What is Audience Analysis
Audience analysis is an essential component for building appropriate and effective content. Audience analysis is figuring out, who will come to your content; what are their questions; why do they come; what are their demographic information; etc .The more that you understand about your audiences the better your chances of developing an accurate profile of them.
Why is it important
Most SEO efforts are focused on creating and optimizing content against a list of keywords. But keywords don’t buy products and services – but customers do. To really make a difference with more effective online marketing, businesses should become more sophisticated in their understanding of customer needs, behaviors and preference. Your goal is to write content and build the right website for the people who need it. In this audience analysis process, you’ll be able to develop several personas—fictional character descriptions, each of which represents a specific type of site customer.
6 steps for understanding your audiences
1. List your major audiences
To list major audiences – ask how do categorize them – for example
- Students, parents, travelers, patients, drivers, local residents, entrepreneurs
- Teachers, researchers , journalists, doctors, healthcare professionals, mechanics
2. List major characteristics for each audience
You need to collect your audience demographic information, questions, technical expertise, social media usage or profiles, typical web tasks, expertise or experience, profession, job title etc.
3. Collect information about your audiences
There are several methods you can use to gather information about your audience.
• Talk to customer service representatives to understand – who are calling
• Talk to marketing / sales representative to understand – who are they targeting
• Read emails / comments that come through your contact us page and feedback links to understand – who are they
• Provide a simple survey form on your website and invite feedback
• Check their region of origin through a website monitoring tools
• Do interview people who buy or might buy your services and products
For demographic information you can collect from your competitor’s website by visiting to the websites www.quantcast.com, www.alexa.com, www.compete.com . Type the website name of the company that provides similar or same to your products and services.
4. Use your information to create persona
Depending on the company mix products and services, and variations within the customer base, anywhere between 5 to 10 or more personas are created. A persona should include the essential data points necessary to understand the context and motivations for that customer group relevant to your business goals.
Persona will have audience’s demographic information, questions, technical expertise, social media usage or profiles, typical web tasks, expertise or experience, profession, job title etc.
5. Incorporate the persona’s goals and tasks, decisions
It is important to have clearly defined goals and tasks for each of the persona.
6. Map keyword groups and social topics
As you know the different characteristics, questions, experience and preferences of each of the persona, it is time to map the persona with keyword groups, social topics and content type.
Finally, the key thing to remember about this audience analysis is that you must have a well-defined persona- audience profile at the end of the process. You must have a clear defined attributes and definition that will help content developer, writer to develop appropriate and effective content for each of the audience’s group- persona.