Wouldn’t it be good if you knew the type of person that was looking at your website? If you knew that they were interested in films, technology, celebrities or shopping it would enable you to focus your marketing around these areas wouldn’t it?
Think about it, if someone is interested in films they’re more likely to watch videos, someone more interested in technology is more likely to want to know about the techno gadgets you have in the practice and someone interested in celebrities may be more interested to read a blog post that you write which looks at various celebrities and the dental treatment they have had.
You may have been told that a key demographic in dentistry is the 35-year-old female, but is this correct? Is this actually right for your website and your business, if only you could know exactly who those people were that were looking at your website it would enable you to be more accurate in all of your marketing, perhaps people visiting your website are 50-year-old men?.
Information and data is key to informing your marketing and making the right decisions, everyone knows that, and now it’s possible… Here’s how.
Google Audiences & Interests
If you look in your Google analytics account (you do have access to this don’t you!) You will be able to see a section which says “Audiences”.
If you click on this, and you have this function setup, you will begin to see the analytics for the Age, gender and interests of your website visitors.
If you don’t already have the setup you will need to modify the analytics code within your website. If you have access to your website itself it’s actually pretty simple, if you don’t then here are some instructions to send to your web designer.
Dear <<Web designer>>,
I would like to begin using Google’s new audience and interest facility in my Google analytics but I need you to modify the analytics code in my website, As follows.
If we are using Google’s universal analytics please can you insert the text in bold in between the ‘create’ and ‘send’ commands in my analytics code.
ga('create', 'UA-XXXXXX-XX', 'example.com');
Here is a support document which should help you if you need it https://support.google.com/analytics/answer/2444872?hl=en&utm_id=ad
Once you have modified the code you will then begin to see data in this section, here’s some interesting data that I have collected for one of my dental practice websites.
This kind of challenges the notion that your target audience might be female doesn’t it? Certainly this dental practice has 71.6% of its visitors which are male… Extremely useful information to know when designing and creating additional marketing.
Here is more information that we have gleaned from the same website:
- Movie lovers 1091 visits.
- Technophiles 1052 visits.
- News junkies and avid readers/entertainment and celebrity news junkies 949 visits.
- Shoppers/shopaholics 936 visits.
(Visitors can exist in more than one category at a time)
So we know that the top visitors to this website are movie lovers and technophiles. I wonder how interested these people would be in watching videos on the website?
I also wonder how interested these people would be in knowing which gadgets the practice are using, perhaps digital dentistry, CEREC, digital imaging, digital x-rays etc. If these other people visiting your website shouldn’t you be mentioning these services as a priority?
Having information like this to hand not only lets your designers know how your website could be designed from an aesthetic point of view, but it lets you know the kind of content you might want to have and indeed can inform your wider marketing decisions about who your target audience is.
How does Google gather this data?
Here is what they say:
When someone visits a website that has partnered with the Google Display Network, Google stores a number in their browsers (using a “cookie”) to remember their visits. This number uniquely identifies a web browser on a specific computer, not a specific person. Browsers may be associated with a demographic category, such as gender or age range, based on the sites that were visited.
In addition, some sites might provide us with demographic information that people share on certain websites, such as social networking sites. We may also use demographics derived from Google profiles.
Have you set up this kind of analytics for your website yet? If you have let me know, and if you are happy, share your experiences of the information you have found…
Happy data mining 🙂