Using Marketing Psychographics

What Are Psychographics In Marketing

When you think about marketing solutions, it’s important to consider the demographics of the audience you want to reach through your marketing messages. To this end, the benefits of psychographic marketing are often overlooked. Psychographics can help create a clearer idea of consumer motivations and what matters most to different target audiences. So, what exactly does the term psychographics mean when it comes to marketing?

The definition of psychographic marketing is:

“The use of demographics to determine the attitudes and tastes of a particular segment of a population, as in marketing studies.”

Psychographics takes marketing to a whole new level by focusing on why you are targeting a specific group. Psychographics definition marketing gives marketers a greater understanding of their intended customers’ emotions, values and behavior. It also identifies their interests and general lifestyle preferences.

Some argue that psychographic marketing is more effective than demographics at reaching target consumers. The use of psychographics in marketing is highly beneficial, creating more tailored campaigns that resonate with the perfect consumer.

How to Use Psychographics in Your Marketing

Once you understand the psychographics of the consumer, you can develop more impactful marketing campaigns. Psychographics are already widely in use by major brands worldwide — Hilton is just one example of a successful brand currently leveraging psychographics.

In 2015, Hilton created a Facebook app named Holiday Matchmaker. The app measured Facebook ‘likes’ to discover the type of travelers that used it. It then matched the results most suitable to the Facebook user’s preferred travel style. This resulted in higher click-through rates and a successful marketing campaign.

The real beauty of psychographics is it can be used regardless of the size or stage of your business. For instance, an emerging startup could survey potential customers and use the information it gathers to create a better product along with a more optimized marketing strategy.

Think about your ideal customers and look at your current campaigns. Ask yourself how psychographic marketing could be used to better target consumers.

Targeted Marketing Campaigns

Psychographics can be used to:

  • Optimize headlines
  • Run ad campaigns
  • Market to your email list
  • Enhance your branding, item descriptions, blog posts, video marketing and online ads
  • Optimize product development

Obtaining Psychographics To Derive Specific Customer Data

Now that you have an idea of how beneficial psychographic marketing could be, there are a variety of methods for obtaining them, including:

  • Focus groups
  • Surveys/market research
  • Analytic data, such as Google Analytics
  • Brainstorming
  • Customer interviews
  • Social media
  • A/B Testing
  • Case studies

Once you have the data you need, it is time to put psychographic marketing into action. You can leverage this data to create effective, targeted marketing campaigns aimed at your perfect customer.

How to Leverage Data with Psychographic Marketing

Enhancing Your Content

This is where content marketing can really come into its own. By using psychographic marketing data, you can create targeted campaigns likely to resonate with your audience. You will have a clearer idea of what form of marketing works best for them (written, interactive, video, email content etc.) and you can begin creating your messaging strategy based on this knowledge.

Behavior-Based Email

Further optimize your marketing through behavior-based email. By using an automated marketing tool, you can send out personalized messages based on your customer’s behavior. These types of emails are at least 39% more effective, according to research from Marketing Sherpa.

Create and Build Buyer Personas

With psychographics, you have all the information you need to develop and build precise buyer personas and target consumers with greater accuracy.

Use Psychographic Marketing to Find Your Ideal Customers Through Social Media

Analyze reactions from Facebook, Twitter, LinkedIn and other social media sites to better focus your social campaigns. Use analytics to discover what your followers respond to and adapt your messaging to suit them.

Final Thoughts

Psychographics is not just another buzzword. Using psychographics definition marketing provides information that you cannot gain through demographics alone and enables marketers to develop more effective data-driven campaigns.

Through proper use of psychographic marketing, you can boost sales because you’ll understand what really matters to potential buyers.

SharpSpring, Inc. is a full marketing automation company and can help your business leverage psychographic marketing, including email marketing and CRM, with a focus on serving the digital marketing agency vertical. For more information or to request a demo, visit our website today.

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