If you do a Google search of current blogging statistics, the numbers overwhelmingly support the need for both B2B and B2C companies to have blog content. 85% of people prefer to use content in blogs to help them decide over even testimonials.
There are some best practices to maximize your return on the investment of time and or money outsourcing what can be time-intensive work.
I worked in the spa niche for well over two decades. I traveled, enjoyed experiences and visited lots of spas and resorts.
In the UK, I have my own private native guide, my husband, to take me on discovery trips. In big cities, people are more cautious, guarded. Get away from them and people tend to be more friendly.
UK roads are unique. M-roads are freeways. A-roads are mostly divided highways. B-roads are narrow 2-way roads. However, one lane may disappear unexpectedly. The only way to pass is the tiniest of pull-outs. Driving a road no wider than your car with little visibility on either side is quite an experience.
You never know where you will end up.
A tiny thatched-roof village where the main activity is the village pub that dates back hundreds of years. If you’re adventurous enough to find them, they’re happy to regale you with history as you listen to the locals’ gossip.
The top of the Welch hills with a view for miles…clear to the sea. This while you stand among neolithic burial stones whose only company is a neighboring pasture of cows.
A 5-star spa, Manor House or Castle with experiences as diverse as their locations.
It was natural to share experiences.
I’ve been writing blogs for years. What start out as journal notes, become invites to leave home, experience something different, and renew.
If your blog is shared on a dedicated Facebook page, you’ve tapped into the power of social media and a place people like to relax and read.
Marketing blogs for myself. Content blogs for my clients. Experiences, information, success stories. All designed to help someone.
What many don’t know
Blogs are not static.They have changed and are evolving. Most used to be 500-900 words. Now those with 2250-2500 words show the highest engagement and readership. While you can create a short blog in 1-2 hours. Long blogs can take six hours or more.
Longer blogs have caused frequency to drop. Where bloggers used to put out multiple blogs a week. The longer formats, take more research and writing time. They may only be published semi-monthly.
3 Best Blog Practices
Blogs can be a stand-alone website. They can also be a column or featured tab on your business website. For the most readership, blog content should tie into the purpose of your business.
Take time to think about topics that make sense to include based on your offer. Health, alternative health, fitness, nutrition, wellness, relationships, kids, life events like retirement, or getting married.
Whatever your website’s purpose is, include topics that support it. Your goal is to become their information resource. Reliable, relevant, knowledgeable…and trustworthy.
Diversity in your niche
Within your niche, have a little fun and offer diversity. If you’re offer supplements, nutrition or fitness, consider adding helpful recipes. If your selling supplements for kids, offer simple parenting tips.
Share things that will make readers’ lives easier/better.
Offer the latest findings. A major part of my fitness routine is walking. I just had to replace my shoes and the first thing I noticed they weren’t as sleek. Rather broader and boxier. Fortunately, I had a sharp associate helping me. He educated me on the changes in shoe structure to better protect ergonomics and reduce the risk of plantar fasciitis.
Look for changes or innovations that relate to what you offer. A new ingredient. A new method of formulation that works better. Problem-solution specific. Every reader has a different goal, yet most will read to be better informed.
Keep blogs casual
Blogs are conversations with a friend. Keep them informal. If you have scientific articles on your site, your blog may be the ideal place to convert that to reader-friendly information.
If a topic is complex, your blog is the spot to break it into easily scannable, digestible chunks.
Most of your readers are going to skim-read. Help them out with a friendly style where there is plenty of white space and subheadings.
Make sure the reading level is in the 7-8 range or lower. The higher the reading level, the more mental energy is required and the more quickly readers leave.
Relevant, diverse and casual will keep your readers coming back for more. Mix up short blogs like recipes or quick content with longer reads.
Judith Culp Pearson is a wellness relationship marketer. She puts those skills to work helping businesses increase client retention with web content and strategies. Blog content is always something she recommends to clients. If they don’t have the time or desire to do it, she handles it for them.
