1. Look into occupation data
Where your customers work can tell you a lot about your target niche. For instance, if a majority of your current customers are contractors in the construction field, you can pivot your offerings to serve them more directly. This information can help refine your branding and create better experiences by focusing on smaller portions of your market.
2. Track on-site page data
On-site page data can be found using a variety of analytics apps. Analytics data can inform you of customer preferences and illuminate areas of your market that you should be focusing on. If you identify certain pages that receive a higher than average volume of traffic and time spent on the page, you can adjust your services and products to focus more on the areas your website visitors deem more valuable. Let your own data show you where you should be focusing.
3. Determine the age of your audience
You may notice that a large segment of your market is within a certain age range. Pay attention to this metric, as age can suggest more than you think. The age of your customer can change how you market to them, what language or slang you use and the types of products they’re interested in. Age often has a correlation with income levels and could allow you to promote higher-value, higher-priced products depending on your market.
4. Take note of relevant content mediums
The way your customers consume content will give you information about how to more effectively sell and market to your audience. With over 80% of Americans now online, it's crucial you understand where they're focusing their energy and leisure time, and how they prefer to engage with your content. Use this information to meet your audience where they're already spending time and where they are shopping, and focus your relationship-building efforts across these mediums.
5. Use location data correctly
If you’re a local business, your customers probably live within a radius close to your business. But if you do business online, knowing the location of your customers can help you run localized marketing campaigns and can also give you other indicators, such as income level and consumer preferences. Along with this, geographic data can help you identify competitors in the area. Plus, deciphering the area that's most receptive to your product can help you formulate future advertising campaigns or service offerings to win new customers in the most profitable geographies.
6. Identify preferred social media networks
Social media networks have all kinds of built-in data about the people who use their platforms. For example, Pinterest has an overwhelmingly female user base. If you notice a certain portion of your audience coming to you via a specific social media channel, you'll likely be able to gather insights that can help you focus your marketing efforts while developing more intelligence around your customers' online habits. As a bonus, having an active social media presence on these relevant channels will help to build trust with this audience.
7. Harness relevant keyword data
The keywords your customers type into Google when searching for your business will give you information about the problems they want you to solve for them. These keywords can also let you know what kind of words your customers associate with your business. If you're looking to expand your offerings, these keywords might also suggest an unfilled need in the market and can give you a leg up on search engine marketing (SEM) or language to use in your marketing collateral.