Online Business: Understanding Your Visitors and Customers

Last year, almost 1.8 billion people shopped online. For any online business, that’s a significant number of people to engage. To make the most of today’s increasing online shoppers, you need to understand your target audience.

There are a few critical factors to consider when marketing to online business customers. Read this guide to learn more ways to boost engagement and generate leads.

Site Analytics

Analyzing your website can tell you a lot about site visitors. The customers of your online business will behave in certain ways, which special tools can track. You can audit your site and generate valuable data on these users.

Google Analytics is a free tool that works for most websites. There are plenty of other alternatives, too. You can find comparable analytics tools, or better yet, consult professionals in digital marketing.

Typically site analytics measure several elements. These metrics include the following:

  • Session visits: number of site visitors and the effectiveness of calls to action
  • Marketing channels: paid and organic search, email, referrals, social media, and display ads
  • Bounce rate: who visits your online business and leaves after one webpage
  • Conversion rate: contact forms generating leads, or other KPIs for your online business

These metrics inform potential action steps you can take for your business. Knowing what motivates your visitors is easier with site analytics.


One important extension of site analytics involves click-mapping. It shows everything online business customers click (whether it’s clickable or not). You can learn valuable information this way.

For example, you’ll learn what parts of a webpage receive the most attention. You can see which links get clicked the most and how far down they scroll on a page. There are a wide variety of click-mapping tools available to enhance your online business.

Using this tool, you can create heatmaps of virtual hotspots for online business visitors. You can learn which ads are most or least effective. You can even discover new opportunities for lead generation based on where customers click the most.


You can understand your online business audience beyond studying their behaviour. Customer data is certainly invaluable, but so is customer feedback. One of the best forms of engagement occurs with intentional interaction.

However you communicate with customers for your online business, they need engagement. Whether it’s reviewed on your site, comments on social media, or direct email contact, listen to them. You can incentivize responses or use whatever customers provide.

Customer feedback offers rich opportunities for growth and development. The more you listen to customers, the more engaged they feel. They’ll share more and you’ll understand how to best market your business to them.

Learn More Tips to Boost Your Online Business

The world of digital marketing is constantly changing, just like your consumers. To stay ahead of these changes, you need the latest information. We call ourselves Big Bold Thinkers for a good reason.

Part of thinking boldly means staying ahead of the latest industry developments. As experts in digital marketing, we understand how important it is to keep ourselves (and you) informed. Follow the Big Bold Blog to learn more ways to boost your online business.

5 Steps to Building a Results-Focused Digital Marketing Campaign

How can your business build a digital marketing campaign that focuses on results?

Wasting your budget on a scattergun approach may bring some extra traffic. But if those visitors don’t want what you’re selling they’ll soon leave.

This article gives 5 simple steps to consider when creating your digital marketing strategy.

We ask what is digital marketing? How do you select your target market? What marketing channels should you choose and how do you manage them?

Read on to see how the right digital marketing campaign can grow your audience and boost your business.

What Is a Digital Marketing Campaign?

Digital marketing is a catch-all term used to describe how businesses use technology to promote themselves.

campaign is a marketing effort that drives engagement, traffic, and conversions. It has clear objectives and should have a start and endpoint within a set budget.

The key to creating a good return on investment (ROI) is planning before execution.

Unfortunately, many companies don’t do the necessary research. With that in mind, here are 5 things to consider when asking how to build a digital marketing campaign.

1. Define KPIs and Target Market

Key Performance Indicators or KPIs measure how core business objectives are being met.

For digital marketing campaigns, KPIs could include:

  • Cost per lead acquisition
  • Conversions per site visits
  • Traffic count from organic search

The target market is the group of customers that the campaign aims to reach.

Demographics like age, marital status, gender, etc. narrow the target audience. Matching them with your products or services is a vital step in producing the best ROI.

Target the wrong customer base and the campaign is dead before it begins.

2. Set a Realistic Budget

Estimate your marketing budget before your campaign goes live puts a ceiling cap on spending. So how do you do this?

In our advertising costs blog article we examine average advertising costs for Google and Facebook.

The advice boils down to researching your competition and platform rates. From there you can calculate an average daily spend and multiply that to a monthly or yearly figure.

3. Choose Matching Marketing Channels

Should you choose Google Ads, SEO, social media advertising, or emails as your marketing channel?

The answer lies in your brand type and what you want to achieve.

For example, if you want to reach a younger demographic through social media choose Instagram. Facebook now attracts an older audience with 60% of baby boomers having accounts.

Targeting the right channel will boost your campaign.

4. Research Keywords

All SEO digital marketing campaigns should build on the search phrases or keywords their visitors use to find them.

Discovering the highest keyword volume will determine how ads are formed. Basing a campaign on phrases that are seldom used will result in failure.

Use services like Google’s Keyword Tool to see what your audience searches for. Then shape your marketing on those results.

5. Setup and Manage Marketing Platforms

You have your campaign mapped out but how do you implement it?

Setting up a Google Ads account or email list requires a lot of effort. You also need to learn marketing concepts for each platform. Facebook works differently than YouTube, for example.

Once your campaign is live you must manage it correctly.

That involves analyzing data like traffic and conversions. And tweaking daily budgets and keywords based on changes in competition.

The results are worth it but many businesses don’t have the time or skill to manage their campaigns effectively.

Your Digital Marketing Strategy Needs to Think Big and Bold

Building a results-focused digital marketing campaign takes careful planning.

You need to set the right key performance indicators and choose the correct market. Matching marketing channels and keyword research takes time and expertise. And setting-up and managing each platform is not to be taken lightly.

Big Bold Thinkers offers digital marketing services with targeted results at the core.

Our expert digital team can help create and manage your digital marketing ideas. With a solid foundation in SEO and social media, we can bring traffic to your digital doorstep. Then help convert those visitors into paying customers.

Contact us today to see how a big bold strategy can assist your business.