4.1)
Search Engine Optimization (SEO) – Content is king and keywords are queen! (Suhubring 2010). SEO efforts will help me increase visibility. More visibility creates more presence, which in turn converts to search engine performance, thus becoming an advantage for me. These efforts will contribute towards my objective of brand recognition. Monitoring the amount of traffic, referrals, and unique visitors from search engine queries will help me achieve my KPI target.
In terms of metrics I will use the majority of Google tools.
- Webmaster – use to track visibility. Help monitor robots, spiders, crawlers, indexing, queries, html text and etc.
- Analytics / Adwords - help me measure website traffic and keywords.
- Trends – monitor keywords – popularity, search trends.
- Insights – help me monitor search behavior.
- Site-map generator
Social Media and Viral Marketing (SMO): Creating spaces to share my content will allow me to build and foster relationships through community increasing my objective of brand awareness and webinar participation. My engagement and participation within these communities will hopefully influence others to act. Action through polling, commenting, joining, sharing, embedding, subscribing and etc will contribute towards my KPI targets.
Metrics
- Traffic
- Comments, tweets, posts
- Track RSS Subscribers
- Testimonials & Referrals
- Industry Expertise
- Follower / Customer Feedback
Promotion and Public Relations: Relevant exposure as well as referrals to my site through linking and/or tagging will foster traffic as well as value for my brand, which is my primary objective. The leads generated from these sites will help me achieve my target KPI.
Metrics
- Clip counting and media impressions
- Accuracy of coverage
- Comment / post ratio
Email: This channel will be used to keep clients and others informed about the company, such as its products, services and webinars. The number of people who request information and accept webinar invite and other offers via email click-through will determine KPI targets.
Metrics
- Subscribe rate
- Open Rate
- Click-through Rate
- Response Rate
- Unsubscribe Rate
4.2a.) Agape Multimedia Production Ministries primary objective is to communicate and cultivate reel hope. Therefore we will value our conversion efforts based on the number of people joining our website, following us on a social network, signing up for email subscriptions, and participation in webinars.
CV: System of Points
- Join our website / Follow us through social networks – 1 pt
- Comment / Post – 1pt
- Subscribe to email / RSS – 2pts
- Open email – 2pt
- CTR – 5pts
- Response Rate – 10pts
- Attend Webinar – 15pts
4.2.b)
| Channels | Outcomes | Budget(Monthly) | Hours(Monthly) | Costs | *Profit |
| SEO | Sign-up | $665 = 35% | 40hrs ($7*40h) | $280 | $0 |
| SMO | Comment/Subscribe | $570 = 30% | 50hrs ($7*50h) | $350 | $0 |
| Email | Open & response | $380 = 20% | 30hrs ($7*30h) | $210 | $0 |
| Promotion & PR | CTR | $285 = 15% | 10hrs ($7*10h) | $70 | $0 |
*Currently my digital media is a non-ecommerce site. My main intent is to get people engaged with my company and promote brand awareness; therefore I will not be earning a profit.
4.3) Changes
I am presently content with all of the channels I will be using in the beginning stages of my digital media plan. However, since email will be used as a primary source of exposure and engagement I will dedicate a larger percentage of my budget towards this channel. I have done this by increasing my email budget by 5% and decreasing my PR budget by 5%. My overall awareness of Internet Marketing has increased. As a result, I would like incorporate usability and not only content into my SEO channel goals. I also like the idea of the Web Strategy Pyramid. I think this will enable me to keep my overall objectives and goals in line pertaining to my digital media plan. 
References
Ledford, J. (2009). Seo: search engine optimization bible . Indianapolis, Indianan: Wiley Publishing.
Schubring, J. (2010, June 27). The Web strategy pyramid: a well-balanced web strategy. Retrieved from http://sixrevisions.com/content-strategy/the-web-strategy-pyramid-a-well-balanced-web-strategy/
No comments:
Post a Comment