Knowing your brand’s target demographics can help you create better audience profiles and reach them on the platforms and in the places they frequent most — it allows you to segment your audience for more effective marketing. There are a lot of ways to dig into the demographics of your current visitors and your target audience, and you may already have tools installed to start mining for information.
Here are five tools you can use to learn more about who your current visitors and customers are, as well as the audience you want to attract.
1. Social Media Analytics
If you’ve already built a social media following, Facebook business pages and Instagram business accounts have tools you can use to learn about who your audience is and what they like.
On Facebook, you can go to your business page, and under the “More” drop-down menu, click on “Insights.” Click on “People” on the left side of the page, and you can view basic demographic information like age group, gender, and location for fans, followers, people you’re reaching, and people who are engaging with you.
On Instagram, go to your profile page and click on the three bars on the top right corner of the screen. Then click “Insights.” If you go to the “Audience” tab, you can see location, age range, and gender information for your followers.
This demographic information tells you what kind of viewers you’re attracting with your content. You may be surprised by the results. Some brands may think their primary audience are Baby Boomers—but may learn that it’s mostly Gen X-ers that follow their Facebook page or Instagram feed. This can help you tweak your messaging to appeal to your ideal customer profile (ICP).
2. Website Analytics
Your website analytics can also provide a lot of valuable information about your current audience, which you can use to learn more about your brand’s target demographic.
For example, Google Analytics has an entire audience tab that provides the basics, like the geographic location and language of your visitors. Under “Demographics,” you can see the age range and gender of your visitors.
But it gets better. The “Interests” tab will also provide what your visitors are interested in: affinity categories like shoppers/value shoppers and technology/technophiles; in-market segments like home & garden/home décor and apparel & accessories/women’s apparel; and other categories like food & drink/cooking & recipes.
You can dive deeper into these categories to understand your ideal customers better: what they like, what they buy, and where they shop, for example. This information helps you tweak your messaging, as well as figure out new products or services to offer and where to offer them based on geographic information.
As with demographic information, the interests of your users may come as a surprise and provide opportunities to improve your marketing. For example, if you sell camping gear, you may learn that 30% of your visitors are technophiles. Knowing that these visitors are likely to buy the latest gadgets, you can serve up ads for camp stoves that also charge devices or cell phone signal boosters.
3. CRM Platform
Storing information about your customers into a customer relationship management (CRM) platform gives you a great jumping-off point for analyzing the data.
Direct-to-consumer (DTC) brands have a leg up on the competition because they own all their customer data and don’t have to rely on a middleman like a reseller. Your customers’ product wish lists, abandoned shopping carts, loyalty program data, and net promoter score (NPS) all help you identify customer behavior and satisfaction. You can combine that with cookie data or third-party insights to get information on the type of neighborhoods they live in, how they find your brand, and how they interact with your website.
For example, as a home goods retailer, you may learn that many of your highest-value customers live in suburban neighborhoods with a median annual income of $70,000 per year. Based on that information, you can target audiences in similar locations. You may also learn that your customers tend to place smaller-value items, like jar openers or garlic presses, on their wish lists as they shop for more expensive items like slow cookers or bread machines. This can help you when you’re creating promotions, like a “buy a stand mixer, get 25% off spatulas” deal.
Another way to get more demographic information to use in your CRM platform is by conducting surveys of your highest value customers.
Beauty companies do this really well: they ask about hair color, eye color, and skin type so they can recommend cosmetic shades and products, for example. Surveys that collect information specific to your brand can provide even more insights into your target demographic that can help you recommend products and generate more sales.
If you survey your customers regularly or encourage them to update their information, you can also get ahead of any trends in the marketplace. Your home goods customers may start indicating their preferences for room decor is shifting from earth tones to bold jewel tones, and you can re-prioritize the products you promote accordingly.
5. Advertising Platform Look-Alike Tools
Finally, if you use an advertising platform, look for a tool that provides a way to find customers with a “look-alike” feature. This helps you with audience targeting which aligns with your target demographic. Some will offer interest-based targeting and will let you group audiences by interest. This lets you use the information you’ve gleaned about your existing audience to find other visitors that will likely become customers.
Plus, a “look-alike” tool eliminates a lot of the guesswork when it comes to finding new customers. Instead of having to come up with demographic information for your ideal audience, the tool can use your existing information to display your ads to visitors who are most like your existing customers.
Your customer insights and demographic information can help you better serve your customers and give them what they want, boosting your revenue. Start using what you already have to learn more about your target demographics. In turn, this can help you refine your messaging and marketing to reach your audience, turning visitors into customers If you’re not using one of these tools, it might be time to take a second look.
Since joining AdRoll in 2017, Giulianno has regularly produced content that explores how professionals can improve their digital marketing strategies and emerging industry trends. When he's not working, you can find him at Golden Gate Park training for his next marathon.