Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion. -Wikipedia
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately, adding advertisements to e-mails sent by other companies to their customers, and sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g., network e-mail and FIDO). -Wikipedia
Understand how people find and interact with information on your website & take action with that data.
Google Analytics is a product that is available for free outside of the Google for Nonprofits program, but gives valuable insight into the activity on your site and the efficacy of your online campaigns. It allows you to understand your audience’s needs and move them to action. And let’s not forget, it offers proof to your board of directors of the success of your online marketing.
Make more informed decisions with Google Analytics:
- Turn metrics into actual value that moves your organization and helps you achieve your mission
- Determine which of your AdWords ads are most effective
- Measure the engagement of your supporters on your site
- Identify and understand how volunteers, donors and stakeholders are interacting with your website
- Track the effectiveness of social media