The Benefits of Psychographics in your Marketing Strategy

Be it a product or service, not using Psychographics in your marketing strategy is like going to war… with a knife.

What I am trying to say is that your strategy may be redundant. Harsh… I know, but so will the results of your marketing campaign will be.

If you are new to the concept of Psychographics, let me break it down for you really quickly before we discuss the multiple advantages of this method.

What is Psychographics?

To put it mildly, Psychographics answer why people act based on their lifestyle, interests, motivators, and personality. In other words, it gives a quantitative value to interests, activities, and opinions (IAO) of your consumers, attempting to identify the beliefs and emotions of an audience, not limited to their age and gender.

So, essentially, Psychographics complete customer personas by adding a softer-side to profiles. It will address questions like:

Personality traits: What’s your target buyer like?

Lifecycle stage: Is your target buyer aware they have a problem to solve?

Interests: What sorts of things does your target buyer like?

Attitudes or beliefs: How does your target buyer see the world?

Activities: What does your target buyer do outside of work?

Now that you know what it means, let’s explore what it means to have it included in your marketing strategy.?

What is the connection between Marketing and Psychographics?

If you know how people choose and compare products and services in your category, you will be thorough with how to structure and prioritize content. Knowing someone’s deepest held beliefs allows you to align your marketing messaging to be more personal and precise. It’s as simple and complicated as getting a gift for your spouse. Basically, if they are a fan of horror fiction novels, it is not ideal to gift them a romantic novel.?

If you know what they read, you know where to reach them.

Psychographics tell you why people buy the things they do and help you build robust user personas, enabling you to craft the right message and put it in the right place. They’re less objective and clean, but—for a marketer—they’re super useful.

What are the specific benefits of using Psychographics in your Marketing Strategy?

As I mentioned, there are multiple benefits to including Psychographics in your Marketing Strategy.?

1.???The ability to motivate your buyer

When you understand what is important to your market segment, you’ll know just how to motivate them based on their needs. ?You’ll give them what they need to hear (or read) to make a purchase decision.

For instance, deep discounts will not move someone suffering from Rheumatoid Arthritis. Instead, they want to hear that your solution has worked for others. It will entice them to know that it will improve their health without a huge time commitment.

Pro Tip: In your campaign, you’ll highlight customer testimonials to appeal to them.

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2. The chance to meet them where they’re at

This may be one of the greatest advantages of Psychographics. If you know that your target buyer spends their free time on Instagram, you can stop spending money on Facebook, YouTube, newspaper, and magazine ads. You could instead use this time and money on sharing helpful tips on your Instagram Business account.

Meanwhile the reactions and comments will help you understand what appeals to them most.

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3. The opportunity to capitalize on their priorities, hobbies, and interests

If you know that career and family are important to your target buyer, you’ll be in a position to share content that will interest them. For instance, if you’re catering to a young dad, you will use content about the impact of good health on job performance, and tips to make exercise fun for kids. If your target buyer loves baking, you’ll want to include healthy baking recipes in your Pinterest, Instagram, and blog.

Knowing more about their hobbies and interests will help you choose what to blog about and what images should be used in your next ad.

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4. The ability to include a tailored call-to-action

Last, but most importantly, you’ll be able to include a tailored call-to-action that’s at the intersection of your target buyer’s needs, priorities, interests, and values.

Let’s consider your target consumer is suffering from obesity. You could relate to their pain points in your strategy and perhaps use an enticing line like: “Your path to a healthy lifestyle starts here — click here to begin.”

You might pair that with an image of the person your target buyer wants to become. That person may be a healthy older version of themselves, a person who has time to do what they love, or a person with a defined physique. The image you choose will depend on the psychographic profile you’ve created for your target buyer.

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In conclusion, knowing your target buyer’s psychographic profile can help you customize your product or service specifically to appeal to them, while also helping you choose a better marketing channel, create better imagery, or choose better wording that will help your consumer envision themselves using your product. As a result, you’ll generate more qualified leads to take your marketing campaigns and your business as a whole to the next level.?

Ranmali Kongahage