Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content That Speaks to Your Audience

81 views

Published on

Kelli Windsor

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Content That Speaks to Your Audience

  1. 1. Content That Speaks To Your Audience Kelli Windsor, Senior Manager, Member and Digital Communications kwindsor@fmi.org @FMI_ORG
  2. 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
  3. 3. 3 Get To Know Your Audience
  4. 4. 4 #1 Google Analytics SEARCH: • Terms that bring visitors to your website • Terms visitors search on your site
  5. 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. 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
  7. 7. 7 Everyone Remembers Their Vacation, Not The TripAdvisor Review
  8. 8. 8 Example: FMI.org Homepage
  9. 9. 9 Example: Grocery Revolution FMI.org/GroceryRevolution
  10. 10. 10 Example: Digital Shopper FMI.org/DigitalShopper
  11. 11. 11 Example: Boardroom 5-Part Email Series
  12. 12. 12 Remember to Tell YOUR Story

×