To maximize your business success in 2021, you need to look at how you connect with your prospects and customers. Think of them as family, treat them as the best possible version of a family. It’s about building relationships first.
I recently had an experience on a social media channel that you might have had yourself.
Pitch forward marketing
Someone reached out to me to connect. It was a woman whose interests were in my niche. Her message said, “I think I have something you might be interested in.” How could she know that? She didn’t know me.
Being someone who is generally friendly and open to networking, I accepted her invitation. My acceptance triggered another message from her that was a pure pitch. And it was the type of offer that I always steer clear of. A business opportunity that doesn’t resonate with me.
In her response, she asked, “are you familiar with XYZ? They are the company I work with”
I responded, “Yes, I’m familiar with them. I’ve had numerous people try to get me to participate in this. Not interested. Thank you.”
She didn’t try to get to know me nor build a relationship. If she had, she might have picked up this isn’t my direction. She took afront at my lack of interest. She lost the opportunity for a relationship. While it isn’t something I would do, she will never learn if I know someone who might be interested.
I’ve practiced relationship selling for years
I’ve always practiced treating people with respect and TLC. This is essential to earn their trust and long term business. I’ve practiced this for over 25 years.
Recently, I had the opportunity to participate in a virtual summit where some of the greatest minds in marketing shared their best thoughts for 2021. Marketing giants you might recognize. Bob Bly, Brian Kurtz, Kevin Thompson, Eric Partaker, and more.
Each had their own version of the “One Thing” to keep in mind for 2021. Yet, they were unanimous in their conviction on the importance of relationships as we move forward.
Relationship versus transactional selling
We shouldn’t ignore…relationships are opposite of transactions.
Transactions are all about the short term sale. Relationship selling is about connecting, engaging, and focusing on helping the buyer find what they want and need. The differences are huge.
Think traditional used car salesmen, versus an automotive consultant. Used car salesman were pushy. The don’t listen, they sell. Get the deal no matter what. It got them a terrible reputation.
Our automotive consultant doesn’t show the prospect anything until they have listened to the customer. They actively listen and then help the prospect find what they are looking for.
If we have a great buying experience, we are far more apt to return to that business the next time we have a need. We look forward to hearing from them because they “took care of us.” they didn’t try to rip us off and sell us what we didn’t want or need. Customer-focused.
3 Techniques for relationship marketing
Once you have embraced prospects as an online family, you’ll engage with them differently. They aren’t just names or emails, they are people you want to help. For the best success, you need to be very clear on your purpose and your goals. From there you need to give, be open and sincere, and see every touchpoint as a relationship event.
Focus on how you can help/serve others. Give abundantly. Information, inspiration, and value. People respond when we give our best. Focus on connecting with people who want what you are offering and give them your best.
Peloton has this down perfectly. Peleton offers high-end fitness gear. Their focus? Athletes committed to fitness. They know exactly what their customer wants. Peleton makes sure they provide it. They focus on reaching their target market. Targeted quality versus quantity in marketing responses. They only want the very committed in their inner circle.
This is an expensive brand with a high entry bar. This means members are more committed. The more we have to pay to access what we want, the more committed and engaged we become. The more we will connect and use the “value” the business has provided.
Their customers are more successful in reaching their goals and more apt to stay with them long term. They have a much higher lifetime customer value.
Be real, open, and sincere to build relationships
If you aren’t real, open, and sincere with your audience, they will know it. In today’s world, people look for businesses that are supportive and transparent. They don’t try to hide things by withholding or dodging issues.
Customer service quality is paramount in the mind of today’s customers. Let them know how to contact you and when they can expect a response.
2021 will have continued unique challenges. We have to be nimble and quickly adjust to rapidly evolving situations. Being open and honest with your audience will keep them with you as you have to make changes.
As a consumer, I don’t mind that your business had to change my packaging due to shortages. Please, just let me know. If the regional weather or other issues are impacting shipping and delivery, let your customers know. Customers like to be in the loop.
