Do you know where your best buyer persona is geographically located? Does their location play a part in their likelihood to spend money with you? If so, are you using geographical information to assist in targeting that buyer with content and digital advertising?
If you don’t know, would you like to? In this edition of our Improve Your Online Marketing with Google Analytics series, we’re going to tell you how to read the geographic data in Google Analytics to strategically adjust your inbound marketing strategy.
How to Find Relevant Geographic Data About Web Visitors
Once you’re logged into your Google Analytics, navigate to Audience → Geo → Location. From this screen, you can then choose how granular to dive into the data.
If your business relies on location for selling or delivering products or services, you’ll likely want to focus on the smallest geographic targets available. This requires you to click City from the menu just under the map.
If your business does NOT rely on local selling, you will need to decide whether the state-by-state information is relevant or if the Country level is more pertinent to you.
The default view is already set to Country. But if you want to see the state-by-state information you’ll need to click through
What Geographic Data is Most Important in Analytics?
There is some value to all of the geographic data in analytics. But for the sake of making adjustments to your marketing strategy, there are a few things you should look at first.
If you already know your best target locations:
- Stay at the level of targeting most important to your business. For instance, if you only serve local clients, stay at the city level and start by looking at your list in order by user volume (default view). Are your most targeted cities at the top? Are any important target cities not sending many visitors to your site? A few things to consider
If they live in the city in question, you may not see traffic from that city grow, but you might see an increase web traffic from the nearest urban center instead. Buying and researching online often happens at work during office hours.
If they work in the city in question, then adjust your marketing strategy to improve the number of visitors from this area. How should you do it?
- Create a hyper-targeted Facebook, Google Search, or another digital ad campaign to get noticed in that city.
- Create content on your site about that location. This could be in the form of a Service Area location page, a local case study or project feature, or a blog with specific and useful information for people who live in that city.
- Include the city name and other pertinent local information in content to more easily be found by your buyer persona.
- Next, look at your top target location to make sure traffic is quality. Are buyers engaging with your site (avg. session duration, bounce rate, and pages per session)? Are they converting? If either of these statistics is not satisfactory, consider more A/B testing on your landing pages while adding more locally relevant content.
Curious about Google Analytics lingo? Check out our Getting Started with Google Analytics blog here.
If you are looking to learn more about your best buyer persona:
Learning more about your buyer persona, including where they live and work can be important in helping you with other marketing initiatives such as ads and direct mail.
To determine where your best buyer personas live and work, sort your geographical data set by Goal Conversion Rate so that the locations with the most conversions are at the top. When you see the numbers, you’ll know right away where your current best targets are as far as reaction and likelihood to convert.
If there are some key target locations that are under-performing, take a look at the volume of traffic coming from that location, make sure there have been enough visits to result in a conversion. (If the site visits are not significant, consider new campaigns to drive web traffic from this location to your website.)
Also look at the messaging on the landing pages, ads, and other content for that target. If it is not relevant, make adjustments. Sometimes it is as simple as adding the name of the city, state or country in the ad copy to convince people you are the right choice for them.
Despite the world becoming smaller, thanks to technology, there are many businesses you visit each and every day that depend on some form of location-based marketing and advertising. In fact, even large global organizations create a variety of marketing campaigns for different states and countries. Each geo-target may need a different message and some may have stronger buyer readiness than others. Location continues to matter, so make sure you're thinking about your online marketing strategy from a location standpoint too!