8 online strategies to grow your downtownsh course
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8 Online Strategies to Grow Your Downtown
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Steve DailyCEOTownConnection.com
8 Online Strategies to Grow Your Downtown
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Connecting neighbors Community groups Local businesses
+ +
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Overview
Scientific poll1. Identify and address each audience2. Define and measure conversions3. Who needs a Web site?4. Inbound links5. Search engine optimization (SEO)6. Social media7. Email newsletters8. Interactive community calendar
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Scientific poll
• Dedicated Web site
• Have access to metrics about visits to Web site
• Have Facebook Page and regularly update it
• Regularly Use Twitter for your program
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What the Web was supposed to look like
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Identify and addresseach audience
• Local residents• Visitors/tourists• Existing local businesses• Prospective new businesses
Do not lump businesses with consumers
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Home
Local residents
Existing businesses
New businesses
Landing pages
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Focus on Conversions
Your Web site is not for information
Conversion:A measurable, positive outcome of a Web site visit
Examples of conversions• Email signup• Volunteer signup• Donation/pledge• “Contact us” form submission• Facebook ‘Like’• Twitter follower
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Google Analytics
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Google Analytics
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Who needs a Web site?
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Inbound link campaign
YouWikiped
ia
ChamberMedia
Town
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Search Engine Optimization
• Useful content• Update often• Keyword use in page titles and headings
BAD: About Our TownGOOD: About LousetownBETTER: About Lousetown Montana
• Inbound links
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Social Media
• This is how more and more of your audience gets its news
• Find and reach out to the “influencers” in local social networks
• Add helpful comments to their pages, and they’re more likely to notice and talk about your work
• Recognize that social media still has limited reach
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Email newsletters
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Email Delivery Metrics
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Not-So Interactive Community Calendar
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Community calendar
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An easy way to add events to calendars.
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