Act like a seller; think like a buyer

One thing you need to do is follow me closely as we embark on this series, ask questions and don't forget to incorporate the daily steps in your business. By doing this, you'd watch your startup grow and you can smile to the bank.

And no, I am not promising you a miracle or that you will become the next Dangote, Lol! I am not even close to Dangote! But what I am offering is the opportunity to make better marketing decisions for your startup and also spend less money trying to force its growth.

If you missed yesterday’s edition on Behavioral Retargeting, no wahala! You can always go back and catch up. But today, we’re getting into Psychographic Targeting—a game-changer if you want to really connect with your audience.

What is Psychographic Targeting?

Okay, let’s break this down. Psychographic targeting is about understanding why people make the choices they do. Instead of just looking at their age, location, or gender (those are demographics), we dig deeper into their values, interests, beliefs, and lifestyle. This allows you to create content and products that resonate with your audience on a personal level—because you're speaking to their heart and mind.

Think of it like this: Demographics tell you who your customers are, but psychographics tell you why they buy.

Why Should You Care?

If you want your marketing to really hit, you need to understand what makes your audience tick. When you know what they care about, what they believe in, and how they like to live their lives, you can create messages that speak directly to them.

Let’s face it—people are more likely to engage with content that feels personal to them. Psychographic targeting is what helps you create that “this was made for me” feeling.

How Can You Start Using Psychographic Targeting (DIY Style)?

1. Research Your Audience's Interests: Go beyond just asking for age or gender when you’re collecting information. Instead, ask about hobbies, values, and what they care about. Tools like Google Trends and social media insights can help you see what topics are trending among your audience.
2. Build Customer Personas: Create a profile for your ideal customer. Ask questions like: What are their values? What do they care about? If you’re targeting eco-conscious people, for example, emphasize sustainability in your messaging.
3. Tailor Your Content: Now that you understand your audience’s psychographics, tweak your messaging. If your audience values adventure, speak to that in your posts and ads. If they care about community, make that a central theme in your marketing. For example, if you sell eco-friendly products, don't just say “Buy now!”—talk about “Making a positive impact on the planet.”
4. Use Targeted Ads: Platforms like Facebook and Instagram allow you to target based on interests and behaviours. Set up your ads to focus on these psychographic traits, like people interested in healthy living or social causes.

Example Time!

Imagine you run a startup that sells premium fitness gear. Instead of targeting just any fitness enthusiast, you go after people who are passionate about mindfulness, yoga, and eco-friendly products. Your ads could say something like, “For those who care about their health and the planet.”

This kind of psychographic targeting helps you stand out from generic fitness ads and makes your brand feel like it gets your customer.

Take Action:

1. Research your audience’s psychographics today.
2. Build a customer persona based on interests and values.
3. Start creating content or ads that speak to those values.

Tomorrow, we’re tackling Customer Journey Mapping: How you can create detailed maps of your customers’ journey to better understand their needs and behaviors.

For now, take time to learn about why your audience buys the way they buy.

Your Favorite Digital Marketer,

Kingsley Alfred.