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Atlas IEDC Marketing Using the Web


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Atlas CEO Ben Wright's presentation at the International Economic Development Council's 2011 Marketing and Attraction Conference, about how to market using the web. Topics include LinkedIn, slideshare, SEO, and more

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Atlas IEDC Marketing Using the Web

  1. 1. IEDC Marketing & Attraction: Marketing <br />Using the Web<br />
  2. 2. Agenda<br />Some advice <br />Formative ideas about online marketing<br />What the research says <br />Goal setting for online marketing <br />Employing specific online tactics <br />Web self-service and online RFI responses<br />Using LinkedIn<br />Using slideshare<br />Use of search engine marketing approaches<br />Use of email marketing<br />Use of mobile marketing<br />Marketing specific sites (next!)<br />What you can stop doing to make room… <br />
  3. 3. Advice from someone who just began the second half of his career in economic development<br />
  4. 4. Every community has a different definition of economic development. <br />
  5. 5. There are just as many definitions of what it means to be an economic development marketer. <br />
  6. 6. So what do you do?<br />
  7. 7. Get to know what is expected of your boss, or your boss’s boss<br />
  8. 8. Gravitate toward activities that will help your organization reach these goals. <br />
  9. 9. Invest your time where the most important interactions are<br />
  10. 10. Invest your time where the most important interactions are<br />
  11. 11. What I remember from my time on staff, 13 years later<br />Putting together original research that was distributed to 450,000 people each month. <br />Speaking to business leaders about how my community’s economy would help or challenge their business<br />Working to recruit Level3 (Success) and the NCAA Hall of Fame (Not a a success)<br />Building my first economic development website <br />Getting a stadium approved and funded<br />
  12. 12. The best marketers in economic development took the initiative to define their role themselves. They are engaged and successful as a result. <br />
  13. 13. How much of your time do you spend on the things that you will remember?<br />
  14. 14. Formative Ideas About Online Marketing <br />
  15. 15. Your community will get ten times the interaction online as it will in person. <br />
  16. 16. The visitors to your website, who open your email, view your social media profiles, view your slides on slideshare, are people.<br />
  17. 17. When considering your online marketing efforts, set quantitative goals. If you can’t measure it, you shouldn’t buy it. <br />
  18. 18. Economic developers should respond to those who are already looking before speaking to those who aren’t. <br />
  19. 19. Online communication follows the same rules as offline communication. It must be relevant, timely, and different. <br />
  20. 20. What the research says <br />
  21. 21. How site selectors say they like to get information from communities<br />Source: Atlas Survey of Site Selectors, January 2011<br />
  22. 22. What new media advancements have you seen that you think are valuable to your profession?<br />Source: Atlas Survey of Site Selectors, January 2011<br />
  23. 23. The frequency site selectors are using social media is rising in 2011 – 86% use weekly or more, compared to 71% in late 2009<br />Early 2011<br />Source: Atlas Survey of Site Selectors, January 2011<br />
  24. 24. What social media/networks site selectors are using<br />Source: Atlas Survey of Site Selectors, January 2011<br />
  25. 25. A person! <br />Tracey Hyatt-Bosman<br />Based in Chicago, IL<br />Former economic developer <br />Specializes in renewable energy and data centers<br />Director of Grubb & Ellis<br />Strategic Consulting Group <br /><br />
  26. 26. What Tracey needs and doesn’t need<br />What We Need<br />Contact information<br />Incentive programs<br />Tax rates<br />Recent announcements<br />Industry-targeted info<br />Map of your territory<br />Largest employers<br />Area colleges and universities<br />What We Don’t<br /><ul><li>General labor statistics
  27. 27. Secondary source wage information
  28. 28. Real estate listings
  29. 29. Rankings
  30. 30. Distance to other major cities</li></li></ul><li>Goal setting for online marketing<br />
  31. 31. Examples of standard benchmarks for quantitative goals, and how they relate <br />
  32. 32. Free (or low cost) tools to track your performance <br />Salesforce for calls and email inquiries<br />Google Analytics for visits and conversions<br />Your GIS system or Google Analytics for property searches per month<br />HootSuite for your social media followers/ connections and click-throughs<br />
  33. 33. Employing specific online tactics <br />
  34. 34. Effective web self-service is… <br />Giving users the ability to create their own proposals – from your website<br />Allowing page content, properties, businesses, documents, and maps <br />Allowing simple document re-ordering<br />All without a password<br />
  35. 35. Effective use of LinkedIn is…<br />Linking to customer facing staff profiles from your website<br />Maintaining an organizational page<br />Participating actively in relevant groups<br />Managing and growing your connections<br />Using company profiles in recruitment and retention<br />
  36. 36. What is the applicability of LinkedIn to the site selection profession?<br />“I have used it along with Hoovers to check who is LinkedIn and contact people for business meetings.”<br /> “I think it has good application. I have gotten proposals through this tool.”<br />“It’s okay.”<br />“I already have the contacts I need in my email – how is this different?”<br />“Not much”<br />“Good for seeking independent information.” <br />“Good for finding contacts, and to keep in touch with peers.”<br />“More of a business site”<br />Useful networking tool<br />Don’t know yet.<br />
  37. 37. What is slideshare?<br />A service to host and share your slide presentations<br />Integrates with your website and with your LinkedIn account<br />45 million viewers per month, viewing 90 million pages per month<br />Voted top 5 global learning tool, behind twitter, YouTube, Google Docs, and Delicious, and <br />
  38. 38. Effective use of slideshare is…<br />Creating relevant, targeted content at least monthly<br />Integrating slideshare with your website and with your LinkedIn account<br />Tracking views for key presentations alongside your website statistics<br />
  39. 39. Effective use of search engine 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 />
  40. 40. 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 />
  41. 41. Effective use of email marketing is…<br />Maintaining and growing your opt in list, from your website, CRM system, and LinkedIn account<br />Sending simple, targeted messages that are relevant, timely, and different<br />Linking back to your website or blog<br />Tracking open and click through rates<br />
  42. 42. Effective use of mobile techniques is… <br />Showing a specially formatted version of your website<br />Focusing on contact information and how to connect with you<br />Including property and other geographic information<br />Not building an app<br />
  43. 43. Why should you care about mobile?<br />
  44. 44. What you can stop doing to make room…<br />Sending printed newsletters<br />Designing and printing fancy brochures<br />Going to general industry trade shows<br />Going to as many meetings!<br />
  45. 45. Put your marketing skills to the test, and serve your country! <br />Write the best messaging for the United States for Foreign Direct Investment<br />Become our 4th Panelist Tuesday the 20th at 8:00 PM<br />Criteria for entry: <br />Follow @atlasad on Twitter<br />Be judged as the best by other panelists<br />Tweet using the hashtags: #iedcand #usvworld<br />By Tuesday at 6:00 PM<br />
  46. 46. 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 />