Imagine you are promoting your business on social media and you see some engagement but no one is buying your product.
If you are finding that you are using all the right hashtags, targeting the perfect audience and posting regularly but you are not getting the clicks through to your potential leads, it is time to focus on producing relevant marketing content. The best way to produce this type of content is by using psychographics.
What Are Psychographics?
Psychographics are psychological and cognitive attributes that reveal a consumer’s beliefs, values, and goals. In marketing, psychographics are used in conjunction with demographics to better understand and market to consumers’ purchasing habits.
You’ve found that your target buyer for your nutritional counseling program struggles to maintain a healthier lifestyle. They’ve tried different programs in the past but haven’t had any success. They’re willing to spend more money on a program that they feel will actually work for them and one that will offer support throughout the process.
You create a marketing campaign that emphasizes customer testimonials and demonstrates that you will be available at every stage.
Your buyer persona is a detailed picture of the audience you serve now and would like to serve in the future, informed by the combination of demographic and psychographic information.
If you understand your target audience and your product, you can better tailor your marketing to reach the right people and convince them to buy your product.
Even though it may be difficult to tell the exact difference between psychographics and demographics, we can take a closer look at the two concepts.
Why Are Psychographics Relevant to My Business?
So, there’s a difference between psychographics and demographics.
Why does it matter for your business if you know your customers’ psychological profiles? And how does this information help you make more money?
A personal trainer targeted women aged 25-35 in the US who were interested in physical fitness, spending $100 a day on Facebook ads.
The advertisement might receive a few clicks, but because it is so general, most people in the target demographic will not know if the services are meant for them.
If a personal trainer also took into account psychographics, they would have a more well-rounded view of their clientele.
The advertisement changes to a picture of a bride in a perfect fitting wedding dress instead of a generic woman stretching.
- Call out something they know almost every bride struggles with (quick weight loss during a time when celebrating with food and drink is the norm).
- Acknowledge the alternative (Spanx, which, if you’ve ever been a bride… *cringe*).
Any woman who is about to get married and wants to lose a few pounds will now pay attention.
If you want people to pay attention to your products or services, you need to target a specific audience. Otherwise, nobody will know whether or not your products or services are for them.
Understanding the psychographics of your customer means you understand:
- What motivates them to buy? If you know what motivates your customers to buy, you can… well, motivate them to buy.
- Where they spend their time online. So you can stop wasting your money paying for Instagram ads to get in front of customers who don’t use Instagram.
- What they struggle with. So you can solve those problems with your products and services.
- How do they describe your products? So they know what you’re offering and whether they need it.
- Their objections, goals, and fears. So you can create copy that resonates with them (read: sells).
Psychographics is a market research tool that segments consumers based on their lifestyle, values, and personality traits. This information can be used to create targeted marketing and sales strategies.
Now that you know that you need to use psychographics in your marketing, you can proceed with incorporating them into your strategy.
Psychographics vs Demographics
The difference between demographics and psychographics is that demographics are objective facts about a person, while psychographics are subjective opinions and attitudes about a person.
Demographic segmentation is a great way to divide your market into groups, but psychographics give marketers more information about a person’s interests and how to influence them. For example, while demographic information might tell you a person’s age, psychographics will tell you that the person is starting a family and is interested in purchasing baby products.
This text is discussing how psychographics affects purchase decisions.Psychographics is the study of consumers’ attitudes, opinions, and lifestyles. It can provide greater insight into why consumers make the purchase decisions they do.
Even though individuals might be in the same demographic group, they might not have the same habits, interests, preferences, and values. This means that marketers have to tailor content for specific groups in order to convert prospects into customers more cost-effectively.
It is important to create both demographic and psychographic profiles for your prospects and buyers.
A psychographic profile is a description of the attitudes, habits, interests, values, and behaviors of an individual or group.
Psychographic dimensions, like personal preferences or values, can be very effective in influencing consumer decisions. By understanding your audience’s psychological attributes, you can improve your outreach methods and advertising style to create a brand that resonates emotionally with them.
Assuming we are looking for a nutritional counselor for someone who is health-conscious, our ideal customer would be someone who: -is in their 30s or 40s -is college-educated -is employed in a professional job -is married -has children -is interested in health and fitness Assuming we are looking for a nutritional counselor for someone who is health-conscious, our ideal customer would be someone who is in their 30s or 40s, college-educated, employed in a professional job, married, has children, and is interested in health and fitness.
- Aged 45-65
- Has children
- Household income $100K+
- Dealing with issues of unintended weight gain, diabetes, lack of energy, and hormonal imbalances
- Concerned with health and appearance
- Wants a healthy lifestyle, but doesn’t have much time
- Enjoys going online in the evenings and is a big fan of Pinterest
- Tends to favor quality over economy
- Finds fulfillment in her career and family
- Values time with a small group of friends
When you compare the two lists of characteristics, it is clear that both are needed. Using demographics gives you a vague understanding of your audience, while using psychographics provides more in-depth insight.
The market research kit provides a guide for researching psychographics in your audience.
Psychographic factors are those that relate to a person’s personality, lifestyle, social class, habits, behaviors, and interests. These factors play a large role in influencing a consumer’s behavior and can be used to segment an audience according to their psychographic makeup.
