5 Place Marketing Strategies for 2017• Producing great content• Engagement• Using analytics• Telling stories• Streamlining the process for efficiency

1- Focus on Great ContentEDOs often place too much emphasis on “branding” and not enough on consistent

sources of high quality content.

What makes great content in #econdev?• Unique perspective• Strong opinions and/or emotions• HumorTelling stories• Compelling visuals/video• Unexpected connections• Data that resonates

Place marketing goalsGoal#1: Attract people to your websiteGoal#2: Offer the content they need to take actionGoal#3: Give them a reason to return

What makes great content in #econdev?• Unique perspective• Strong opinions and/or emotions• Humor• Telling stories• Compelling visuals/video• Unexpected connections• Data that resonates

Marketing for investment attractionGoal#1: Attract investors to your websiteGoal#2: Offer the content they need to take action• Demographics• Labor force• Consumer Spending• Business & Industry information• Infrastructure• Housing• Incentive zones• Property database• Mapping resourcesGoal#3: Give them the reason to return

Marketing for business retention & nurturingGoal#1: Attract existing businesses to your websiteGoal#2: Offer the content they need • Demographics• Labor force• Map suppliers & competitorsGoal#3: Give them a reason to return

Click here to learn more about Intelligence Components

2- Engage, Engage, EngageProspects, site selectors & existing businesses are online already - go find them!

How to engage:• Regularly post content on selected social feeds and invite feedback.• Ensure your contact info is listed on the U.S. national site selection

portal.• Ask questions.• Try polls.• Participate in selected groups.• Reply or comment on the posts of others.

Set up your profile on ZoomProspector.com

3- Analytics are the new blackIdentify and monitor the numbers that help you track effectiveness:• Web traffic• Email opens & clicks• LinkedIn followers & connections• Twitter followers• YouTube views• Impressions, likes, comments, etc.

3 levels of analytics for EDO websites• Google Analytics (general)• ZoomProspector Analytics (site selection)• Lead Gen ID (specific prospects)

Use Google Analytics to keep track of:• Where visitors (potential leads) are coming from (country & city);• What language visitors speak;• Whether they are using desktop or mobile;• What days are busiest for website traffic;• How long visitors are spending on site;• Which pages they tend to use to enter the site;• On which pages they are most likely to exit;• What sources send traffic your way;• What search terms (organic) lead people to your site;• Which social media networks and campaigns are effective in delivering website traffic;• Which email blasts are effective in boosting traffic.Watch this on-demand video on using Google Analytics effectively.

Use ZoomProspector Analytics to follow these metrics:A wide variety of searches related to the kinds of property and community searches your website visitors will be doing.Offers the specific site selection data your website visitors seek – details that aren’t available through Google Analytics alone.

Lead Gen ID lets you learn which specific companies are on your website, and their specific search criteria.

What you can learn:

@GISPlanning #LeadGenID

• Name of the company searching your website• The website visitor’s company URL• The website visitor’s company telephone number• The website visitor’s company industry category (e.g. construction, biotechnology, aerospace)• The location (city, state, country) of the website visitor’s computer or smartphone• The referring source for the website visit (e.g. Google search, LinkedIn, direct)• What website pages they visited• How long they spent on your website pages• What searches they were doing• What search parameters they enter• What communities they look at within your geography• What reports they look at on your ZoomProspector Enterprise application (demographic, talent,

workforce, etc.)• Which of your Intelligence Components get visitors

@GISPlanning #LeadGenID

@GISPlanning #LeadGenID

How to use this information

@GISPlanning #LeadGenID

• Proactively contact promising leads• Assign new leads to specific sales people on your team with email

notifications• Set up automatic reporting for specific leads• Export reports on visitors, keywords, traffic, referring sources• Track results of marketing campaigns

Click here to learn more about Lead Gen ID.

4- Tell StoriesThe human brain is hard-wired to appreciate stories. We use narrative as a basic way to organize our memories, and research shows recall is significantly higher when information is presented in narrative forms.

5- Streamline & Seek Efficiency1. Produce content with "legs”*human interest angle*high-quality images*seek stories2. Leverage it across as many platforms as possible.3. Make use of dashboards (such as Hootsuite) that let you manage

multiple accounts at a glance.4. Create an editorial calendar to help you plan out posts.

Bonus! 6- Try Something New• Use more images to grab attention.• Profile a local business or entrepreneur.• Seek inspiration from your data.• Turn a presentation into a SlideShare.• Produce short videos interviewing local residents in a commercial

center or downtown area.• Try out a new social media network, such as Instagram, Pinterest, or

Snapchat's "Story" to boost traffic to your website.

Questions?Please visit us at GisPlanning.comEmail me at asklar@gisplanning.com