A digital marketing strategy is primarily driven by the wants and needs of your audience. Knowing both what they want to see and what they need in order to create a conversion can help build a base for your digital strategy. Audiences are always changing, so it’s imperative to frequently check in and learn about them. Here are 4 simple ways to get to know your digital audience:
You can learn several things about your audience by looking through your Google Analytics account. Check out these different metrics:
- Demographics: age, gender
- Interests: Affinity Category, In-Market Segment
- Behavior: Top pages by Sessions on your site, Engagement via Average Session Duration & Bounce Rate, and Page scroll depth
- Specifics: Browser use, Network, and type of Device
- Acquisition: Source/Medium, Referrals, and Social
- Site Searches: What your audience is looking for on your site
Performing a keyword search is a great way to help you discover what sorts of niches your audiences are interested in your destination. There are several tools that you can use to help generate keywords associated with your site.
Try out the Ubersuggest tool to help you learn about what keywords to implement into your niche content landing pages. This will help you not only understand what users are looking for when searching keywords related to your destination, but also help you come up with content ideas for the long run.
3. Check out Social Media Insights
You can also learn about your digital audience by looking through your social media accounts’ audience insights. Instagram, Facebook, and Twitter all vary on the data that they are able to provide for users:
- Instagram Business: top locations, age range, gender
- Facebook Business: age, demographics, location, actions of people on the page, audience insights
- Twitter Insights: audience interests, consumer buying styles, typical demographics (age, gender, location), and top performing posts
4. Send out a Survey
If you’re unsure of what kind of content to produce, try sending out a simple survey to gain a better insight on what kind of content your audience wants to see from you. Check out this example of a survey to help you gain more insights on what your customers want:
Finally, always remember that your audience can and will change over time. Don’t be afraid to take time to intentionally learn about their habits, demographics, social media usage, and other metrics. No matter what your findings, it will help you gain a better perspective on what they want from your organization.
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