In a nutshell, psychographics boils down to behavior modification used to describe the attributes of potential or current consumers. As we can see, this type of inside look as to how a consumer act is an amazing quality to have in any marketing campaign.
Mostly seen with the search engine optimization strategy in blogs, psychographics has shown to be as powerful as persuading consumers to purchase on the spot. This goes against most online marketing methods that require showing a consumer an ad or placement multiple times before they buy. As far as how to use it within your marketing campaign, we first need to break down the psychographics strategy in a way that can be digested easier. In the long run, doing this will help you market more directly to achieve the high conversion rates that every marketer is looking for.
What are Psychographics?
Having glossed over it in a short description, understanding psychographics is more important than simply knowing what it means. More importantly, understanding what it does and how it works goes a long way in helping you implement it correctly. With that said, Psychographics is the collective methodology of analyzing how consumers interact. This is done through studying traits such as their core values, desires and interests, and anything other quality they might provide. Within marketing, this is more so a focus on studying the more personal traits they might show. This includes studying traits such as emotions and opinions as a way to market to them more precisely.
Psychographics vs Demographics
Now that we understand what psychographics is exactly, another very important factor to understand is the distinction between psychographics and demographics. The similarities between them are enough to confuse the, however, the differences between the two are enough to make a big impact from a marketing perspective. That said, the main difference between the two is that demographics is more in regards to the quantifiable statistical analysis of a particular population. As mentioned before, psychographics is more in regards to the studying of more personal traits of a certain community of people.
- Education level
- Personality characteristics
- Social class
- Activities & Interests
20 Ways To Obtain & Use Psychographics In Your Marketing
#1: Within A Market Research Firm Process
If you don’t want to go through the hassles that come with market research, especially if you are operating under a smaller agency, a proven way to obtain psychographics is within a market research firm process. The work that dedicated research firms put into these areas is enough to keep them alive in their niche. Nonetheless, the benefits of doing this include science-based data, collective chunks of analysis, and it is also cost-effective.
#2: Within Your Marketing Focus Groups
Any responsible and legit marketing agency will go the extra mile to create a dedicated marketing focus group. Apart from being a place to share information, marketing focus groups can also be used to obtain psychographic data. More specifically, this is done by creating a group of test audiences as a way to replicate or predict results. Even better, these audiences can adhere to the specifications and requirements you set to increases the accuracy of information.
#3: With Consumer Surveys
As far as how to implement it within your marketing, one of the most commonly used methods is through consumer surveys. Quite obviously, consumer surveys can give you primary source information that can be used to your advantage. This can include information such as interests, hobbies, or anything else in between that you might need to market precisely. As if that wasn’t enough, there is no limit on the number of surveys you can produce.
Social media monitored audiences is a proven way to both obtain and use psychographics to your advantage. It can be used to obtain it by the specific data metrics that social media platforms provide you. On the other hand, it can be used to implement it by providing strategies such as targeted ads and surveys according to the specific information given to you by the social media platform. Needless to say, your marketing should have at least some use of social media if they want to get the most out of their campaigns.
#5: Within Emotionally Persuading Ads
Another great way to implement it within your marketing efforts is by using emotionally persuading ads. Remember, psychographics is all about understanding the personal traits a potential consumer might have. By using an emotionally persuading ad, you can qualify a certain group of people to study. Also, you can draw out opinions from your ad to the same effect of qualifying those who click the ad. However, keep in mind that this strategy requires some balance. You don’t want to scare potential consumers away from an over-emotional ad copy.
#6: Within The A/B Split Testing Of Your Marketing Collateral
As a marketer, split testing is a strategy that you should be doing with virtually any process regarding marketing. It serves the purpose of finding a better performing factor within a campaign. That said, the same thing applies to implement psychographics. More than anything else, A/B split testing can help enhance psychographics by providing valuable information as to why and how potential consumers interacted with your test.
#7: Within Compelling Content Topics
The content that you use to optimize can also be structured to implement psychographics within your marketing. Depending on what type of content you are writing, making it compelling enough to draw out emotions and opinions can help you gain a better perspective as to who your audience is. When combining this with the type of niche your content is in, this method further enhances the psychographics in your marketing.
