How to Drive the Right Kinds of Users to your Site
If you want to build a successful site, it's important to understand your audience. Knowing who your users are and what they want will help you determine how best to serve them with content. It also helps when crafting a content strategy that resonates with them, which can lead to higher engagement, audience traffic and more conversions overall.
- Setting goals
- Understand your audience
- Developing personas and profiles
- Building a full suite of analytics
- Taking a more qualitative look at your users
- Create specific buyer personas to help you focus your content strategy
You need to set goals for your website. What do you want? Why is the site important to you?
- You want a user-friendly, informative resource on the subject of [topic].
- Your audience wants [purpose].
For example: "I want a blog that is easy for people to find and use."
Understand your audience
The most important thing to understand is your audience. You need to know who they are, what they want and how they want it. Understanding these things is key to creating engaging content that gets results.
Spiny’s Publisher Intelligence makes it easy to define your editorial strategy based on the characteristics of your target readership. You can then create content that speaks directly to this audience—and only this audience—to drive engagement and build brand loyalty over time.
Developing personas and profiles
When it comes to building a website or developing your marketing strategy, you need to understand who your target audience is. But how do you go about figuring out who's going to be interested in what you do?
The first step is creating personas based on real data about your ideal customer. Personas are fictional representations of the people who will visit and use your site, so they should be as detailed as possible (but not too specific). They should include things like:
- Age range
- Location (city) and/or country/state/province/region/etc.
Building a full suite of analytics
The right analytics tools will help you understand your users, the experience they have on your site, and what they do before, during and after their visit. The more you know about them, the better equipped you'll be to attract the kind of visitors who are most likely to convert into paying customers.
Analytics tools also give you insight into which marketing activities produce more conversions than others—and where you need to invest in more advanced strategies if those efforts aren't working as well as expected. For example, if tracking cookies show that a high percentage of visitors from one channel are signing up for a newsletter but not converting into paying customers or using an app or website feature frequently enough for it to make sense (i.e., their retention is low), then it's time for new tactics like retargeting ads on Facebook.
In addition to looking at aggregate metrics like traffic, volume or conversion rates by traffic source over periods such as months or quarters under aggregate reports provided by tools like Spiny.ai's Publisher Intelligence, other areas within analytics platforms provide useful information:
- Content reports can tell us how many people viewed our homepage versus another page on our site; which content was most clicked on; what keywords were used when searching for us (or competitors); etc.
- Social media engagement includes all sorts of insights such as the number of likes/shares received across social channels; the number of clicks received via banner ads placed on these networks; impressions generated through video ads uploaded directly onto YouTube; etc.
Taking a more qualitative look at your users
To truly understand your users, you need to look at the qualitative side of things. What do your visitors expect? How can you make their experience more seamless? Tools like Spiny's Publisher Intelligence allow you to dig into this kind of data and help guide decisions that will take your site from good to great! Spiny’s Publisher Intelligence is an excellent tool that can help you track your audience and see what they are reading. It also helps you see what your competitors are doing, so you can build a strategy to target users who will be more likely to convert. Spiny’s Publisher Intelligence is an excellent tool that can help you track your audience and see what they are reading. It also helps you see what your competitors are doing, so you can build a strategy to target users who will be more likely to convert.
Create specific buyer personas to help you focus your content strategy
As mentioned previously, buyer personas are fictional characters that represent your ideal customers. These characters can help you to understand what your customers need and want, which will help you create better content, as well as ads that speak to the right people.
There are several ways to go about creating buyer personas, but they should be based on real data that represents a significant enough portion of your audience—typically 5%-10%. When creating these profiles, ask yourself questions like: Who is this person? What do they do? Where do they live? How old are they? What other products have they purchased in the past (if any)?
Once you’ve identified your audience and their goals, the next step is to create content that meets them where they are. This means understanding not only what motivates them but also how they like to consume content. Finally, you can use tools like Spiny’s Publisher Intelligence to ensure that your content is being seen by as many people as possible. To learn more about Spiny, sign up by email.