How to know your Audience with Analytics Data

Data are just summaries of thousands of stories – tell a few of those stories to help make the data meaningful.

Chip & Dan Heath, Authors of Made to Stick, Switch

Analytics data can give you great insight into geographic aspects. That can even be used for geo-targeting. Let’s explore these options.

Traffic Share Per Country

Content is key to a successful campaign, but before this, you need to understand and know your audience in order to serve tailored content. Luckily, you have analytics data on your side. There are many tools that will help you understand your traffic better. To start off, by knowing who your target audience is, and where most of your traffic comes from, you will then be able to start tailoring your content. For example, if you are a global company, take a look at your traffic share per country . You could be surprised to see that some of your top countries may not be english speaking countries. Understanding where your audience is geographically will help you create the right content. For example, if your second highest traffic share comes from Japan, you may consider writing content in Japanese to increase that share even more. There are many analytics reports to help you understand where your traffic is coming from.

Target better when you know where your audience is from

Traffic Share Per Source

Analytics data will help you create the right marketing content for the right audience for each of your marketing sources. Your email marketing content, for example, needs to be different than your social media content. Furthermore you will be able to see which channel is attracting the most traffic and where you should concentrate your marketing efforts.

Audience Interests

Once you figure out where your audience is, you can start focusing on their interests. Analytics data will help you figure this out as well. Look at your audience referrals to see where they spend the most time. For example, do they read blogs or like to spend their time on social media? You will also understand where your leads are getting their information from. This will help you to create the right content whether it is social media content or email marketing content. It will also drive people back to your site.

What does your Audience Want?

You now know who your target audience is. The next step is to understand what it wants, and what will make it click back to your site.

The importance of SEO and Content

For online marketing, the most important part of intent is the keyword. By having high quality and optimised content, you will be able to build your brand and win at SEO. Analysing keywords will help you understand what your consumers are looking for, and what problems they are trying to solve. You will also be able to recognise the intent: is it informational or transactional? Are your consumers trying to buy or just trying to get some information about a specific topic? Once you know the intent, you can use those keywords to build a brand and serve the right content.

How is your audience consuming?

Now that you understand what your audience want, the last step is to know what and how they are consuming.

Mobile vs Desktop

When accessing the web, there is a big distinction to be made between your desktop and mobile traffic. On the “page visited”, the results will be different for your audience looking at your site through a desktop and those browsing through their mobile. Because of this, you have to make sure that your site is in the right format to accommodate both mobile and desktop users and that it has the right content depending on the format your user is using. If you are not sure if your site is optimized for mobile, make sure to check out our tips!

Look at analytics data to measure your desktop vs mobile users

The right content for the right format

You can even go further and serve completely different content depending on if your visitors are coming from a computer or a mobile. People who access website through their mobile are usually not looking for long text to read – because of the small screen, whereas a little more text won’t bother people accessing your site through their laptop.Did you know that depending on how you are accessing the Guardian, a popular online newspaper, your content is going to be different? In the desktop analytics data results, the Guardian shows general news. Mobile content, on the other hand, tend to be more gossipy or are quick articles that can be shared on social media.

Knowing how to write mobile content is becoming increasingly important, even more so for social media as 80% of social media time is spent on mobile. Our team can make sure your social media channels are helping you and not hurting you! So, before getting ready to write content, make sure you ask the right questions and look at your analytics data in order, understand who your target market is, and make sure your marketing strategy takes into consideration the audience you want to see on your website.   Need help? Don’t worry, we at Glide can help you every step of the way from SEO to Content marketing, we make sure your website gets the attention it needs!

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