Social and environmental positions are also something that most customers respond to. They want to know how you’re helping others and helping the planet. If you haven’t added them, share them via social channels and on your website.
See touchpoints as relationship events
Every time you reach out or connect with your audience, it’s important to think of it as a relationship event. Don’t think list building, think relationship building. Don’t think transactions, think connectivity and engagement.
Relationships encourage a two-way conversation. Invite them to respond and interact with you.
Be aware of what competitors are putting out there. Look for a way to present your message a little differently to increase engagement. Keep in mind that members are much more engaged than a general audience. The easier the access, the lower the level of active engagement.
Businesses that make relationships their focus have the most loyal clients and fan base to help share their message. Their ROI and lifetime customer value will be higher than any transactional approach can achieve.
When I work with clients
I start with a review of what they publish on their website and social channels. I look for the level of relationship building. Then help them see opportunities to increase value to customers. This always converts to an enhanced lifetime customer value.
Readable copy is a big key to sales! People today don’t want to wade through information that reads like a dull textbook. Most of us skim-read, instead of word for word. We are such multitaskers and so many choices that we aren’t patient with reading.
Recently, I received an email promoting a new product from a spa supplier. I knew the product was a performer, but the description was hard to read. So, I copy/pasted it into an analyzer. The readability was at the post-college level.
This prompted me to go online and look at descriptions of the same type of product marketed by department store brands. Their descriptions were much easier to read and focused on what their customers wanted to know. What it would do for them.
Readability sells and lack of it loses sales.
Readability refers to how easy a sentence is to read and understand. There are several formulas, that’s another article. The important thing to remember is to keep it simple. The harder it is to read, the quicker your reader may hit the delete key or leave your website.
Originally, it was used to evaluate training materials. Today it is used by smart marketers.
In today’s world, we are bombarded by electronic marketing. Junk mail, emails, newsletters. We go online; lots more marketing. Sensory overload. We are in a hurry. We want what we are looking for quick and easy. Your potential customers want the same thing.
Every written piece put out there needs to be easy to read. Website pages, emails, newsletters all need to be visitor friendly and quick to read.
Get their attention fast…
In 2014, Hubspot Marketing reported that you have less than 15 seconds to engage your reader. A surprising 55% of them will click off your page in that period.
If the reader is on a page that doesn’t answer their question or meet a need – they are going to be gone. They are in the wrong place.
However, if they are looking for what you have, we need to help them stick around and find it. We need to make sure our message is clear, simple, and easy to skim read.
Think about opening your email box first thing in the morning. There are probably at least 50 new emails waiting. Most of us, scan for the obvious ones to delete. Check, check, check, delete – done. Then you start with the rest.
3 Tips for more readability
You don’t actually read most emails completely. You quickly skim them to see if you’re interested. If they are hard to read, it bogs you down. The more you have to “work” to read information, the more apt you are to think, just stuff it, and hit delete.
Ever been caught in a loop and realize you’ve been rereading the same sentence over and over? Simple words, short sentences, and white space make a huge difference. The combination of words plus sentences is the basis for how easy something is to read.
Once you have your first draft complete, read through checking word choices. The more syllables a word has, the harder it is to read. It mentally takes more energy.
“Harder” is easier to read than “more difficult” or “more challenging”. It has fewer syllables and doesn’t require a support word.
Choosing a shorter word won’t make it sound like you have a limited vocabulary or it was written by a grade-schooler. It’s only about that mental energy use.
Sometimes you can’t avoid complex words. Technical materials or say medical topics need their specific words.
The longer and more complicated a sentence, the harder it is to read. Look for ways to break them into shorter sentences.
A good tell is to read the segment out loud. If you have trouble speaking it, people will have trouble reading it. Run out of breath in the middle of a sentence…shorten it.
There are lots of readability analyzers out there. This is good because most document creators don’t include it.
Grammarly uses a straight Flesch score system that the lower the number the harder it is to read. You’ll need a paid version to get the function.
