How to Find Out Who Is Actually Reading Your Food Blog

You probably have a picture in your mind of the perfect reader for your blog. Maybe she’s a busy mom of three. Maybe she’s in her thirties and meal planning on Sundays. You may have even given her a name.

But here’s something worth knowing: the people actually landing on your blog might look a little different.

Some of them found you through Google. Some came from Pinterest. Some follow you on Instagram and stop by every now and then. They may not match your ideal reader exactly, and that’s completely okay. What matters is that you get to know them.

In this post, we’re sharing three simple ways to learn who your audience really is, plus what to do if what you find surprises you.

Why Knowing Your Audience Matters

When you don’t know who is on the other side of your content, it’s hard to connect with them in a meaningful way. You might notice that:

• Your recipes aren’t getting many comments or reviews
• Your Instagram Stories feel like they’re going into a void
• You’re dreaming about digital products, but aren’t sure what your readers would actually want

All of these come back to the same thing. You can’t create something helpful for someone you don’t understand yet.

And it applies even to your free content. Your readers aren’t paying you in dollars when they read a blog post, but they are giving you their time and their trust. The better you understand them, the more your content will resonate, and the more likely they are to come back, engage, and eventually be ready for whatever you offer in the future.

Way #1: Send an Email Survey

Your email list is a great place to start because these are people who already trust you at least a little. They chose to sign up, so you’re not starting from zero.

You don’t have to send a big, formal survey (though you can). Here are a few easy ways to gather information through email:

• Ask a question in your regular emails. Sprinkle in one or two pointed questions that help you learn more about your readers.
• Try something other than a recipe. Share a bit about your story, your season of life, or the backstory behind a recipe, then see what gets clicks and replies.
• Move the “why” to your inbox. If you’ve cut the long story from a blog post because readers don’t love scrolling past it, an email can be the perfect home for it.

A little patience goes a long way here. Your audience may not respond right away. The more you ask, the more comfortable they’ll get with replying. And when someone does write back, be sure to write back to them. Thank them, respond to what they shared, and help if you can. That’s what makes people want to respond again.

Related Episode: EP 29: 5 Emails You Can Send to Your List Right Now

Way #2: Use Social Media to Start Conversations

Whether your community lives on Instagram or in a Facebook group (even a quiet one counts), social media is a wonderful place to learn about your people.

The catch? Sharing the same content you always share probably won’t get you new information. You may need to get a little more personal and try some different ways of inviting people in, like:

• Instagram polls
• The questions box in Stories
• Chatting on camera in Stories about what you’re working on

Don’t be discouraged if no one responds the first time. Try rewording your question and asking again in a few days. You can even tell your followers you’re doing a little market research so you can serve them better. Most people love being asked.

You’ll likely find one or two super fans who show up again and again. Those are the people to get to know better.

Way #3: Get on the Phone With Your Audience

This one is Madison’s favorite, and it’s the one most bloggers skip.

Set up a casual 10 to 15 minute conversation with one of those super fans. Make it easy for her to say yes by keeping it short and offering a small thank you, like an exclusive recipe, a free ebook, or a $5 or $10 coffee gift card. The insight you’ll get is well worth it.

A few tips for the call:

• Come with just two or three questions. Then let the conversation go where it naturally goes.
• Listen more than you talk. This isn’t the time to pitch or explain. Take notes.
• Pay attention to feelings and emotions, not just facts.

One question Madison loves to ask in her brand strategy work is this: where does your audience spend their time now, and where would they like to spend it? Her answer paints a picture of what she’s struggling with and what she’s hoping for. And that’s where your recipes come in. How can they help her get from where she is to where she wants to be?

What If Your Audience Isn’t Who You Expected?

Once you start gathering this information, you might find that your ideal reader and your real readers don’t line up. Don’t panic. You have options.

Look for what they have in common. There’s often a shared thread, even if the details differ. For example, a family with toddlers and a retired couple who’s always on the go may both be living busy lives. If you can find that common ground, you can often serve both groups with the same recipes by making small tweaks to how you talk about them.

Choose a direction if there’s nothing in common. If the people showing up are there for something very different from what you want to share, you can pivot your content toward them. You can also keep working to attract the audience you want while still taking care of the readers you already have.

Make it easy for each group to find their way. You can segment your email list or create different paths through your site, like a “choose your own adventure.” It’s perfectly okay for a brand to have more than one type of audience. It just helps to know what each group needs from you.

One important note: talk to enough people before you make any big decisions. A few voices can skew the picture, so you want to be sure you’re not basing your strategy on an outlier.

Put What You Learn to Work

Knowing who is really reading your blog helps with so much more than content planning. It shapes your digital products, your future brand partnerships, and even how you describe your blog when you reach out to brands you’d love to work with.

And if you find a few super fans along the way, hang on to them. They’ll love feeling like part of your team, and they’ll be the people you can run new ideas by for years to come.