What are psychographics?
Psychographics are kind of like demographics, but might include your buyer’s habits, hobbies, spending habits and values.
While demographics explain who your buyer is, psychographics explain why they buy.
Why do we need this?
You can only effectively reach your target audience when you understand both the demographics and the psychographics. The combination of both sets of data starts to form your buyer persona – a detailed picture of the people you work with now, and would like to work with in the future.
Let’s create a basic buyer persona for a typical client of a personal trainer. Let’s call her Lucy.
Married with kids
Dealing with issues of weight gain
Concerned with health and appearance
Wants a healthy lifestyle, but doesn’t have much time
Enjoys going online in the evenings, big fan of Instagram
Tends to favour quality over quantity
Finds fulfilment in her career and family
Values time with a small group of friends
When you look at these two lists, it should be clear why you need both sets of data. If you just use demographics, you understand your customer’s challenges, but not where to find them or what really motivates them to act. With psychographics, you gain a more rounded view of your customer.
How do we get psychographics?
So now we know what they are, how do we go about obtaining psychographic information? HubSpot suggests two major methods: interviewing your current clients and investigating website analytics.
Interviewing existing clients
Think of your best current client. Now, when you next talk to this person, ask them a little more about themselves. What did they do at the weekend? Have they seen any good TV shows lately? What were their New Years’ resolutions?
However, you might not have made this kind of relationship with your client yet. If you don’t, not to worry. Do you have any friends who are similar to your ideal client? Probably. Ask them the same questions.
Want a larger sampling? Send out a customer survey and be honest – tell them you want to better understand what they care about. Most people are more than happy to share.
Investigating website analyticsLook at your existing site content and previous special offers. What has made people click, call or buy in the past? This might take some testing, but seeing as people’s true motivations are revealed by their actions, it’s definitely worth it.
Psychographics in your marketing
Demographics are pretty useless for marketing these days without getting psychographics involved. You can’t make assumptions about people based on their age group or job role, as this information alone doesn’t accurately define the different personalities, desires, and pain points.
Using the hypothetical data we made above, we’re going to show you how to apply psychographic information to your marketing strategy.
Lucy has expressed interest in losing weight and keeping healthy. But we now know she doesn’t have much time on her hands. Trying to juggle exercise with her busy family lifestyle can be tricky. She wants an easy way to get the exercise she needs to succeed without compromising important work and family time. This might trigger you to then say “okay, well we need to show her that we can schedule around her busy days, so she doesn’t have to compromise!”
Another thing to note is the fact she prefers quality over quantity. She’s not afraid to splash out for great results, so she might not respond to any deals you’ve got up your sleeves in the way you’d assume.
It’s also important to note where she spends most of her time online. Instagram seems to be the social platform she most enjoys, so it might be a good idea to get yourself an Instagram account and market on there! This could include putting up nutritional advice, and exercise videos showcasing some quick workouts that she can do at home.
Because she values time with loved ones, you could also consider posting content with ideas of how to do more active things with her friends and family.
So you can see how there’s an important connection between these nuggets of psychographic information and how you market to Lucy. It helps you understand what’s important to her and what motivates her, so you can tailor your content marketing (or ‘inbound’ marketing) plan accordingly.