The Key to Your Most Impactful Marketing Campaigns
You have what someone needs. You’ve given your blood, sweat, and tears to a product you believe in and now you are ready to get it out into the world. How do you get your ideal customer to click “buy”?
At first thought, the word psychographics might not seem like something you’d want anything to do with. But the truth is, your marketing plan isn’t complete without it.
Demographics vs. Psychographics
Most likely, you already have a good understanding of demographics. They explain “who” your customer is with information like gender, age, income, or marital status - the dry facts. Inversely, psychographics explain the “why” of their buying habits.
Psychographics is “the study of consumers based on their psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices.” Basically, psychographics in marketing help you really narrow in and get a better understanding of the consumer’s emotions and values, so you can market more accurately.
Why Should You Use Psychographics Marketing?
Psychographics can make or break your marketing campaign. Customers are smart! They know what they want and it’s important for you to understand their intent, what type of information they want, and how they want it.
If you’ve ever created an ad on Facebook or Google, you’ve already witnessed psychographics in action! But psychographics is about so much more than ad targeting. It’s about making sure your ad speaks to your audience so when they see it, they resonate with it and want to take action.
Demographics and psychographics are useful on their own, but when you combine the data, you gain an understanding of what makes your target customers buy. For example: a standard user persona might introduce you to 'Jane, a 45-year-old professor who loves family and being outside.' But what does this actually mean for your business? Does her love of family or approach to exercise help you influence her choice to try out your recent product?
You need more than the broad categories that demographics will offer you. You also need psychographic data to tell you about their attitudes and beliefs, ultimately helping you influence their choice to try your product.
There are many different ways to segment a market with psychographics, but the most popular are personality traits, lifestyle (their associations, where they live, where they spend their time, etc.), interests (hobbies, pastimes, media consumption habits, and what occupies someone’s time), attitudes or beliefs, and values.
Let’s go back to Jane.
- Age 45
- Married, with children
- Dealing with asthma
- Household income $75K+
- Concerned with health
- Wants a healthy lifestyle
- Enjoys going on Facebook
- Finds fulfillment in her career and family
- Values time outdoors
If you’re selling a medical device that will help your customer with breathing and you’ve discovered that your average customer is like Jane, you can center your promotional materials around this data. You might want to show photos of a woman hiking with her family, with ad copy focused on solving her desire to continue living the life she loves unhindered by asthma. Psychographics give you insight on how to reach her and what really moves her to action.
How to Gather Psychographic Profiles
Gathering the information you need isn’t difficult, it just takes time. Through focus groups, surveys, interviews, or even speaking with your customer service team, you can gather the information you need to make informed decisions about your ideal customer.
But, according to Adele Revella, CEO of the Buyer Persona Institute, there is one question you should be sure to ask: “What happened on the day you first decided you needed to solve this kind of problem or achieve this goal? Not to buy my product, that’s not the day. We want to go back to the day when you thought it was urgent and compelling to spend money to solve a particular problem or achieve a goal. Just tell me what happened.”
Dive deeper and walk through every step of a customer’s buying journey. Once you’ve gathered more information, you can put it into action and win more business.
Not sure where to start? We’ve got you covered. Hiring an experienced eCommerce agency like AirTank can help you take the data and turn it into results by creating more refined audiences, writing emotionally compelling ad copy, a/b testing, identifying new content opportunities, and through the help of our custom eCommerce platform, ZiftrShop, you can make conversions out of potential customers. Get in touch with us today to get started!
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