Whether you are a designer, artist, or architect—understanding your audience is as important to your business as it is to any other industry. As a creative business owner, you must always maintain a consistent assessment of your audience. This helps you make sure your brand is always providing valuable information that will keep your audience engaged.
By continually analyzing your audience, you will be able to design a more effective marketing strategy. Consequently, this simple step can lead to the extension of your audience, and the community of people who admire your art and design work.
For an efficient audience analysis, there are some essential Google Analytics metrics you need to keep track of. Google Analytics, specifically the Audience Analysis section, offers regular reports on nine metrics that will allow you to acquire a deeper understanding of your audience. Thus, you will be able to reach the right audience and produce content that complies with their needs.
However, before we get to reveal what these metrics are and how they can improve your marketing strategy, let’s first discover what Audience Analysis really consists of.
What is Audience Analysis?
Simply put, audience analysis is collecting data related to demographics, interests, preferences and other metrics of your audience for analysis. The purpose of analyzing these research results is to identify your target audience and your potential customers’ different personas. This will enable you to predict their behavior and how they would react to your content. Thus, you can create content that will be more adapted to their interests.
Leveraging Your Google Analytics Data
Google Analytics Data includes an Audience section that encompasses the nine important metrics we mentioned above. These metrics are Overview, Demographics, Interests, Behavior, Geography, Custom, Mobile, Technology, and Users Flow. Each of these sub-sections provides a report that you can access through your Google Analytics dashboard.
Say you are an interior designer, a makeup artist, an architect, or something entirely different, and you want to know how many of your website visitors are actually related to your business, their location, language, age, or even the devices they use to access your website. The audience reports will answer all that, and more.
Each component in your Audience section will give you more detailed data about your website visitors, so you can improve your marketing strategy accordingly. These components are as follows:
Overview: This category is represented as a graph that shows you the number of visitors who have used your website.
Demographics: This category reports the age and gender of your website audience. As a creative company owner, this will enable you to segment your audience into several groups. You will then be able to target the group you want more accurately.
Interests: Through Affinity category, In-Market Segment, and Other category, this sub-section is all about your audience interests. Thanks to the reports in this area, you can drive more effective ads campaigns based on the interests of your target audience. This will increase your creative company’s website conversion rate.
Behavior: This category reports the frequency by which new and returning visitors come to your website, which pages they visit and for how long. You can use the data provided to track the groups who are most likely to convert.
Geography: The reports in this section visually exhibit the locations of your website visitors and their languages, making it easy for your creative company to deliver content that will meet their level of understanding.
Custom: Compared to the previous categories, access to this one is slightly more complicated. However, it can enable you to create your own metrics and more personalized reporting options.
Mobile: This section will let you know when it’s time for your creative company website to be optimized for mobile. It displays detailed data regarding the number of users who visit your website through mobiles, desktops or tablets.
Technology: When it comes to operating systems and browsers, the Technology category is ideal. It will provide your business with all the information you need to know about your website’s performance in the top browsers. It can help you make your visitors’ user experience a better one.
Users Flow: This last category combines all of the above to some degree. It includes mobile devices, language, and browser data, in addition to the paths your visitors follow when checking your website. Tracking their pattern and interactions will give you a clear idea of which pages you need to focus on more.
Successfully analyzing the audience analysis reports based on your Google Analytics Data can have an impressive impact on your marketing. Your business will be reaching a larger audience more accurately, and you will witness your conversion rates increase like never before!
We nerd out over audience analysis, let’s work together so you don’t have to!