cirrusabs.com ledosuite.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/cirrusabs linkedin.com/companies/cirrus-abs Web Marketing 101 for Local Economic Development Bill Gardiner, Presenter Web Marketing 101
Web Marketing 101 for Local Economic Development Bill Gardiner, Presenter [email protected] 260-407-1761 direct 1-877-817-4442 cirrusabs.com ledosuite.com�twitter.com/cirrusabs�facebook.com/cirrusabs�youtube.com/cirrusabs�linkedin.com/companies/cirrus-abs
• You know that the success of your EDO means attracting new businesses and supporting existing business
• You know that attracting new leads means going where your customers are
• You know that you know your customers are online• Over 90% of site selection begins (or ends) on the web• Do you have the right info to be shortlisted?
• You probably don’t know how to get in front of them and deliver your “pitch”
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Why are You Here? You know that the success of your EDO means attracting new businesses and supporting existing business You know that attracting new leads means going where your customers are You know that you know your customers are online Over 90% of site selection begins (or ends) on the web Do you have the right info to be shortlisted? You probably don’t know how to get in front of them and deliver your “pitch”
Why are You Here?
• You may have created a website and had no appreciable results • Maybe you rely on State, Regional, or Utilities to drive leads
• You may have hired a “programmer” or “IT guy” to “manage” your website
• You may have never had to truly market your EDO online before • Lots of moving parts: SEO, PPC/CPC, SEM, SMO, SMM, EIEIO• Every community is “super awesome”, what differentiates yours?
• You may realize this is more complicated complex than most “experts” claim• A little education and effort will yield big results
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Why are You Here? You may have created a website and had no appreciable results Maybe you rely on State, Regional, or Utilities to drive leads You may have hired a “programmer” or “IT guy” to “manage” your website You may have never had to truly market your EDO online before Lots of moving parts: SEO, PPC/CPC, SEM, SMO, SMM, EIEIO Every community is “super awesome”, what differentiates yours? You may realize this is more complicated complex than most “experts” claim A little education and effort will yield big results
About Cirrus ABS
• 15 Years Experience in Online Marketing and Website Development
• Hybrid company that offers the best of marketing and technology firms
• 25+ employees
• Full staff of technical & creative personnel
• Client ranging from Fortune 500 to small local businesses
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About Cirrus ABS 15 Years Experience in Online Marketing and Website Development� Hybrid company that offers the best of marketing and technology firms� 25+ employees � Full staff of technical & creative personnel� Client ranging from Fortune 500 to small local businesses
• Distribution of messageless about money, more about effort
• Updating of messageprinting and postage costs eliminated
• Measurement of successknow what works and eliminate waste
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Why the Web? It is more cost effective. Distribution of message�less about money, more about effort� Updating of message�printing and postage costs eliminated� Measurement of success�know what works and eliminate waste
Why the Web?
It is interactive.
• Human/Social InteractionMore timely & reliable information
• Various Forms of MediaVideo, audio, interactive graphics, documents, etc…
• Business Processes Functionalityi.e. online banking, account creation, purchases, etc…
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Why the Web? It is interactive. Human/Social Interaction�More timely & reliable information� Various Forms of Media�Video, audio, interactive graphics, documents, etc…� Business Processes Functionality�i.e. online banking, account creation, purchases, etc…
Why the Web?
It is measureable.
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Why the Web? It is measureable.
Why the Web?
It’s Where the People Are!
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Why the Web? It’s Where the People Are!
So What is Effective Web Marketing?
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So What is Effective Web Marketing?
So How Do We Market Effectively Online?
