When applied to ideal or target customer personas, psychographic information helps businesses better understand why customers take the actions they do. While demographic information includes objective data like age, income, and occupation, psychographics aims to identify more subjective personality traits.
A psychographic profile includes IAO - interest, activity, and opinion - variables. To be sure, this is crucial information for any brand hoping to successfully speak to and interact with customers. Identifying and acting on IOA variables means better meeting customer desires and expectations, ensuring your brand values are properly aligned with those of the customer, and a host of other benefits.
Without knowing what motivates a customer to interact with a brand, become a brand advocate, or seek information about a topic, it can be difficult to provide focused messaging that is relevant and impactful.
Psychographic data is many times gathered through customer interviews, focus groups, and an analysis of online behaviors. When combined, demographic and psychographic data form the crux of the user persona.
5 Benefits of Psychographics in Your Marketing
It’s not enough to understand the psychographic profile of a target customer. A business needs to take that information, document it for all to see, and act on it in a consistent way that drives strategy, messaging, and execution.
1. Go Beyond Simple Interest Targeting
By thinking more fully about a target audience’s habits, behaviors, and interests not directly related to the product or service, a psychographic profile can unlock new targeting opportunities for social advertising. Sometimes this can go off the rails, of course, like when Facebook labeled individuals as ‘interested’ in treason.
2. Write More Impactful Copy
With a documented source of truth utilizing psychographic inputs, a writer or team or writers using personas can more consistently speak directly to an audience’s interests, desires, and state of mind. This messaging alignment in turn fosters conversions and brand loyalty.
3. Establish or Validate Brand Values
By better understanding what your target audience values and what opinions they hold, a more thorough assessment of brand values messaging can be carried out. How well brand values are currently conveyed to customers, and the degree to which they align, can sometimes prompt changes large and small.
4. Better Keyword and Topical Targeting
Better understanding user intent can lead to more thorough keyword and topical targeting, whether as part of a pay-per-click or organic search optimization strategy. If you know that, say, people look for your product or service because they want to have fun with their family, ‘fun’ and ‘family’ as it relates to a your business may provide ample opportunity for additional content ideas and topical targeting.
5. Meet Your Audience Where They Are
Sometimes psychographic information leads businesses to entirely new places they hadn’t yet considered. A person’s interests, activities, and opinions certainly provide clues about where they go online and what they are likely doing there. Without being seen in the right places, carefully crafted messaging based on established personas can go unseen.
Making the Most of The User Persona
By gathering and incorporating psychographic and other data, and establishing a solid foundation through user personas using those inputs, you can speak to your target audience like never before.
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