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Atlas IEDC Online Economic Development Fundamentals

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

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