#8: By Setting Up Customer Conversion Pathways
Setting up customer conversion pathways is one of the more technical ways to obtain psychographics but has proven to be just as effective as any other strategy. The way it works is by spotting why people fail in the conversion process. Once this is understood, it gives an inside look as to why people drop off at any given position in a sales or marketing funnel. It can also be used to measure the performance goals and objectives that you set within your marketing campaign.
#9: Within The Values Of Your Brand
Perhaps the most personal and relatable way to implement psychographics is within the values of your brand. It’s relatable in that it allows a potential consumer to match the core values, interests, and activities that your brand might have with theirs. Overall, it encourages consumers to become loyal brand ambassadors that show more of the valuable traits needed to implement psychographics effectively.
#10: Through Targeted & Specific Email Marketing Copy
One specific digital marketing strategy that has shown to be a goldmine to implement psychographics is email marketing. Given that email marketing copy is more direct and personal from the beginning, using the data from psychographics only further enhances the personal touch of your specific email marketing copy. More so than adding a personal touch, it helps target potential consumers more precisely without over-serving messages.
#11: With Motivational Web Page Imagery
Using Imagery within your website’s web page is one of the most overlooked ways to implement psychographics. Much like many other methods to implement this strategy, imagery works in that it helps draw out the qualities that are essential to providing accurate marketing. That said, keep in mind that you don’t want to go overboard with the imagery. Keep it simple yet engaging enough to gain some feedback from it.
#12: Through Semi-Fictional Buyer Personas
Once you know important factors such as knowing who your consumer base is, one way to further enhance the benefits of your psychographics is through the use of semi-functional buyer personas. Buyer personas are representations of a specific consumer group that can include metrics such as customer demographics, client behaviors, and other interactions as well.
#13: With Personal Interviews
As far as overlooked methods of obtaining psychographics in marketing, doing so through personal interviews perhaps offer more detailed results. This mostly stems from the fact that there are no restrictions as to how you can draw the desired traits. This can be done through either relevant questioning, a biographical interview, or anything along those lines.
#14: Within Opinion Based Content
Going a step further than simply writing compelling content topics, the actual written content can be used to implement psychographics for marketing. A good example of this can be seen with opinion-based content. Because of how opinion-based content is structured, this type of content opens up the door to a discussion that can be used to draw out the characteristics of potential clients. Just be cautious not to make content that goes against the values of your brand only to draw emotions. That has proven to be more harmful than beneficial.
#15: Within Trendy/Popular Activity Content
If you want to take a more light approach that gets the same results as opinion-based content, writing trendy or popular activity content works just as well. Some would argue that it works better than opinion-based content as it offers a more recent take on a specific topic.
#16: Through Your Marketing Customer Support Teams
Yet another way to obtain psychographics that works just as if not better than any other method is through your marketing customer support team. A marketing customer support team is designed to take on cases where these traits are passed on daily. For this reason, taking the time to question them about the characteristics of the clients they deal with will be effective in helping you implement psychographics successfully.
#17: On The Sales Page Of Your Website
In regards to what the best place to use psychographics is, the sales page of a website is arguably the best position. This stems from the fact that the sales page is situated towards the end of the sales funnel. At that point, it is much easier to use psychographics to convert a client.
#18: With Personality Tests
Using personality tests to obtain psychographics works much like using surveys does. However, the difference between the two is that personality tests give more freedom to the potential client as to how they want to answer a specific question. In turn, this gives you more detailed results to use for your marketing.
#19: Through Retargeting Campaigns
Not to be confused with remarketing campaigns, using retargeting campaigns works just as well when it comes to implementing psychographics. Quite similarly to remarketing, using psychographics with retargeting also works by allowing for more personal and specific marketing towards clients.
#20: On Your Website Homepage
Apart from the sales page, another place to use psychographics is within the home page of a website. Apart from all of the specific traits that it helps obtain, this mostly serves the purposes of giving off a good first impression that can be used to naturally receive the information you need from the client.
Thanks for reading "The Beginner’s Guide to Psychographics in Marketing", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.