This time on the CONSOLE project blog we want to tell you the secrets of the website’s success in the dissemination and communication process.
The CONSOLE project website is framed in Work Package 6 (dissemination and outreach) and its main objective was to enhance the impact of the project towards Public Administrations, stakeholders (farmers, agricultural associations, research groups, etc.) and society in general.
A problem arose since traditionally in research projects (national, European and non-EU), the web page appeared as a static element where only the composition of the research groups that were part of the project, of the study areas that were included, and relevant documentation such as deliverables.
Potential stakeholders do not have the ability to guess that the project exists or where they can find information. Therefore, it is mandatory to publicize the work that is being developed through digital channels (Internet).
There was no doubt that we should resort to implementing a digital marketing strategy based on offering quality content.
We got to work
The first thing we decided to do is create a web page that, due to its own structure, would allow us to position ourselves in the main Internet search engines, such as Google. To do this, we develop the web platform with a simple code that will allow fast loading. It is recommended that web pages load in search engines in less than three seconds.
Another key to having a presence in the first searches of users is to offer quality content. And to carry it out, a publication calendar, which has changed according to the tastes of the users.
What better way than to publicize this content than through social media (facebook, twitter, LinkedIn). It is essential to create profiles on the main social networks. Each social network has a specific audience, so we thought about attacking as many audiences as possible: Facebook, Twitter and LinkedIn were the chosen social networks. What’s more, we developed a plugin so that blog posts will be published directly on social media (after a review process to avoid hackers).
Other tools were the creation of an e-newsletter where users could register; Email marketing strategies, which have worked perfectly in the call for meetings; leaflet development, etc.
A restricted area
We have commented that the CONSOLE project website must be a page with life. That is, it has to be managed by both users and project partners.
In the second case, a private area was developed where members could access private information, such as the Office templates used for the various presentations. Potentially, this area is prepared to install internal communication elements between partners.
Success was guaranteed. Since its birth, the number of visits has skyrocketed. Through the use of web analytics, we have been able to know which are the preferred contents by users, at what time of day they visit us, the number of visits by localities (countries, regions and cities), etc.
Once again, technology has democratized research, making it reach everyone in a fairly simple way. For this reason, we must encourage all research projects to be accompanied by a digital marketing strategy, rather than a simple website or profiles on social networks in which we publish in a timely manner.