Hemingway uses the Flesch-Kincade US grade scoring system so the higher the number the harder it is to read. A 14 would be post-graduate. Seven would be 12-13-year-old students. Most of the time, you want to have your text at nine or lower.
The unique part of Hemmingway is when you paste your text into the system, it renders it color-coded.
Yellow text is hard to read. Red text is very hard to read. Green is passive voice and purple is words that may have a simpler option. It’s very quick to see where the problem is and hone in on it.
As you shorten sentences, your red or yellow disappears and your grade score drops. It can also be used as a document creator with marking turned off in the write mode.
I find using one of the many analyzers speeds up the editing process and gets the job done.
If you have a solid page of text it is hard to focus on let alone read. Look for ways to break up long paragraphs. It’s like letting the reader take a breath.
Another good way to evaluate your white space is to look at your document in mobile format. If your document creator doesn’t let you see desktop, laptop, mobile views, a WordPress Post will.
If your reader has to scroll, and scroll, and scroll to get to the end of a paragraph…or a sentence, it’s too long.
Even product descriptions are not immune. Bulleting key benefits are good. However, lumping all of the description into one paragraph takes more mental energy to read. Give the reader a break. Break it into shorter paragraphs to make it more readable.
Word choices, shorter sentences, and white space make reading your offer a breeze and increase the ease of buying.
When I work with clients
Part of my get-acquainted process is to look at the existing content and email funnels. Is it recent, relevant, and readable? Copy plays a big supporting role in buying decisions. If I see readability issues, I show them how much more effective it could be.
In today’s world, it is important for your brand’s success to engage customers with empathy marketing. You need to employ empathy and communicate your understanding and caring about your customers, your staff, and your planet.
It’s what today’s buyers want and are increasingly coming to expect from those they do business with. Yes, back to the pillars of wellness – personal, social, and global.
Initially driven by millennials, it’s being embraced cross-generational. Less transactional, more emotional connections. It puts what the customer values over business sales.
Route.com said it well… “What empathetic marketing should always boil down to is that tried-and-true Golden Rule. Treat others how you want to be treated.”
Business Empathy in 2020
I’ve seen some great examples of this in action this year from a broad range of businesses.
In May, Twitter announced all employees would be allowed to work at home permanently if that was their preference.
They had been moving toward more remote work for some time and testing it. Now, if staff need or want to go in, they can… pandemic restrictions allowing. If they prefer to work remotely, there is no discrimination, no pay cuts, no commute.
The benefits? Staff morale boosted, and equal or better productivity. A demonstration of taking care of people.
Verizon and Fios gave customers free data so they could stay in touch with those they couldn’t physically connect with. They also provided 60 days of free resources to help parents and students with at-home learning. Demonstrating customers and staff before sales.
Statewide businesses jumped in
In Oregon, there are hundreds of boutique businesses in the hemp, beer, and distillation niches. They diverted resources to make hand-sanitizers. It kept staff working, even if the products were donated to those who needed them the most.
Larger companies, like Intel, provided medical workers with PPE and joined with others to accelerate research for treatment and cures.
Then on top of the coronavirus, Oregon was hit with the worst wildfires in the state history. Thousands of people were evacuated from their homes. Some rural cities were totally wiped out. It will take years to deal with the aftermath.
Even small businesses stepped up to help out.
One very small mom and pop Chinese restaurant here in Eugene put a post on Facebook on September 10th.
“Donating food to fire relief camps for the rest of the week. We will be closed. Thanks for your patience.
“Thanks for your support,
They denied themselves income to give their resources to others. Other restaurants and caterers joined them to make sure the firefighters and relief camps had food and water.
Local people raided their personal stores of food, clothing, pet needs, and every other medical and household item you can imagine to donate them to relief centers.
It’s been a year of helping others as I’ve never seen before.
As a customer and marketer…I know it’s about the buyer’s problems
While everything has shifted online, not all businesses have adapted. I’ve seen businesses struggle because they weren’t mentally or technologically prepared. As a marketer, the solutions are clear. To thrive, businesses need a digital presence. They also need empathy marketing.