• Determining WHO you’re trying to reach
• Determining HOW you’re going to reach them
• Determining WHAT information THEY need to see to engage with YOU
• Determining WHAT ACTION you want THEM to take
• Determining what is WORKING and what is NOT WORKING
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So How Do We Market Effectively Online? Determining WHO you’re trying to reach Determining HOW you’re going to reach them Determining WHAT information THEY need to see to engage with YOU Determining WHAT ACTION you want THEM to take Determining what is WORKING and what is NOT WORKING
You Need a Plan
"If You Don't Know Where You're Going, Any Road Will Get You There“
~Lewis Carroll
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You Need a Plan "If You Don't Know Where You're Going, Any Road Will Get You There“�~Lewis Carroll
So Now What? – Determine Intent tv dm (direct mail) radio newspaper print (brochures/ads) email marketing social Search Engine Optimization search marketing tradeshows sponsorships (NASCAR, events, etc.) yellow pages (not shown)
So Now What?
• Build a Website, right?
• But what about the search engines?
• But how do I get my site indexed?
• But how do I get my site ranked so people can find it?
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So Now What? Build a Website, right? But what about the search engines? But how do I get my site indexed? But how do I get my site ranked so people can find it?
Different Websites = Different Message
• State ED Websites –• Promote State incentives, programs, differentiators• Offer state-wide sites and buildings database tools• Your properties compete with everyone else – small fish, big pond
• Regional ED Websites –• Represents the strength of the Region• Regional workforce, quality of place/life, etc
• Local ED Websites (LEDO)• Your properties, your incentives, your workforce, your
education, your differentiators• You are the local experts to “sell” your community
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Different Websites = Different Message State ED Websites – Promote State incentives, programs, differentiators Offer state-wide sites and buildings database tools Your properties compete with everyone else – small fish, big pond Regional ED Websites – Represents the strength of the Region Regional workforce, quality of place/life, etc Local ED Websites (LEDO) Your properties, your incentives, your workforce, your education, your differentiators You are the local experts to “sell” your community
First, Do You Have a Lame Duck Website?
• Does your website have fresh content on the homepage?• Can you change META info?• Is your site trapped in Flash?• Do your site visitors have a reason to come back or refer you?• Can you even add content without a programmer?• Do you have enough pages to “tell the story”?• Do you “connect the dots” for site visitors with clear content paths,
related content, internal and external links, calls to action?
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First, Do You Have a Lame Duck Website? Does your website have fresh content on the homepage? Can you change META info? Is your site trapped in Flash? Do your site visitors have a reason to come back or refer you? Can you even add content without a programmer? Do you have enough pages to “tell the story”? Do you “connect the dots” for site visitors with clear content paths, related content, internal and external links, calls to action?
A Recent Survey…
The editors of Area Development magazine conducted a “flash survey” of a select group of highly respected consultants who work with a nationwide client base. Their top site selection criteria when considering a “top ten state” for Economic Development:
1. Lowest business costs2. Most business friendly3. Corporate tax environment4. Overall labor climate5. Work force development programs6. Fast-track permitting7. Rail and highway accessibility8. Shovel-ready sites
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A Recent Survey… The editors of Area Development magazine conducted a “flash survey” of a select group of highly respected consultants who work with a nationwide client base. Their top site selection criteria when considering a “top ten state” for Economic Development: Lowest business costs Most business friendly Corporate tax environment Overall labor climate Work force development programs Fast-track permitting Rail and highway accessibility Shovel-ready sites
A Recent Survey…
Do You Talk About It?
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A Recent Survey… Do You Talk About It?
Similarly…
The 2010 IEDC Conference “What Would Google Do” highlighted the following criteria when evaluating communities websites as “must haves”
• “A Map That Shows Your Location in the Context of Surrounding States.” -Kathy Mussio of Atlas Insight LLC
• “Comprehensive list of major private sector employers with headcount” –Dennis Donovan of WDG Consulting
• “Contact information (direct telephone line and email) or senior economic developers” - Jason Hickey of Hickey & Associates, LLC
• “List of Four-Year and Two-Year Colleges with Enrollment Stats” - Joe Lacy Biggins, Lacy & Shapiro
• “A Concise List of Economic Development Incentives” - All Consultants
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Similarly… The 2010 IEDC Conference “What Would Google Do” highlighted the following criteria when evaluating communities websites as “must haves” “A Map That Shows Your Location in the Context of Surrounding States.” - Kathy Mussio of Atlas Insight LLC “Comprehensive list of major private sector employers with headcount” – Dennis Donovan of WDG Consulting “Contact information (direct telephone line and email) or senior economic developers” - Jason Hickey of Hickey & Associates, LLC “List of Four-Year and Two-Year Colleges with Enrollment Stats” - Joe Lacy Biggins, Lacy & Shapiro “A Concise List of Economic Development Incentives” - All Consultants
Similarly…
Do You Have Them?
