Every Internet Marketer should learn the Demographics about the niche they want to promote, but how can you do this without hiring an expensive firm to do it for you?
Welcome to 2012...and, technically, like 2006.
While this won't be very extensive, it should be very useful as I want to just get straight into it, without any fluff.
Here's some great sites we can use to check the demographics for sites, which can give us great information about who might be purchasing/signing up for our offers.
http://www.compete.com/ (paid service, but worth it for big time marketers!)
http://www.comscore.com/ (Media Buyers will want to check this out)
OK, so let's say that we want to promote a Dating offer similar to E-Harmony. The first thing we can/should do is go over to http://www.Quantcast.com and enter the URL of EHarmony.com into the big Text box at the top, next to the FIND button:
Now next you'll see that eharmony has hidden their traffic data, but that's OK. We're looking for basic Demographic data:
Now we want to click on the Demographics link:
Now we're going to see a bunch of much needed information. Although this information can't be taken as 100% accurate, it's a good indication of the type of demographics we should be aiming for with eharmony.com offers, or anything similar (not even sure if there are any. True, Date, etc. aren't the same thing, please be aware of that).
From this simple demo research we can see that people who sign up for eharmony are mostly Middle aged Caucasian women with no children. Sound about right? Of course this isn't entirely true, but I'm going to guess that it's probably very close.
I love Google AdPlanner. I believe Google's Data is going to be the most accurate based on the fact that they control more data than everyone, and everyone has probably used Google Analytics at one time or another, right?
Let's see what Google AdPlanner tells us!
First click on this link:
Now go ahead and enter eharmony.com into the research by site box, like so:
Now when you click enter on your keyboard you should now see the following:
Now you want to scroll down to see the data that Google gives us about the site.
As you can see from the image above, the data is VERY similar to what Quantcast shows us. This is good for us because it helps make our data a little more concrete now.
You can see from the AdPlanner data that eharmony users are mostly Middle aged Caucasian females who went to college and earn approximately $25-$75k per year. Not bad data, right?
Now if we wanted to check out another free site, what about Alexa.com? I like Alexa because it gives good indicators of a little bit of everything. It's free and works great if you use it correctly and learn how to sort through the data quickly.
First let's click this link:
Now at the top you want to enter eharmony.com into the box to start a search.
Now click on the Get Details button, as shown in this image:
OK, so the next thing to do is look for the AUDIENCE tab above the graph, shown here:
The Audience page is where we will find information regarding the Demographics of the site.
This data is, once again, very similar to Quantcast. We're obviously on to something here, right?
Now if we hover over the little question marks we can see some more details regarding each graph, like so:
This helps us understand each graph a little more, if needed.
Things to Remember
Now all of this data is awesome to have, but we need to remember one thing: data does not mean conversions. This is just research to help us gather enough "intelligence" to get started on our campaigns. Now we know who to target, but we can also test to make sure that data is realistic.
Testing is going to give us what we really need: proof. These demographics will surely help us create smaller tests to see that proof, where we can then scale the campaigns and, hopefully, make more money.
Please remember that this data is not the key to the goldmine here, it's simply a starter. This data shown on this guide is, for the most part, what I would call accurate, but I could not be sure until I tested it.
Also, if the site you're trying to get data on does not have data on any of the sites listed above, you might want to find their competitors sites and use those sites for basic data. If they're very similar, the data should be very similar, too.
If you have any questions about this Guide or about Demographic Research, please ask away!
Testing is everything, assuming and data is meaningless in the end unless it proves to be correct.