The FSHS recently launched an updated digital marketing program. The first stage of the program is to improve FSHS visibility to members and others. There’s more to do, but attention on FSHS news and activities has increased through its revamped website, keyword targeting, Internet penetration, improved Search Engine Optimization and social media integration. One goal of this new campaign is to make it easier to keep research, industry and government stakeholders easily updated on events, deadlines and conference activities.
Our email marketing campaigns are seeing open rates of 20% to 25%, slightly better than industry average. Click conversion rates are around 5%, also slightly better than average. One tool we’re using to improve website experience is a page confetti heat map (Fig. 1). We track movement metrics where users click on our web pages to identify strong and weak points. For example, based on click rate, we are seeing a fair degree of interest in the Jobs page. We use such information to redesign layouts based on user priorities. Future plans are to identify more effective marketing channels to increase relevance and funnel FSHS content to a broader audience. The most important way to make this program successful is user feedback, so if you have ideas about how we can continue improving outreach, contact Steve Rogers at [email protected].