Find out how economic development organizations can measure/quantify the value of their promotional activities. Through case studies and illustrations of successful EDOs, find out how top performing communities are competing in today's crowded economic development marketplace and where your community ranks among its peers.

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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

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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

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

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And Can We Acknowledge that
“Digital” Consumes a big portion of
what we do?

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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

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

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Eye tracking of Amazon.com

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Eye tracking of Bing.com

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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

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http://www.versio2.com/blog/bid/295970/The-State-of-Paid-Search-Marketing-in-2013
6%
94%
Digital Ads: PPC and Natural Listings

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Digital Ads: PPC and Natural Listings
http://www.hanapinmarketing.com/__resources/userfiles/file/Stateofpaidsearch2014.pdf

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Sample Digital Campaign Tracking
For EDO Marketers (ONE MONTH)

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Time on site: 1:19
Website Home Pages: Ex 1

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Website Home Pages: Ex 2
Time on site: 3:55

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What are users clicking on?

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

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Time on site: 5:02
GIS Interfaces: Ex. 1

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Time on site: 10:07
GIS Interfaces: Ex. 2

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Time on site: 10:07
What are users clicking on?

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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

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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?

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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

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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

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

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

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

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How the Internet and Digital
Trends Will Shape ED

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Technology Adoption in Economic Development:

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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

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Digital Revolution that Will Change EDO’s
Crowdsourcing Best Practice: Talk Transportation, Phx, AZ

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Digital Revolution that Will Change EDO’s
Best Practice: Changing Business Permitting Forever

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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)"

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Guillermo Mazier
303.292.3300 x 232
929 Broadway, Denver, CO 80203
guillermom@Atlas-Advertising.com
www.Atlas-Advertising.com
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