Here are three examples of using data marketing in economic development:1. Use location data and industry trends to identify target companies that are most likely to expand or relocate to your area. Track their activities online and in trade publications to find the best prospects to contact. 2. Conduct online surveys of CEOs in your target industries to understand their location priorities, incentives needs, and perceptions of your community. Use the data to refine your marketing and business retention/expansion strategies.3. Track website traffic sources, content downloads and inquiries to see which marketing channels and messages are most effective at generating leads. Adjust future campaigns based on what generates the most qualified prospects. Measure leads and projects to link marketing back to economic impact
The document provides profiles and ideas from several marketing experts. It discusses six ideas that economic developers can utilize:
1. Identifying digital ambassadors in a region to share and promote content.
2. Reusing valuable content in multiple ways to maximize its impact.
3. Using data to measure marketing effectiveness and make data-driven decisions.
4. Creating engaging infographics to present information that can be easily shared.
5. Understanding website visitors through analytics to tailor content and targeting.
6. Developing original marketing ideas tailored to each economic developer's unique needs and region.
Similar to Here are three examples of using data marketing in economic development:1. Use location data and industry trends to identify target companies that are most likely to expand or relocate to your area. Track their activities online and in trade publications to find the best prospects to contact. 2. Conduct online surveys of CEOs in your target industries to understand their location priorities, incentives needs, and perceptions of your community. Use the data to refine your marketing and business retention/expansion strategies.3. Track website traffic sources, content downloads and inquiries to see which marketing channels and messages are most effective at generating leads. Adjust future campaigns based on what generates the most qualified prospects. Measure leads and projects to link marketing back to economic impact
Similar to Here are three examples of using data marketing in economic development:1. Use location data and industry trends to identify target companies that are most likely to expand or relocate to your area. Track their activities online and in trade publications to find the best prospects to contact. 2. Conduct online surveys of CEOs in your target industries to understand their location priorities, incentives needs, and perceptions of your community. Use the data to refine your marketing and business retention/expansion strategies.3. Track website traffic sources, content downloads and inquiries to see which marketing channels and messages are most effective at generating leads. Adjust future campaigns based on what generates the most qualified prospects. Measure leads and projects to link marketing back to economic impact (20)
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Here are three examples of using data marketing in economic development:1. Use location data and industry trends to identify target companies that are most likely to expand or relocate to your area. Track their activities online and in trade publications to find the best prospects to contact. 2. Conduct online surveys of CEOs in your target industries to understand their location priorities, incentives needs, and perceptions of your community. Use the data to refine your marketing and business retention/expansion strategies.3. Track website traffic sources, content downloads and inquiries to see which marketing channels and messages are most effective at generating leads. Adjust future campaigns based on what generates the most qualified prospects. Measure leads and projects to link marketing back to economic impact
2. Andy Levine – At Work
President/Chief Creative Officer,
DCI
• Joined DCI in 1991
• Directed growth in DCI’s team
and service offerings
• A knack for creative thinking
3. Andy – At Play
• Competed in eleven
marathons (next one is
in Philadelphia on
November 18th)
• Moved to the “Jersey
Shore” in June 2011
(but doesn’t know
“Snooki” or “The
Situation”)
4. Anya Codack – At Work
• Founder & CEO at
Yfactor since 1997
• Passionate about
making an economic
impact through smart,
creative marketing
5. Anya – At Play
• Abstract Artist
• Tri-athlete & cyclist
• Mom of 3
6. Anatalio Ubalade – At Work
CEO & Co-Founder - GIS Planning,
ZoomProspector.com, & SizeUp
• ZoomProspector Enterprise
software in 43 states serving
13,000+ cities.
