Scour demographic data
Posted: Thu Jan 30, 2025 3:43 am
A friend to all is a friend to none,” as the old adage goes. In marketing, this applies when you fall into the trap of being too much of a generalist.
This approach works if you sell something everyone needs, like food or toilet paper, things every human on earth needs to live a healthy life.
But digital B2B products are not very high on the hierarchy of human needs. So trying to appeal to everyone in your market is a big mistake.
Research shows that niche websites experience 35% more engagement than general sites, and 60% of users return to them because they find value in niche content. So, niche down.
The first step to doing this is scouring your dominican republic mobile numbers list demographic data.
You can drill pretty far into demographic data on Google Analytics. You can look at:
Interests
Language
Country
Region
Gender
City
Age
Additionally, your CRM is a goldmine of leads, current customers, potential buyers, churned customers, and warm customers.
Google Analytics demographic data by gender
Image source
But just having this data and tracking it in a report isn’t enough to move your business forward meaningfully. You need to use this data to create niche content and a targeted user experience to move the needle.
Let’s look at an example.
Let’s say you’re a B2B company offering HR training and consulting services. Up until now, you’ve focused your content on general HR issues. You have a robust bank of content pieces using SEO best practices, but engagement is stagnant and not converting.
You dive into your data in Google Analytics and your CRM.
You discover that your average user is 30-45 years old.
You also discover that most leads come from businesses with under 50 employees in blue-collar industries.
Suddenly, it all makes sense. Your thorough blog posts on setting up an Applicant Tracking System and navigating complex video interview software aren’t going to appeal to these business owners. Their needs are smaller and more urgent.
So you change tactics. You start to focus on the HR needs of small blue-collar businesses in your content strategy by:
Developing practical, easy-to-read guides on specific small business issues
Creating a monthly newsletter called “Simple HR for Small Businesses.”
Running Google Ads targeted to 30-45-year-olds with an interest in entrepreneurship
Suddenly, your content is converting! There’s a parade in the streets and fireworks in the sky! You’ve done it!
Making the data work for you, generating reports and extrapolating hypotheses on pitch decks may make marketing meetings feel productive. But until you apply SEO analytics to your content marketing strategy, conversion rates will stay low to non-existent.
This approach works if you sell something everyone needs, like food or toilet paper, things every human on earth needs to live a healthy life.
But digital B2B products are not very high on the hierarchy of human needs. So trying to appeal to everyone in your market is a big mistake.
Research shows that niche websites experience 35% more engagement than general sites, and 60% of users return to them because they find value in niche content. So, niche down.
The first step to doing this is scouring your dominican republic mobile numbers list demographic data.
You can drill pretty far into demographic data on Google Analytics. You can look at:
Interests
Language
Country
Region
Gender
City
Age
Additionally, your CRM is a goldmine of leads, current customers, potential buyers, churned customers, and warm customers.
Google Analytics demographic data by gender
Image source
But just having this data and tracking it in a report isn’t enough to move your business forward meaningfully. You need to use this data to create niche content and a targeted user experience to move the needle.
Let’s look at an example.
Let’s say you’re a B2B company offering HR training and consulting services. Up until now, you’ve focused your content on general HR issues. You have a robust bank of content pieces using SEO best practices, but engagement is stagnant and not converting.
You dive into your data in Google Analytics and your CRM.
You discover that your average user is 30-45 years old.
You also discover that most leads come from businesses with under 50 employees in blue-collar industries.
Suddenly, it all makes sense. Your thorough blog posts on setting up an Applicant Tracking System and navigating complex video interview software aren’t going to appeal to these business owners. Their needs are smaller and more urgent.
So you change tactics. You start to focus on the HR needs of small blue-collar businesses in your content strategy by:
Developing practical, easy-to-read guides on specific small business issues
Creating a monthly newsletter called “Simple HR for Small Businesses.”
Running Google Ads targeted to 30-45-year-olds with an interest in entrepreneurship
Suddenly, your content is converting! There’s a parade in the streets and fireworks in the sky! You’ve done it!
Making the data work for you, generating reports and extrapolating hypotheses on pitch decks may make marketing meetings feel productive. But until you apply SEO analytics to your content marketing strategy, conversion rates will stay low to non-existent.