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Similarly… Do You Have Them?
So Now What? - Build a Website, Right?
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So Now What? - Build a Website, Right?
So Now What? - Build a Website, Right?
•Similarly sized communities•One has better access to Interstates, lower unemployment, access to multiple airports, etc. •Which site looks more professional and has more “going on”??
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So Now What? - Build a Website, Right? Similarly sized communities One has better access to Interstates, lower unemployment, access to multiple airports, etc. Which site looks more professional and has more “going on”??
Portrayal of Geography
Easy to Find Contact Info
News /Events
Newsletter Signup
Real Time Social Networking Integration and Sharing Tools
Calls to Action
Anatomy of a Strong Website
Featured Property Highlights
Easy Navigation and Well Defined Site Paths
Homepage Welcome Message
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Anatomy of a Strong Website Easy to Find Contact Info Easy Navigation and Well Defined Site Paths Portrayal of Geography News /Events Homepage Welcome Message Featured Property Highlights Newsletter Signup Real Time Social Networking Integration and Sharing Tools Calls to Action
So What?
Some Statistics about this effective website since its launch in June ‘10:
• Direct Website leads up 400%
• 1:3 converted to projects
• 50% of projects have closed!!• Latest win took only 90 days from 1st contact to open for business• Came in through search engine inquiry not State or Region
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So What? Some Statistics about this effective website since its launch in June ‘10: Direct Website leads up 400% 1:3 converted to projects 50% of projects have closed!! Latest win took only 90 days from 1st contact to open for business Came in through search engine inquiry not State or Region
• “’State’ Economic Development” = 1k-5k searches/mo ea• Plus thousands of additional terms
Site Selection Magazine stats: 44,000 total circulation
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About That Whole Intent Thing… Google Search Stats: “Site Selection” – 60,500 searches/mo “Business Relocation” – 14,800 searches/mo “Commercial Property for Sale” – 90,500 searches/mo “Commercial Property for Lease” – 33,100 searches/mo “Economic Development” – 250,000 searches/mo “’State’ Economic Development” = 1k-5k searches/mo ea Plus thousands of additional terms Site Selection Magazine stats: 44,000 total circulation
About That Whole Intent Thing…
• Search Engines Represent Direct 1:1 Marketing• Search Engine queries are people “raising their hand” and asking for info• If you have the info and are found you can deliver your entire value
proposition on the searchers’ terms and timeframe• Traditional advertising interjects ads in between desired content
• 1/6 of a page can’t deliver much of your message• If the ad is seen the viewer will look for your website for more
information – what will they find?• Traditional trade publications end up in a waiting room
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About That Whole Intent Thing… Search Engines Represent Direct 1:1 Marketing Search Engine queries are people “raising their hand” and asking for info If you have the info and are found you can deliver your entire value proposition on the searchers’ terms and timeframe Traditional advertising interjects ads in between desired content 1/6 of a page can’t deliver much of your message If the ad is seen the viewer will look for your website for more information – what will they find? Traditional trade publications end up in a waiting room
About That Whole Cost Effective Thing…
It is more cost effective: Site Selection Magazine 2011 Advertising Rates$4370 is approx one full year of our LEDO Suite program for communities under 100k population for: •Website (including content management and SEO tools)•Sites and Buildings with Demographic and Business Data•Site-Wide Report Builder•Hosting•Call-in and Email Support•Tech & Security Upgrades
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About That Whole Cost Effective Thing… It is more cost effective: Site Selection Magazine 2011 Advertising Rates $4370 is approx one full year of our LEDO Suite program for communities under 100k population for: Website (including content management and SEO tools) Sites and Buildings with Demographic and Business Data Site-Wide Report Builder Hosting Call-in and Email Support Tech & Security Upgrades
1. Technical – Coding, site structure, URL structure, site maps (XML and visible), Meta tags, heading tags, internal link structure, …
a. Have or have not. And the weighting of elements constantly changes
