8 Online Strategies to Grow Your Downtown

Steve DailyCEOTownConnection.com

8 Online Strategies to Grow Your Downtown

Connecting neighbors Community groups Local businesses

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Overview

Scientific poll1. Identify and address each audience2. Define and measure conversions3. Who needs a Web site?4. Inbound links5. Search engine optimization (SEO)6. Social media7. Email newsletters8. Interactive community calendar

Scientific poll

• Dedicated Web site

• Have access to metrics about visits to Web site

• Have Facebook Page and regularly update it

• Regularly Use Twitter for your program

What the Web was supposed to look like

Identify and addresseach audience

• Local residents• Visitors/tourists• Existing local businesses• Prospective new businesses

Do not lump businesses with consumers

Home

Local residents

Existing businesses

New businesses

Landing pages

Focus on Conversions

Your Web site is not for information

Conversion:A measurable, positive outcome of a Web site visit

Examples of conversions• Email signup• Volunteer signup• Donation/pledge• “Contact us” form submission• Facebook ‘Like’• Twitter follower

Google Analytics

Google Analytics

Who needs a Web site?

Inbound link campaign

YouWikiped

ia

ChamberMedia

Town

Search Engine Optimization

• Useful content• Update often• Keyword use in page titles and headings

BAD: About Our TownGOOD: About LousetownBETTER: About Lousetown Montana

• Inbound links

Social Media

• This is how more and more of your audience gets its news

• Find and reach out to the “influencers” in local social networks

• Add helpful comments to their pages, and they’re more likely to notice and talk about your work

• Recognize that social media still has limited reach

Email newsletters

Email Delivery Metrics

Not-So Interactive Community Calendar

Community calendar

An easy way to add events to calendars.