understand your audience online

Once you know what your audience represents, you will be better placed to source compatible individuals to grow your tribe.

Getting to Know You

Profiling your customer group is a great starting point, as you will get to know the nuances of your tribe. In the main I’m not a fan of the “average user” approach. This can lead to having a composite view of many aspects, as opposed to specifically identifying the motivations a consumer needs to buy your product.

If you’ve enabled Audience Demographics in Google Analytics (and remember to update your privacy policy, people!), there is a stack of insight you can extract from here.

Google Analytics Audience Demographics - Age and Gender

Age and gender, whilst seemingly obvious, are very important, as they can go a long way to define your approach to the content you’ll create. Themes, copy and branding will be significantly different depending on the age and gender segments that are most valuable to your business.

Google Analytics Audience Demographics - Affinity and In Market Segments

Gender is really interesting as you may find that men and women use your site in different ways. User session testing (comprehensively done) with a tool like Clicktale will help to highlight any differences and, more importantly, where the barriers to conversion are.

Ask the Audience

Don’t put all your eggs in the Google Analytics basket, though. There are quality tools out there that enable you to directly survey your audience to uncover the vital statistics of your user base. Deploying these can be achieved by email, embedding quick surveys in your website, creating pop-up polls or exit surveys.

The Book of Faces

Once laughed at as a marketing tool, Facebook is now everybody’s favourite toy. Facebook offers a means of reaching out beyond your existing users with the lookalike feature within the Custom Audience remarketing option.

Nice to Know You

Knowing who your audience is is an important aspect of any form of marketing. It is actually getting easier to do this online. Whilst it may not feel like the proactive thing to do because you’re not making something or publishing something, I do believe it leads to less wastage. Talking to the right people in the right way means you can convert more and more efficiently and probably generate a better return on your investment.

For more information on identifying the right audience for your brand, take a look at our marketing blog or  call  Stella on 08188220066 Blessing on 08168025454 Mail us at blessing@gtext.com.ng


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