Chances are your EDO is online. But when it comes to your organization’s website, how would you describe it? One that’s simply online, or one that’s vibrant and engaging? In today’s world, the latter is crucial for economic development websites to succeed.
Whether it be SEO, SEM or IA, your EDO can benefit from search marketing. SEO, or search engine optimization, is the process of getting pages listed highly on search engines – organically and with no cost. There are many aspects to SEO, such as the words, tags, and titles used, and when combined it can can be largely attributed to the success of many website visits.
In addition to SEO, your website can get noticed through other search engines through SEM, search engine marketing, for a price. SEM is a form of marketing that increases visibility in search engines through paid advertising and from services such as Google AdWords and BingAds.
Have more time to devote to search marketing and interested in spending less? Improving your website’s IA, or information infrastructure, might be a good way to go. IA makes your website more user-friendly, meaning people can easily navigate and, chances are, will spend more time on your site. Your community’s website is your most powerful marketing tool. How users are interacting with your content and site are changing, as well as the way they get their information through a variety of devices, including desktops, laptops, tablets and phones. Help reach your users wherever they are and boost your search engine results at the same time.
While search marketing is an important aspect of your EDO’s online strategy, it’s important to also remember that social media plays a large part, too. As one of the most cost effective digital strategies, social media allows your organization to reach prospects and customers near and far, and all in real time. It also allows economic developers to join in conversations and engage with users. LinkedIn is generally the most popular social media outlet for EDOs, but depending on what is being marketed, other platforms such as Facebook, Instagram and Pinterest may also be useful. Understanding who your organization is trying to reach is key.
There is a plethora of ways for EDOs to market themselves online. But do you know how to stand out against the competition and create an engaging digital strategy? IEDC, in partnership with Atlas Advertising, is offering an in-depth series of webinars on utilizing digital marketing for economic development. Join us for our upcoming webinars and learn how your EDO can stay competitive in the global marketplace!
November 24: Using Big Data to Tell the Right Story