Unmask Your Website Visitors and turn them into investment leads with Prospect ID. Find out how to change the game for your community.

Transcription

1 www Unmask Your Website Visitors and turn them into investment leads with Prospect ID. Find out how to change the game for your community. See which businesses visit your website and what they looked at. Find out which marketing campaigns are working.

2 Economic Developers are Asking Tough Questions: Is an interested company investigating my website right now? Are my marketing campaigns attracting the right target audiences? Is it possible to know if a website visitor is seriously looking at our community? Can I improve the way in which I share my results with my leadership? Is my website producing a return on our investment? Can my organization save money by generating leads online? With Prospect ID ALL of these questions and more can be checked off YES! Immediate knowledge Know in real time when someone is engaging with your community. Marketing campaign effectiveness See which businesses are responding to your campaigns. Identify business leads Identify real investment leads and know what they re interested in. Reporting of results Data can be easily generated in ready-to-view reports. Measurement of ROI Marketing programs become dynamic and flexible. Cost savings Low-cost programs that save time and produce results. Page 2

3 Use Prospect ID to Spot Opportunities NOW With Prospect ID, economic development officers can see, in real time or any time when a visitor investigates the investment attraction website. Here s how! 1. When you open Prospect ID, the Launchpad appears. To see what is happening today on your website, click on the date on the right side of the Week-At-A-Glance chart. Instantly, up pops a searchable list of your web visitors! 2. On the left side of Launchpad is the Lead- Caster icon. Click on that to identify the most recent business visitors to your website. 3. Is your community being mentioned in social media? Click on the Social Media icon, also on the left side of the Launchpad, to monitor social media mentions and traffic. 4. Click on AdCaM from the Launchpad to check on the performance and ROI of your marketing campaigns. That s how simple it can be to spot your opportunities right now. Four clicks will give you an immediate, and more complete, view of your investment prospects than you have ever been able to have. In short: Yes! Unmask those visitors! Page 3

4 Should You Be Watching Your Website Every Day? Would you like to know which businesses came to your site, how they got there and what pages they looked at? Site selection has changed The old world of economic development is gone. In the past, the sales cycle for attracting prospects to a community was slow and predictable. Site selectors took their time to evaluate a community s suitability by means of correspondence, site visits and decisions made according to long-term plans. Opportunities keep shifting The new economy has changed everything. Opportunities come and go very quickly. Obsolescence is a constant threat. And the web makes it possible to gather data, establish contacts and compare competing communities in less time than it takes to organize a committee meeting. Communities compete every day and every minute If you re not on top of the fleeting opportunities in this networked world, how can your community be competitive? Your #1 marketing tool The website is the first place that location professionals and business leaders go for information about a community and its assets. Your #1 lead generation tool Your website is one of the best resources for generating qualified leads, but only if you can identify who those visitors are, where they came from, and what they are looking for. Quick, real-time access to web traffic information Prospect ID can produce this information for you automatically, without the need for expertise or time-consuming procedures. Your competitive advantage With Prospect ID you have have day-by-day, hour-by-hour evidence of the sources of interest in your community. This gives you a powerful new competitive advantage. Page 4

5 Are Your Campaigns Effective? Prospect ID can tell you simply and easily if your marketing campaigns are attracting targeted people to produce the results you want. In just three clicks! It s simple and easy to use Prospect ID to see how well your campaigns are working. If you discover that visitors are not going where you want them to go, you can adjust your campaigns accordingly and watch what difference that makes. Best of all, you can act in real time to maximize the value of each campaign as it is unfolding. Here s how! 1. From the Launchpad, click on AdCaM. Immediately you will see the Campaign Summary page. You can tell at a glance how much activity is being generated by each campaign. You can dig for as much detail as you wish, compare traffic rates over time and generate reports on conversion rates. 2. Click on Popular Pages at the top of the Launchpad. You will see a chart showing which pages of your site are generating the most interest. If your current campaign is hitting its target, the target pages will appear at the top of this list. Now you can investigate details and compare results. 3. Which websites or social media services did you use as your campaign vehicles? You can see which ones worked best for you by clicking on Referral Links from the menu items at the top of any page. You can tell where inquiries came from and what pages those visitors chose to land on. Page 5

