Internet Marketing Analysis for Community Involved in Sustaining Agriculture


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This is a project I did for a local nonprofit interested in expanding it's online presence. CISA is an organization that promotes and markets local agriculture in the Pioneer Valley of western Massachusetts. It's mission also includes building community among consumers of locally grown foods and local producers and farmers.

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Internet Marketing Analysis for Community Involved in Sustaining Agriculture

  1. 1. Erik Jonsberg GCC Student Intern September 13, 2013
  2. 2.  Generate revenue through monetary conversions  Donations  Emergency Farm Fund  Senior Farm Share  Planned Giving  Local Hero memberships  Community memberships  Fulfill requirements of grants  Provide marketing and other resources to local farmers  Foster community with consumers, farmers and local food activists  Be the voice of the local food movement in the Pioneer Valley Erik Jonsberg September 13, 2013
  3. 3.  Increase web based monetary conversions    donations by 25% over one year community memberships by 25% over one year Local Hero memberships by 25% over one year  Increase farmer/producer usage of resource pages by 50% over one year  Increase Facebook referrals/likes by 25% over one year  Increase overall site traffic by 25% over one year  Rationale for one year timeframe  Adequate time frame for documenting effects of SEO  Represents one full crop cycle  Control for seasonal fluctuations in site traffic Erik Jonsberg September 13, 2013
  4. 4. SWOT Analysis S Strengths W Good content • Press • Recipes etc. • Events • Classifieds • Farmer resources • Farm Fresh is awesome resource • Local food calculator Attractive site • Nice graphics • Pleasing overall design O Opportunities • CISA positioned to be the voice of the local food movement in the Pioneer Valley • Clearing house of information for farmers and consumers • Voice opinions on important food topics • Foster a community of like-minded consumers and farmers • Educate the public • Few, if any, competitors on the internet T Weaknesses Difficult to navigate • Deep map • Important content hidden in menus • Search bar hidden on bottom of page Confusing structure • Categories don't always make sense • Donation pages are confusing Poor integration with social media Web development is decentralized • Donations and other monetary conversions are tracked outside Google Analytics No event tracking Farm Fresh is separate domain Threats • To much reliance on Farm Fresh is ultimately hurting the site and detracting from other important resources. Erik Jonsberg September 13, 2013
  5. 5. Traffic Sources Overview • Equal distribution of major sources • Small percentage of traffic to campaigns indicates underutilization of feature • Total hits low compared to Farm Fresh indicates loss of traffic to that site • Peaks correspond to: • • • • Taste the view Restaurant Days Food Calculator Food safety rules Erik Jonsberg September 13, 2013
  6. 6. Organic Searches • Most of the people who visit the site already know about CISA • Visitors using Google to avoid typing URL, not for search • Keywords unclear and underutilized • Research long tail keywords and include in copy and links. Erik Jonsberg September 13, 2013
  7. 7. Referrals • Most referrals are from Facebook and Farm Fresh • Not much traffic from linking sites. • Cultivate high authority external links: • WWLP • WRSI • • Colleges • Member farms Erik Jonsberg September 13, 2013
  8. 8. Direct • High overall bounce rate • Bounce rate from home page indicative of users going off site to Farm Fresh and/or not finding what they want • Only farmer resource is Food Safety • Donation pages absent • Connect to social media to promote pages/events Erik Jonsberg September 13, 2013
  9. 9. Campaigns • Could be a good measure of initiatives • Usage is unclear • Only spike in traffic was related to an email dated 8/22/13 • LH Challenge appears to be well tracked Erik Jonsberg September 13, 2013
  10. 10. Traffic Flow • Majority of visitors bounce at home page • Better integration of CISA and Farm Fresh sites • In page analytics * is an excellent resource for studying where people navigate on your site *you will need to be logged into Google Analytics to view this link Erik Jonsberg September 13, 2013
  11. 11.  Data  CISA has 2,229 “likes” with 49 conversations  Current strategy includes a “page”  Facebook not well integrated with website  Implications  Few people connect Facebook page with CISA website  Social media is under-utilized  Strategy  Link Facebook to through “like” buttons, comments, conversations and links  Cross post to Twitter and blog  Utilize Facebook Ads to increase page “likes” and site hits  Research “groups” on Facebook on related topics and increase “likes” by participating as the voice of CISA. Erik Jonsberg September 13, 2013
  12. 12.  External links can be researched at Open Site Explorer  Bloggers are talking about you  Feedburner  Wordpress  Blog spot  Grist  You're in the news  Masslive (Republican)  Grist  Boston Globe magazine  Boost page/domain authority by cultivating high quality links  Increase links per page and use keywords as anchor text to attract backlinks Erik Jonsberg September 13, 2013
  13. 13.  Search is primary traffic source  Many keywords are from long tail  Majority of known keyword phrases include “farmer” and “market”  Strategy should include incentives to bring visitors back to CISA  Member benefits  Noteworthy items on CISA site  Link to “comments” section on CISA site Erik Jonsberg September 13, 2013
  14. 14. Traffic Flow • Farm Fresh receives exponentially more hits because it includes RI and CT, however it includes many CISA links • In page analytics* shows that 33% are clicking on Resources, which includes a link to • Fix bad links and provide incentives for trackbacks to CISA *you will need to be logged into Google Analytics to view this link Erik Jonsberg September 13, 2013
  15. 15.  Google cache shows no images  Redirects are 302 Temporary  Monetary conversion pages are difficult to navigate  Titles need keywords  Site search bar is at bottom of page  Navigation bar is deep and confusing Erik Jonsberg September 13, 2013
  16. 16. Improve design of donation/membership pages  Navigation structure  One click payments  Improve overall site design to facilitate length of stay  Deep to shallow  Polls, quizzes  Opportunities to provide feedback  Internal link structure  Identify target Keywords…  Research long tail key words  Increase key word usage in copy  Utilize tags  Improve readability and interactivity of resource pages  Fillable forms  Links to outside resources  Convert .pdf to .html   Increase opportunities for community involvement/feedback  Facebook integration  Blog    Guest contributors Opportunity for discussion Increased producer/consumer participation  Forums  Increase crawlability by major search engines  Better integration of and   Decrease bounce rate Longer length of stay  Reach out to domains with high authority  More links per page  Link anchor text with key words Erik Jonsberg September 13, 2013