Measurement

Using Psychographics for Audience Segmentation

CopyPress

Published: December 12, 2022

The top goal of most marketing teams is to connect with their audience. While demographic audience segmentation is a start, it doesn’t tell you enough in most cases. Turning to psychographics for audience segmentation helps businesses win over customers and boost marketing ROI. In this article, we’re exploring everything you need to know about incorporating this form of audience analysis into your content marketing strategy:

What Are Psychographics?

Psychographics are the personality traits that make members of your audience who they are. These data points help you break down your audience segments from broad, basic characteristics to more specific groups driven by thoughts, feelings, and beliefs. There are six major categories of psychographics your team may use to learn more about its audience, including:

  • Interests: The hobbies and activities your audience does for fun
  • Motivations: Why your audience does things and the reasoning behind their decisions
  • Values: Truths that your audience believes about the world and society
  • Attitudes or beliefs: The stance your audience takes against a moral, political, or social ideology
  • Dreams: Things your audience aspires to or expects to complete in their lifetime
  • Opinions: The audience’s thoughts about anything, either important or superficial

These six areas are just a sampling of the psychographics you can use to categorize your audience. Human behavior and psychology are complex, so the data you collect may not always fit neatly into one category or group.

Why Should You Use Psychographics for Audience Segmentation?

Image with psychographics for audience segmentation and difference from audience demographics

Image via Foundr

Psychographics for audience segmentation allow you to find meaningful connections between your brand and your customers. Collecting psychographic data reveals information like your audience’s personality types, core values, and interest in your brand. The more data you collect, the more you can learn what makes your audience jump at the chance to purchase or back away from a brand completely.

Categorizing someone based on their age, gender, and where they live is the most basic approach to personalization. For example, the most recent U.S. Census data showed over four million women live in New York City. Do you really think they all have exactly the same interests, hobbies, and life goals?

Demographics simply aren’t enough. To truly connect with your audience, you need to get more specific. Using psychographics along with your demographic data helps to get to the core of who the people in your audience segments are.

Psychographics Examples for Audience Segmentation

Demographics about a user rarely vary across platforms. But someone’s psychographic profile could change radically from one channel to the next. For example, someone may share a lot about their charitable passions on Instagram but spout their political opinions on Twitter.

Using information from every data source available to you helps create a fuller picture of who your audience really is. Here are some examples of psychographics you could find across your audience’s profiles and channels:

Lifestyle Habits

The more you know about a client’s or customer’s preferences, personality, and habits, the more conclusions you can draw about their lifestyle choices. For example, the type of residence someone lives in, the people they befriend, and how they spend their time all come into play here. You can collect some of this data from verified or government sources, such as directories with people’s addresses.

Other lifestyle information often appears on people’s social media profiles, such as in their friends lists or their posts. Learning more about your audience’s lifestyle helps your team better create messaging for each segment. For example, messaging for someone who enjoys partying should differ from that which targets a homebody.

Personality

Image showing effectiveness of emotion in advertising, concept for psychographics for audience segmentation.

Image via HubSpot

Psychograhpics examples also include personality traits that your target audience exhibits. Take personality tests, for example. They aren’t just for teen magazines and BuzzFeed anymore. They can tell marketing teams a lot about who somebody is beyond their demographic data. For example, learning someone’s Big Five Personality Traits can tell you more about how your audience views and interacts with the world. Someone with high openness placements likes to try new things. You may market to this audience segment by using themes of adventure, creativity, and curiosity.

Alternatively, someone with high agreeableness placements is highly caring and sympathetic. The more you can tap into human emotion with this segment, the better you can reach them. In fact, emotion is one of the most effective marketing tools for any campaign. Finding the aspects of someone’s personality that make them excited, angry, or even sad is a trusty way to get people to engage with your products or services.

Interests

People’s hobbies and the way they choose to spend their free time reveal more about who they are and are absolutely essential to psychographics examples. Interests tell you what people are passionate about. Conducting a psychographic analysis of your audience reveals what interests people in each of your demographic segments share.

