As a business owner or a marketer, it is vital that you know your customers. You need to be aware of who they are and why they buy from you. When conventional marketing Wisdom would advise you to identify your target audience with demographics such as education, age, spending ability and so on. Smarter marketers however, are going beyond the norm and adding psychographics to the mix. This means that they are taking the values, desires and attitude of their target audience into consideration.
Psychographics involves going beyond the raw numbers that demographics give you and entering the heads of your audience. With psychographics, you are taking into account a broader range of factors that affect your audience, chief among which is how they make their buying decisions. With this kind of valuable information, you can then begin to improve your marketing efforts and provide better and more targeted services that your audience would love. In this article, we take a deep dive into what psychographics are, and how to use it to better your marketing.
An Intro to Psychographics
Psychographics is the qualitative methodology of studying your customers based on their psychological characteristics and traits such as their desires, values, goals, interests, lifestyle choices and attitudes.
A good way to understand psychographics is to compare it with demographics. demographics is more concerned with the sociological aspects of the audience. Things like the age of your customers, their location, kinds of jobs worked, number of kids and so on add information captured the demographics. Psychographics however is focused on the reason why the customers act the way they do.
Let’s take an example to explain the difference between demographics and psychographics.
A demographic profile would include details such as gender, age, marital status, interest and household income. Typically, these are the kind of data that businesses rely on to make marketing decisions. For instance, take a look at this sample demographic data:
- Ages 25-36
- Interested in Tennis, healthy eating, and saving money
- Household income is between $50,000 to 75,000 annually/
From this, you can infer that this audience would be interested in any product or service has to do with healthy food, exercising, or a course on managing money. The challenge, however, is that the picture painted by demographics alone is incomplete. it doesn’t tell us why your customers act the way they do. painting with the above example, a psychographic profile can give the following additional information:
- Interested in healthy eating as a way to avoid diseases associated with old age
- Spends a lot of time on social media consuming content about exercise and healthy eating
- Is not interested in diets, but rather, healthier food choices
- Cares a lot about how they look and what other people think about them.
As you can see, psychographics goes a little deeper than demographics, showing your brand what exactly how your customer thinks.
Psychographics and Buyer Personas
So, now you know what demographics and psychographics are. Let’s talk about you can use them in your marketing. The combination of Demographics and psychographics gives you your buyer persona. A buyer persona is a fictional representation of your ideal customer. In other words, by combining demographic data – who your customer is, with psychographic data – why your customer buys, you can generate an accurate picture of who your customer is and you can guess how they’ll respond to your marketing.
When using segmenting your customers via psychography, you’ll need to use psychographic characteristics. Let’s examine some of these characteristics
There are five examples of psychographic characters that researchers commonly study.
Your audience’s personality describes the connection of traits that they exhibit consistently over a long period of time. Personalities are commonly accessed using the 5-Factor model. For instance, one of the personality traits that the 5-factor model measures are extroversion, that is the extent to which somebody would be willing to spend time with others. If you discover that your audience has a low level of extraversion, the most of your marketing images and visual content should involve solitude because it will resonate more with your customers.
Lifestyles is a collection of the day-to-day activities of an individual. basically, the lifestyle of your audience is how they spend their life. from their activities. Associations, where they live and how they spend their time.
By understanding how your audience loves to spend their time, you can aim your marketing in the direction of their lifestyle, making it easier for them to buy from you.
The interests include your audiences’ hobbies, media, habits of media consumption as well as what they spend their time doing. By understanding what your audience spends their time doing, you can create marketing campaigns that target those aspects.
A cinema that discovers that a large portion of their users also love football, they can use sporting references in their marketing.
Opinions, Beliefs and Attitudes
While each of these three are actually distinct psychographic characteristics, they are actually closely related. While not strictly white-and-black, but general religious beliefs tend to also reflect in political opinions, general worldview, and vice versa.
If your business audience involves people that are deeply religious, you might want to avoid using expletives or strong language in your ads.
The values of people talk about what their sense of what right and wrong is.
How to Use Psychographics in Your Marketing (in 3 Steps)
As powerful as psychographics can be for your marketing, it’s important that you set about using it correctly.
Gather Psychographic Data Via Interviews, Surveys and Analytics
Starting with a demographic of your key audience, conduct interviews and surveys to grant you more insight into the mind of your audience. A simple online feedback form connected to some analytics tools will help with this. Online quizzes are also very effective in finding out what your customers are thinking
Sort Through the Data and Create Psychographic Profiles
Once you have enough data, you should analyze them and make sense from the data. You can start by discarding responses from those outside your target audience, then take note of regions where there is a majority consensus, those are the areas that resonate strongly with your audience. With this data, you can go ahead to build your psychographic profiles, which is a segment of your audience that have similar psychographic characteristics.
Use the Profiles generated to Develop Targeted Marketing Campaigns
With the data you’ve gathered and analyzed, start by creating new marketing campaigns. You can run targeted ads on social media and search engines, develop new products and services to cater to previously unknown needs.
As you combine demographics with psychographics in your marketing, it becomes easier to figure out who your customers are and how to create and market the right products to them.
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