Learn why digitally sourced leads are the number one opportunity for your community and review available tools to generate digital leads.
Discover how two leading EDOs are generating and responding to digital prospects and learn how to take advantage of these trends for your own community.
The Next Challenge for Economic Development - Proactively Responding to Digital Prospects
1. 1
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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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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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
Months
1,000 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
Forensics
10 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 Wakefield
Vice President
Orlando EDC
32. What’s Worked
Spending time to pour through metrics regularly
Tying news to inbound techniques
Setting up website to optimize leads
Advertising on LinkedIn
33. 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 Petroff
Senior Vice President
Greater 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 Tactics
Some of the Fun Stuff our team does
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Activation
Direct Outreach
Within 24 hours of
Activation our team
reaches out to key
decision makers in
company.
Call to Action
Outreach 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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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. 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
Editor's Notes
Can’t recommend the tools Ben mentions highly enough.
We use Hubspot, google analytics and more each and every day.
We’ve created in depth profiles on our target audiences. And we’ve segmented them into primary and secondary.
Our primary targets are probably very similar to yours – c-suite exec not located here yet, site consultant, and business exec currently located here.
In addition, we have secondary targets – investors, media and evangelists that we target information toward.
However, for the purposes of this webinar, we are only focusing on our primary targets.
Once we’ve established exactly who we are targeting, we need to determine what we are offering them during what stage of their decision – awareness, consideration or decision.
Then, we created content for each stage of each journey for each of our target audiences.
Today, I’m going to give you a short glimpse of some of our tactics and tell you what has worked for us.
If we have prospective clients in our CRM that we want to offer a content piece to, we would send them an email like this.
It’s very simple and to the point. It provides a brief testimonial about someone in their industry finding success in Orlando and then has a very clear Call to Action button they can click on to download more information.
This has proven very effective for us.
Once we send the campaign, we immediately begin to analyze the results.
We check for open and click through rates to ensure they are performing at – or better than – industry averages.
We then go further and really dig into the metrics of who is opening what and why.
We then go into Hubspot (our inbound marketing platform) and mark them so that we can receive notifications on when they are visiting our website and exactly what they are looking at.
That way, we can keep our business development team apprised of our prospective leads and current clients are up to.
We can also tweak our emails and use something called A/B testing to see which version performs better.
We’ve especially done this when attending or sponsoring a conference or tradeshow.
When we place digital advertising, it’s usually a digital banner ad linking to a landing page with a content offer on it.
In this case, this is a recent text ad in Chief Executive’s monthly newsletter trying to get CEO Charley to click the link to learn more.
If he or she does click the link, they wind up here on our landing page. Since we haven’t sent an email, we don’t currently have their information so we’re trying to get it by offering a content download and a form.
You’ll notice we limited the number of fields here to make it easier…but we still want their name, title, company and email. Once they enter, they receive the downloaded file….and we can begin to digitally keep an eye on them and their actions with our website.
We then check our CRM to see if they are an existing or perspective client.
If they’ve just downloaded something, we don’t immediately push them to our sales team for follow up. What we do is add them to a workflow…we’ll follow up in a specific amount of time asking them to rate the download or offer something similar. We can then also have it send them something asking to take a call and then we turn it over to business development.
Didn’t really work for us:
Advertising on FB, Twitter for prospects