How to use Google Analytics for your Digital Marketing Strategy (Part3)

Audience Demographics

Understanding who is visiting your website in terms of age, location and gender is the best way to customize your website according to their interests and preferences.

If you want your website’s content and image to stick with your audience, you need to know who they are. By using Google Analytics, you can find out.

To find this information, go to the audience tab. You will focus on sub-sections of Demographics and Geo.

First, let’s look at Age and Gender Demographics.

As you can see, most of the website visitors in the example below are aged 25-34 years, followed by those aged 35-44.

Knowing this, you can aim to create content that is directed to, and valued by, young professionals. If your website is about business, you can create content about tips for professional development and advice for managers in leading their teams.

Understanding how old your website visitors are, and whether they are male or female, is very helpful if you are looking to catch their attention when they come on your website.

For example, if 90% of your website visitors are women, you can give them a more personal website experience by starting your “About” or “Welcome” page with “Hey Ladies!”

Through the analysis of the Gender section, in the example above you can see that the majority of website visitors are women.

The margins are not too biased, so if you are the owner of the website, you don’t need to adjust the website for women only. You can make your website look attractive to men and women by choosing colors like black, white and green.

Finding out the age and gender of your website visitors will be useful if you want to create creative content for your blog posts and website pages that capture their attention and gain their trust.

Furthermore, by using Google Analytics, you can see where your website visitors come from. Go to the tab below the “Geo” dropdown menu and this will show the countries, provinces and cities of your website audience.

When you first click “Location” you will be shown a list of countries. If your website is an international website, looking at different countries is a great way to get insights for AdWords or your Facebook ad campaign will run.

You want to target the countries and cities that often visit your website.

Next, clicking on each country will take you to the list of cities, within that country, from where your website visitors come from. For example, as shown below.

If you don’t see the city as a top city, you might want to consider shifting your marketing strategy, and content, to target people in your geographical area.

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