The changes we have experienced aren’t going to go away anytime soon. People aren’t going to give up the convenience of online shopping. However, they also want more.
You need more than demographics, you need psychographics. I find they help me dig deeper and find the aspects of emotions and empathy best suited to prospects.
Brands need to embrace empathy marketing
It’s not enough to have an e-commerce site. With all the shysters and scammers out there, buyers are becoming more discriminating.
They are looking for things to improve their life. They want transparency to know your brand can be trusted. And they want to know how you are helping other people and the planet.
Embrace all techniques of empathy for engaged and loyal customers.
Three steps for empathy marketing
There are three key techniques you can use for empathy marketing. Start by “walking in their shoes.” Discover their emotions: problems, pains, views, beliefs, values. Then craft your communications with transparency and openness.
It’s critical to do more than try to think like your target customer. You need to be them, assume their perspective without judgment. Understand their emotions and motivations. What makes them buy? Also, discover the things that make them resist.
How are they feeling now and how do they want to feel? What do they want to be different and how can you make their life better? Do they recognize their problem or that a solution exists?
These things together will guide you in where you need to start their journey and the steps you need to include.
By knowing their views and beliefs you can smooth out your buying pathway so they don’t get derailed.
You want to connect with them on shared social and planet-friendly values.
Take salsa. There are lots of choices out there and we all have taste preferences. My go-to brand donates all the profits to charities. That made my buying decision easy.
This where we need psychographics. We also have to recognize how men and women buy differently. Men are more transactional by nature. Women are more emotion-driven in their buying decisions.
Women influence 85% of all consumer buying decisions. That makes them an obvious choice to nurture. It’s important to value them and tap into the emotions – and empathy that will make them loyal customers.
Deadlines like a limited time offer can trigger a buy. Grocery stores use this all the time with their in-store announcement of a special price for the next 10 minutes. Limited quantities are equally powerful. We don’t want to miss out and we love to feel we got bonus value.
Benevolence or altruism are also female buying stimuli. They may feel they are better off and want to help others. Or it may be part of their social values. Humanity and giving back.
Belonging is important to both men and women. We like being part of something, a tribe, a team of like-minded people.
There is also “empathy-response.” When people get positive feedback from giving or doing something it creates an empathy response.
In buying the perfect gift, women share the recipient’s joy emotionally. When her daughter squeals for joy over her birthday gift, she gets a surge of endorphins, the feel-good hormone. She gets the same feel-good hormone for problem-solving.
Men get the empathy response when they do something successfully, or the female in his life is pleased with him, or when their team quarterback scores a touchdown.
Once you have this information you can use it to craft your messages with transparency and openness to build trust in your relationship and brand. You want to make them feel heard and acknowledged.
Once women make the emotional decision, they need you to provide logical information to back it up. This validates their decision. Science, facts, and social proof. Sharing other’s success stories from problem to solution and how they have improved their life is powerful.
Use caution with success stories so they don’t come across in a pushy or sales-focused way. They need to stand on their own merits as validation of problem and solution. What their life was like before and what it is now. Share what they had tried that didn’t work, their failures. How they found your solution and their experiences on the journey to a better quality of life.
When I work with clients…
I start by learning what they are currently doing and what isn’t working. Then, taking another look at their target, I dive deeper to find a different way to connect and engage with emotions and empathy marketing. Need help? Reach out to me. firstname.lastname@example.org.
Women buyers are magic to drive sales. Nearly 75% identify themselves as the primary buyer in their household. They hold the purse-strings to between 5 and 15 Trillion dollars in spending every year…and that’s just in the US.
And yet, 91% of them feel marketers and companies, don’t understand their needs. That’s a big gap.
Women are more than female buyers
We, women, are nurturers, caregivers, and influencers.
We’re the steering wheel of our families as we navigate life. We’ve been raised to multi-task and think we have to be “Wonder Woman,” excelling at all things.