2. On-site Content – If you don’t talk about it you won’t be found for it!!!a. Keyword saturation, title tag, Meta description, h1s, internal linking,…
3. Off-site Content - AKA “backlinks”a. Building site authority through reinforcing links & citations to both your
homepage and internal pagesb. Social media (networks and bookmark sites) can be your friend here
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Search Engine Optimization – Warning Geek Content Ahead Technical – Coding, site structure, URL structure, site maps (XML and visible), Meta tags, heading tags, internal link structure, … Have or have not. And the weighting of elements constantly changes On-site Content – If you don’t talk about it you won’t be found for it!!! Keyword saturation, title tag, Meta description, h1s, internal linking,… Off-site Content - AKA “backlinks” Building site authority through reinforcing links & citations to both your homepage and internal pages Social media (networks and bookmark sites) can be your friend here
Search Engine Stats
1. Google has over 200 criteria to be listed in its indexa. “technical”, “on-site content”, & “off-site content”b. If you don’t talk about it, you won’t be found for it – Content is King!
2. 95+% of non-branded searches stop at the bottom of page 1a. Far more people search for what you do than who you areb. No visibility = no clicks
3. Less than 20% of searchers will even consider “sponsored links” (Adwords)a. Can get quick response but can be very expensive to maintain
4. But I want to be #1…
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Search Engine Stats Google has over 200 criteria to be listed in its index “technical”, “on-site content”, & “off-site content” If you don’t talk about it, you won’t be found for it – Content is King! 95+% of non-branded searches stop at the bottom of page 1 Far more people search for what you do than who you are No visibility = no clicks Less than 20% of searchers will even consider “sponsored links” (Adwords) Can get quick response but can be very expensive to maintain But I want to be #1…
So Now What?
We Can’t All Be Number One!!!
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So Now What? We Can’t All Be Number One!!!
So Now What?
Being Number One Takes:
The Right Tools (a working website)The Right Strategy (a plan)Effort (a.k.a. work)So…
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So Now What? Being Number One Takes: The Right Tools (a working website) The Right Strategy (a plan) Effort (a.k.a. work) So…
Start Thinking About Total Online Visibility
•Engaging your customer also engages the search engines.
•Creating a “buzz” is important•Sharing info across multiple mediums ensures you will make contact with your customers’ preferred medium
•Provide Quality Content•Give both site visitors AND the search engines reason to return•Freshness of content is crucial•Keyword Saturation of content•Internally linking fresh content to existing content •Backlinking to fresh content
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Start Thinking About Total Online Visibility Engaging your customer also engages the search engines. Creating a “buzz” is important Sharing info across multiple mediums ensures you will make contact with your customers’ preferred medium Provide Quality Content Give both site visitors AND the search engines reason to return Freshness of content is crucial Keyword Saturation of content Internally linking fresh content to existing content Backlinking to fresh content
Start Thinking About Total Online Visibility
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Start Thinking About Total Online Visibility The Social Three – Social Media, Social Networking, Social Markrting
Total Online Visibility – Get Social
How can social media help your EDO?• Visibility / brand awareness• Customer feedback (in real-time)• Traffic/backlinks (to pages or our site)• To encourage page or site indexing• Likability factor (or not)
– “All things being equal, people want to do business with their friends. All things being not quite so equal, people STILL want to do business with their friends” – Jeffrey Gitomer
• Promoting knowledge experts
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Total Online Visibility – Get Social How can social media help your EDO? Visibility / brand awareness Customer feedback (in real-time) Traffic/backlinks (to pages or our site) To encourage page or site indexing Likability factor (or not) “All things being equal, people want to do business with their friends. All things being not quite so equal, people STILL want to do business with their friends” – Jeffrey Gitomer Promoting knowledge experts
Online/Website Tools to Increase Effectiveness
