8 online strategies to grow your downtownsh course
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8 Online Strategies to Grow Your Downtown
Steve DailyCEOTownConnection.com
8 Online Strategies to Grow Your Downtown
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
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
What the Web was supposed to look like
Identify and addresseach audience
• Local residents• Visitors/tourists• Existing local businesses• Prospective new businesses
Do not lump businesses with consumers
Home
Local residents
Existing businesses
New businesses
Landing pages
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
Google Analytics
Google Analytics
Who needs a Web site?
Inbound link campaign
YouWikiped
ia
ChamberMedia
Town
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
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
Email newsletters
Email Delivery Metrics
Not-So Interactive Community Calendar
Community calendar
An easy way to add events to calendars.