Atlas CEO Ben Wright presents "Using Digital Tools to Start Conversations" at the International Economic Development Council's Marketing and Attraction Conference in Baltimore, Maryland in June 2014

1. 1
Using Digital
Tools to Start
Conversations

2. 2
Questions we will answer
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?

3. 3
Your digital presence is the first line of
engagement for the majority of your
prospects.

4. 4
On average, it has 175 interactions per
conversation you have with a company.

5. 5
How do users really interact with websites,
GIS websites, digital campaigns, and mobile
websites?

6. 6
Eye tracking of Amazon .com
http://www.fastcodesign.com/3025318/asides/eyetracking-study-reveals-what-
people-actually-look-at-when-shopping-online?partner=rss

7. 7
Eye tracking of Bing.com
http://www.fastcodesign.com/3025318/asides/eyetracking-study-reveals-what-
people-actually-look-at-when-shopping-online?partner=rss

8. 8
Digital Ads: PPC and Natural Listings
http://www.versio2.com/blog/bid/295970/The-State-of-Paid-Search-Marketing-in-
6%
94%

9. 9
Website Home Pages: Ex 1
Time on site: 1:1

10. 10
Website Home Pages: Ex 2
Time on site: 3:5

11. 11
What are users clicking on?

12. 12
What are users clicking on?
1.
2.3.
Bounce rate: 71% to 54

13. 13
GIS Interfaces: Ex. 1
Time on Site: 5:0

14. 14
GIS Interfaces: Ex. 2
Time on Site: 10:

15. 15
What are users clicking on?
Time on Site: 10:

16. 16
Mobile Websites Interfaces: Usage
Projected%
Mobile Traffic,
2015: 50%

17. 17
Criteria Atlas uses to review our own
digital creative
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%)

18. 18
Benchmark Metrics to
Judge Your Own Digital
PresenceMetric Low Performing High Performing
Natural Search CTR (First 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

19. 19
So what does it cost in terms of time and $ to
maintain a digital presence that drives
conversations?

20. 20
How much does it cost to have a
high performing digital presence?

21. 21
So what does it cost in terms of time and $ to
maintain a digital presence that drives
conversations?

22. 22
So what does it cost in terms of time and $ to
maintain a digital presence that drives
conversations?

23. 23
Thank you!
Contact information:
Atlas Advertising
Ben Wright
t: 303.292.3300 x 210
benw@Atlas-Advertising.com
www.Atlas-Advertising.com
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