Let’s talk Psychographics!
The process of finding out more about your customers can be a difficult one (relationships aren’t formed overnight after all). But “difficult” doesn’t mean impossible. There are a few steps you can take that’ll help you understand your audience, and also help your audience grow closer to your business!
What are Psychographics?
Defined as: a qualitative methodology used to describe traits of humans on psychological attributes. Psychographics tell you the likes, dislikes, values, and overall lifestyle of your customer.
But unlike demographics, consumers don’t wear their psychographics outwardly. However, customers are telling you these aspects of their personality. The question is, are you listening?
What Does The Past Say?
In general, the past is a great indicator of future events, and your target audience is no different. Looking at customer behavior from the past (online or in-person) will tell you about how your audience reacts to your business. (And how they’re trending towards the future)
- Why do they decide to choose you over your competitors?
- How do consumers actually use your product or service?
- Is your target audience’s image of your business in line with what you’d like it to be?
Answering questions like these helps to guide your marketing efforts, and take advantage of information you already have!
Persona Reports for Psychographics…?
But let’s say you don’t have all the information you need to form an educated opinion. Another option is to leverage a consumer profile report. These reports give you an eye into the best way to appeal to certain “persona types”.
Flexible solutions, like the IDS Customer Persona Profile Report, will allow you to identify the characteristics of your most engaged audience and create contact lists (email or phone) centered around the consumers you have the best chance of forming a relationship with.
Insight: Roughly 63% of consumers say that they expect personalization from the companies they work with when it comes to marketing and product suggestions.
Collect Data Over Time…The Right Way!
Another reason why you may not have the psychographic information you want from your target audience is improper data collection.
- Do you know what a complete dataset looks like?
- Are you setting goals for your business’ data collection?
- How about making an effort to clean your data regularly?
If you answered ‘no’ to any of those questions, there’s a high likelihood that your process can be improved. Remember, It’s not enough to simply try to collect data on your customers. To be successful, data collection must be purposeful, organized, and incorporated into your long-term business goals.
Test and Tweak
Now that you have some reliable psychographic information on your customer, you have to put it to the test!
Start to align your campaign messaging and positioning to be more favorable with your target audience. Through making small tweaks and changes you’ll begin to see whether your assumptions were correct or not.
If not, no problem! Part of the process in creating a better direct marketing campaign is adjusting based on the results. And this revision process helps to gain even more useful information to grow closer to your consumers.
Psychographics In Conclusion…
Your customers’ feelings toward your business are a some of the best indicators as to how business is going…So make sure to LISTEN!
Collect as much information as possible (the right way!). Then leverage that knowledge to form your overall strategy, and tweak as necessary.
Keeping this process at the core of your marketing strategy will pay off.
(Trust us, we do this for a living.)
P.S. That was a lot to take in, but we’ve summarized some of our key point below in a handy infographic. You can thank us later!