Atlas IEDC Online Economic Development Fundamentals


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Atlas IEDC Online Economic Development Fundamentals

  1. 1. IEDC Marketing & Attraction: Online Economic Development Fundamentals<br />
  2. 2. Outline<br />Historical perspective on digital in ED<br />Trends in ED Websites<br />Eight components of a world class Economic Development website<br />Best practices in each component<br />Today’s opportunities online <br />Wrap up<br />
  3. 3. Historical perspective<br />Started with my first ED website in 1995<br />Have seen tremendous change. Since 1995, the following have happened:<br />Google was founded<br />Facebook became the fastest adopted technology in history<br />Software industry has been turned upside down<br />Marketing industry has been turned upside down<br />
  4. 4. Trends in ED websites<br />Content is becoming ever more important<br />Content is also diversifying, including:<br />Pages<br />Property data<br />Demographic data<br />Business data<br />Downloads<br />Video<br />Social media is making all of what we do more transparent<br />The conversation is moving from back rooms and private meetings to be online<br />
  5. 5. What new media advancements have you seen that you think are valuable to your profession?<br />
  6. 6. The future, according to one site selector <br />“Young companies are all about social media. Their whole concept is open source everything. They rely on an online community. They’re building enthusiasts for their product online. I have a current client in the auto manufacturing space that loves social media. These guys are choosing their locations based on what their online community says they want.<br />“If you can find companies on social media, you can reach them. Big corporations not using it this way, but small guys are for sure. <br />“As people who live in the community find these great companies, they could connect ED with companies. Blog with your citizens about what they like and what they know about. Tips are good. Fear is how do you know you have the good information in these channels? I am just learning myself.” <br />-A Site Selector, early October 2009<br />
  7. 7. How to sum this up?<br />Think of your website as a platform. A platform you use to publish, communicate, organize, and serve your many varied customers. <br />Today, there is very little in economic development that can’t be facilitated or made more efficient by treating your website as a platform. <br />
  8. 8. Eight components of a world-class ED online marketing platform<br />Authenticity of place branding and messaging<br />Clarity of navigation <br />Depth and quality of content<br />Use of search marketing approaches<br />Use of email marketing and news sections<br />Frequent performance tracking<br />Use of Maps and GIS technology<br />Use of social media<br />
  9. 9. Authenticity in place branding is…<br />Communicating a true positioning of the region<br />Utilizing recognizable national elements<br />Capturing users’ attention to inspire them to use the site<br />
  10. 10. Do’s and Don’ts of Outstanding Branding<br />
  11. 11. Best online branding is… <br />World Business Chicago<br /><ul><li>Pays off the positioning of Chicago as a global business city
  12. 12. Uses recognizable imagery authentic to the brand (and corporate ecosystem) of the place
  13. 13. Incorporates service brand effectively</li></ul><br />
  14. 14. Honorable mention:<br />Tucson, AZ<br /><ul><li>Uses desert imagery and color palette
  15. 15. Connects the region with useful business messaging
  16. 16. Backs up the positioning with fact based information
  17. 17. Invites users to click on a variety of useful links</li></ul><br />
  18. 18. Clarity of navigation in websites is. . . <br />A prospect-specific section placed prominently <br />Utilizing IEDC data standards<br />Providing the top ten most requested pages<br />Keeping all valuable content three clicks or less from the homepage<br />
  19. 19. Top 10 pages requested nationally on ED websites<br />About Us (about the organization) <br />Programs (that the organization offers) <br />Data Center<br />News <br />Relocate and Expand<br />Find Property <br />Site Selection Services <br />Workforce data and Information <br />Database of Companies or Largest Employers <br />Maps of the Area<br />
  20. 20. Do’s and Don’ts of Outstanding Navigation<br />
  21. 21. Best navigation is…<br />Indianapolis, IN<br /><ul><li>Site selector specific section
  22. 22. Tremendous amounts of data in downloadable and GIS formats
  23. 23. All of the top ten pages within one click</li></ul><br />
