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What is psychographics? And why should you care or use them

Psychographics is the study of people’s attitudes and interests – kind of like demographics. Psychographic information can be your buyers’ behaviours, spending habits or hobbies and you can only really reach your target audience when you understand both their demographics and psychographics.

Psychographics allow you to greatly increase the understanding you have of your consumer and greatly improve your marketing strategy. Although they are commonly used in market research, there is far more potential for using psychographics in your marketing.

Here are just 5 ways that psychographics can benefit your next campaign:

  1. Create polished social media audiences

Facebook audiences are extremely important, and by digging deeper into what makes your audience feel and tick, you can increase your sales tenfold.

Once you’ve refined your core audience, search for their common psychographic behaviours. Do they share the same political views? Do they have the same hobbies? These are all questions you can ask when you are targeting via psychographics – and these questions can yield new opportunities that you might not have thought of before.

  1. Increase Brand Awareness

Brand awareness is crucial for any business, particularly with the amount of competition in online and e-commerce businesses. One of the best ways to encourage people to become loyal to your brand is to promote your brand at any chance you get. An easy way to do this is to compare the psychographic profiles of your most loyal followers and ensure that your marketing strategies and messaging reflects these values.

  1. Better your copywriting

Emotional triggers are very effective when it comes to digital marketing. If you can use psychographics to write emotionally compelling ads, then your ads are sure to increase in success. When you know more about your audience it allows you to write more powerful ads and appeal to your target audience.

  1. Create targeted email blasts

Highly personalised email marketing has been proven to increase open rates and by having psychographic data available, it gives you a clearer idea of what your target audience is feeling and what they want. You can tap into their doubts and fears and then answer any questions they may have.

  1. Improve conversions

Want to know why your consumers fail to convert? Or why they are leaving your funnel at the point that they do? By applying your psychographic data to a specific problem, you can find out exactly what the problem is and figure out how to effectively fix it.  The more you know about your target audience, the better you can be at identifying the most vulnerable points of your sales funnel.

Psychographics can greatly benefit your marketing efforts and provide you with a great opportunity to thoroughly understand what your customer is thinking and feeling.  Once you get it right, your customers are more likely to become increasingly loyal to your brand.

So, now that you know what to use psychographics for, how can you get the data?

The best way is to interview your current and most loyal clients, but sometimes this can be hard to do. With the number of emails people receive every day, it’s hard to get through to people and get them to fill out any kind of survey or questionnaire, but with a good incentive, this can be a lot easier.

Another way to find out the psychographics of your audience is to regularly dissect your Facebook and Google Analytics. These can delve into some of the behavioural aspects of your target audience.

Getting the psychographic data is important, but what’s even more important is applying it to your marketing and making it effective.

Have you been using psychographics in your marketing?

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