“If your content is for everybody, then your content really is for nobody“-Kristina Halvorson, MozCon 2015
Targeting a large audience segment can be helpful because the chances of lead conversion becomes exponentially large. So you have more audience that you can work on to attract them as your prospective customers. Despite this tall advantage, there’s a loophole in having content designed for very large audience group. Creating content for a larger audience often makes it generic and so the content might not be able to address the specific pain points of your targeted audience.That alone is a big No, because, in that case, it is very hard for an individual reader/online visitor to relate to your blogs.
Having more generic content strategy may help your audience to interact with your web content, ultimately getting interested in what you sell or serve. But in the long run, it is a matter of risk after all. Quite often, a major chunk of the incoming traffic turns out to be an irrelevant audience at a later stage.
Who is your audience?
Having an insight about your audience helps and is crucial in executing a fruitful marketing campaign. The audience group may be classified on various basis like location, brand consciousness and nature of service they need. What matters ultimately, is that these very people are the potential customers. Your only interest is in bringing them to your website and convert them from a mere visitor to a valuable customer.
A brand is built when the right audience identifies itself with it.
To have a crystal-clear idea about your targeted audience group, create several buyer personas and then develop contents, etc. based on that classification.
Tools like Google Analytics can come handy in identifying the pattern of your online visitors and highlighting the pain points of your website.
How to use Google Analytics to categorize your audience
In almost all cases, the right audience is the targeted group that you want to have some specific goals/activities on your website. Knowing who they are, what are their online behavioral patterns and the context in which they search for you can help you a great deal in capturing the essence of your audience.
And as a matter of fact, this in-depth data based information, , can also help you point out a few errors about your websites as well. For instance, why is the conversion rate so low? Why are your visitors bouncing away from your landing pages so quickly? Is there some issue with your website loading time? etc.
Using Google Analytics is pretty easy. Of course, a lot much has already been written about how to utilize this free tool to maximize your potentials and how to make the fullest use of this eye-opening tool.Here, I will discuss only its general uses . Let’s say we want to know what features bring your audience to your website. We can know this by setting a segment in GA to monitor the traffic that underwent a complete activity.
Go to Add Segments. Select the tab “Conditions“. Select a goal as per your requirement (we are selecting “Goal completion”, but there are other options available as well). Change the “per session” value from its default value to > or = 1 per session so that you can proceed further.
Once that is done, you can move to the demographics section and check the aggregated data about that audience that proceeded to some complete activity on your website.
In the overview, you will see the concrete information but to dive deeper and check specifics, say age or gender, you can click on those specific functionalities as well.
Understanding your customer’s preferences and the context in which he/she interacts with your website is as important as having the high-quality content in your landing pages. Also, with tools like Google Analytics, you get to see the user-perspective, backed with relevant aggregate data that was collected by the tool. And it’s free! So why not take advantage of it and derive actionable insights from this easily available and accessible big data?
The results are not based on vague presumptions but are the actual data collected by the GA server. So in a way, the tool informs you about the realities of your customers. From displaying results about the interests of your audience to the device usage, GA takes your perception about your online visitors to a new level.