Timeline and Summary

Timeline

The sequence of these strategies can be done as follows, if you plan to work your campaign alone I recommend optimizing your website first because this may take you the most time.  If you have a team working with you my recommendations is to split each task up with your team.

Summary

I appreciate the opportunity to present these ideas to you and looking forward to discussing these ideas with you in person.

Thank you

Evelyn Decker

Tracking and Analytics

Tracking and Analytics



In order for your web campaign to work it is important to track and analyze your campaign which will allow you to identify what’s working and what is not, for example you can analyze if Facebook is helping increase donations.  So it is recommended adding the analytics programs provided by all the major search engines.  These tools provide metrics that can be used for a Facebook account, email marketing, and search engine optimization.   The objective is to track and analyze the following;

 Search Engine Optimization

Visits to your site

Unique visitors

Page views

Length of visit

Keyword phrases

Social Media (Facebook)

Number of “likes”

Donations through Facebook

Number of “likes” on specific posts, such as events

Email Marketing Recommendation

Email Marketing Recommendation

Email marketing is a tool that can be used to build loyalty, trust, or awareness, as well as to request donations.  The advantage of email marketing it’s significantly cheaper and faster than regular mail and almost all of America internet users check or send emails daily.  My recommendation is to include email marketing in your campaign which will bring awareness to your cause as well as bring in more donations.  There are a few ways you can go with this type of campaign, you can either purchase email marketing software or use an email marketing service.  With an email marketing service you can get a 60 day free trial to see if this is the way you want to go or if it will fits into your budget.

Tracking and Analytics to follow.

Social Media (SM) Recommendation

Social Media (SM)

Social media has become very big where millions of people are using some sort of social media where you can reach people all over the world.  My recommendation is to use one of the social media tools such as Facebook.  The benefits of having a Facebook page will allow you to connect with companies, foundations, and individuals and it will also help spread awareness to your cause.  The objective is to increase traffic to your website, outreach to your clients, create buzz about events and information, and help raise donations.

Creating a Facebook page is an easy process and the budget for this task is zero, and it will take just a minimum amount of your time to create your page.  You can decide how much time to spend on the up-keep of the page as well as assign someone to manage your page.

Third recommendation to follow.

Search Engine Optimization (SEO) Recommendation

Search Engine Optimization

Search engine optimization is a cost effective means of bringing traffic to your website so it is important to rank high in the results of major search engines, such as Google, Yahoo, and Bing.  My recommendation is to submit your website to all three major search engines and the objective is to rank in the top 5 or top 10 sites.  This means when someone does a search for a giving topic their site will appear in the top 5 or top ten listings of the search results which can bring in more donations.  In order for this task to be effective a strong keyword list must be created in order for the search engines to find your site.  Currently your site has some strong keywords that can be used for example, “Feed needy families in CT” and “Children’s Food Pantry” and each search engine has a keyword tool that can be utilized.  

The requirements to submit your website and build your keywords is a very easy process and the budget for this task is zero, the only thing is needed is a bit of your time.

Second recommendation to follow. 

Unit 10 Final Assignment

Horace Bushnell Web Marketing Action Plan

Mr. Smith, after conducting a marketing campaign for your current website there are several recommendations that I like to present to you.  Although your current website is well written it is a challenge to track any traffic (visitors) to your site.  There is currently no way for your members to get communicate with you and other members.  After reading your mission statement to provide adequate food, clothing, and educational services to needy families, I believe my recommendations will help you take advantage of the opportunities available to you that can be launch with a limited budget.

What we are trying to achieve is increase your organization’s website rankings on search engines, concentrate on efforts of increasing donations, and build a community of advocates sensitive to your cause.  A strong internet presence can foster positive associations with companies, foundations, and individuals.

One of the three recommendations to follow.

Analytics,Tracking, and Making Money

Analytics - Stats

Analytics Features (AdSense)  using this feature you have three options Posts, Traffic Source, and Audience. I would use traffic source and audience features to see what is working and what is not working for my blog as well as what advertisement is working best for my blog.  The stats provides information for your post and pages, for traffic source it shows stats for referring URLs, referring sites, and search keywords, for audience it shows stats for page views by Countries, page views by browsers, and page views by operating systems.

How to Generate and Track Revenue

First you would have to sign up for Google Adsense account which is Google’s content – targeted advertising program.  Once approved you create ad units and Adsense works by matching text and image ads to your blog based on the contents and visitors.  Ads are created and paid for by advertisers who want to promote their products.

Tracking Revenue Earnings – another feature of Adsense is performance reports that allow you to customize reports to view earnings by page views, ad requests, matched requests, and individual ad impressions.

Note: This is a class assignment
Evelyn