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Posts Tagged ‘Traditional Marketing’

Budgeting for Website Promotion

In a difficult economic climate, an economic development organization must invest its money wisely and obtain a return on that investment. When it comes to building or improving a website, your budget should address two factors:

  1. The creation and continuous improvement of the website itself
  2. The promotion of the website, so you get the most out of it.

Sadly, many website owners fall short on point, never building the kind of traffic and the kind of results that lie just within their reach.

We explored the first factor in the article, “Your Economic Development Website Budget,” published December 8, 2009. Today we will look at considerations for what should be included in the budget to promote the website effectively.

Promotion via Traditional Marketing

By now, everyone has been trained to put their website address on everything that is printed, from business cards to brochures to advertisements. That is fundamental but still counts, so keep doing that!

Let’s take it one step further. Many economic development organizations are successfully transitioning communication of information to their website. More and more data, more and more information, more and more pictures, stats, charts, maps are all available (more…)

Three Tips for Effective Web Communication

As a communications tool for economic development, the web can’t be viewed as just another information channel. You can’t equate it with one-way channels such as brochures or radio broadcasts. While these still have their roles in attracting investment to your community, to really take advantage of the internet, it’s critical to begin to move away from the old information delivery paradigm and learn to embrace interactive communications.

Fully effective web communication goes beyond information presentation to the engagement of communities. In fact, the primary economic development function of your website today is to be the “first sales person” – to foster relationships.

The focus is shifting toward raising awareness of the uniqueness of each community and its ability to retain and attract talented people who will contribute to creating more economic opportunities. Your website is central to what we called Economic Development 2.0 – it enables economic developers to join, and build, communities of interest that help draw attention to their communities.

Here are three tips for effective web communications:

1. Let Many Voices Be Heard

Traditional marketing materials are written in an anonymous style. The web can be written to be more personal. It’s a medium that lends itself to encouraging participation by people and businesses from your community through blogs, podcasts, videos and social media. This promotes (more…)

Investment Attraction Marketing in a Changed Environment

There is no doubt that the worldwide economic recession is increasing the challenges for Canadian economic developers. Businesses are downsizing, not expanding. Many firms are delaying the decision to relocate to avoid the immediate costs of moving a business. Tourism is down as people stay home to preserve their savings.

This, plus the advent of Web 2.0 and new Internet-based technologies, creates a need to re-examine traditional marketing strategies. Messages must address business leaders’ concerns and reflect the types of communities that site selection professionals are sourcing. Strategies and tactics must be designed to reach out to prospects using new marketing channels.

In tough times the principles of investment attraction marketing come down to distillation – a process of finding the essence of what makes a community attractive, what kinds of business investment it wants and what characteristics are being sought by its target industries – then promoting key messages in a way that brings that community to the fore.

It is essential today for municipalities to recognize that different industry sectors often require a (more…)