“Heck yes, we got 5 new ‘likes’ this week!” Way to go Facebook pro, it looks like you’re doing just fine with this whole social media thing. Your brand is making impressions, but with who? Google Analytics can help break down your audience into categories to get an idea of who is visiting your site.
Audiences are sorted into sub-tabs:
• Demographics give insight on gender, age, languages, race, ethnicity and possibly even income level. This information can be found through your social media, or by looking at the visitor’s browser history.
• Google Analytics can outline audience interests, such as musical taste, hobbies, brands they follow, and events they plan to attend.
• Geographics let you know where your audience is located, which can help with implementation and planning of your marketing strategy.
• How often do visitors visit your site? Do they stay on the page for a while, or leave quickly? The behavior sub-tab can help you better understand this aspect of your audience.
From here, these sub-tabs can be narrowed down even further:
• Technology & Mobile can offer information on the user’s operating system, whether they use Google or Yahoo and if they’re viewing your site on an iPhone vs. an iPad.
• Visitor’s Flow lets you know how users move throughout the site, which areas grab their attention and which areas get overlooked.
• Acquisition provides insight on how your business is best drawing in visitors. Traffic arrives on your site through different channels; this category lets you know which channels bring you the most visitors.
• The “custom” option allows you to create your own report specifications.
So that’s it! The days of consumer research are long gone, right? Think again. Google Analytics can help you better understand your audience, but shouldn’t be the sole source of your information. It is nice to see if you’re getting close to reaching your target buyer persona though, right?