• More current economic
development clients than any
other service provider. 150+
• 3 books about economic
development
7. Anatalio – At Play
• 24 time USA Master’s
Diving National
Champion & All-
American;
2 silver medals in 2010
Master’s World
Championships
8. Six Ideas That You Can Steal
I. The Rise of the Digital Ambassadors (Andy)
II. Write Once, Spin Often (Anya)
III.Data Marketing (Anatalio)
IV. An Infographic is Worth a Thousand Data Points
(Andy)
V. Unmask Your Website Visitors (Anya)
VI. Not what you were expecting (Anatalio)
9. Idea #1
THE RISE OF THE
DIGITAL AMBASSADORS
• Identify individuals who are passionate
about your region and have large social
media followings
• Provide content that can easily be
shared
• Give them incentive to be active
• Measure and report back the success
10.
11. Welcome to the new USA TODAY.
News to Share…
Top cities for technology start-ups
By Jefferson Graham, USA TODAY
Denver: The Mile High City and nearby Boulder have been start-up
magnets for years, thanks to Internet household names such as
Mapquest (acquired by AOL in 2000) and photo-sharing site
Photobucket, the second-most-visited online photo site. Boulder-
based incubator TechStars takes on 50 companies a year and has
an $80 million fund for start-ups, while Foundry Group invests up to
$225 million.
"We're not Silicon Valley and never will be," says TechStars CEO
David Cohen. "We're only 100,000 people, but the activity per capita
is enormous."
12.
13.
14.
15.
16.
17.
18.
19.
20. Idea #2
Write Once, Spin Often
• Creating content takes
time and resources
• Re-using content in many
different ways increases ROI:
• Increase number of people that see it, click,
link back, read more
• Maximizes time & money spent on content
creation
29. Idea #3: Data Marketing
USING DATA TO MAKE MY POINT
• How can I convince you of the value of data if I
don’t use data to show you?
30. #1: EDOs don’t
benchmark their marketing
% of Economic Developers
Benchmarking Criterion Rating Criterion as Most
Important
No formal benchmarking 20%
Company locations 19%
Leads generated 17%
Awareness/recall of your organization 11%
Change of perception about community 8%
Site visits 6%
Internet/website traffic 5%
Number of businesses contacted 3%
RFPs sent to you 2%
Other 2%
Media coverage/mentions 2%
Phone calls or e-mails to your organization 2%
Proposals given 2%
Source: Economic Development Marketing by Ubalde & Simundza. 2013
31.
32. “The new model in our office is: if you can't track it,
don't do it. With e-newsletters we can see who opens
it, which links they click on, how long they stay on the
article, if they forward it to someone else, etc. Same
goes for our website content.”
– Jonathan Bittner, Director, Anchorage EDC
34. Idea #3: Data Marketing
Marketing is connected to the sale
35. Idea #3: Data Marketing
Measuring is a good idea because it
delivers something amazing:
Actionable information.
Do what works. Stop doing what fails.
44. Idea #3: Data Marketing
3 Economic Development Examples
1. Data to find the right prospects
2. Data to understand your prospects
3. Marketing Data to get prospects
45. Idea #3: Data Marketing
1. Data to find the right prospects
46. Idea #3: Data Marketing
2. Data to understand your prospects
Confidential Confidential
How valuable would it be to know what your
prospects want, if you have it, and what to
provide if you don’t?
47. Idea #3: Data Marketing
3. Marketing Data to get prospects
try examples at http://www.gisplanning.com
48. Idea #4
AN INFOGRAPHIC IS WORTH A
THOUSAND DATA POINTS
• Presents information in an engaging and
easy-to-understand format (take a lesson
from USA Today)
• Provides valuable content that can easily be
shared
54. THREE REASONS TO USE INFOGRAPHICS
1. Presents information in an engaging and
easy-to-digest format
2. Shareable
3. Cool, fun & entertaining
55. Idea #5
Unmask Your Website Visitors
• Standard analytics measure quantity –
not quality of web traffic
• Know who visits your website:
• Close gap between
web visit and inquiry
• Tailor your content
• Be smarter with your marketing dollars
56.
57.
58.
59. Idea #6 No, seriously.
I don’t want to
share. Get your
own marketing
idea.
