Post on 07-Jan-2017
Alissa Sklar, Ph.D.Director of MarketingGIS Planning Inc.asklar@gisplanning.comGISPlanning.com
@gisplanning
10 Key Trends for Economic Development Websites in 2016-17
Wednesday, September 21st, 2016.
Aaron BrossoitChief Executive OfficerGolden Shovel Agencyabrossoit@goldenshovel.comGoldenShovel.com
@goldshovel
What’s next in economic development marketing?
10STORYTELLING & CONTENT
Why Storytelling?The human brain is hard-wired for narrative.
Comprehension: We use stories to make sense of the world.
Recall of information is significantly higher when information is presented in narrative forms.
Resonance: Stories make a strong impression upon us.
Good Stories Make the Best Content
Keeps website currentGreat first impressionSEO benefitsInforms local businessesEducates stakeholdersShows industry engagement
Many types of content...
Local Content
Local NewspaperCurrent ED newsEventsLocal Businesses
Editorial Content
Success StoriesBusiness ParksTestimonialsLocal Businesses
Made in advanceKeywords
National & Expert Content
CurrentED FocusedEducate
StakeholdersBlogs
Social Media
Video for Storytelling
Feature on Home Page
How Often Should I Post?
Weekly… at minimum.
Using data for storytelling
http://www.santarosaedo.com/demographic.html
9DATA
How Two Communities Put Data to WorkExpand Greater Springfield ExpandGreaterSpringfield.com
8INFOGRAPHICS & VISUALIZING DATA
http://www.greatlakesbaysites.com/communities.html
The power of images90% of the information that comes to our brain is visual
The human brain can absorb visual information in 1/10th of a second.
The average person is exposed to 174 newspapers full of information every day.
Only 1% of that information actually makes it through to our brains.
We remember new and different things more easily when they are presented in a visual format.
Infographics are illustrations of data or ideas that can communicate complex information in a way that can be quickly absorbed,
easily understood and remembered.
Websites with infographics realize an increase in traffic of 12% over those that don’t.
http://www.gemstateprospector.com/communities.html
7MOBILE
Our analytics show that up to 30% of web traffic on our clients’ site selection pages are coming from mobile devices.
If your website isn’t optimized for mobile, you are losing leads without knowing it.
6REGIONAL CONNECTIVITY
5MICROSITES
Types of Microsites
Microsite for Housing
Microsite for Industrial Parks
Microsite for Workforce Attraction
Microsite for Site Selection
Microsite Portals for Data Resources
4WORKFORCE ATTRACTION
Profile Talent Pool Data
Dedicated Site for Workforce Attraction
Social Media for Workforce Attraction
4,556 LIKES
Workforce Attraction Ad Campaigns
Targeted Workforce Marketing
Promote Jobs
Generate Likes to Social Media Pages
Drive Website Traffic
3TOOLS FOR ENGAGEMENT
Search widgets for any website pagehttp://www.elkgrovecity.org/city_hall/departments_divisions/economic_development/
Search buildings, sites, communities and
businesses
ZoomProspector GIS site selection tool
User-defined search for sites and
buildings based on location & size
Property list is also displayed on interactive map
5 Intelligence Components for website pages 1- Mapping
2- Business Data
3- Demographics
4- Compare Communities
5- Infographics
2SOCIAL MEDIA
Who is using what tool?
Fully embedded social sharing
Mine your data tools for a consistent source of social content:
● Properties of the week● Businesses of the week● Interesting heat maps
1USING WEBSITES STRATEGICALLY
FOR LEAD GENERATION
A)Lead generation: How will your website be found?
Connecting businesses with communities.
The U.S. national site selection website
Be found.Free searches of 1000+ data points for EVERY
community in the U.S.
B) Do you know who’s visiting your website?ZoomProspector does.
Top 10 Trends in Economic Development Websites for 2016
10) Storytelling & Content 9) Data 8) Infographics & Visualizing Data 7) Mobile 6) Regional connectivity 5) Microsites 4) Workforce attraction 3) Tools for engagement 2) Social media 1) Websites for Lead generation
Alissa Sklar, Ph.D.Director of MarketingGIS Planning Inc.asklar@gisplanning.com
@gisplanning
Thank You! Any Questions?
Aaron BrossoitChief Executive OfficerGolden Shovel Agencyabrossoit@goldenshovel.com
@goldshovel