Section E: Agency Pitch Campaign Analysis

Task Ei:

Traffic

The use of analytics put into the blog to track user traffic over time would ultimately help us identify our objectives and track key statistics.  This graph shows the traffic from the creation to current date of the blog. 

Of these 849 views 577 were unique. The table below also shows returning and type of visitors.  From the chart below you can see that out of 577 people that visited the blog 54.59% came from an organic search term in Google, which shows we achieved our objective of 200 unique views.

Referral Traffic

The pie chart to shows sources of our referral traffic. We have had 224 visits the majority of which coming from Moodle (62%) we can assume this is our assignments were posted here.

Search Terms

This shows the keywords the Google Analytics and Webmaster Tools think we have the most significance in.

Keywords that we ranked for:

“dmcm1213”- 2^nd

“digital marketing communications management 2012” – 1^st

“Bitten by Design Marketing” – 1^st

“Fatso’s filling station Manchester”- 9^th  

“Corporate platters Manchester” we don’t rank for this key term. This is what the product we chose to market is. 

Discrepancies

When looking at traffic we see that there’s a discrepancy between the data from Blogger & Google analytics. Analytics shows that there’s been 2,935 page views whereas blogger shows 3,014.

Task Eii:

One thing that happened was a blog post was being ranked higher than the actual blog. We wanted the main page to display first, to ensure this we set a redirect on that particular page, this solved this issue.

To get referral traffic we had a backup blog to help with distributing our content, this was done with another blog: http://bittenbydesignmarketing.wordpress.com/, Twitter: @bittenbydesign1, and Facebook: http://www.facebook.com/BittenbyDesign.dmcm1213.

With the Facebook page, we gained 11 likes and only 1 person shared the content. This makes us wonder whether the Facebook campaign was successful and if instead should have focused on a different content distribution stream.

To help with organic SEO we made sure each post, had the appropriate backlinks and key words embedded.

Task Eiii:

On reflection, the search term derived from the product we were to market, “corporate platters Manchester”, was overlooked when copywriting this meant it didn’t rank because we focused on other search terms. The SEO conducted did work, although not for the client but the agency. It would have been useful to have a real world client to improve the blog and gain more hands on experience.

Another issue was the lack of content on the blog, we initially planned to post weekly however this never occurred. Should we do it again we would stick to a project plan and post frequently.

If we were to have the same client again we would engage more actively on the LinkedIn to ensure we marketed to the correct audience.

On a positive note we still ranked 2nd and 1st on the search terms set for the dmcm module, we’re happy with this ranking considering the low number of posts.

dmcm1213 -  Digital Marketing Communications Management 2012 Members

Fiona Kenyon - 10076628
Zoë Smart - 09354236
Lauranne Parsons - 09105738
Monuwar Ahmed - 10474094
James Daniel - 09407438

Word count excluding headers: 500