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Smarter Software for Communities

November 11, 2015

PROACTIVELY RESPONDING TO

DIGITAL PROSPECTS

HOW ECONOMIC

DEVELOPERS CAN

IMPACT THEIR

COMMUNITIES BY

ADDING NEW SKILLS

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About

Your Presenters

Ben WrightCEO, Product Visionary

Chris PetroffSenior Vice President

Jen WakefieldVice President

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In this session you will learn…

1. Why digitally sourced leads are the number one opportunity for your community

2. Review available tools to generate digital leads

3. How Orlando EDC is generating and responding to digital prospects

4. How Greater Phoenix Economic Council is responding to digital prospects

5. How organizations of varying sizes can take advantage of this trend

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Smarter Software for Communities

Why digitally sourced leads are the

number one opportunity for your

community

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Why digitally sourced leads are the number

one opportunity for your community

1. The average EDO generates 123 website visits for each identified company or prospect.

1. Said another way, the average economic development website converts less than 1% of its visitors.

1. According to HubSpot, outside the ED profession, digital marketing strategies deliver 54% more leads than traditional methods such as events, trade shows, and cold calling. Sources: HubSpot, Atlas Advertising

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Only 1/3 of EDOs believe that they are effectively

leveraging digital to impact their economy

Sources: HubSpot, Atlas Advertising

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Using the latest technologies, for an investment that is

less than 5% of the average marketing budget, EDOs

can increase web leads by 1,000%

Current Conversion Ratio:

<1 %

123 Website Visitors

1 Identified Company

Conversion Ratio with LeadIQ:

>10%

>10 Identified

Companies

123 Website Visitors

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Smarter Software for Communities

Review available tools to generate

digital leads

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Tools to drive digital leads to

your website

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Using Google AdWords

to Drive Traffic

1. Shows you real time campaign performance

2. Helps you optimize for each keyword

3. Lets you manage your budget

4. Helps you master the source of 30% to 50% of your website’s traffic

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Conversion to LinkedIn

1. Very easy interface to scan who has viewed your profile

2. Very clear action steps for follow up (connect, message)

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Using social publishing tools to

drive traffic (HubSpot)

1. Helps you track interactions with email, social, and other digital communications

2. Helps you track interactions by persona

3. Helps you master all digital sources of traffic

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Using social publishing tools to

drive and track traffic (Hootsuite)

1. Helps you track interactions with multiple social accounts

2. Allows you to search other posts to re-publish

3. Analytics for total interactions, clicks by region, referrers, and more

4. Helps you master your social publishing

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Using Google Analytics to track

website traffic by geography

1. Within economic development, traffic from outside a community is often viewed as more valuable than traffic inside

2. Using Google Analytics, you can track traffic from anywhere in the world to your website

3. This visual tool is great for presenting to stakeholders and boards

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Using GIS analytics to track your

most engaged users

1. Designed to track interactions that Google Analytics can’t.

2. Includes total property searches, most popular properties, total business searches, business searches by industry, reports generated, and reports by type.

3. Shows you the overall engagement with your GIS system. One key ratio: property searches to website sessions should be 38:100.

4. Sets the stage for more advanced conversion from GIS user to prospect.

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Using Unique IP Matching Tools such as

Community Systems LeadIQ to convert

visitors into leads

By using a blend of advanced conversion

approaches and technology that appends Hoover’s

data, the industry’s richest, to previously

anonymous web visitor records.

Community Systems LeadIQ can be integrated into

your existing website and property search, or built

as a part of your CS Website

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Data that can be provided

• Company name

• Location (latitude,

longitude, plus address)

• Industry

• Number of employees

• Phone number

• When they visited (date)

• Company phone number

• Pages viewed

• Properties viewed

• + 30 other fields

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Estimated results from your website

with LeadIQ and Digital Marketing

Current Website Your Website with

Digital Marketing

Total Monthly Website

Sessions, Last 12

Months1,000 1,300

Leads Without LeadIQ

(1% of Sessions)10 13

Leads With LeadIQ (10

to 15% of Sessions)100-150 130 to 195

Net Change in Leads

with LeadIQ or Lead

Forensics10 to 15x 13 to 19x

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If your EDO is not using these approaches, how long before

your performance suffers because of it?

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And, how long before your board starts asking you “why

you aren’t?”

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And, for the topic of this session, what should you do

when you have attracted a digital prospect? How do you

engage them?