61. Idea #6: Get your own idea
Maslow’s Hierarchy of Needs
Self-actualization – personal
growth and fulfillment
Esteem needs –
achievement, status, responsibility, reputatio
n
Belongingness and Love needs –
family, affection, relationships, work group, etc.
Safety needs
– protection, security, order, law, limits, stability, etc.
Biological and Physiological needs
– basic life needs – food, drink, shelter, warmth, sex, sleep, etc.
63. Idea #6: Get your own idea
Radical innovation changes our profession
Innovator “Best” Practice Radical idea
DCI Advertise. Reach and Don’t advertise. Third party
Frequency. endorsement through
media placement is what
matters.
Whittaker Associates Target industries Use math to target likely
businesses.
GIS Planning Hoard (broker) information Give valuable data away so
so businesses will come to businesses will convince
you and you will convince themselves to invest
them.
Littleton, CO Recruit businesses. Use Grow businesses. No
incentives. incentives.
Richard Florida Focus on businesses Focus on creative
professionals
Rebecca Ryan Focus: Today’s leaders. Focus: Tomorrow’s leaders.
Job first. Location second. Location first. Job second.
64. Idea #6: Get your own idea
In praise of heretics
All their ideas
were considered
heresy at the
time.
Now all are
recognized as
model practices
that continue to
push the cutting
edge.
65. Idea #6: Get your own idea
You won’t be popular at 1st, 2nd, or 3rd…
“First they ignore you, then
they laugh at you, then they
fight you, then you win.”
- Mahatma Gandhi
67. Idea #6: Get your own idea
How are you going to stand out?
• There’s a lot of
competition out there.
• This is really hard, so
most people won’t do
it. That’s your
opportunity.
• You are the marketing
solution you’ve been
waiting for.
68. I pity the fool that doesn’t take the
A-Team’s Economic Development Marketing
Advice.
Thank you…
Andy Levine Anya Codack Anatalio Ubalde
andy.levine@aboutdci.com Email ubalde@gisplanning.com
Create a landing page where people can sign up that ties into a specific brand for your ambassadors. Use a software like Social Toaster: It’s a widget that links to your website and allows ambassadors to register their personalFacebook, Twitter, and LinkedIn accounts to share content. I’ll give you an example of how it works.
Next, you send an email out to all your ambassadors.
It then automatically populates their networks
First, you need to publish, relevant copy on your website. This article repurposes the fact that USA Today recently ranked Denver/Boulder as a top 10 City for tech startups. The EDC leads with that, but then also interviews tech companies in the region to find out why they are in Colorado.
Using a software program such as Social Toaster, you can track how many ambassadors you have (Denver has 115); many visits are coming back to your website. The most popular links that your ambassadors are sharing, the ones that bring people back to your site
Ambassadors whose links are getting the most clicks
Andrew Hudson who is a CEO in Denver
Links information/reporting
There is not as much consensus among EDOs as to how to benchmark their marketing efforts. When we asked EDOs how they benchmark their marketing back in 2007, many people wrote in the “Other” choice to say that they did not benchmark their marketing programs at all. We made that its own option this time around, and unfortunately, but perhaps not surprisingly, the top rated benchmarking strategy was “no formal benchmarking”, shared by 20% of EDOs. An essential part of improving performance is measuring performance, so one in five EDOs are missing this key step of successful marketing.
Jonathan Bittner from the Anchorage Economic Development Corporation provides some suggestion. “The new model in our office is: if you can't track it, don't do it”, he says. “With e-newsletters we can see who opens it, which links they click on, how long they stay on the article, if they forward it to someone else, etc. Same goes for our website content. The only thing I can measure when I send out a print piece is what time it's picked up by the postal service and how much it costs me to send it out.”Jonathan Bittner, http://www.linkedin.com/groupItem?view=&gid=1785140&type=member&item=88674347, January 15, 2012
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers. Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote. Create smart, HELPFUL content and put it in places and formats will it will be found. Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information. A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.