6 Investment Attraction Campaigns At Work Identify landing pages Campaigns typically draw people from target audiences to a website landing page. The campaign should set goals for where a visitor landing on that page is going to wind up and what actions she will take; for example, your Business Parks page or your Contact Us page. Adjust on the fly If visitors follow the path laid out in the plan it will become evident by monitoring Prospect ID analytics. If they choose another direction in significant numbers, there is something wrong with the breadcrumbs you ve designed for them to follow. You can make appropriate adjustments and measure how well they work. A living marketing plan! Many investment attraction campaigns unfortunately rely on data that is old and static. Prospect ID enables you to gather and respond to real-time data, so you can be instantly responsive to social and economic shifts. Understand trends Yfactor s Prospect ID Plus package monitors the trends revealed by your marketing campaigns analytics and delivers quarterly recommendations to help continuously improve your results. The Premium package offers custom-designed campaigns to implement the recommendations and maintain dynamic activity in your key markets, so you can maximize the return on your marketing investment. Economic development organizations can discover a treasure trove of information about their investment attraction campaigns by using the website analytics in Prospect ID. Access to this kind of data can make your marketing campaigns dynamic and continually responsive to target audience behaviours. Page 6

7 Identifying a Real Lead Prospect ID turns your investment attraction website into a lead generator by identifying when a company engages with the site. It lets you better understand the breadth and depth of each visitor s interest and the amount of time each visitor is spending to investigate your community s offerings. Economic developers do not have time to gather and analyze raw data generated by website traffic. Yet they need to distinguish between casual visitors and those with genuine interest to avoid wasting time making fruitless contacts. Prospect ID solves this problem by automatically identifying visitors that show promise. Once again, a few seconds is all you need. 1. From the Launchpad, click on LeadCaster. Up pops a list of business visitors who have been to your site recently. LeadCaster filters out individuals without a company affiliation; its purpose is not to intrude on personal activities, but to identify companies who appear to be investigating your community for business purposes. 2. Examine the list for time and frequency of visits. You will see statements such as Last Active: 13 Hours Ago. You can also see which pages your visitors looked at. 3. If you wish, set an alert so you will know when that company is visiting your site next time To help distinguish between a casual visitor and a tangible lead, try filtering leads by the pages they visited, for example your Site and Buildings or Incentives page. To filter leads by pages visited: From LeadCaster, select Lead Search. Select the parameter Page Viewed, start typing the page name, and select the full name from the drop-down list. Optionally select a date range. Click Go! 5. To learn more about a company name you don t recognize, follow up within LeadCaster to search Google, LinkedIn, and business databases for more information. You can learn about companies locations, industry, size, and more. 6. Make plans to contact the company in the near future to inquire if they are interested in your community or would like to receive more personalized information. While you won t know which individual visited your site, you can get a good idea of their department or job function from which parts of your website they re interested in. A simple call to the company asking to speak with the relevant person can lead to a deeper relationship and will improve the chances of that company locating in your community. Page 7

8 Reduce Prospecting Cost with Lead Qualification Sales calls are costly Researchers during the past decade have estimated the average cost of a business sales call at $300 to more than $400. That s just one call and economic developers know that successful pursuit of an investment attraction prospect takes many, many calls. Reduce cost by pre-qualifying It is more important than ever to qualify web visitors before calling, to identify them as leads or strong prospects. You can do that automatically using Prospect ID. Prospect ID is a powerful tool for turning high-value, anonymous website visitors into leads and for gaining key insights and customer intelligence to help improve sales and marketing effectiveness. Use analytics to pre-qualify Do you know which businesses are visiting your website? Do you know what investment related information they are looking for? Do you know how they found your site and what specific pages each visitor viewed? Know about a prospect s interests... before you call Answers to these questions give you the ability to qualify leads. By consulting the easy-to-read charts in Prospect ID, an economic developer can penetrate deeply into the facets of a website visit to identify the type of community and industry that the visitor comes from and what she wants to know about. Increase Results Armed with this information, the EDO can re-engage with that visitor with greater chance of receiving a positive response. Page 8

