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Improving and Understanding ED Websites


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Improving and Understanding ED Websites

  1. 1. Improving and Understanding ED Websites GOED Marketing Division July 28, 2010
  2. 2. Welcome <ul><li>Speaking- Evan Davis </li></ul><ul><ul><li>605-773-5042 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  3. 3. Housekeeping <ul><li>Slideshare- </li></ul><ul><li>Questions- feel free to jump in and ask them </li></ul>
  4. 4. Today’s Agenda <ul><li>Search Engine Optimization </li></ul><ul><li>Website Analytics </li></ul><ul><li>Web/Online Marketing Trends </li></ul>
  5. 5. Search Engine Optimization <ul><li>What is it? </li></ul>
  6. 6. Search Engine Optimization
  7. 7. Search Engine Optimization <ul><li>1. Name of Organization </li></ul><ul><li>2. Variations of your name </li></ul><ul><li>3. misspellings of your name </li></ul><ul><li>4. Add the word economic development </li></ul><ul><li>5. geography name + demographics </li></ul><ul><li>- GIS planning </li></ul>
  8. 8. Search Engine Optimization <ul><li>6. Your geo’s game + business assistance </li></ul><ul><li>7. Your geo name + major industry </li></ul><ul><li>8. Your geo name + business </li></ul><ul><li>9. Major companies in your area </li></ul><ul><li>10. Whatever you think will work </li></ul><ul><li>- GIS planning </li></ul>
  9. 9. Search Engine Optimization <ul><li>NOT a final list </li></ul><ul><ul><li>Always changing and evolving </li></ul></ul><ul><ul><li>Look into data to see what is coming up on searches </li></ul></ul><ul><ul><li>- Take inventory </li></ul></ul>
  10. 10. Search Engine Optimization <ul><li>Already doing it! </li></ul><ul><li>Fill title pages </li></ul><ul><li>Give descriptions for every photo on webpage </li></ul><head> <title>TITLE Element - Page Titles</title> </head>
  11. 11. Website Analytics <ul><li>In the old days… </li></ul>
  12. 12. Website Analytics
  13. 13. Website Analytics <ul><li>Visits </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Content Overview </li></ul><ul><li>Entrance sources </li></ul><ul><li>Top exit pages </li></ul><ul><li>Time on page </li></ul><ul><li>Check out data on important pages </li></ul>
  14. 14. Website Analytics <ul><li>Visits </li></ul><ul><ul><li>good, but not great </li></ul></ul>
  15. 15. Website Analytics <ul><li>Traffic Sources </li></ul><ul><ul><li>tells where people came from </li></ul></ul>
  16. 16. Website Analytics <ul><li>Content Overview </li></ul><ul><ul><li>Tells where people went on your website </li></ul></ul>
  17. 17. Website Analytics <ul><li>Entrance sources </li></ul><ul><ul><li>Tells what pages people come to site on </li></ul></ul>
  18. 18. Website Analytics <ul><li>Top Exit Pages </li></ul><ul><ul><li>Tells where people leave site </li></ul></ul><ul><ul><li>Bounce rate </li></ul></ul>
  19. 19. Website Analytics <ul><li>Time on Page </li></ul><ul><ul><li>Great indicator of content on page </li></ul></ul><ul><ul><li>More time the better! </li></ul></ul>
  20. 20. Website Analytics <ul><li>Check out data on important pages </li></ul>
  21. 21. Website Analytics <ul><li>TIPS </li></ul><ul><li>make different marketing campaigns you do have specific URL, such has </li></ul><ul><li>go over you stats on a monthly basis. (gives you insight, now </li></ul><ul><li>set benchmarks and goals (sometimes its difficult with ED sites because there is not a product sold…) </li></ul>
  22. 22. Web/Online Marketing Trends <ul><li>E-Mail Marketing </li></ul><ul><li>Social Media </li></ul>
  23. 23. E-Mail Marketing Tips <ul><li>Send emails to only people who have given permission </li></ul><ul><li>Build email list </li></ul><ul><li>use enticing headlines </li></ul><ul><li>Avoid terms/expressions that will get you blocked </li></ul>
  24. 24. E-Mail Marketing Tips <ul><li>Send out timely emails </li></ul><ul><li>Email only as much as you can do </li></ul><ul><li>Tips, interesting stories, content that keeps readers </li></ul><ul><li>Add pictures, but not too many </li></ul>
  25. 25. Social Media <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>
  26. 26. Social Media <ul><li>Questions to ask </li></ul><ul><ul><li>What social media tools will work best for me? </li></ul></ul><ul><ul><li>Who is my audience? </li></ul></ul><ul><ul><li>Can I keep them updated? </li></ul></ul>
  27. 27. Social Media <ul><li>TIPS </li></ul><ul><ul><li>Be more than a glorified PR machine </li></ul></ul><ul><ul><li>Provide relevant news and information to followers </li></ul></ul><ul><ul><li>Engage followers with questions, contests, </li></ul></ul><ul><ul><li>Updated frequently </li></ul></ul><ul><ul><li>Be a trusted voice, know the pulse of your community and industry </li></ul></ul>
  28. 28. That’s It! <ul><li> </li></ul>