Use Psychographics For Your Digital Marketing Campaign? Why Not

06 Oct Use Psychographics For Your Digital Marketing Campaign? Why Not

Business is not only about transaction and gaining profits. Did you ever heard about Psychographics? In the era where customers are more well-informed than ever, a simple method of displaying product and wishing for people to take a look and buy is no longer an option. That of course unless you own a shop by the beach, selling iced water with no competitors around.

The customers that we have in the digital era care about the value of a brand. Seeking for information before decision making is a common practice to make sure a product they are going to buy is a good one in terms of quality, price, and identity. If they feel connected, they will be more likely to make a purchase.

So how do you connect to your customers?

Prior to creating a business, it is always recommended to create market segmentation in order to understand who you are selling your products to. The way to do it is by creating customer persona or buyer persona. It is like writing a profile of your customers and using it as a bible for your business direction. Remember, a business should be customer centric. Make it about them and not about you.

There are two methods that are usually used to create a customer persona. You may have heard or are even familiar with Demographic. A demographic profile contains information that is factual, such as age, job, gender, ethnicity, education, and income. When you create a demographic segmentation, it means you divide your customer into groups based on the categories mentioned.

However, segmenting based on demographic is actually not enough because a purchase decision making involves more than just age or gender.

WHAT IS PSYCHOGRAPHIC?

Psychographic is a method for profiling customers based on psychological factors. This may include interest, behavior, emotion, attitude, and others.

The benefit of using psychographic is so that you can understand why a person decides to buy your product. When you understand, it is easier for you to offer contents that are closer to them; hence, they feel more connected to you.

USING PSYCHOGRAPHIC FOR DIGITAL CAMPAIGN

To make it easier, let’s try to put it into a case.

Imagine you are an online book shop owner, but you are confused on what books people love the most. Of course it is easier to just sell any kinds of books, but you want a business that has more guarantees on revenue, because your competitors may be more popular than you and have their own fanbase already.

So you do some psychographic research and find out that most of your buyers come from different categories but are huge on genres such as young adult fiction and cookbook. With this information, you can do some targeted marketing which suits the now revealed segments. For example, people who buy cookbook are most likely women and they might want to cook for their family. A Facebook ad with content that addresses new trend in cooking and is targeted to the specific class only will generate better traffic compared to just a general unspecified advertisement.

Meanwhile, your young adult audience can be given a content that is more suitable to their age and hobbies. For example, give them a recommendation about the hottest young adult novels that received label “New York Best Seller”, or create content about some forums where young adults usually discuss about novels.

Working together with a third party that can support certain groups is also a good idea for improving your marketing and sales.

HOW TO DO PSYCHOGRAPHIC SEGMENTATION

Although Psychographic revolves around psychological factors such as emotions that may not appear easily on transactions, it does not mean that there is no scientific method to figure it out.

1. Ask Your Customers Directly

Don’t feel overwhelmed yet. You do not have to contact every one of your consumers to ask for their opinions (although it is probably the most direct way to receive your psychographic data).

You can also ask for a third party to conduct a focus group discussion, and see how they perceive your brand. You will easily figure out what they like and dislike, also their hobbies, activities, and why they choose or not choose your brand or products.

2. Survey or Questionnaire

Now this is the modern and easier way of interviewing customers.

By spreading out surveys and questionnaires, you can get a quick measurable response. Provide some open-ended questions if more details are required, but remember that this should not make customers feel uncomfortable and overwhelmed. Or else, they will close your survey page before even submitting.

The questionnaire can be spread out through your website, for example a pop up survey or an email after a transaction is done. You can also utilize FB ads to find out more on untouched customers, while optionally promoting your business there.

3. Website Analytics

There are many analytics tools out there, but Google Analytics is one of the most used ones. It can give insight on who your users are and how they use your website. For example, you can see from where they access your website and what device they use. Is it from a referral link? From Google Search? Do they use mobile or PC more?

You can also see their behavior and use it to make your website and content more user friendly. If you see that people have been exposed but they do not want to click your contents but instead leave the page, is it because your content is not relevant enough?

A split test can even be done to see what customers like the most.

4. Social Media

If you own an online business, chances are you already have one or two social media accounts. Take a look at your social media followers and engagement. At what moments does your follower number increase? What kind of posts do people usually comment at? How do they comment? What angles they use? Quality? Price? What cause them to feel satisfied or dissatisfied with your products/service?

And so many more questions.

You can even spread your survey or questionnaire through social media posts.

5. Your Business Website

A comment section is usually filled with the voices of consumers, be it a complaint or praise. This is the easiest place to look for customers’ psychographic profile data. You don’t have to go anywhere or even use any tools.

If you don’t have a website yet (because you just started your business), or if your comment section is not really a place where your customers flock in, try to visit your competitors’ website and see how their customers act and react. There is a good chance that if you can manage to create great marketing practices based on your competitors’ costumers analysis, you might even turn them into your own customers.

Another place to look at is your website dashboard. An e-commerce website is usually armed with customer data including demographic and transaction data. Purchase behavioral pattern can be seen through this section such as what time the purchase is usually made.

Once the data have been collected, it’s time to create the personas and segmentation. Using Psychographic opens higher chance to create connection with customers or even gain new prospects. A good connection with customers will build up into trust, and with trust comes higher buying frequency.

As a note, combining Psychographic with Demographic and Geographic personas will make a more effective outcome rather than relying on one. The more complete the buyer persona, the more accurate your marketing will be.

If you need help spreading survey and questionnaire with Facebook Ads, you can contact AlpharusMedia. We can also help you with content creation and optimization that will improve your web presence. Don’t hesitate to contact us here, so we can discuss about what we can do for your brand.