Posts Tagged ‘Attraction Marketing’
All economic developers understand how important it is to publish data on their websites that will attract and inform site selectors. There are many examples of Economic Development organizations that have excellent websites: visually engaging, interactive, full of relevant information and providing viewers with all kinds of useful data.
Great websites theoretically drive great traffic and great results. But which Economic Development organization knows who actually views their engaging visuals, interacts with their website, reads their information and scours their data? Not many.
While many EDOs have come to understand the value – in fact, the necessity – of using the web to display data and seek out interested audiences, many have not yet realized that the role of websites has evolved (once again) to a new advanced level.
This newest evolution means that investment attraction sites are no longer just conduits for broadcasting or answering questions. Website analytics now make it possible to turn the same excellent websites into generators of investment leads – Now, isn’t that good news!
Is your economic development website successful?
You could answer that question from many points of view – design, content, ease of use, visitor response – but the real answer depends on whether the site helps your department find new sources of economic growth for your community.
To determine your site’s success on that basis, and to improve your lead generation success rate, you need tools to help you understand your website’s traffic patterns.
If you can’t track your website interactions, you can’t determine if your website is working. You have no idea if it’s performing to capacity (or not) and whether the money you have spent is producing any results that matter.
Your website, by its very nature, can be a bottomless source of data about existing and potential economic drivers in your community and the effectiveness of your organization in meeting their needs. Mining this data, however, can be very challenging for EDOs with constrained budgets and staff. Various software options exist and it’s useful to understand the functionality and limitations as they apply to the economic development function.
Is it time to reconsider the strategy behind your investment attraction website?
It could be, if your existing strategy is several years old and your community has since turned its marketing focus to the creative economy.
Just as there is a difference between a traditional investment attraction marketing strategy and a strategy for creative economy marketing, so there is a difference between a broad-based Economic Development website and one designed specifically to attract and retain businesses led by the creative class. You might, in fact, need to consider having more than one site. (more…)
One of the key elements of an effective creative economy strategy is the identification of target markets and marketing goals. Social media has become an important tool to help economic developers accomplish this. In fact, it’s hard to see how any such strategy could work without employing social media as a communications vehicle.
It’s worth repeating that the difference between a traditional economic development investment attraction marketing strategy and the new creative economy attraction marketing strategy is that the target audience is not businesses, it is people. And these days you can’t communicate with people more reliably or cost effectively than through social media.
Perhaps “communicate” is the wrong word, though. The word should probably be “connect.” If social media is regarded primarily as a communications vehicle that might imply that it is just another channel for pushing out a general message. That is how many economic development organizations in North America seem to regard social media. They are just getting on board this new mass communications bandwagon.
We have been writing Economic Development Tech Trends articles for almost two years now, and we’d like to take a moment to introduce our newer readers to some of the most popular articles they may have missed. For long-time readers, these are some of the highlights of what they’ve learned over the past couple years.
Investment Attraction Marketing in a Changed Environment – March 3, 2009
The world of tourism marketing has changed. With a recession many people are staying at home and with the advent of Web 2.0, there is a need to find new strategies and channels for reaching potential visitors. In order to be successful, Economic Developers need to: find a niche, understand and meet prospects’ needs, and to focus on the internet and new technology Read the full article >>
Tips and Tactics for Measuring Results – March 24, 2009
Measuring objectives can be troublesome. Thankfully, when using the web, it is easy not only to publish information, but to collect statistics on interest generated and responses. This article discusses best practices around measuring results including different online channels that are great for measuring visitors’ interest. Read the full article >>
Using Twitter for Tourism – May 26, 2009
One of the newer and increasingly popular tools for communication is Twitter. This article outlines different steps for setting up and maintaining a Twitter account, and building an online community for your tourism destination. Read the full article >>
New Ways to Get the Word Out – March 17, 2009
This article reviews innovative and cost-effective ways of reaching potential businesses and site selectors. Web based channels discussed include podcasting, video stories, email marketing, mini-CDS and Web 2.0. Read the full article >>
How Competitive is Your Tourism Website – May 5, 2009
Today’s travelers spend a lot of time online researching possible destinations, having a competitive website is critical to gaining the interest of a potential visitor. This article discusses the characteristics of successful tourism websites. Read the full article >>