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Smarter Software for Communities

How Orlando EDC is Responding

to Digital Prospects

Jennifer WakefieldVice PresidentOrlando EDC

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Tools

CEO

Charley

Site

Consultant

Sam

Orlando

Business

Bernice

Primary Targets

Investor

Ian

Media

Martha

Evangelist

Eve

Secondary Targets

Buyer’s Journey

Testimonial

Call-To-Action

Average Open Rate = 22%Average Click-Through Rate = 3%

A/B Testing

What’s Worked

Spending time to pour through metrics regularly

Tying news to inbound techniques

Setting up website to optimize leads

Advertising on LinkedIn

Tips

Invest in tools needed

Obsess over metrics

Spend time to create a solid digital marketing plan

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Smarter Software for Communities

How Greater Phoenix Economic Council is

Responding to Digital Prospects

Chris PetroffSenior Vice PresidentGreater Phoenix Economic Council

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Traditional paid advertising to drive traffic for specific messaging

Paid Advertising

Highly targeted content for each tactic/strategy

Content

Geo-targeted marketing with specific messaging pre-trip/conference.

“Air Support”

Specific call to action to targeted landing pages.

PPC

Activation of leads/prospects via social media. Seeing higher conversion.

Social

Content rich whitepapers for targeted industries and market comparisons.

Whitepapers

Retargeting of ads from traffic

Retargeting

Leverage videos/testimonials to promote within key geo’s.

Testimonials

Digital Marketing TacticsSome of the Fun Stuff our team does

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Activation

Direct OutreachWithin 24 hours of Activation our team reaches out to key decision makers in company.

Call to ActionOutreach contains simple call to action. In tech sectors has seen 32% conversion.

Collaboration with

Mktg.

Monitor Engagement

“Air Support”

Monitor page views, downloads, and search.

Constantly working with Mktg. team to discuss

trends, topics, companies, etc.

Monitor site activity from targeted companies,

industries, and geo’s.

Highly targeted content to support

travel.

How Business Development Leverages Digital Marketing

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1 Establish a hypothetical why, but look for reason why company would be spending significant time on key pages. (Funding, Planned Expansion, Consolidation, etc.)

Look at Trends and Historical Activity

2 Establish contact with key company decision makers in 24 hours. Our messaging is very simple, builds immediate credibility, and has a clear call to action. Current conversion in the tech community is near 32%. More on this Later.

Establish contact in 24 hours

3 Let marketing team know that contact has been made. They can track further activity from IP and drive content to key employees.

Communicate

4 Based on response – either follow up – or build targeted messaging for key decision makers in organization.

Messaging

How does Business Development work the Data?

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• High Growth Technology Companies

• We have experience the greatest conversion with companies who are in high growth tech

markets. Typically targeting c-Suite executives.

• Small to Mid sized manufacturers

• They second highest conversion has come from companies who are small/mid-sized

manufacturers that typically have 1 or 2 locations nationally and are considering expansion

due to very specific reasons.

• Logistics

• Third highest conversion has come from companies in Logistics and Distribution.

Where we have experienced success

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• Hot Start – then Fizzle Out

• Work through the times with little activity. Can be an “easy out.”

• Very Large Companies

• Difficulty tracking down key personnel to target.

• 24-Hour outreach (make sure it doesn't turn into 48+)

• Two Site visits have been set-up from reaching out within 24 hours.

Areas to Watch for

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Smarter Software for Communities

How Organizations of Varying Sizes

Can Take Advantage of this Trend

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Smarter Software for Communities

Recommendations for a 1-3 person

EDO

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Recommended tactics to drive 15x to 19x the digital

leads for a 1-3 person EDO

1. LinkedIn professional account ($800 per year)

2. LeadIQ for IP matching ($4,000 per year)

3. Google Analytics for website traffic (free)

4. InSite analytics for GIS usage (as low as $1,000 per year, built into GIS )

5. Hootsuite for social publishing (free)

6. Google doc/spreadsheet for metrics tracking and reporting (free)

7. Simple spreadsheet to track prospects (free)

Annual Cost: $5,800 per year

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Next Digital EDU session

How Rural Communities Can Leverage a Quality Economic Development Website

Thursday December 17, 2015

11:30am – 1:00pm MST

To register: TBD

44

929 Broadway

Denver, CO 80203

Contact: Ben Wright

t: 720.420.3800 x 210

benw@communitysys.com

www.Communitysys.com

Thank you and stay in touch!

Smarter Software for Communities