How Economic Development Websites Can Increase Digital Marketing ROI
19 Jul 2021
News, Website Development, Marketing
When it comes to bringing money into your community, your website is the most important component of your marketing strategy. And economic development websites can increase your digital marketing ROI. Design is key, but content is king. Content marketing, done right, can give your economic development organization (EDO) ongoing search engine prominence while elevating your community's value propositions in ways that will yield benefits for years to come. On the flip side, a site that's not up to par will be a big liability. Many factors will affect your website's return on investment. Here is a list of key items you'll want to consider.
How Your Website Can Increase Marketing ROI
Make Data-Driven Decision-Making Easy
If your data is timely, tied to the site selectors' goals, and presented in a way that's easily understood by stakeholders, it will give them more trust and confidence in your community. Here are some pro tips:
- Distill your most meaningful data into granular elements whenever possible.
- Present numbers in a visually pleasing, contextualized manner.
- Make the facts easy to find.
- Update in real-time, or as close to real-time as possible.
Showcase Your Incentives
Incentives are enticing. Your site should make it easy for visitors to see everything you have to offer at both local and state levels. Make the information clear and comprehensive, and include a call to action (CTA) that invites them to reach out and learn even more.
Take Site Visitors on a Compelling Virtual Tour
If a picture is worth 1000 words, a virtual tour is worth many thousands. Showcasing your community in a cinematic manner tells site selectors three important things:
- Your community is worthy of a showcase.
- You're committed to doing business.
- You respect their time.
Share Success Stories on Every Level
Inspire. What strategic advantages have some sectors found? Who are the leading employers? Don't forget your own EDO success stories in the form of awards, completed, and more. Keeping site selectors in the know is a great way to make them feel a part of the community and acquainted with other business owners before they pay their first in-person visit. (P.S. You don't have to write this content on your own. We are here to help!)
Make Real Estate Relateable
The more photos, virtual walk-throughs, and overall context you can present by way of maps, commuting time, and other data, the better.
Build a Following Through Social Media
Utilize this two-way street by using social media to drive traffic to your website while utilizing your website to build your social media following.
Be a Thought Leader
What progressive incentives and projects are taking place in your community? Telling those stories online can be the catalyst that puts your location on site selectors' radar worldwide while turning the people behind the initiatives into thought leaders. Everybody wins!
Today, more than ever, site selectors will visit websites to screen locations long before they pick up the phone. You need a website built specifically to attract qualified visitors and generate inquiries. The right online presence will draw them in a keep you at the top of their list.
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