marketing on the web
TRANSCRIPT
Heartland Economic Development Course
Marketing on the WebPrepared onApril 24, 2013
Prepared forHeartland Economic Development Course
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Today’s AgendaThe Three M’s of Marketing
EDO Website Differentiators
Delving in to EDO Websites:
The Five-Step Process
Features and Functionality
Launching It and Maintaining Relevance
The Three M’s of Marketing
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The Three M’sWho are your audiences? (MARKETS)
What do they care about? (MESSAGES)
How are you going to reach them? (MEDIA)
Your website will fail without these.
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The Three M’s of Marketing
MarketsWho are your audiences (markets) ?
Write them down. Prioritize them.How many do you have? Who are they?
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The Three M’s of Marketing
MarketsWho are your audiences? (Advanced)
Do you have target industries? If so, list them.
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The Three M’s of Marketing
MessagingWhat do they care about regarding your region? What information would be compelling to them?
Write it down.
Hint: Messages tend to vary by audience.
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The Three M’s of Marketing
Messaging
How do you get to what is the most compelling messaging?
…there’s a process for that.
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The Three M’s of Marketing
Media
What is the single most common way that parties outside of your region find out about your state/region?
EDO WebsiteDifferentiatorsTips from an Insider
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Implications?
If I can’t find your website, I will move on to the next region on my list.
Site Selectors Say…
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Implications?
If I can’t find what I’m looking for once I’m on your website, I’ll move on to the next region on my list.
Site Selectors Say…
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Site Selectors Say…“If you don’t know who you are and what you’re good at, then I don’t either. And I don’t have time to try to figure it out.”
Perception is reality.
Implications?
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Website DifferentiatorsCan be found
Clear positioning
The right content
Organized in the right way
Kept up to date
Strategy drives structure.
Delving in to EDO Websites
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Delving in to ED WebsitesStart at the bottom, work your way up.
Don’t move to the next step until you’re ready.
Guaranteed to work every time.
Minimize time and budget overruns.
The difference between good and great is
strategy.
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Delving in to ED WebsitesFeatures & Functionality
Top Ten Features and Functionality
Contact information Available properties
Major employers Regional profile
Recent expansions, relocations Recent contractions, closures
Utility information Target industries
Your region’s differentiators Maps and state name
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Delving in to ED WebsitesFeatures & Functionality
Features and Functionality Not to Have
Ribbon cutting photos Extraneous info on EDO itself
Your strategic plan! Funding appeals/crises
Empty streetscapes Out-of-date property listings
Unedited news feeds Sonic rocket sound effects
Large downloads “Call for more information”
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Delving in to EDO Websites
Use your social networks
Update content often
Follow standard SEO techniques
Drive people to your website through other communications
GEICO adding 1200 jobs in Indianapolis.
Groundbreaking imminent on
385,000 sf spec industrial complex.
Can branding a sports team in line with regional clusters help your region’s brand?
Launching and Keeping an EDO Website Relevant
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Thank youJanet Ady
President & CEO
Ady Voltedge
www.AdyVoltedge.com
@AdyVoltedge
www.linkedin.com/janetady/
608.663.9218