What is Psychographics?
Psychographics is the study of personality, values, opinions, attitudes, interests and lifestyle. It’s all about measuring customers’ attitudes. Understanding the psychology of your consumer allows you as a marketer to create detailed market segments. Focused marketing segments drives great marketing.
Having a base understanding of your customers thinking can influence the direction of your marketing. For example, it can help you make more informed decisions about the best tone for your messaging. Segments can also provide clues to on where to place paid advertising for the best ROI.
Capturing attitudes and thinking of your target can be best achieved by defining personas. Let me dig into some details.
Use IAO to Help Guide Persona Development
You'll often hear the acronym IAO when working through a psychographic analysis. Use the IAO acronym to help you remember the three core areas you'll want to explore as you define a persona:
Interests are simply things that people are interested in. I like to think of it as topics that might be important to your consumer that are often top of mind and drive dinner conversations. Things like family, community, recreation, and health are good examples.
Activities include things that someone might do. Examples include work, hobbies, or social events. The deeper you dig into defining the specific types of work, or the exact hobbies a market segment has, the more targeted your marketing will become.
Opinions are points of view that can influence messaging. At a high level these opinions can range from their thoughts on social issues, economics, or even education. Remember, opinions of oneself are also a core driver of consumer behavior.
By understanding these characteristics, you can start to build a persona. The persona you create will define the model of a customer that you will want to target with your marketing efforts. It’s a way to define your perfect stereotypical customer. Unless you have a very narrow niche for your product or service, plan on build out a few personas.
Another way to collectively think about opinions, activities and interest is through the lens of their lifestyle. Think of lifestyle as the way a person spends their time and their money. Have a good handle on your target segments lifestyle choices will help you target your marketing efforts.
As an example, if you have someone that is an outdoors type, that could influence the location and placement of paid media. Outdoor Magazine's website may be a great place for banner ads, while something like Architecture & Design might not reach your intended audience.
How Deos this Support Persona Development?
By developing your persona and understanding the core opinions, activities and lifestyles of your potential customer, you'll have a well-formed understanding of your target segments. You'll have a sense of who they are, where they are, and how to reach them. I even like to add a picture to my persona documents to give my target audience a face.
Persona development is the first step in understanding who you are trying to reach with your message. Furthermore, it will lay the groundwork for developing effective content that will reach your target. Personas developed with psychographic segmentation in mind, should act as sort of a resume for your typical customer that can be handed to anybody on your team to quickly give a sense of your target consumer.
What About Demographic Information?
While we didn't talk specifically about demographics here, it is something that often goes together with psychographics when developing personas.
Demographics are socioeconomic characteristics like gender, age, marital status, and occupation. In today’s digital marketing and advertising world demographics can be used effectively to target paid advertising. Tools like Bing Ads, and Google AdWords allow some basic demographic targeting by age, gender and geographic location for example. LinkedIn’s platform is perfect for segmenting by occupation. If you'd like more information check out this great article on target market demographics.
Why is it Important for a B2B Marketing Strategy?
Remember that marketing is about targeting your buyers, and your buyers are people. While you may be in the business of selling goods or services to other businesses there is always a person paying the bill or making the decision to spend the money.
Understanding your potential customers and their needs and concerns will allow you to better target how to reach them and in turn convert them into paying customer.
Until next time, keep on marketing!