However, it’s also rewarding. We thrive on those feel-good hormones that we get when we make someone happy.
Take Christmas or your favorite gift-giving time.
We don’t want to just give a gift. We want it to be the perfect gift. Something that will make the recipient give us a radiant smile of joy.
Women buyers are not so different from marketers.
We have to really know the recipient. Their likes, tastes, beliefs, hobbies, hopes, and dreams.
Some people, like my elderly Mom, are easy. She always tells me if there is something she needs. She doesn’t shop online much and of course this year she hasn’t been anywhere except to doctor appointments.
My grown son and his wife are another matter. Generally, if they want something… they just buy it.
So like any good marketer, we have to do detective work. Things like interviewing people and watching social media.
In the case of my kids, I use a more direct approach. I use messenger and reach out to their spouse.
Sometimes they have to think about it. Take the message I got back from my son…
“I thought of something. She’s been after me for a couple of years to get her some good kitchen tools. You know, those skinny scraper things that take the heat and you can use in cooking.
“Oh, and she’d like a good pair of tweezers.”
Nothing fancy, but I knew I’d do a “better” job at locating what would be perfect for her.
Working with women has been my career
In the spa/beauty/wellness niche, I’ve spent over 25 years working with and marketing to women. I knew if there was something her husband or one of the kids needed that we offered, she would be the one to bring them in.
Services, marketing, teaching, writing, coaching and mentoring. I still coach and mentor them in business.
Studying the different female buying personalities and psychographics helped me hone in to help them better.
One secret a marketer often misses…
Women tend to buy differently than men do. Most men don’t enjoy the shopping process. They need something and will often take the first acceptable item just to get it done.
For most women, that isn’t enough. As I shared above, they want the ideal gift. They are the same way with personal products, services, or results.
They are willing to take the time and dig to find it…shop.
3-techniques to enhance results
Women are super-stressed multitaskers. Every step of the way we need to keep it easy.
We need to address buying pain-points. Things that stop the sale.
Then we need to use psychographics and segment marketing by need or concern. And we need to nurture, before, during, and after the sale.
Pain-points for women buyers
Start with where and how they find you. Look for ways to smooth out their buying journey. Busy and distracted, we need all the TLC we can get.
Does social media identify concerns? Hint at solutions? Or pitch products?
How do they take the next step?
Is there a way to reach you quickly to get a question answered?
How easy Is your website to navigate?
Is it easy to skim-read?
Does it answer questions she hasn’t thought of yet?
Is there plenty of social proof and the logic to support it?
Is it friendly on a phone, tablet, and computer?
Psychographics guide segmenting
Focus on her needs, concerns interests, and passions.
Women respond to email marketing at a higher rate than men do. The numbers are highest when they are segmented so she gets relevant information.
Make sure she knows this in the subject line to get her to open the email.
Due to the pandemic and businesses focused online, it’s easy to get an extra 50-100 emails a day. Getting rid of non-relevant emails becomes a priority. Delete is my favorite key 🙂
Try a psychographic approach to social media. Try less sales pitch, more emotion-driven problem-solving.
Amazon and others have gotten very effective of the “if you like this, then you might like this” approach. It works well because it is targeted and it expands the shopper’s options that they haven’t considered.
Women like targeted offers and related choices.
While we like a good sale, what we are really looking for is the ideal item at a great value.
We also love bonuses and rewards.
The nature of nurturing adds value to your brand.
Focus on psychographic interests that give more information or related information. I’ve seen multiple companies in alternative health from supplements to CBD doing this.
One of the popular nurtures is to share recipes that support or incorporate a product offered. Simple things that answer how to use a product, offer better wellness or add nutrition for picky eaters.
With all their stress, women are looking to improve their quality of life. Your solutions and nurturing can offer that. It also bonds them to your brand. Invite them to be part of your tribe and support them in their journey.
When I work with clients I look for ways to enhance their engagement with women. Powerhouse buyers with a broad network of influence. Message me email@example.com.
For more on psychographics you might enjoy this read.
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