In my last blog post I provided a new way to FDI project acquisition. This time I summarize your questions and try to answer them publicly. This FAQ will be updated regularly.
Q: Once you produce all this great information, how are you getting it in-front of site selectors and corporate decision-makers? If you post these things on LinkedIn Corp. Real Estate groups they will flag it or block you from the group.
A: That's right - if I posted destination related information on real estate and/or economic development groups of LinkedIn, they would flag it as a spam. But I recommend to share this content on target industry related groups. Economic developers or real estate developers are not target groups for most locations, but advanced manufacturing, automotive, IT or global business services industries etc. Share your content in the numerous niche industry groups of LinkedIn and corporate professionals (potential site selectors) will find it.
Q: What is the relation between content marketing and search engine optimization?
A: Some years ago, search engine optimization was the nr.1 internet marketing technique. But search engines (like Google or Bing) and also web searchers (site selectors) want real answers for their inquiries: relevant content related to search terms. Content became the king, and it was the rise of content marketing. Learn more about it here: The fabulous search engines and your city branding
Q: That's not clear what is an investment destination (to blog about) and what is a location in your guide?
A: In my experiences, site selectors select in the first round countries or regions, like Eastern Europe, the US West Coast or Germany. They start to collect information about these larger geographical regions, and select smaller locations within the larger region based on the collected information. When you are a city in Germany, you should provide information about the whole country (Germany), highlighting your city's strength. In this example, Germany is the investment destination and your city is the location.
Q: Data-driven storytelling? How can I promote my location with boring numbers only?
A: In the 20th century, marketing was a non-numeric discipline, a kind of art. Marketers were a little bit life artists, and advertisements were not a trustful source of information. In the age of Big Data, marketing became a data-driven discipline, the future marketers will be data scientists. The theory is simple: nobody is interested in hyping marketing messages, but data supporting the buyer's decision. Support your buyers' decision making process with useful data, and buyers (site selectors) will appreciate your effort.
Do you have further questions? Do not hesitate to ask it - publicly or privately (csorjan @ businessparkinsitute.com)