Many of my clients know a lot about the demographics of their target audience. They know the average household income of their customer base. The areas their customers live. What their job description is. How old they are on average. Plus their marital status and more. All of this demographic information is essential! But many businesses aren’t as focused on the psychographics of their target audience. Nor the potential it can bring to their marketing strategy. But what is psychographics? Why are they so important?
In this article, I will explain psychographics. Why they’re so important, and how you can apply them to improve your business’s marketing strategy.
What Are Psychographics?
Psychographics is a term used to describe the behaviors and habits of your target audience. As opposed to demographic profiles, which look more at the customer’s lifestyle from an external perspective. Psychographics is basically how a customer thinks and behaves.
These behavioral patterns greatly influence how your customer interacts with your business. Not to mention, how they respond with your marketing campaigns, and how they purchase products or services from your company.
Just like demographic profiles, businesses can create psychographic profiles, which would look something like this:
Psychographic profile for our fitness products:
- Customers want to look and feel good consistently.
- Care about the origin or ingredients — fairtrade, organic, high-quality, etc.
- They’re health-conscious.
- Concerned about weight.
- Regularly shares workout routines and selfies on Instagram.
- Once lacked or currently lacks confidence in their appearance.
- Cares for how other people perceive them.
Notice how a psychographic profile focuses on a customer’s psychology and less about their location, job description, age, etc.
But, Why Are Psychographics Important?
Psychographics brings an entirely new dimension to your marketing strategy. They help you to be even more clinical with your audience targeting, which, in turn, improves your conversions and sales. Using psychographics will also improve your ROI. You can spend less marketing dollars using very well-targeted ads while getting better results.
They can also better inform the marketing content you create. For example, if you know your customers are concerned with their appearance, you can create content that targets this concern — making your content more relatable.
How to Use Psychographics
One of the easiest ways for your businesses to craft psychographic profiles is to use polls. Social media polls can be posted on many social platforms, including Twitter, Instagram, and Facebook.
Using polls, you can ask questions to begin building the psychographic profile of your audience.
Here are a few poll question examples that a brand might use to start building a psychographic profile:
- Do you prefer cheaper brands or more expensive high-quality brands?
- On a scale from 1 to 10, how much do you care about what others think about you?
- Does the quality and origin of product ingredients/material matter to you?
- How many times do you workout per week?
Similar, but alternative methods of collecting psychographic data is to use detailed surveys. You can give the surveys to your audience and get them to complete it as honestly as possible. A quick tip: always provide an incentive for users filling out the survey (a free gift or discount code) and ensure their data will be kept 100% anonymous. Your surveys can be meticulous to ensure you’re getting the best information possible.
Other methods of collecting data to build psychographic profiles include using analytics. Social media analytics provide a decent level of information about the behaviors of your audience — what they like, don’t like, etc. Google Analytics can also be a useful tool showing what type of products and content that your audience wants to look at.
Aggregate all the data you’ve gathered and use it to build one or more psychographic profiles. Apply the profiles to your marketing strategy, either informing your content strategy, customer journey, ad targeting, etc.
Understanding Your Customer Journey
Psychographics play a huge role in understanding your customer’s journey, from them learning about your brand, to buying your products or services.
Understanding how your customers think and their way of life will help you create better content and target customers more effectively.
If you want to learn more about optimizing your business’s marketing strategy, read some of the latest posts on the Intentionally Inspirational blog.
Written by Lewis James