How to Grow Your Audience With Meaningful Traffic

You have spent time setting up your website, generating ideas, and creating great content. What is next?

It is time to grow and expand your user base and make sure all that hard work is being recognized!

Here are some ways publishers have used Quantcast Measure data to increase their reach:

  1. Inform Marketing Strategy and Advertising: Reach the right people using your Demographics and Audience Grid reports. Ensure your growth tactics are catered to who your viewers really are.
  2. Explore Partnerships: Leverage your General Interests reports to find what non-competing brands your users are interested in. Is there a potential collaboration waiting to happen?
  3. Optimize Content for SEO: Are people able to find you organically? Make sure you are writing quality content that will bump up your search ranking!
  4. Uncover data on your competitors’ customers: Peel back the curtain on other websites’ customers and learn where your site stands.

1. Inform Marketing Strategy and Advertising
How do you make sure your ads are reaching the right users — the ones that are likely to convert?

When you are competing against hundreds of businesses for consumers’ attention, you will want a targeted marketing message that will more likely capture a viewer’s attention. The more relevant the message is, the more it will resonate.

Many publishers use Quantcast Measure to validate their assumptions and uncover new behavioral insights about their users. By choosing to quantify your site, we will start capturing behavioral and interests data through our Demographic and Audience Grid reports.

Once your data is ready, look through your profile and start building customer profiles.

Your Demographic report includes gender, age, household income, children in household, and others metrics.

The Demographics report on composition view shows teh percentage of this property’s total audience that meets the given specific demographic criteria.

Audience Grid reports includes Shopping Interests, Media Interests, and Business & Occupation.

Shopping Interests report shows Financial, Apparel, Home Owners, Packaged Goods, Restaurants, and other retail metrics.

Media Interests report shows TV, Movies, Music, and other metrics.

Use Content Segments1 to view metrics on a per section basis, enabling you to gather and compare audiences between different parts of your site.

Next, it is time to create on-target content and sharpen your marketing strategy.

Let’s say you are a food content publisher. You view your Demographics report and find your audience is mostly age 35-44 and under. Based off of the Shopping Interests report, you know over 80% of your users are Online Buyers.

Perfect! Let’s focus your marketing strategy on online content and advertising.

From the Media Interests Report, you see several genres and specific shows your users are interested in.

How about digital ads with witty references to pop culture? Yes, it will catch viewers’ attention. Yes, it is creative. And more importantly, we know your users will understand and appreciate them!

Your Demographics and Audience Grid reports are helpful when deciding the content of your ads. You can also use this data to decide which audiences you want to specifically target. Some advertising platforms let you select attributes of the user base that will be shown your ad. For example, Iet’s say you plan to show this advertisement only to users that are 25-44 years old and not married. Use Quantcast Measure reports to verify the composition and index of this audience.

Drive more profitable traffic to your site with relevant marketing content and ads. Quantcast Measure provides you with audience data to let your team optimize your marketing strategy.

2. Explore Partnerships

Another way to find likely converters is through the General Interests report. Included in the report is a list of Sites URLs. These are sites that your audience visits in high proportions, relative to the overall Internet population.

Using this list, we can identify sites with similar audiences to focus your user acquisition efforts.

Click “View Details” on the report for the full list of URLs.

Find an extended list of your metrics in the full view of your report.

We see here that our top 3 sites with the highest affinity are theinfautation.com, a food discovery guide; menupages.com, a restaurant menu and review directory; and menupix.com, a restaurant discovery tool.

Recall affinity here means how much more likely someone who visits your property is to visit the specific sites compared to the average Internet user.

While you can certainly go to these sites with an RFP for a direct advertising deal, you can also strike up a partnership!

Partnerships are different from ads as both you and your partner are working together to double your resources and reach. Likely your partner is not a direct competitor, but falls under the same market area. Working together, your partner can introduce your website to their following, and vice versa. If you lack the resources to promote the partner, then it can simply be a paid partnership.

Advantages to partnerships include:

  • Easier access to new audiences – Rather than a small banner ad, you are getting prime-time exposure to your partner’s following. The right strategic partnerships can save you money and time by offering you quick access to a highly targeted group of users.
  • Greater brand awareness and education – Your partner has already spent resources and energy to build out their user base. Instead of spending ad dollars trying to capture these same users, you can leverage the work your partner has already done. You will have a faster time to market by having your partner promote you within their business. Your partner can also spend time going through details of what you offer – something that’s tricker to do with traditional simple and quick advertising.
  • Stronger reputation and credibility – Your brand instantly gains credibility! By aligning yourself with another business, you are getting exposed to a new audience from a source those users are already familiar with and trust. They are be more likely to pay attention to your business, one your partner is directly promoting.

It is a win-win!

3. Optimize Content for SEO

It is no surprise that writing content that people care about is incredibly important in driving traffic. Your search ranking highly depends on your site’s content – how relevant is it, how much value does it add. Not only should you edit your content to appeal to existing users, you should also focus on content that will drive discovery to your site.

There are thousands of online articles on improving SEO and writing content that matters. We have our own guide focusing on How to Optimize Your Web Content. Read on!

4. Uncover data on your competitors’ customers

Leveraging your site’s audience data is a perfect way to evaluate your growth and marketing strategy. But what if you do not have enough data for these insights?

When you are just starting out, you might not have much traffic to gather relevant and useful data on your audience. In that case, you can lean on sites within your niche (and even competitors) to learn about users that may be interested in your site.

You can start exploring our publicly available Measure profiles by clicking on the search icon at the top of the screen and typing in the site’s URL.

Explore publicly available Quantcast Measure profiles.

*Note you can only see sites that have added the Quantcast tag and have agreed to make the data public.

We will always recommend quantifying your site as well, so you will have a profile with direct measurements of your own users.

With public Measure profiles, you will get the competitive intelligence you need to create and execute effective growth strategies. Learn from other sites’ metrics to better define your own place in the market.

Mass marketing certainly has a time and place. But when you are growing your traffic on a budget, you will want to make sure you are stretching your dollar by targeting your most prominent audiences. Quantcast Measure reports let you in on your users’ demographics, behaviors, and interests; along with sites they’re visiting. Use this information in sales decks and partnership deals, and ensure your growth efforts are optimized!

SEE YOUR DATA

Content Segments1: Content Segments is a feature of Measure Enterprise. Learn more about Measure Enterprise and request a demo here.