Psychographics sounds like a pretty intense word does it not? It’s not nearly as crazy as it sounds and it is a key component of marketing and advertising strategies. Psychographics uses psychology in conjunction with demographics to create a set of traits to group consumers by what influences their purchasing behaviors. It’s psychological and cognitive traits of consumers that reveals their beliefs, values and goals. There are factors that influence their psychographics such as, personality characteristics, lifestyle, social class, habits, behaviors and interests. So, how do you find the psychographic data from your audience? Well, there are a few ways. Interview existing clients by sending out a survey or asking directly. It’s asking questions like, “what did you do over the weekend?” or “what good movies have you seen lately?” Ask them about family. Do they have children? Do they workout? This will all give you insight into their lifestyle. You can also get the data from your website analytics. What CTA’s were clicked on most. What have they purchased from you in the past? Were those items on sale? Lastly, you can use focus groups or collect data from market research companies to gain insights. Now that you have your psychographic data it’s time to tailor your audience’s experiences to their needs. It’s important to motivate them based on their needs. Show examples of what worked for previous customers. Something that is important to them. Second, make sure to market to them where they spend their time. Are they on Facebook or do they spend most of their time on YouTube? Third, your marketing must include things that are priority to them. Are they family driven? Career driven? Healthy lifestyle driven? This can help you tailor your images and messages for them specifically. Personalization is not an option for customers today, it’s a must. The more you understand your audience the more your brand can connect with them on a deeper level.