  24. 24. Great content is…<br />Making content scannable<br />Using a content management system that enables publishing of pages, downloadable documents, and data<br />Weekly updates<br />Offering prominent contact info<br />
  25. 25. Do’s and Don’ts of Outstanding Content<br />
  26. 26. Best content is…<br />Kansas City Area EDC<br /><ul><li>Outstanding data center
  27. 27. Downloadable documents
  28. 28. First class community/ regional profiles
  29. 29. Updated multiple times weekly</li></ul><br />
  30. 30. Effective use of search marketing is…<br />Ranking #1 organically for “your geography economic development”<br />Ranking #1 organically for “your organization name” <br />Utilizing paid search (PPC) to drive additional traffic<br />
  31. 31. Top 10 search terms that drive traffic to ED websites<br />Your organization name<br />Your city/region name “economic development”<br />Incentive type offered in your region (depends on community)<br />Resident company name (i.e. Boeing)<br />Region name (if different from city)<br />Organizational url (without .com/<br />Campaign name (initiative or fundraising)<br />City/region name “maps”<br />City/region name “counties”<br />City/region name “industries”<br />
  32. 32. Do’s and Don’ts of Outstanding Search Engine Marketing<br />
  33. 33. Best search engine marketing is…<br />Location Georgia<br /><ul><li>Optimize their website around top terms
  34. 34. Use PPC to broaden search terms “Georgia Demographics”
  35. 35. Over half of their traffic comes from search engines
  36. 36. 500% traffic increase by using Search</li></ul><br />
  37. 37. Effective use of email and news is…<br />Monthly email newsletter to investors, prospects<br />Tracking performance of those newsletters<br />Posting newsletters and news items to your website weekly or monthly<br />
  38. 38. Do’s and don’ts of Outstanding Email Marketing<br />
  39. 39. Best email marketing is…<br />Los Angeles EDC <br />e-Edge<br /><ul><li>Send weekly e-newsletters highlighting economic trends in the area
  40. 40. They use their economist as a “Rock Star.”
  41. 41. It is their most effective marketing tool
  42. 42. All newsletters are posted back to the website </li></ul><br />
  43. 43. Effective performance tracking is…<br />Receiving a report once per month<br />Tracking unique visits, referrers and downloads<br />Benchmarking your performance against other ED’s<br />Integrated tracking of advertising, web and PR effectiveness<br />
  44. 44. Do’s and Don’ts of effective performance tracking <br />
  45. 45. Some examples of standard benchmarks for quantitative goals <br />
  46. 46. Best performance tracking is…<br />Northeast Indiana Regional Partnership<br /><ul><li>Look at Google Analytics Monthly
  47. 47. Track visits, not hits
  48. 48. Benchmark their data against like organizations using Development Results</li></ul><br />
  49. 49. Effective use of Maps and GIS technology is…<br />Using maps with various layers (transportation, education, etc.)<br />Using integrated real estate searches/GIS mapping software<br />Generating dynamic demographic and business reports<br />
  50. 50. Do’s and Don’ts of effective maps and GIS technology<br />
  51. 51. Best use of Maps and GIS technology is…<br />Amazing Alabama<br /><ul><li>GIS fully integrated into their website, improving usage and experience
  52. 52. Fully integrated property search and community comparison
  53. 53. Best printable property details
  54. 54. Best use of both Google street view and Bing Birdseye imagery</li></ul><br />
  55. 55. Effective use of social media is…<br />Linking between your website and your LinkedIn profile<br />Keeping an active Twitter account<br />Maintaining a blog or posting frequently on your website<br />Incorporating Share It features on your site<br />
  56. 56. Do’s and Don’ts of effective social media<br />
  57. 57. Best use of Social Media is…<br />Metro Denver EDC<br /><ul><li>Outstanding use of Twitter – more than 4,600 followers
  58. 58. Outstanding blog, mostly written by their Executive VP
  59. 59. “Insider” tone</li></ul><br />
  60. 60. Continue the dialogue with Atlas<br />Continue the Conversation: <br />Follow us on Twitter:<br />Join the community of innovative economic development marketers<br />Join our Next Gen Economic Development Marketers LinkedIn Group<br />
  61. 61. Contact Atlas<br />Contact information:<br />2601 Blake Street, Suite 301<br />Denver, CO 80205<br />Contact: Ben Wright<br />t: 303.292.3300 x 210<br /><br /><br />LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace<br />
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