Who’s Visiting You Online?

One of my favorite tactics for building a better brand is finding your Brand Best Friend. The BBF is an imaginary person that represents your average customer or audience. I like this approach because building a person (often called a “persona” to those in the branding biz) makes you think a bit more personally about your audience and how to interact with them.

The BBF persona works out best when she’s based on real data about your current audience. I often recommend that people visit Pinterest and Facebook to gather some information – but Google Analytics is by far the most comprehensive place to look. The best part is, getting preliminary data from GA is really easy, and as you become more accustomed you can dig deeper.

For the purposes of this demo I’ll assume you’ve already installed Google Analytics on your website. There are literally thousands of really great tutorials about doing that, so I won’t go over that portion here. If you’ve just installed GA, or your website isn’t getting much traffic, you should wait a month or so until you feel you’ve collected a reasonable sample size for your BBF research.

Sign into Google Analytics

Sign in at https://analytics.google.com. When you sign in, you will get a view like this screenshot.

To learn about your audience, look on the left-hand side of the screen. You will see “audience” and right below that is demographics. Go ahead and click on demographics.

Once you’re in demographics, additional information is available. I think Age and gender are particularly useful. Click on each one and take note of the age and gender distributions of your audience.

As you scroll down on the left-hand side of Google Analytics, you can see everything from behavior to technology to mobile. I like to write down which browsers my audience is using so I can test really important pages (like sales funnels or webinars) on those browsers to make sure that most of my audience is getting a great experience.

Click on mobile and you can see all kinds of information that is valuable.

You can view the mobile device branding, service provider, mobile input selector, and even which operating system they’re using. Click on primary dimension to see all this information. It might seem like really techy information, but each of these pieces begins to paint a bigger picture. Does your Brand Best Friend use their phone to browse more than their computer? Are they chilling on the couch with an iPad? A persona is beginning to form.

Looking for the language and location of your users? Scroll down to the GEO section in Google Analytics and you will get the language and location part of your BBF.

Learn about the behavior of your BBF by clicking on Behavior in Google Analytics. From there you will be able to see New VS Returning, frequency and recency, and engagement. These metrics can tell a lot about how your content is being received by your audience. Are people “bouncing” seconds after landing on your home page? Are they returning day after day?

When it comes to your website, you’re going to want to know a lot more information than what Facebook or Pinterest will provide. GA is a great place to get to know your Brand Best Friend, which can lead to a more focused website, sales pitch, or (my favorite) brand foundation. Having a plan and a purpose in your business is never a bad thing, and I tend to think that learning about your BBF is a key step in the right direction for success!

 

 

 

Kayla

Kayla

Kayla is Graphic Designer and Brand Manager with years of experience in personal branding. The Crafty Way is her latest endeavor, sharing her knowledge with the solo entrepreneur community.

Learn More About Kayla
Kayla

Posted by Kayla

Kayla is Graphic Designer and Brand Manager with years of experience in personal branding. The Crafty Way is her latest endeavor, sharing her knowledge with the solo entrepreneur community. Learn More About Kayla