on	
  
Services	...
What types of content?
  Maps
  Demographics
  Available Property
listings
  Quality of life
  Staff and contact
  E...
Designing an
Effective Home Page
  Your brand
  Your location – with a map
  Unique selling points
  Recent news
  Co...
How to Write and Program
Content
  VERY data heavy
  People don’t read – avoid paragraphs
  Break pages up visually wit...
What to include in News
 
 
 
 
 
 
 
 

New industry announcements
Local industry news
New Hires
Awards
Job creat...
GIS Powered Sites
  More robust searching
  More extensive property data fields
  Radius-based demographics
  Exportab...
Make	
  it	
  Responsive	
  to	
  all	
  Devices
	
  
Showing up in Search Engines
  “county name” economic development
  Your organization name
How to increase your
odds of showing up
  Before you write your content, write down
a list of key phrases you want to sho...
How to increase your
odds of showing up
  Then make sure these words are heavily
used throughout your content, page title...
Main Rules for Websites
  KEEP IT UPDATED
  Make it useful and informative for all
audiences
  Make contact info easy t...
Use Google Analytics
Drive online visibility with
Social Media

Best	
  for	
  local	
  
community	
  
engagement	
  

Best	
  for	
  broader	
...
Linked In:
  If nothing else, participate here
  Make sure your key employees listed on
your website have link to Linked...
Make sure all key employees have
profiles and actively build connections
Search for and actively participate in
industry groups locally, nationally,
internationally
LinkedIn groups are a great way to
monitor buzz and trends
Communicate and engage with site
selectors online
Make status updates of your own to
show up in feeds
Twitter
  Communicate news or share ideas
  Search key phrases to tune into news and
conversations (#EconDev)
  Expect ...
Using # and @
  Use @ to mention an organization or individual
by name – this shows up in their feed (and is
very desirab...
Search for topics to monitor trends
(#hashtags)
Facebook
  Engagement and relationship building
with your local market primarily
  More personal, informal and friendly
...
Promote action on community issue
Share local economic
development news
YouTube
  Highly recommend starting to
incorporate video into your
efforts, if you are not already
doing this
Greenville, SC
http://www.youtube.com/gogadc
  About GADC video
  Industry profiles
  Testimonial videos from young
pro...
Jacksonville-Onslow, NC
Growing your audience:
Follow to be followed
  Follow industry leaders on social media and
on their blogs
  Promote thos...
Know what is being said
  Whether you use social media or not,
people will still be talking about your
organization and y...
www.Google.com/Alerts
  Set up alerts for your company name,
products, and other identifying keywords
  Set up alerts as...
Trackur.com – starts at $325/year to find
out any time your community is
mentioned in social media
Respond quickly to any
negative posts
  If at all possible, respond to negative posts
rather than deleting them from your...
Don’t forget to promote social
media engagement
  Links and feeds on your website
  Icons on your business cards and pri...
Download this presentation at

www.slideshare.net/ellendid4
Please connect with me!
www.RedSageOnline.com

facebook.com/re...
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
Landing a Great Economic Development Website
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This presentation to Economic Developers who attended TVA's 2014 Economic Developer's Forum, provides detailed instructions on how to build a great website for economic development. This was presented by Ellen Didier, president of Red Sage Communications, Inc.

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Landing a Great Economic Development Website

