I thought this post would be a cool way to share the Quantcast analytics tool with my fellow lawyers. Quantcast works by inserting a line of code into your website to track website visitors just like Google Analytics or the Facebook Pixel. However, Quantcast specializes in audience measurement and real-time advertising. This data is invaluable to marketers because it lets them know more about their audience. If you are interested in this kind of data for your website I’ve created a quick step by step video tutorial on how to install Quantcast on your law blog by clicking the button below.
This post is more so intended to be an introduction to Quantcast than it is to be on being a minority attorney. However, I use the measurement data of my own website to show what kind of demographics you can measure with Quantcast and I do believe that my race has impacted my results.
How To Understand The Data
There are two terms that Quantcast uses that I think it is important to understand. “Composition” and “Index”. Composition simply means percentage. If the composition of 50% of your audience is African-American and you have 2000 website visitors, then 1000 of the visitors are African-American. Simple enough
Index is slightly more complicated. Index is a comparison of my websites audience compared to the audience of the internet as a whole. An index score of 100 is neutral. An index score of lower than 100 means that a person a certain demographic is less likely to end up on your site. An index score of 200 means that a person of a certain demographic is twice as likely to end up on your site than another site.
More Important Background Information
I also think that it is relevant for readers to know how I market my real estate law blog tpf.legal before interpreting the data. I primarily market my law blog through search engine optimization, Facebook advertising, and social sharing. I do not exclusively target members of certain demographics in any of my online marketing efforts. I am also African-American if you couldn’t tell by the pic!
My office is also located in Prince George’s County, Maryland. The highest earning-majority African-American county. So, at least presumably, this should impact my results. We’ll see once we look at the data.
Now onto the data!
Traffic to My Law Blog From January 8, 2018 to February 6, 2018
My total unique visitors for this time period Quantcast was able to measure was 1.8k visitors. This is the audience size that Quantcast analyzed for all the other stats that I am about to throw at you.
Are Women More Likely To Search For Legal Help?
According to the composition about 6 out of 10 of my website visitors are women. Men are less likely to end up on my site than other sites and women are more likely to end up on my site than other ones. Perhaps women are more likely to search for legal help than men. I like to think it’s because I am a ladies man.
People My Age Like My Writing
Most of my blog visitors are 35 – 44 However the nearest demographics of 25-34 is 1% only 1% less. However, I think I have a slight edge in the 25 – 34 demographic due to an index of 122.
People With Kids Value Real Estate More? (I blog on real estate law topics)
6 out of 10 of my website visitors have kids. I think most people have kids so the composition does not surprise me. I didn’t anticipate that I’d index this low for people without kids but perhaps they’d rather watch YouTube than read real estate legal blogs. I know I would!
Household Income – I need to raise my prices!
A majority of my website visitors are in the lowest income bracket and with each increase in household income the composition of the corresponding audience decreases. There is nothing surprising here. There are simply more people with lower income browsing the internet than people with higher income.
However, what is surprising here is how my law blog index compared to other sites. People in the highest household income bracket index at 147 so they are considerably more likely to browse my site compared to other sites. The index decreases as income decreases.
Perhaps people with higher income are more likely to be in a position to hire real estate attorneys. I like to think it’s because my writing is money.
My Law Blog Readers Have A College Education
Almost half of my website visitors have a college education and 2 out of 10 have a grad school education. The more education someone has the more likely they are to visit my site. Guess you can say my writing is highly educated. (Looks like I’m going to end each paragraph with a joke).
Ethnicity – My People Love Me
The large majority of my website visitors are white, almost 7 out of 10. I did not anticipate that white people would compromise the large majority of my audience. “Common sense” says that a law firm’s audience composition that primarily resides in the highest earning majority African-American and relies on organic traffic would be considerably African-American. Yet, only about 2 out of 10 of my website visitors are likely to be African-Americans.
However, the index of my African-American website visitors is a whopping 211. Meaning that they are more than twice as likely to visit my site compared to other sites. My hypothesis is that although African-American visitors are a smaller audience, they are more likely to be raving fans.
My Local SEO is working!
So most of my website visitors are coming from Washington, DC, Baltimore, and cities in Prince George’s County. No surprise here my firm is located right between DC and Baltimore in Prince George’s County. I’m licensed to practice in MD and DC I only care to write about where I’m located. The only shocker here is that I have more visitors from Chicago, Illinois than Columbia, MD. Check out the link below for my guide on SEO for lawyers.
Does Race Affect Law Firm Marketing Results? And More Unanswered Questions.
I think so. On the positive side, by both looking at this data and based on personal interactions with African-American women (beginning with my mother) I believe they are my biggest fans. I believe that my ethnicity may have something to do with it. I suppose the ladder could very well be true with whites having the lowest index of all ethnicities, however, my largest audience is white-women. Overall I do not think that my race has is having a negative impact on my marketing results. I think what I see most out of the data is that people just want their problems solved by a competent attorney.
However, this question does make me ponder an even larger question. What are the internet browsing habits of different demographics? Do some demographics have more access to the internet than others? Is there internet access inequality? Again, I reside in the highest earning majority African-American County so I expected more than 2 out of 10 African-American visitors just based on organic search results alone. Looks like I have a much bigger article to write!
What Should I Do With This Data
So, now that I have this data and understand my audience better I need to figure out what I should do with it. That’s what the greatest marketers in the world do when they know their audience. Perhaps I’ll throw an event that primarily caters to educated women in Baltimore or DC.
Have any ideas on what I should do? Let me know in the comments! Thanks for reading.
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