Beyond Demographics – Using Psychographics to Segment Your Targeted Audience

Content Marketing, Digital Advertising, E-Mail, Marketing, Social Media / By

Demographics have long been used as a tool for segmenting target audiences because marketing to the right audience is critical to the success of any business. However, demographics by themselves don’t necessarily provide the full picture. You must look beyond demographics and into psychographics to really understand your target market and develop successful marketing campaigns. 

WHAT IS PSYCHOGRAPHICS?

Psychographics is the study of personality, values, attitudes, interests, and lifestyles. It is applied to understand people’s motivations, areas of passion, and perspectives on the outside world. Businesses may build marketing strategies that connect emotionally with their target audience by being aware of these aspects, which can increase engagement and conversion rates. 

HOW DO YOU GATHER PSYCHOGRAPHIC DATA?

You can gather psychographic information on your target market in a number of ways. Using surveys and questionnaires is one method. These can be given out in person or online and ask participants questions about their values, way of life, interests, and buying patterns. Focus groups are a different approach that can offer insightful information about what consumers think and feel about particular goods and services. 

SOCIAL MEDIA IS A SWAMP OF PSYCHOGRAPHIC DATA

Social media is a great place to find psychographic data. By seeing customer behavior and social media interactions, businesses can find out more about the beliefs, interests, and behaviors of their target market. This could include information on the social media platforms they use, the material they engage with, and the users they follow. 

USING PSYCHOGRAPHICS TO SEGMENT YOUR AUDIENCES

When you have collected psychographic information on your target market, you can use it to divide them into various groups. You might, for example, have a group of people who are exceptionally career-focused and ambitious and a different group who value family and community. These two groups will probably have rather different goals and motivators, requiring different marketing strategies. 

PERSONALIZING CONTENT

You can develop highly targeted and personalized marketing campaigns by using psychographics to categorize your target demographic, which is one of the main advantages. As a result of the audience emotionally connecting with the message, engagement and conversions may increase. 

Let’s take a fitness brand that caters to very ambitious and career-focused individuals for example.  By being aware of the importance of health and wellness to this demographic, you can develop a marketing strategy that focuses on how your business caters to the career-minded health enthusiast through highlighting business hours, trainer availability and community environment. They will relate to this message in a way that they might not with a message about health and wellness in general.

EXPANDING YOUR MARKET

Utilizing psychographics also makes it possible to find underserved market categories. You could be able to spot fresh growth prospects by getting to know the values, passions, and interests of your target market. For example, you can think about introducing eco-friendly practices in your company if you find that a significant fraction of your target market values environmental sustainability. 

USING PSYCHOGRAPHIC DATA TO IMPROVE YOUR PRODUCTS AND SERVICES

Psychographics can be used to guide product creation and design in addition to helping you produce more successful marketing efforts. You can develop goods and services that will appeal to your target market by being aware of their needs, wants, and desires.

When it comes to knowing your target audience, demographics alone don’t tell the whole story. You can learn important information about what drives your target audience, what interests them, and how they view the world by looking beyond demographics and into psychographics. This may result in more successful marketing campaigns, greater engagement, and improved conversion rates in the end. You can customize your plan to target the correct audience and raise your chances of success by applying psychographics. 

It’s important to remember that psychographics is a constant activity that needs to be maintained over time to stay constant with your audience behavior.