We have many clients who have worked tirelessly on their content marketing strategies, and they are seeing great results. In fact, their results are so good that they are wanting to do more. We know more can always be done, but we want “more” to be smart. What’s the number one direction we point our clients in? Demographics. And the secret to website demographics is installing a visitor module.
Finding your demographics on social media is one thing, and thanks to FB and Twitter analytics, plus user profiles on Instagram, collecting demographics is pretty much done for you. But when it comes to your website, it’s a whole different ball game.
So what’s a business to do? The solution is simple, effective, and yields great results: you need a website visitor module.
Visitor Module: What is it?
A website visitor module is a modal window similar to a “pop-up” window in that it’s a box that comes onto the screen while a visitor is on your site. The difference, however is two-fold:
- Modal windows are generally less intrusive than a pop-up window, and are designed with the user in mind. The polished design of a modal window encourages the user to fill out information, rather than click the “close” button.
- The content on the modal window is specifically for finding out certain information, instead of the normal generic information such as coupon or an email sign up that one can usually expect from a pop-up window.
The information on the modal window, if written intentionally, will be able to be used in gathering information about your demographics.
Demographics: Asking the Right Questions
Our best advice to clients who want to gather information on their demographics is to first write down the types of visitors they think are visiting their sites:
From here, we think it’s a good idea to brainstorm a desired outcome when gathering further information about their site visitors:
- What will you use it for?
- How will knowing your demographics help you in your marketing?
- How will knowing your demographics help you achieve both your short term and long term goals?
The reason we ask these questions is because it will help keep you on track. The temptation in content marketing is to write for the customer you want, not the one you have. But our experience has been it’s better (for sales, ROI, and brand loyalty) to take your existing customer on a journey rather than leaving them in the dust.
So start with a simple question that gives your visitor a multiple choice answer to help you identify what they are interested in. For example, if we were going to put a visitor module on our webpage, this is what we might say:
“In an effort to better know our customers, which option best describes you:”
- Business Professional looking for a digital agency
- Marketing Professional reading content for my job
- Business owner in need of a new website or digital presence
- Computer Enthusiast who enjoys all things Internet
Tailoring the options to the demographics that you think may be present on your website already, allows you to narrow down which two (or three) demographics are most active. As a bonus, be sure your visitor module is set up to recognize a specific user and only ask each user for a survey once.
Analytics are Key to Unlocking Demographics
After about a month of collecting information from your users, you will want to tap into your analytics to evaluate the data:
- Who is visiting your website?
- Was there a time frame that each group had more participants?
And then from there you have to decide what to do next regarding your content:
- Does your digital presence speak to your customer?
- If not, what do you need to change?
- If so, what can you do to continually engage this group of people?
And if your customer is not your ideal customer base, then you can brainstorm about that, too:
- Who is your ideal customer?
- What can you do to engage this new type of customer?
- How can you keep and grow with your existing customer?
Numbers don’t lie, and usually after seeing who is on their site, our clients get together and decide they need a new, or improved, content strategy. Our best advice to clients is simply this: you won’t regret creating tailored content to your customers. Your customers are your tribe, they are fueling your business, and they are telling your stories. We suggest that based on the answers you obtain from the visitor module, you create tailored content such as downloads, social media presence, and brand initiatives that speak directly to you demographics.
We believe that engaging your customer and learning from them is the best way to grow your business. Brands are born internally, but they come to life in your customers.