Everyone in your local shopping street wants something slightly different. Even though you are all from the same geographic and economic area and even though you are similar in age and background, you still want something different from the person next to you. Demographic and geographic data are poor predictors of what people want to buy. Yet they are frequently the only factors that businesses consider.
The value of psychographic segmentation
If you want to succeed in your online business you need to consider psychographic segmentation. This is where you profile your potential clients in fine detail according to their personal wants and wants. By doing so you are able to much more accurately pinpoint what your clients are likely to buy.
Imagine that you know that your audience is business women aged 25 -4 0 who live in the South of England and that most of them have at least a university degree.
So, you start creating content for women who are business owners in this age bracket and geographic region. You are utilizing demographic and geographic data. But what if they’re largely single parents? How does that change the picture? And what if these single mum business owners are high achievers? They’re not fighting, they’re goal-oriented, and attracted to stable and compassionate brands.
This information changes the style you market to them surely? It gives you more information to brand, to build relationships, to market and to change how you offer your products or services. Relying on demographics and geographics alone means you would have missed your target.
Here are ten ways you can profile your customers so that you can gain a better insight into the potential for psychographic segmentation.
What is your audience interested in? Are they interested in pets, politics, amusement or technology news? Your prospects’ interests help you position and generate the right marketing message. For instance, if you have a prospect who’s interested in politics, writing a headline that integrates entertainment news or rumor isn’t going to work as well for them as an analogy to a political event.
Opinions matter and your audience’s sentiments can spread speedily. It’s important to both understand and manage your audience’s sentiments about your products or services so you can provide immediate feedback and an appropriate marketing response.
What do they believe? We’re not just talking about personal faiths. What do they believe about success, fund, happiness and other elements of life? You can connect with shared notions or challenge their beliefs to get them to open their mind to new ideas, products, and services.
Your audience’s values are their broad preferences concerning appropriate courses of action or outcomes. It’s their sense of right and wrong and what’s important to them. For instance, do they value family over success? Do they value fame or luck? Connect with your prospect’s values to genuinely engage with them.
What do they want to achieve? For example, are they a bargain hunter looking for the best cost or are they oriented toward brand recognition? Understanding your prospects’ objectives can help you craft a message that speaks to them.
Attitudes play an important role in marketing content creation. An attitude is a positive or negative evaluation of people, events, activities, or notions. It’s also an evaluation of your organization.
7. Purchasing motives
Why does your prospect construction buys? What is their motive? For instance, are they motivated by anxiety of loss or by pride and prestige? Do they want to save money? Avoid pain? Feel comforted and connected?
8. Personal characteristics
Personality is difficult to measure but it can play a role in creating your customer’s psychographic profile. For instance, is your audience complacent or ascertained? Are they inquisitive? Are they demanding? This information can help you provide the content and info your audience needs to make a buying decision.
What does your prospect do? What are their hobbies? What are their travelling habits, running habits, and so on? How do they expend their weekdays and evenings? This information can help you craft personal messages and it can also help with the timing of your marketing messages.
10. Social class
Where does your customer or prospect fall on the socioeconomic scale? Are they a professional or a manual worker? The speech you use and the products or services you offer can be promoted differently depending on the social class you’re appealing to.
Few business know enough about their clients. Does yours? To ensure you improve your chances of success online you need to gain a deeper understanding of your customers and potential clients. That’s why you need to use these ten factors to help you understand the psychographic segmentation of your audience.
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