Using Social Media to Start Conversations
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The document discusses the significance of digital marketing and online presence in economic development, focusing on how organizations can engage with relocating companies and measure their digital effectiveness. It highlights user interactions with websites, the importance of optimizing for mobile usage, and offers metrics for evaluating digital performance. The content emphasizes the need for economic development organizations to adapt to digital trends and provides statistics to support the evolution of lead generation and customer engagement.
Using Social Media to Start Conversations
- 1. 1 D I G I T A L M A R K E T I N G I N E C O N O M I C D E V E L O P M E N T Using Digital Tools & Social Media to Start Conversations Presented by Guillermo Mazier/ Atlas Advertising
- 2. 2 1. What role does my online presence play in starting conversations with expanding and relocating companies? 2. How do users really interact with websites, GIS websites, digital campaigns, and mobile versions? 3. What goals should I set for conversion from digital to the real world? 4. How can I perform a self audit of my own website? 5. How much does having a high-converting digital presence cost, in terms of time and money? Questions we will answer
- 3. 3 Your digital presence is the first line of engagement for the majority of your prospects.
- 4. 4 And Can We Acknowledge that “Digital” Consumes a big portion of what we do?
- 5. 5 200+ 146 175 C s Average number of conversations per organization in the last 12 months $ 234 Average capital investment per community in the last 12 months W 1,293 15 Average jobs announced per organization, last 12 months V n ing Economics DEVELOPMENT ORGANIZATIONS 200+ 175 Communities shared their data Website visits per conversation Fact about digital economic development:* *Source: Atlas Advertising 2014 Report: High Performing Economic Development Organizations Economic Developers are ! SLOW TO ADOPT DIGITAL
- 6. 6 How do users really interact with websites, GIS websites, digital campaigns, and mobile websites?
- 7. 7 Eye tracking of Amazon.com
- 8. 8 Eye tracking of Bing.com
- 9. 9 What Does This Mean For Your Digital Communications and Website? • OK to design below the fold • Limit your use of Flash • Understand typical eye-tracking patterns • Contact information on the top of every page • Present maps on the homepage • Understand that your brand is more than your design
- 10. 10 http://www.versio2.com/blog/bid/295970/The-State-of-Paid-Search-Marketing-in-2013 6% 94% Digital Ads: PPC and Natural Listings
- 11. 11 Digital Ads: PPC and Natural Listings http://www.hanapinmarketing.com/__resources/userfiles/file/Stateofpaidsearch2014.pdf
- 12. 12 Sample Digital Campaign Tracking For EDO Marketers (ONE MONTH)
- 13. 13 Time on site: 1:19 Website Home Pages: Ex 1
- 14. 14 Website Home Pages: Ex 2 Time on site: 3:55
- 15. 15 What are users clicking on?
- 16. 16 1. 2.3. Bounce rate: 71% to 54% What are users clicking on?
- 17. 17 Time on site: 5:02 GIS Interfaces: Ex. 1
- 18. 18 Time on site: 10:07 GIS Interfaces: Ex. 2
- 19. 19 Time on site: 10:07 What are users clicking on?
- 20. 20 Mobile websites interfaces: Usage The industry’s best marketers are putting mobile at the center of their company attraction and retention efforts. Branded content--from emails to white papers to videos to annual reports to infographics-- should all be optimized for consumption on a mobile device, as there’s nearly a 50/50 chance that that’s just where they’ll be consumed
- 21. 21 are reinventing the connection between companies and their customers. Smartphones Rich Miner Partner, Google Ventures Co-Founder, Android “ ” What is Your Smart Phone Capable Of?
- 22. 22 1. How well does the design drive conversion to conversations? How does it do it specifically? (30%) 2. How well does the design correspond do responsive (IPhone) sizes? (30%) 3. How much is the website on brand? Does it connect in the right way to the existing branding or brand storm? (20%) 4. What are the new widgets or custom features that are present in this design, and how well are they executed? (10%) 5. Are all of the features and navigation elements required in the scope present in the design? (10%) Criteria Atlas uses to review our own digital creative
- 23. 23 Metric Low Performing High Performing Natural Search CTR (First Position) 30% 60% Paid Search CTR .55% (9) 7.11% (1) Website Traffic / Mo. 500 Unique Visits/Mo. 25,000 Unique Visits/Mo. Inquiries 1 / 350 Unique Visits 1/50 Unique Visits Website Bounce Rate 75% 30% Time on Site (Standard Web) 1 Minute 5 Minutes Time on Site (GIS) 5 Minutes 10 Minutes Over $2,500,000 3 1,425 Benchmark metrics to judge your own digital presence
- 24. 24 So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?
- 25. 25 So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?
- 26. 26 So what does it cost in terms of time and $ to maintain a digital presence that drives conversations?
- 27. 27 How the Internet and Digital Trends Will Shape ED
- 28. 28 Technology Adoption in Economic Development:
- 29. 29 Digital Revolution that Will Change EDO’s • As economic development organizations evolve to company like organisms lead generation & customer engagement will go digital. • By the end of 2014 the number of internet users globally reached almost 3 billion. In developing countries the number of internet users will have doubled in 5 years from 974 million 1.9 billion in 2014* • 1/3 of EDO’s believe that they are effectively leveraging digital to impact their overall economy** *ITU - the United Nations specialized agency for information and communication technologies ** Atlas Advertising Research 2014
- 30. 30 Digital Revolution that Will Change EDO’s Crowdsourcing Best Practice: Talk Transportation, Phx, AZ
- 31. 31 Digital Revolution that Will Change EDO’s Best Practice: Changing Business Permitting Forever
- 32. 32 Digital Revolution Stats that Will Change That Way EDO’s React to Prospects • Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com) • 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (MarketingSherpa) " • 57% of B2B organizations identify 'converting qualified leads into paying customers' as a top funnel priority. (MarketingSherpa)" • Only 25% of leads are legitimate and should advance to sales. (Gleanster Research) " • Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)" • Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)"
- 33. 33 Guillermo Mazier 303.292.3300 x 232 929 Broadway, Denver, CO 80203 guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group Twitter | Blog | Slidespace Questions? Comments? Contact Us.