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Audience: a regular public that manifests interest, support, enthusiasm, or the like; a following.
Hopefully if you own a blog, you have a very strong audience. An audience is something all bloggers constantly work and strive to build. When we are building connections with websites, we need answers to a variety of questions: who is who is their audience? Who actively participates in the blog? Where are they located? What are their reader’s topics of interests? The answers to these questions will be considered by the CopyPress Connections team when acquiring and building new relationships.
Many clients have specific demographics they look for in placements. If the company, product or person you’re building a connection for is UK based, they will more than likely want to target a UK audience and therefore connections should be made with a UK based site/blog.
Luckily CopyPress has a handy dandy toolbar that pulls the IP location for the site in question. With a click of a mouse you’re there and should know where that site is being hosted. This can be subjective, as many sites are hosted on a server outside their actual own location.
Sometimes the toolbar does not pull the host country. If that’s the case, investigation work begins. I personally go to a slew of sections on the site to try and find out more information when it comes to where this site is operating out of. The contact us page is a good place to go in hopes that the site lists their address.
Also, many times the hosted IP address location does not necessarily mean that the site is based in that country. This is why a contact page with their address information is a really good indicator of the blog owner/company’s location.
Many times the Contact Us page offers little clues as to where the site is based out of, so I then check the About Us page. This is where you would find information on the blog owner, the company, the staff, etc. It’s usually pretty easy to see where they are based out of if there is a blurb about the company, bios for the owners or staff members.
If the ways mentioned above don’t offer up any raw data to where the site is located in the world, it’s always a great idea to check out actual site content to get more clues. Typically looking at the most recent five posts will put a picture in your head of 1) the type of writing that goes on the site and 2) the written English on the page. If you find yourself asking, “What does that even mean?” when reading sentences, then chances are the blogger’s first language is not English.
If you’re looking to connect with UK based site,s you’ll want to find examples of UK English. If you see words like pounds in regards to dollars, colour instead of color, organisation rather than organization and other examples it’s a good sign the site is UK based.
Another way to find clear insights on where the blog’s target audience is coming from is by looking at a traffic report like the one I’ve pulled from Alexa.com. Looking at the traffic for CopyPess.com it’s clear that CopyPress ranks highest in United States.
This is a great tool to see if your client is extremely specific on the geographic location of placement sites. It’s a major red flag if the site is getting all its traffic from India users and it’s a US based campaign.
By using traffic analyzing reports like the one found on Alexa, you can also dig deeper into the audience’s demographics. Maybe the client is looking to target a younger crowd? Or maybe they want to reach a stat-at-home mom audience. The report like the one below can help with more insight on this information.
If you’re looking to reach out to a site with specific interests like technology, it’s easy to tell if a site fits that vertical. Usually the domain will give it away, but by looking at the About Us page and recent content you’ll have a clear idea of the typical topics covered on the site, and more importantly, if your post will fit well or not.
In the end there are many ways to gather more information on a particular site. I often practice all of the above because the more evidence the better. Many times the IP address location does not indicate the actual location, which makes it even more important to utilize the other techniques mentioned.
What techniques do you use when gathering information on the site’s target audience?