For government communicators and IT professionals, driving traffic to the website is one clear metric that can be tracked and analyzed over time as a measure of success. And, with Google Analytics and similar tools, you can point to increased Web traffic as part of your success as an IT professional or communicator.
But in this era of digital noise, you can’t trust that simply building a good website will produce the traffic you want. If you work for a larger government organization or program you may have the budget to run a massive advertising campaign to attract visitors to your site, but if you’re like most public sector organizations and programs, you’re faced with decreasing budgets and a strong push to drive mission goals and prove value.
That’s why we believe in not just promoting your website and the content you have for the public, but also in the need to build direct digital connections with your stakeholders and nurture a relationship with them over time. That’s where digital outreach can really impact your goals in clear and measurable ways. In a recent Washington Post article on Healthcare.gov, the reporter found that:
GovDelivery…was the number-one source of referral traffic to Healthcare.gov in September and October. That means when a user came to Healthcare.gov from a link on another site, that site was frequently Govdelivery.com — more often, even, than the websites of Medicaid, the White House, and the Department of Health and Human Services…[So] all that traffic to Healthcare.gov from GovDelivery? It came through…email…Not Facebook, which accounted for roughly 2.6 percent of traffic. Definitely not Twitter, which drove only 1 percent of Healthcare.gov’s visitors to the site…
In addition to being the number-one referrer to Healthcare.gov, the service has also managed to sign up more than 1 million subscribers for the Department of Health and Human Services’ ACA email list, a company spokeswoman said. (The department’s goal is 7 million.) [emphasis mine]
The folks in charge of running and maintaining Healthcare.gov and the marketplace recognized that they needed not just a one-time hit, but a true digital connection to communicate with stakeholders on a continual basis. Since 85% of adults with a household income of less than $30,000 and 93% of adults with a household income between $30,000 and $49,999 use email, according to the Pew Internet & American Life Project, it only made sense to connect with those stakeholders through digital channels.
But what does this mean for you? To start, do you know how engaged your stakeholders are with your communications? Does your website get the traffic you want it to? If individuals come to your website to seek out more information, do you know if they are coming back to check out your new content? Are you reaching all of the stakeholders you want to be reaching? These questions are inextricably linked. Reaching more stakeholders enables you to drive more website traffic, just like Healthcare.gov. And by allowing stakeholders to sign up to receive specific topics through digital channels they prefer, you now know what’s important to each individual and how they want to receive it, so you can proactively communicate relevant information when there’s something new to share. Over time, these interactions deepen your relationship with stakeholders and help build trust.
Thankfully, if you’re a GovDelivery client already, you’re in good hands. The Washington Post also reported that:
GovDelivery definitely falls in that “digital outreach” sphere…[it] is the contractor that powers just about any email alert you get from a federal (and in many areas, local) government agency. Think weather alerts, emergency notices, small business newsletters — those are all run through GovDelivery…
With more than 1,000 government organizations of all sizes across the US, UK, and Europe currently using the GovDelivery platform to connect with more than 65 million stakeholders worldwide, we’re ready and excited to help you build and maximize those stakeholder connections to meet your mission or program goals and drive real value.
For more strategies & tactics you can implement easily check out our recent Essential Digital Strategies Guide for Government Communicators . Or contact your Client Success Consultant to find out what you can do with the GovDelivery platform to boost your outreach.