In today’s digital world, we know that having a website and publishing low-quality blog posts won’t help you engage, convert, and attract users to your website. You need to understand what your visitors want and deliver it consistently. But how do you find out what your audience is interested in?
The amount of data and information you can get from Google Analytics can be overwhelming. If you don’t know where to properly look, you could spend days trying to understand and analyze what’s in there. For many time-constrained marketing and business managers, spending hours digging through data is not an attractive prospect.
So here’s our marketing agency trick: know the type of data you’re looking for beforehand. Below, we have a quick guide of digital marketing questions and how to easily find solutions on Google Analytics. Ready? Let’s Grow!
Where Are My Website Visitors Coming From?
Knowing where your visitors are coming from is crucial to determine where you should focus your digital marketing efforts.. In order to access that information, you simply need to look under Google Analytics Stats > Acquisition > All Traffic > Source Medium. By understanding where users are coming from, you’ll be able to narrow down which social media platform to pursue, and how to optimize SEO or Google Ads to attract traffic to your site.
Who Is My Audience?
The next question you should ask yourself is who are my visitors? To create more customized content and increase conversion rates, it is important to understand your audience. This question will help you identify common characteristics such as where users are located, what their interests are, and how they compare to aggregated industry data provided by Google. Under the Audience reports section on the left-sidebar, you can find detailed information such as:
Under Audience > Demographics you will be able to split your data by age and gender.
Under Audience > Geo you will be able to segment your analytics by location and languages.
Under Audience > Interests > Affinity Categories you can segment your users based on their lifestyle. This can be used to reach potential customers and make them aware of your brand.
Under Audience > Interests > In-Market Segment you can segment your users based on their interests. Google categorizes users so you can target those most interested in your product and services.
Under Audience > Interests > Other you can take a granular look at your users. It provides a more specific view of your users based on their interests.
What Are People Searching for on My Website?
Users got to your website because they were in some way interested in your product or service. Before understanding what they’re searching for on your website, it’s important to find out how they found you. By going to Acquisition > Search Console > Queries, you can see which keywords people have searched for to land on your website. These keywords can be incorporated into your digital marketing campaign strategy to improve SEO and increase traffic.
The next step is to understand what visitors are searching for on your website. Once you’ve enabled site search under View Settings > Site Search, you can find this information by clicking on Behavior > Site Search > Site Terms. One important feature to note is that the results are case sensitive, so you should apply a filter that takes this factor into consideration. With this information, you will be able to cater your content marketing to the same topics your visitors are searching for.
By finding the answer to the three questions above, you can identify the visitors that are most likely to convert into a customer using Google Analytics.Do you have questions about effectively using Google Analytics to optimize your digital marketing campaign? Reach out to our marketing agency in Vancouver and we will be happy to chat with you about it! Connect with us on Facebook, Instagram or LinkedIn – we would love to hear from you.
Thanks for reading and happy growing!