GUEST POST by Ann Marie O’Braskin
We all do it, because every business marketing guide tells us to: We create our ideal client. It might be called a persona, or an avatar. We spend tons of time researching the demographics, psychographics, behaviors, needs, wants, likes, dislikes, and interests of these people who we want to buy our product or service.
We are convinced that these are the people to whom we are speaking in our blogs and social media. Every word, image, and video we create is around the idea that this is the exact person listening.
But have you checked? Do you know these are the people you are actually reaching?
“Of course!” you might think. “I did my research. I know the type of people and the demographics that are on each social network.” But have you checked your audience?
Did you know you can actually dig in and look at those specific people? It’s amazing what power you have with analytics! In fact, there are so many things you can do with tracking codes that I put together a free checklist to help you keep is all straight.
1. Google Analytics
Starting with your website, you can see your traffic’s demographics and interests right inside of Google Analytics. But–and this is a big but–you need to have turned on the option here:
Once you’re tracking this demographic and interest information, you can go in and compare that data to your persona. Are the people visiting your site the ones you actually want as clients? Are the right type of people converting?
If you’re not bringing in your ideal customer, you may need to take a look at your messaging. There are probably a few tweaks you can make to better target your preferred audience.
2. Facebook Insights
Facebook is the social platform with the most data on your followers (no surprise there, I’m sure). If you’ve got a Facebook Page and you’re using that to reach potential clients, take a peek inside Facebook Insights. It can tell you demographic and psychographic info about your Facebook fans (and your website traffic, if you’ve installed the Facebook Pixel).
Just a sampling of the info Facebook can provide:
- Relationship status
- Interests (based on Page Likes)
- Engagement levels
- Devices Used
3. Twitter Audience Analytics
You may have looked at the standard Twitter Analytics before (and you should). They tell you performance stats about your profile, your tweets, and have a lot of great information! But if you want to see less about you and more about your audience, visit the Audiences tab.
Here, take a look at the Demographics, Lifestyle, Consumer Behavior, and Mobile Footprint of your audience. Does it match that Buyer Persona you put together?
When looking at your audience data from any platform, think about a few things:
- Are you happy with your performance?
- Are you interacting with people you love working with?
- Are the people who are buying your services great to work with?
If your answer to these questions is yes, then use this audience data as additional information to add to that Buyer Persona! Look at their interests, and consider adding more content with those themes. Do they love the same TV genres you do? Take an evening and try live tweeting your favorite show–it’s a great way to make a personal connection with your followers.
Whether you are currently reaching your ideal client or not, you can use this information to efficiently change your marketing, whether you ramp up what you’re doing right or eliminate channels that aren’t bringing in people you love to work with.
Make sure you’re using the right analytics to uncover the data you want. Don’t waste time installing code you don’t need. Download my free checklist to know exactly which codes you need.
Ann Marie (Annie) O’Braskin is a former music industry major who is definitely not using her degree. She hates paperwork, and hardly ever does it in her bed on a Saturday night listening to old Spice Girls CDs. Annie strongly agrees with Ron Swanson that clear alcohols are for rich women on diets, so she enjoys craft beer and visiting breweries with her husband, daughter, and two dogs. And she also knows you should never half-ass two things. Whole-ass one thing. She whole-asses analytics.
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