How to Use Psychographics in Your Marketing

Take a scenario where you are running specials every week on Facebook for your parking management but still, no one is interested in what you have to offer. Chances are that there is something you might not be doing right. Where does psychographics come in? Psychographics are related to demographics. The information you get might be related to your buyer’s interests, hobbies as well as spending habits.

Demographics are concerned with explaining who your buyer is, while psychographics explains the reason why they buy. The information included in demographics may entail gender, age, marital status, income among others. You will only be able to reach your target audience when you have an understanding of both demographic and psychographic data.

Market Segmentation

There are many different ways to segment a market in regards to psychographic dimensions. However, the most popular one is related to personality traits, interests, lifecycle stage, attitudes as well as beliefs. Marketers are also able to differentiate between a group of consumers based on their buying priorities, income, and social class.

Segmentation is an incredibly important marketing exercise. If you can tailor content for specific groups, you will be able to convert prospects into customers more easily. You have to note that individuals who fall into the same demographic group don’t necessarily gall into the same psychographic group. This is because prospects might have different interests, habits, values, and preferences, that make them quite unique.

Psychographic segmentation is similar to behavioral segmentation. This is because groups are created based on some more personal or individual characteristics. Consumer psychology is purely concerned with aspects related to lifestyle, behavior, habits, and interests. However, we have unique psychological profiles, based on our temperaments and personalities.

In case a marketer wants to segment a market based on lifestyle as a psychographic factor, then they will need to look at where individuals are in their lifecycle. Consumer habits and interests can tell a marketer about the things consumers spend a lot of time on. If your target customer lobs yoga, and you are trying to sell to them a nutritional program, you can go ahead and incorporate images that show glances of yoga.

Psychographic Profiling

When organizations construct unique descriptions of the habits, attitudes, and interests of an individual group, that is what we call psychographic profiling. It is the same or related to what we call persona targeting. It involves a collection of consumer values and behavior, that would otherwise be the most receptive to an organization’s offering. Consumers will in most cases make decisions based on psychographic dimensions such as personal preferences.

It is very important to get psychographic data, but applying it in your marketing is the most important thing. Once you understand what people like, you will be better placed to come up with offers that excite and motivates such people. If you want to obtain this data, there are a couple of ways you can go about it. You can interview your clients depending on the relationships you have with them. Else, you can investigate website analytics to see the results you get.