Understanding who your visitors are is essential to shaping your museum programs, marketing strategies, and fundraising efforts. When you know your audience, you can connect with them on a deeper level and offer experiences personalized to their needs. But audience research can be a big lift for a small organization.
Fortunately, there are several low-cost, low-labor methods you can use to learn more about your visitors. By tapping into your existing resources—like your website, social media, email list, and donor base—you can gather valuable insights into your audience.
Let’s dive into some strategies that can help you better understand your visitors.
1. Use Digital Demographics from Your Website
Your museum’s website is one of the most valuable tools for gathering data about your visitors. By using free or low-cost tools like Google Analytics, you can collect demographic information about your online audience with little to no additional effort.
Here’s what to focus on:
Audience Overview: Google Analytics gives you a breakdown of your visitors’ age, gender, and general location. This can help you understand who’s interacting with your museum online.
Behavior Tracking: Analytics tools can also tell you how people found your website (via search engines, social media, etc.) and which pages they spend the most time on. If a particular exhibit page is getting lots of traffic, it’s a clue that it resonates with your audience.
Location Data: By identifying where your website visitors are coming from, you can focus your outreach efforts on local communities or expand into new areas.
How to implement: If you don’t have Google Analytics set up on your site, it’s easy to install by following their step-by-step guide, or asking your web provider to install it for you. Then, be sure to schedule time each month to review the insights and note trends.
2. Leverage Social Media Analytics
Social media platforms offer built-in tools that provide demographic data about your followers and their interactions with your content. Since many museums already use social media to engage with the community, this is a simple way to gather information with little extra work.
Facebook Insights: Insights from your Facebook page provide information on the age, gender, location, and even the interests of your followers.
Instagram Insights: If you have a business account, you can see demographic data, such as age, location, and when your followers are most active.
YouTube Analytics: If your museum is active on YouTube, the platform’s analytics offer a detailed view of your viewers’ demographics, including age, gender, location, and how long they engage with your videos.
These platforms also let you see which content is getting the most engagement. Understanding what types of content your audience enjoys can help you craft future posts that resonate and build engagement with your museum.
How to implement: Spend 10 minutes each week reviewing the analytics section of your social media platforms. Record the demographic data and engagement trends and note which types of posts generate the most interaction.
3. Survey Your Visitors (In-Person & Online)
Visitor surveys don’t have to be costly or labor-intensive. You can gather feedback in person during visits, or online via your website, email newsletters, or social media platforms.
In-Person Surveys: Set up a simple questionnaire at your front desk or near the exit. Ask basic questions such as age range, zip code, how they heard about you, and what brought them to the museum. You could also include a question about what they enjoyed most during their visit.
Online Surveys: Use free tools like Google Forms or SurveyMonkey to create simple surveys that can be shared via email or social media. Offer an incentive like a small discount or entry into a giveaway to encourage participation.
By gathering responses from a mix of in-person and online visitors, you’ll get a broader sense of who’s coming to your museum and why.
How to implement: Create a short, five-question survey that asks for key demographic info, plus one or two questions about visitor experience. Place a link to the survey on your website and post it on social media. Consider using a tablet at your museum for visitors to fill it out before they leave.
4. Tap Into Email Metrics
If your museum sends regular newsletters, your email list holds valuable insights about your audience. Most email marketing platforms (like Mailchimp or Constant Contact) offer built-in analytics that show who’s opening and clicking on your emails.
Email Engagement: Look at the demographics of your subscribers, especially those who regularly open and click through your newsletters. Are they older or younger? Local or from out of town? This can tell you a lot about who is most engaged with your museum.
Geographic Data: Many email platforms also show where your subscribers are located, which is helpful if you want to focus on outreach in certain regions.
How to implement: Regularly review the demographic and engagement reports from your email provider. Look for trends in who’s engaging most and what types of content they click on. This will help you understand the interests and preferences of your audience.
5. Review Donor Demographics
If your museum has a donor base, these individuals are some of your most loyal supporters. Analyzing donor data can reveal useful patterns about who is invested in your museum’s mission. It can also give clues about who your museum appeals to and how you might expand that base.
Demographic Breakdown: Look at the age, gender, location, and giving history of your donors. Are they mostly local community members? Older generations who’ve been involved with the museum for years? Knowing this can help you target potential new donors who share similar characteristics.
Annual Survey: Consider sending out an annual survey to donors, asking about their motivations for supporting your museum and what types of programs they’re most interested in.
How to implement: Use any donor management tools or spreadsheets you have to categorize your donors by demographics, then look for trends that could inform future engagement strategies.
6. Community Partnerships for Insights
In addition to your internal tools, don’t forget the value of partnerships with local organizations. Libraries, community centers, or local tourist boards often gather demographic data about the people they serve. By sharing insights, your museum can better understand the broader audience within your community.
Cross-Promotion: Partnering with local organizations to host events or programs is a great way to attract new visitors. In return, ask those organizations for insights on the types of audiences they typically attract.
Collaborative Surveys: Work with partners to create joint surveys that can help both organizations understand more about your shared audiences.
How to implement: Start building relationships with local groups by attending their events, offering joint programming, or exchanging visitor data where possible.
Conclusion: Putting It All Together
By combining the insights you gather from your website, social media, email marketing, donor base, and in-person interactions, you’ll be able to create a well-rounded picture of your visitors. This information is invaluable in helping you shape programming, marketing, and community outreach that speaks directly to the people who support your museum.
The best part? These strategies require minimal cost and time, making them perfect for small museums with limited resources. A little bit of data can go a long way in helping you build a deeper connection with your audience and keep them coming back for more.