How Integrated Digital Innovates EDO Lead Generation – Part 2
Part #2 of 4 - How Audience Behavior Has Evolved
How Economic Development Organizations (EDOs) attract qualified leads has changed significantly because integrated digital communications have dramatically changed how people find, use and share information. EDO Leaders who embrace and leverage these changes can outdistance their competitors. This is the second in a four-part series of articles detailing how digital marketing has reinvented EDO Lead Generation. Article 1 addressed how branding has changed. This article addresses how your audiences have changed.
Digital innovations have empowered users to dictate how information is found, distributed and consumed. They actively engage with brands and demand customized services. Successful organizations listen and respond. Today’s audiences and prospects are more informed – about you and your competition.
Audience Search Behavior has changed.
How your webpage ranks in Google is critical and new human behavior has changed how search engines determine ranking. Years ago, keywords on the page were the calculation used in ranking. Now, more conversational searches, voice search, the presence of social network links, images, videos (all things consumers now want) affect ranking. Most brands give up on SEO and buy all of their traffic. Paid search advertising (keywords, banner ads, etc. on search engine results pages) accounted for roughly $35 billion in 2016 according to the IAB (International Advertising Bureau). You can organically rank your brand in Google without having to buy all your traffic to the site. Ask us.
Changes in online audience behavior require updated Content Strategies and distribution.
To engage prospects, community partners, and stakeholders, content strategies must be up to date and that means significant changes within the last year. “One size fits all” websites no longer measure up to new standards for content consumption, branding, and engagement.
Prospects Have Higher Expectations and Shorter Attention Spans
Audiences respond to headlines that grab their attention. Brands must monitor and listen to their audiences to focus on providing the right content for brand engagement. Users are no longer satisfied with long lists of information or drop-down menus. Audience demand for headlines, bite-size interactive content and video continues to rise. There is a right way to achieve this and turn a normal website into a content marketing and branding machine. If you have a menu style website you will need to update to the right content model for distribution.
Personalized Content is King
Content must be timely, geared to specific personas and tailored to their needs; quick, catchy headlines with an image and then click-to-more if they want it.
Users want bite-size headlines and to control the amount of additional details they need. The enormous amount of information available has resulted in audiences now wanting more condensed, bite-sized, interactive content and video.
Your digital audiences actively search for information through multiple online platforms and channels, such as Google, Facebook, YouTube, Twitter, LinkedIn, News Sites, Blogs, and many more. Almost 60 percent of Google searches are now done on a mobile device.
Engaging and Telling the Brand Story Online is Important to Winning Business
Progressive EDOs have a content strategy for engaging their prospects and audiences where they spend time, in the many various social networks. What matters most is providing value to your audience. Value generates attention, social shares, raised brand awareness, trust, engagement, and sales.
Four audience-mandated requirements in content strategy are: mobile compliance, search engine compliance, presence in social networks, and content formatted for new consumer tastes and demands. These requirements are dictated by how digital audiences want to (and do) consume information and they need to align with a comprehensive digital strategy.
To learn more about how Digital Lead Generation can improve your prospecting and blunt the competition, contact USDM DigitalTM at firstname.lastname@example.org for a complimentary initial consultation. We’re subject matter experts in digital strategy and easy to talk to.
Next in our series on How Integrated Digital Innovates EDO Lead Generation
Look for these articles soon:
Part #3 – How Mobile Dominates Information Exchange
Part #4 – How Social Networks Changed Content Consumption
For those attending the IEDC Annual Conference in Toronto in September, be sure to attend the USDM Digital™ presentation “Beat Your Competition with Superior Lead Generation!” at 2:15pmTuesday, Sept 19th and get a Sneak Peek at the First Ever Competitive Report on Industry Lead Generation.
IEDC Program Session by USDM Digital™ – Tuesday, Sept 19th at 2:15 pm
Beat Your Competition with Superior Lead Generation!
Learn How to Build a Game-Changing Digital Strategy.
Effective lead generation equals more opportunities for your community. In this valuable workshop, you will learn how to strategically align technology and your team to create a data-driven lead generation machine. Social media, your website, online advertising, mobile, and search engines are all good tools- if you optimize them. Learn how to integrate them seamlessly to supercharge your economic development efforts.
• A Sneak Peek at the First Ever Competitive Report on Industry Lead Generation
• New Integrated Digital Marketing at the Leadership Level (Strategic Level)
• Actionable Insights from Industry Leaders
- Leah Woolford, Founder/ CEO of USDM Holdings Inc, USDM Digital™, Orange142, and 2020 Strategy Group
- Tracye McDaniel, Founder/ CEO, McDaniel Strategy Ecosystems, LLC
USDM DigitalTM is a consultancy and marketing services company developing highly effective strategies in the public sector for travel and economic development, having worked with more than 110 destinations. USDM DigitalTM works in the private sector for travel, retail, luxury lifestyle and consumer product companies. The company creates impact through business insights, branding, customer engagement and digital advertising. USDM DigitalTM is a trademark of USDM LLC (Universal Standards for Digital Marketing, LLC) which has an Austin, Texas headquarters, a Canadian office in Toronto, Ontario and a global reach with clients worldwide. www.usdmdigital.com
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USDM DigtalTM has applied digital strategies to business practices for more than 20 years. The company can identify, reach, engage and motivate target customers in a highly competitive marketplace to drive conversions. Performance measurement and value creation are a focus of every USDM DigtalTM program.