Google is the gift that keeps on giving. Not only does it allow you to connect with millions of people around the world quickly and without having to spend any advertising money (if you don’t want to), but it also provides a wealth of data about the people who visit your site.
With Google Analytics, you can easily find out who is visiting your site, what they are doing when they are on your site, how they get to your site, and much more. You can use that information to help you make the best decisions about your marketing and design strategy so that you can reach more people and turn more of them into leads or buying customers.
Even within Google Analytics, there are additional tools that you can use to get even more insights into who is visiting your site. The Google Analytics audience data is a valuable tool. Here’s how you can use it to make better decisions for your marketing strategy:
Understand Audience Interests
The Google Analytics Audience segment tracks information through cookies to provide a better sense of what your visitors are doing even when they aren’t on your site.
The In-Market category shows what kind of interests your audience has by looking at the sites they have visited, the terms they have searched, and other online behavior.
Mine this data to get a better understanding of who your audience is. You may think that you have a complete picture of your key demographic, but this data may show you that you have missed something. You can create content and advertising strategies that tie in some of the interests you discover with your product or service.
For example, if you are a financial company and discover that a lot of your audience also enjoys hiking and camping, you might create ads that show off the kinds of activities you can enjoy with financial freedom, such as exploring the most beautiful mountains in the world. Or you might create articles about how to afford such trips or what kind of financial safety measures to put in place before you go.
By tailoring your ads and content, you will get more conversions and attract more traffic.
Discover Opportunities for Partnerships
When you explore your audience interests, you will find a lot of topics related to your niche.
In addition to finding subtle connections for your content or your ads, you can use these related topics to discover opportunities for partnerships.
For example, if you run an online doll store but discover that your audience is also interested in dogs, you might form a partnership with another toy seller to provide a discount on dog-themed doll clothing and accessories. Or you might work on selling doll toys for dogs.
By exploring these partnership opportunities, you create the potential for another revenue stream. If you choose the right partner, you also get more bang for your marketing buck. Since you will both benefit from the promotion, your partner will also be investing in marketing, and if that brand has a bigger audience or is more influential with marketing, you will get more exposure and traffic.
You can run scripts and algorithms within Google Analytics to make connections between the data.
For example, you can map the interests mined from the data to find out if there is overlap between certain niches and geographic locations. Or you can find out if people of a certain age in your audience are more likely to have those interests, or if other factors are related such as education level or marital status.
The more specific the information you have, the better the choices you can make for your marketing to make sure that you’re getting precise targeting.
Identify Successful Strategies
You can compare how paid and organic search strategies are performing to determine how well you are doing with your marketing and whether you need to make changes.
The key to understanding, if the interests you’ve targeted are at the root of the performance, is to run A/B testing. With this split testing, you isolate only one element of the campaign and then compare performance. For example, if you are using the same keywords but paid is performing better than search, you know that PPC is your best choice for those interest keywords. Or if you run a campaign, you should change the interest focus to find out which performs better with your audience.
Google is an invaluable resource for marketers if you know how to use it. Make sure that you are using the audience data provided in Google Analytics, and make sure you understand how you can use it to increase your user engagement, get more traffic and generate more leads. Just making small changes in your strategies can lead to big results.