9 Sharing Your Results With Your Leadership Economic development professionals are frequently challenged to demonstrate that their efforts are producing returns on investment. Prospect ID lets you unmask your website visitors and then share the data easily and quickly. What data is available to support you in showing that your campaigns and communications are helping to make your community economically competitive? Prospect ID has the answer. Here s just a few of the numerous reports it produces automatically, in attractive formats that are ready to be displayed in public: 1. Lead History In LeadCaster, click on the drop-down Lead History menu at the top of the page to generate a list of companies visiting your website according to the number of page views. The most actively interested companies will appear at the top. Produce a report on a quarterly basis and share it with your management, council or board. 2. Lead Search Also in LeadCaster, pull down the Lead Search menu, select to search by Page Viewed and discover those companies that were most interested in certain aspects of your community s attractions and characteristics. 3. Visitor Activity Clicking on Visitor Totals at the top of the Launchpad page will produce a report that enables you to demonstrate how many people have come to your site within a specified period of time, and what the visiting trends have been. 4. Referral Links Another Launchpad icon produces a chart to show which websites are sending the most people to your site by means of links. This information will let you see which directories, banner ads or marketing campaign investments are producing the best results. Page 9

10 Saving Money and Improving ROI The website is the first place that location professionals and business leaders go for information about a community and its economic assets. That makes a website one of the best resources for generating qualified leads, saving economic developers money and improving the return on investment. Your website traffic is loaded with data Prospect ID turns your website into an unlimited source of data about existing and potential economic drivers in your community and the effectiveness of your organization in meeting their needs. Find out who is visiting Compare the goals of your marketing strategy to the data presented by Prospect ID. Are visitors under-represented from some industry sectors, or geographic areas, or types of companies? Intelligence enables smart action Having this information enables you to take corrective action and demonstrate initiative. You can identify what marketing projects could be undertaken to better align your program to the goals of the strategy. If you need to make a case for change, to your council, your board, or your staff, data from Prospect ID can support you in delivering to a solid business case. Respond to trends now, not when it s too late Perhaps best of all, Prospect ID gives you upto-the-moment data and thus reduces the time required to identify website leads that can be developed into converted projects. No longer do you need to hope that your campaigns and personal contacts will one day result in qualified leads. Your website will tell you as soon as it happens if you re watching. Quickly analyze website traffic using easy-to-read charts. Identify not only what opportunities to pursue, but also what opportunities you may be missing. Track website engagement to see if your website is performing to capacity and whether the money invested to date is driving tangible results. Page 10

11 Prospect ID: Taking the Next Step See It. Book a 20 minute web-based intro meeting to see what it looks like and how it works. Go to or Brian at bbajohr@yfactor.com. Try It. Buy It. Just let us know that you d like to try Prospect ID and we ll get you set up. It s quick and easy. Basic 14 Day FREE TRIALS are currently being offered and are an excellent way to find out if Prospect ID is right for your organization and your community. BASIC Software setup, training & support Identify business names Campaign performance, basic stats Quarterly traffic analysis Sector traffic breakdown Recommendations to increase traffic 4 targeted campaigns 1 SEO program 1 social media campaign Page 11 PLUS PREMIUM Prospect ID is offered in three packages and can easily be added to your existing economic development website whether it is a standalone site or part of a larger municipal website. Includes all software, integrated reporting as described in this document, as well as set up, training and technical support. Plus All Basic features, and: Quarterly data analysis and investment attraction marketing recommendations report developed by professional economic development marketing consultants. Premium All Plus features, and: Marketing implementation to impact change including custom , search engine and social campains designed and managed by award-winning economic development marketing firm Yfactor Inc.

12 Benefits of Prospect ID 1. More efficient outreach Focus your efforts by working with prospects that are currently and actively interested in your community. 2. Better measurement Understand, and report on, which businesses you attracted to your site, how they got there, and the actions they took. 3. Smarter marketing Know what marketing works, then direct limited marketing budgets and time to reduce costs and improve ROI. About Us Experienced, strategic and collaborative, Yfactor is a marketing and communications firm that delivers strategic consulting, creative design and technology products and services. We have worked with economic developers, tourism destinations and municipalities in 14 states and provinces, consistently delivering effective solutions that make a tangible economic impact. Marketing & Communications Strategies Business, Tourism, Resident Attraction Branding and Creative Websites and icms Contact Us Brian Bajohr x501 bbajohr@yfactor.com Strategy + Design + Technology ProspectID Unmask Your Website Visitors Page 12