Know your Website Visitors
Who is your audience? That should be something that is engraved on the monitor of whoever is responsible for designing and implementing content for your website. Your audience is made up of a group of people, and understanding everything you can about them is vital to your continued success as a business.
Do you know who visits your website? Or, are you like most people that don’t spend the proper time researching and just assume that the same people are there the last time you checked? Perhaps you hope your audience is your target demographic.
You see, the problem with not knowing is that you then can’t make informed decisions about the best way to market to your audience.
Everyone Knows What They Want
But not everyone knows what you get. How do you know if 70% of your audience is adult males from 25 to 30 that are single? What happens if you think that, but in actuality your audience is only 30% men and 70% married women that are between 30 and 40?
Targeting on the net is absolutely vital; the place has gotten so darn big that if you can’t hit the bull’s-eye, or close enough often enough, people will go somewhere else. Marketplaces are obscenely competitive these days. You need to work to get your audience and then keep it. A big part of that is taking the time to research who they are and understand them as much as possible so you know the right type of tone, colors, images, and information to present that will provide the maximum amount of appeal.
How to Gain Understanding
Knowing your audience is not the same as understanding. Smart design and content companies actually use workshops that help business owners understand more about what a target audience is and how to track more than just the number of unique visitors you have each week.
Google Analytics is a great starting point just as Jetpack can be for WordPress sites, but that is only the tip of the information iceberg. You want to learn about the actual people. Think of it as the sociology of visitors; you want to study the society.
Levels of Understanding:
- General – Gender, age, ethnicity, location, marital status, etc.
- Life – Education, employment, income level, religion, etc.
- Media – All the different ways they consume and connect to information
As you learn more about the audience you gain a better understanding and a clearer picture of ways to market and reach the majority.
Methods of Gathering Information
Sadly there is not an app that can be used to figure all of that information out about your audience; you will need to do some old fashioned leg work.
- Surveys – This is still one of the best methods to gather information out there. The big box companies push these endlessly with offers for entrance in a free drawing to gain as much feedback as they can. The important point is to ask specific questions to help gain levels of understanding along with allowing open-ended questions that allow an opportunity for expression.
- Interviews – These are a bit more difficult to use because of the time commitment and cost. However they can be much more insightful than a simple survey.
- Focus Groups – These tend to fall somewhere between a survey and interview. Personalities of the people involved can sway groups and must be taken into account.
- Social Media – This is an emerging area of information that can be polled based on general likes and endorsements to find some general information.
The Bottom Line
Who is your audience? You need more than just numbers about your audience to truly have useful information about them that provides the insights needed to properly target and market to them. Remember, knowledge is power. For people designing a new site or updating an existing one, this concept should always be at the forefront of everything you do. So who is your audience?