Uncover Insightful User Journey Secrets Using GA4 Reports
Content That Speaks to Your Audience
1. Content That Speaks To Your
Audience
Kelli Windsor, Senior Manager, Member and Digital Communications
kwindsor@fmi.org
@FMI_ORG
2. 2
Background
• FMI is the trade association for
the grocer industry
• Member Benefits:
• Government relations
• Food safety
• Research
• Industry expertise
• Education/Training
• Certification
• Digital Communications include:
• Website
• Blog
• Social media
• E-newsletter
5. 5
#1 Google Analytics
UTM CODES:
• See what is bringing
traffic to your
website
• Shows what is not
preforming well
URL with UTM Codes Included:
https://www.fmi.org/industry-topics/fresh-
foods?utm_source=facebook&utm_medium=social%20media&utm_campaign=2017blog
6. 6
#2 Survey or Focus Group
GOOGLE TRENDS:
• People are very honest
on Google (Seth Stephens-
Davidowitz, author of Everybody
Lies)
• Related searches,
regional searches, titles,
keywords, storylines and
more
“organic” was in the top 10 terms searched on our website
Content you received when searching this terms was very outdated
Wrote a blog post about portions of our research reports that talked about organic
Since posting about a month ago this post is our 4th highest preforming blog post
UTM codes embed code into links that Google Analytics picks up and can show you what is:
Driving traffic to your site
What is not preforming well
Helped show that our Daily email from our vendor that curates news is our top driver of traffic to our blog posts. Also helps us adjust social media, content strategy, ads, etc.
Quick surveys
Phone calls are formal focus groups
Google Trends – my new favorite thing
Create Experiences. Not Content.
Experiences are more memorable.
Everyone remembers their vacation, but they don’t always remember the reviews they read when planning the trip.
How we say something is as important as what we say
Our members wanted to find what pertinent to their area of the industry and for us to tell them what is most important
Newly redesigned FMI.org provides high powered search & curated content front and center
Seamless and easy user experiences; don't make them work too hard to hear your story
Tells the story of FMI’s two signature research reports – what shoppers say and how food retailers respond
Scrollable infographic with a choose your own adventure and clear calls to action to download the reports
Serves as a tool with media, introduces our breadth and depth and showcases our research
Since launched in 2015 generated 1.5% of overall website traffic
Uses interactive graphics to convey the top findings of the report and key take-a-ways
Clear Call to action to take the assessment to see if you’re ready for this major industry change
In first Quarter launched microsite and saw 5,000+ pageviews, 2%+ of website traffic
Took a printed piece and created an email experience with the content
5 part email series with forward to a friend and sign up features delivered once a week to a targeted audience.
Small test group, but saw open rates 20%+, high click rates and increased subscribers by 22%
After producing content your audience wants, creating an experience, remember to see how it is preforming and make changes/tweaks.
Become a Google Analytics lover, create custom reports that tell the story of what YOU did and how it is preforming
Don’t be afraid of failing. That’s how we get better.