  1. 1. Making  your  way  around  the  board   Landing  a  GREAT  Website   9th Annual TVA Economic Developer’s Forum February 27 & 28, 2014
  2. 2. RED SAGE: Experts in Economic Development & Community Marketing • Economic Development Groups • Chambers of Commerce • Tourism • Downtown Redevelopment • Main Street Programs • Local Governments • National Heritage Area Awards from: -  Southern Economic Development Council (SEDC) -  American Chamber of Commerce Executives (ACCE)
  3. 3. Our Services for Communities   Website Design •  •  •  •  •            Content Mgmt System Responsive Sites Google Analytics Chambermaster TravelHero Community Branding Retail Recruitment Guides Wayfinding Signage Social Media Marketing Content Development   E-Newsletters   Blogs   Graphic Design •  •  •  •  •  •  •  Logos Community Print Ads Flyers Brochures Rack Cards Folders Tradeshow Banners
  4. 4. ? Why is having a strong online presence for your community important?
  5. 5. The vast majority of research to narrow down a list of potential sites is done online.
  6. 6. Let’s talk BRANDING
  7. 7. Branding Your Community   Your community brand captures both tangible and intangible qualities that create a community personality and make your community truly unique   Your brand is your reputation and your promise of distinct value   Captures who you are and where you want to go We’re Different!
  8. 8. Examples of Branding
  9. 9. Showcasing your community through your website
  10. 10. Your Primary Target Markets Site Selectors Industry Reps Retailers Industry Sectors Stakeholders & Partners: City, County, Utility, Tourism, Chamber, etc. Related secondary markets include residents and tourists
  11. 11. ???.org www. At a minimum, spell out your County name for Search Engine Optimization and usability   BaldwinEDA.com   DorchesterForBusiness.com   OzarkAlabama.us   PlatteCountyEDC.com   ChesapeakeVA.biz   BuildWebsterCity.com
  12. 12. Develop Your Site Map   Plan the pages of your site   Establish a structure that is logical   Keep all content within three clicks   This also establishes your main navigation button choices – keep consistent!   Look at how other groups have set their sites up – look at IEDC winning sites or www.communityresults.com
  13. 13. Site Map Example 1 Home   Business   Climate   Workforce   Available  Sites   and  Buildings   Maps   Quality  of  Life   About  Us   Cost  of  Doing   Business   Demographics   Available  Sites   K-­‐12  Educa6on   Staff   Tax  Incen6ves   Workforce   Stats   Available   Buildings   Post-­‐Secondary   Educa6on   Board   Exis6ng   Industries   Workforce   Training   Healthcare   Contact  Us   Transporta6on   Technology   Center   Recrea6on  and   ANrac6ons   U6li6es   Job  Seeker   Resources  
  14. 14. Site Map Example 2 Home   Doing   Business   Workforce   Retail   Available  Sites   and  Buildings   Community   Profile   About  Us   Incen6ves   Workforce   Stats   Retail   Demographics   Available  Sites   Demographics   News   Taxes   Workforce   Training   Exis6ng  Retail   Available   Buildings   Maps   Contact   Industrial   Parks   Educa6on   Licenses  &   Permits   Transporta6on   Healthcare   U6li6es   Recrea6on   and   ANrac6ons   Area   Industries   Exis6ng   Industry   Resources  
  15. 15. Site Map Example 3 Home   About  Us   News   Local  Business   Services   Site  Selec6on   Services   Data  &   Demographics   Living  Here   Staff   Workforce   Development   Available   Proper6es   Demographics  &   Trends   Housing   Board   Incen6ves  &   Financing   Incen6ves  &   Financing   Transporta6on   Educa6on   Contact  Us   Professional   Development  &   Training   Workforce   Development   Regulatory  &   Environmental   Cost  of  Living   Small  Business  &   Entrepreneurs   Industry   Concentra6ons   Workforce   Recrea6on   Job  Search   Resources   Cost  of  Doing   Business   Taxa6on   Climate   Leading   Employers   Government   Healthcare   U6li6es  
  16. 16. What types of content?   Maps   Demographics   Available Property listings   Quality of life   Staff and contact   Existing Industries   Workforce Information             Taxes & Incentives Transportation Utilities Business Assistance News Social Media links and feeds
  17. 17. Designing an Effective Home Page   Your brand   Your location – with a map   Unique selling points   Recent news   Contact information   Graphics heavy but no flash
  18. 18. How to Write and Program Content   VERY data heavy   People don’t read – avoid paragraphs   Break pages up visually with sub-heads, sections or graphics   Make sure you are including brand messaging and covering all strengths
  19. 19. What to include in News                 New industry announcements Local industry news New Hires Awards Job creation announcements Report releases Either write your own or link to local coverage Ability to share articles on social media
  20. 20. GIS Powered Sites   More robust searching   More extensive property data fields   Radius-based demographics   Exportable reports   TVA makes it affordable for small communities with Local InSite!
