When we are trying to improve our customer experience, we need to understand our target audience and what makes them tick. Demographics tell us where they live, their age, and what they earn. The relatively new region of psychographics analytics tells us why they buy.
Psychographics tell us the Why
They reveal the customer’s interests, and activities or lifestyle. We learn about their opinions, their values, and their attitudes. And we discover their beliefs and emotional triggers.
This information allows us to segment our audience and send them targeted marketing that aligns with their interests.
Now the ads are everywhere?
A while back, I stumbled on an apparel company called Paskho on Facebook. It looked interesting, so I went to explore.
They were starting the process to transition manufacturing from China to support underserved US communities. They used responsible sourcing and had a planet-friendly message. This on top of having easy to wear comfortable clothes for travel or at home. Looked good.
The price points suggested maybe for dress, travel or occasional wear. I didn’t order although I did give them my email address.
The next day when I went online to Facebook, there were ads for the company in my feed. And the next. And the next.
Facebook AI had used the data it had collected on my hobbies and interests and decided we were a fit.
When I did a Google search…guess who’s ad showed up. Sure enough. The same company was there.
And my inbox? Yes, I started getting a well-written series of trust-building nurturing emails. They topped it off with a coupon and a great return policy. I finally succumbed and placed an order.
Why use them?
I’ve been following psychographics for several years and use it routinely when I create strategies and content. It gets results.
A couple of years ago I created a summer special for a list that I knew well. Small business owners, B2B, beauty.. 98% are women and love a good deal – if they like/need the product.
It traditionally was a slow month for sales. We did a special “Shh! The boss is away so we’re having a sale.” We offered a favorite popular product at discount. The email received 24% opens and 17% click rate.
I wrote for another client in the wellness sector who got even higher results.
She hadn’t contacted her list in three years due to a serious medical issue. The email got 65% opens, a 20% click-through rate, and a full roster for a class she was offering.
Knowing exactly what your reader’s interests are, does make a huge difference in ROI.
Many people don’t know the rules
Psychographics have come a long way in just the last five years and they are evolving fast. There are now online providers where you can source customer psychographics for a list.
The big caution is it has to be done properly to protect privacy. Getting permission, some sort of opt-in is important.
We know that Facebook has a huge system of AI that gathers information from us regularly. We voluntarily offer up hobbies and interests on our profile. Facebook uses this plus our online habits to place ads we are most apt to respond to in our newsfeed.
They aren’t sharing our information with the advertiser. However, they are using it to place paid ads where we will see them. If you want to see how it works check out Ad Preferences on your Facebook profile under settings.
What psychographics reveal
While the number of male and female shoppers is about the same, according to a study by Bloomberg, women make more than 85% of all consumer purchases in the US. They influence over 95% of total goods and services purchased.
The notion that men are in charge of all decisions should have just fled your mind and marketing plan.
If you want to sell a male-specific product…consider marketing to those who influence his buying triggers.
With all the social equality issues that have come out in 2020, it will be more important than ever to understand our prospects beyond demographics.
Values, social, and is the company helping the environment opinions will impact decisions for both male and female buyers.
To use psychographic marketing
Focus on their needs, concerns, interests, and passions. As a result of the pandemic, people are feeling stressed. Aches, pains, lack of sleep, poor nutrition. Now, all aspects of wellness are hot topics and emotional triggers.
Offer stress-reducing or stress-management solutions. Help them relax, restore or improve something in their life. Share something that will help them feel better about themselves.
Talk to your customer service team and learn what they are hearing from customers.
Interview some customers and listen to what they are asking for. Not sure what they are asking? Use open-ended questions to enhance the dialogue. Listening is key.
Read product reviews, and questions people ask, on similar Amazon offers. Haunt social media or forums and note the things people are talking about…what they need, want, think.
Use their interests to stay in touch…nurture
Provide information that answers questions they haven’t thought of yet. Keep them interest-specific. I’ve noticed many wellness businesses offering more recipes. They are all tied into some aspect of what the business does.
Simple things make a difference. Guides, how-to’s, charts, videos, apps.
People love validation. Customer success stories, testimonials, and other third-party information can help move them toward the purchase.
Be device friendly
Make sure your format works on all devices. While men have embraced mobile devices, the majority of women still prefer to work on a desktop or other device with a larger screen that facilitates research.
Women respond better to email offers than their male counterparts. They are willing to get additional information from you in exchange for their email address. A special offer in that email may well bring them back to your website again…this time with buying in mind.
Never assume a woman isn’t interested if she abandons her cart or suddenly leaves your website. She is a multi-tasker and you never know what interrupted her shopping.
Gently remind and invite her back again…with the respect of a valued friend, not someone you’re trying to hammer into a sale.
Follow current best practices
Stressed people are less tolerant of poorly crafted or pushy messages. Make sure your message is modern, and politically and socially correct.
Psychographics in a nutshell
Men are raised that they need to be a winner. Use techniques to reinforce their self-esteem and self-value.
Many men don’t enjoy the shopping process. Make buying easy.
Women are stressed multi-taskers looking for solutions. They want to improve their quality of life. Women are nurturing influencers. They need both emotional and logical input to make their decisions.
Women not only buy for themselves but are the buyers for children, extended family, friends, and the elderly. This isn’t just true in the USA but in nearly every society.
Even when they don’t make the purchase themselves, women influence it. They are caregivers, relationship builders, and communicators.
With the pandemic, some online businesses have still not adjusted to the increased need for customer support. The need is greater and expectations for customer service are higher than ever before.
Elevate your customer service to raise your like and trust value, as well as your wellness brand.
Need help to enhance the ROI on wellness marketing? Contact me: firstname.lastname@example.org