Sites and Buildings Databases• On-site or Off-site Pros and Cons
• Off-site Pros – your properties compete at state/national level• Off-site Cons - your properties compete at state/national level
• No onsite Search Engine indexing, IF the search engines even see the data the state/national site gets the “Google Juice”
• No ability to use site-wide report building tools• No Google Analytics for tracking
• On-site Pros – it’s yours• You get Search Engine value for Your properties (“Google Juice”)• Ability to compile with report builders and other tools to brand results• Add related content to complete your “value proposition”• Google Analytics tracking of property visits
• On-site Cons • Can you push/pull data or are you static? (Multiple data entry)• Can be expensive (depending on vendor)
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Online/Website Tools to Increase Effectiveness Sites and Buildings Databases On-site or Off-site Pros and Cons Off-site Pros – your properties compete at state/national level Off-site Cons - your properties compete at state/national level No onsite Search Engine indexing, IF the search engines even see the data the state/national site gets the “Google Juice” No ability to use site-wide report building tools No Google Analytics for tracking On-site Pros – it’s yours You get Search Engine value for Your properties (“Google Juice”) Ability to compile with report builders and other tools to brand results Add related content to complete your “value proposition” Google Analytics tracking of property visits On-site Cons Can you push/pull data or are you static? (Multiple data entry) Can be expensive (depending on vendor)
Online/Website Tools to Increase Effectiveness
Report Builders / Data Carts• Site user can add content they choose to Report(s)• Branded for Your organization• Save time for EDO staff responding to State, Regional leads• Some (LEDO Suite) can capture lead data
Widgets• Related content (documents, images, videos, maps, links, more)• Social Media content
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Online/Website Tools to Increase Effectiveness Report Builders / Data Carts Site user can add content they choose to Report(s) Branded for Your organization Save time for EDO staff responding to State, Regional leads Some (LEDO Suite) can capture lead data Widgets Related content (documents, images, videos, maps, links, more) Social Media content
In Conclusion
• First and foremost, do you have a plan?• Do you have a lame duck website? If you do you change it!• Does your website have the information, tools, and calls to action
needed to engage with YOU• Are you supporting your website’s search engine visibility and site visitors
with new, fresh, optimized content?• Are you engaging social media and other offsite outlets to build authority
and spread your message with little to no expense?• Are you measuring what’s WORKING and what’s NOT WORKING?
• Do more of the former and less of the latter!
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In Conclusion First and foremost, do you have a plan? Do you have a lame duck website? If you do you change it! Does your website have the information, tools, and calls to action needed to engage with YOU Are you supporting your website’s search engine visibility and site visitors with new, fresh, optimized content? Are you engaging social media and other offsite outlets to build authority and spread your message with little to no expense? Are you measuring what’s WORKING and what’s NOT WORKING? Do more of the former and less of the latter!
Additional Capabilities
• Full Service Marketing Support• Professional Web/Print Copywriting• Graphic Design, Collateral Material Development• Video Production
• Search Marketing & Social Media Marketing• Online/Offline Marketing Campaign Support• Marketing & Brand Strategy Development• Software/Application Development & Systems Integration• Flash Application Development
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Additional Capabilities Full Service Marketing Support Professional Web/Print Copywriting Graphic Design, Collateral Material Development Video Production Search Marketing & Social Media Marketing Online/Offline Marketing Campaign Support Marketing & Brand Strategy Development Software/Application Development & Systems Integration Flash Application Development
To Be Continued…
Thank you for your time today.
Please visit www.ledosuite.com for information on our LEDO Suite program.
Please visit www.cirrusabs.com for information about our company.
To Be Continued… Thank you for your time today. Please visit www.ledosuite.com for information on our LEDO Suite program. Please visit www.cirrusabs.com for information about our company. Or email me directly at [email protected]