  21. 21. Make  it  Responsive  to  all  Devices  
  22. 22. Showing up in Search Engines   “county name” economic development   Your organization name
  23. 23. How to increase your odds of showing up   Before you write your content, write down a list of key phrases you want to show up for: County name City name Organization Name City/county/region name + maps County + economic development City/county/region name + available Region name + economic development property Existing industry name (Mercedes)
  24. 24. How to increase your odds of showing up   Then make sure these words are heavily used throughout your content, page titles   Use Pay Per Click to expand visibility on broader search terms such as “Alabama Industrial Property” or “Automotive Manufacturers” or “Automotive Megasite”   Use Blogs and Social Media actively   Make sure other sites link back to yours
  25. 25. Main Rules for Websites   KEEP IT UPDATED   Make it useful and informative for all audiences   Make contact info easy to find   Be sure all elements work on mobile devices
  26. 26. Use Google Analytics
  27. 27. Drive online visibility with Social Media Best  for  local   community   engagement   Best  for  broader   communica6on,  or   crisis   communica6on   Best  for  online   networking,   prospec6ng,  and   professional   development   Best  for  video   marke6ng  –  hos6ng   videos  that  can  be   embedded  on  your   website  
  28. 28. Linked In:   If nothing else, participate here   Make sure your key employees listed on your website have link to Linked In profile   Participate in groups   Communicate with site selectors active on Linked In – respond to posts etc.   Link to news articles on your website (drive traffic)
  29. 29. Make sure all key employees have profiles and actively build connections
  30. 30. Search for and actively participate in industry groups locally, nationally, internationally
  31. 31. LinkedIn groups are a great way to monitor buzz and trends
  32. 32. Communicate and engage with site selectors online
  33. 33. Make status updates of your own to show up in feeds
  34. 34. Twitter   Communicate news or share ideas   Search key phrases to tune into news and conversations (#EconDev)   Expect a small group of active followers   Good for announcements, crisis communication and for monitoring trends
  35. 35. Using # and @   Use @ to mention an organization or individual by name – this shows up in their feed (and is very desirable) @RedSageAL   Use # to highlight topics to show up in searches such as #EconDev #SiteSelection #Branding   Create your own #hashtag for an event or campaign such as #TVAforum2014 or #SageAdvice – use to create buzz at an event
  36. 36. Search for topics to monitor trends (#hashtags)
  37. 37. Facebook   Engagement and relationship building with your local market primarily   More personal, informal and friendly   Know your goals for using this:   Top of mind in local market   Sharing local business news, or building support for a local issue   Cross sharing/SEO opportunity
  38. 38. Promote action on community issue
  39. 39. Share local economic development news
  40. 40. YouTube   Highly recommend starting to incorporate video into your efforts, if you are not already doing this
  41. 41. Greenville, SC http://www.youtube.com/gogadc   About GADC video   Industry profiles   Testimonial videos from young professionals
  42. 42. Jacksonville-Onslow, NC
  43. 43. Growing your audience: Follow to be followed   Follow industry leaders on social media and on their blogs   Promote those already championing for you   Be an active follower by retweeting, sharing, and commenting   Actively participate in LinkedIn Groups   Continuously find and add LinkedIn connections
  44. 44. Know what is being said   Whether you use social media or not, people will still be talking about your organization and your community online   Monitor all social media platforms for comments and respond to comments as quickly as you can
  45. 45. www.Google.com/Alerts   Set up alerts for your company name, products, and other identifying keywords   Set up alerts associated with your competitors   Set up alerts for terms associated with your industry
  46. 46. Trackur.com – starts at $325/year to find out any time your community is mentioned in social media
  47. 47. Respond quickly to any negative posts   If at all possible, respond to negative posts rather than deleting them from your feeds   Do not get into a “he said she said” argument if the post was negative – respond professionally and move it offline
  48. 48. Don’t forget to promote social media engagement   Links and feeds on your website   Icons on your business cards and print materials   Actively promote and link to from enewsletters   Anywhere you market yourself – make sure you are promoting social media
  49. 49. Download this presentation at www.slideshare.net/ellendid4 Please connect with me! www.RedSageOnline.com facebook.com/redsage twitter.com/ellendidier twitter.com/RedSageAL linkedin.com/in/ ellendidier
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