- Personality Characteristics – Personality characteristics determine the way a person interacts with the world around them. People in your target audience likely share some personality characteristics that you can tailor your marketing campaign to.
- Lifestyle – Lifestyle psychographics tell the story of how a person views themself within society. This factor can be influenced by relationships, occupation, and other significant life choices.
- Social Class – Although there are no official social classes in the United States, consumers sometimes classify themselves into the lower, middle, and upper classes and make buying decisions that are loosely based on them.
- Habits – Habits are psychographic factors that a person has become accustomed to in their daily lives. Habits aren’t easily broken, so marketers tend to consider these quite heavily when creating campaigns and advertisements.
- Behaviors – How a person acts is a behavioral psychographic factor. Behaviors are exhibited through a person’s buying patterns, product usage, and even the frequency at which they purchase a product.
- Interests – This psychographic factor can influence the way a person interacts with a brand. Interests will vary from person to person, but generally, the target audience will share common interests that can be woven into marketing campaigns to elicit a particular response.
Psychographic segmentation is a type of market segmentation that groups people based on personal criteria, such as lifestyle, values, and personality.
Using lifestyle as a psychographic factor, you can segment your audience by whether they are attending school, working full-time jobs, engaging in active activities, or living a primarily sedentary lifestyle.
Now that you know the psychographic factors you can use, you can collect psychographic data.
How to Use Psychographics
If you want to improve your marketing strategy and make more sales, consider using psychographics. Psychographics is the study of personality, values, and lifestyles. By understanding your target customer’s psychographics, you can better assess what they need and want, and develop a brand that appeals to them. This will help you increase conversions and make more money in your business.
Use Them to Write Sales Copy
Psychographics can greatly improve your sales by making changes to sales pages, sales emails, and launch videos.
The company could have simply described what the Beacon does, but that would not have been very effective in terms of sales.
Instead of using their customers’ psychographics to help them solve their problems, they used them to make the problems worse and make them want the solution (Beacon).
- Goal – Wanting to create an eBook
- Struggle- Not being able to get around to creating the ebook (productivity — AppSumo calls out Netflix)
- Objections – Writing the content, and having the eBook designed.
- Problem: Wanting to create an eBook for years, but not getting around to it.
- Aggravate Two big roadblocks, including writing the content and having it designed.
- Solution: Beacon!
A helpful tip for writing sales copy that incorporates psychographics is to use the PAS formula: Problem, Aggravate, Solution. First, identify the problem, then make it worse, and finally present the solution.
Use Them to Increase Your Website Traffic
What type of media your target customer consumes is one type of psychographic.
Finding out where your customers spend their time online will help you to increase your traffic.
We know that our customers prefer to use Facebook out of all the other social media platforms available. Because we are aware of this fact, we also know that the ROI gained from Facebook is higher than any other social platform. Therefore, we spend a majority of our time on Facebook (if we didn’t, we would have 67% less social traffic).
This allows us to focus our advertising efforts on platforms where our target customers are active, saving us time and money that would otherwise be spent on testing ads on platforms with little to no return.
Use Them in Your Headlines
Which headline are you more likely to open?
- Growing a Site from 0 to 10k Visitors in a Month: Noah Kagan Edition or
- How to Grow a Website Fast in 2017?
If you said B, you’re probably lying.
However, if the headline had not been in line with our target customers’ psychological profiles, it would have failed.
Your readers’ first point of contact with your content is the headline. If the headline does not offer something they want, they will not bother clicking the link.
If you’re not getting clicks on your links, you’re not going to get any traffic or sales.
Use Them to Grow Your Email List
For every dollar you spend on email marketing, you will earn forty-four dollars in return.
If you want to grow your email list, it’s important to understand the psychographics of your customer.
You can be sure they have a high rate of conversion because they understand the struggles of their customers.
If you have more people on your email list, you will make more sales.
Use Them in Your Branding
Do you ever think about why some brands develop a cult-like following while others flop, even if they are selling similar products and targeting the same customers?
The truth is, even if the two brands:
- Had the same ad budget
- Targeted the same people
- Sold the same products
A brand that uses psychographic marketing will always be more successful than a brand that doesn’t.
Slack is growing at an unprecedented rate, with TechCrunch calling it “insane”.
Some of the reasons for Slack’s increase in popularity are due to the product itself, and some can be credited to the people who have invested in the company and to the company’s employees.
If Slack did not have a deep understanding of their customer, including their psychological profile, they would never have been as successful as they were.
Slack uses psychographic marketing in every element of its brand:
- Their company name (the term “Slack” may not have been as popular if they were targeting corporate executives)
- Their logo (a hashtag is more relevant to their target customers)
- The way they communicate what they do on their homepage (“Where work* happens. Whatever work means for you” is like a nod to startup culture).
If Slack had not used psychographics in their branding, their growth would not have been as successful.
THE PROBLEM: YOUR BUSINESS ISN’T GROWING AS FAST AS IT SHOULD!
Your sales have stagnated or decreased, and you can’t figure out why. Discover what’s holding you back from achieving predictable sales growth in your business.
If you want to grow your business, you need a proven plan and framework. That’s what you get with the 2X Your Sales Discovery Session.
Want to learn about a formula for Predictable Growth that will put your business on a 90-day path to 2X Your Sales?