When you learn what your audience is passionate about, you can incorporate it into your content and branding. For example, if you’re creating a sample scenario in your content, you may use hockey players or record collectors as the main characters in the text to capture your audience’s attention.

Social Status

Some brands build their entire marketing platform by catering to the psychographics of social status. While we often think of luxury goods that market to people who think they hold a high social status, other brands–like discount or bargain chains–also make their money marketing to groups with lower social status and treating it like a badge of honor. If you find your audience puts a high value on the way others perceive them or their lifestyle, you may target social status psychographics in your campaigns.

Opinions

Your target audience likely has opinions on everything, from the color of the clothes they wear to the dialogue in their favorite TV show. Luckily for your marketing team, people love sharing their opinions about all these things on the internet. Whether they leave a scathing review of a company on Google My Business, or they pop off at a celebrity or a politician on social media, you won’t have any shortage of channels to collect these types of psychographics for audience segmentation.

Related: 23 Amazing Online Reputation Management Tools

Tips for Creating Psychographic Audience Profiles

In most cases, your analytics and other marketing tools hand you demographic data on your audience. This is the first piece of the puzzle to starting audience segmentation. But how do you take that basic info and turn it into full audience profiles? You do it by adding psychographic data. You can gather your psychographics by talking with your customers directly via interviews or surveys.

Other ways to collect psychographic data include using social listening or customer relationship management (CRM) tools. Here are our top tips for success to use this data to create psychographic audience profiles:

Don’t Get Too Niche

The most difficult aspect of putting psychographics to use is finding balance in the data you collect and use. No marketing department has unlimited resources. Because of that limitation, you need to collect information from as many people as possible at once. You also need to create only a sustainable number of audience segments. If your segments become too small because of an endless string of psychographics, you might not reach the audience you need because your marketing is too specific.

Conduct Interviews

If you don’t already conduct interviews or have a dialogue with your leads and customers, it’s time to start. Even interviewing customers on a one-to-one basis or in small groups is a good way to start collecting psychographic data. The important thing is to focus on your audience and ask them valuable questions that allow you to dig deeper into their thoughts and beliefs.

Interviews and surveys are a great way to get your audience to open up and tell you their personal stories about what attracted them to your brand and why they became clients or customers. Of course, not every interview turns out this way. Finding the right audience members willing to work with you to uncover this type of data is key.

Related: How To Use Customer Testimonials in Your Content

Start With Free Tools

If the articles you’re reading about audience segmentation point you toward high-tech, costly marketing platforms, click the “X” and walk away. These tools have a lot of benefits, but they’re not for every brand or budget, especially if your company is new to collecting psychographic data. To get your bearings, start with free programs instead.

Aside from doing your own research to collect psychographics for audience segmentation, turn to programs like Google Analytics. This platform is completely free and provides a detailed analysis of your audience’s demographics and psychographics. Look at information such as the likes and dislikes of your audience, and use features to separate these segments into smaller, niche groups.

Reward Psychographic Sharing

Most people worry about sharing their personal information with companies, especially online. Blame the shady companies that sell data and make Robocalls for why your audience doesn’t trust you with their personal info. But their tune changes quickly when they get something in return for their info.

To entice people to share their psychographic information with your brand, offer an incentive. For example, you may put a survey in your email newsletter and then offer a discount coupon for anyone who completes it. The incentive likely increases the number of responses you get because you’ve played to the “what’s in it for me” angle.

Related: 20 Lead Magnet Design Ideas To Hook Subscribers

Make Psychographics Proportional to Your Marketing Budget

Gathering psychographic data is one thing, but putting it to use is another. You should only engage in psychographics that fit within your marketing budget. By this, we mean you shouldn’t go all in on one tiny audience segment that won’t bring many conversions or raise your return on investment (ROI).

If you had an infinite marketing budget, then psychographics would be the perfect way to increase ROI. Imagine a world where all the ads your company shares appeal to each individual audience member’s exact tastes. On second thought, hyper-personalization might be a little creepy, but it would be effective for your brand. Psychographic data is a phenomenal tool, but only if you can justify the resources you put into it. Personalization is great, but so is still having a budget to spend after the first quarter of the fiscal year.

Learn More About Audience Preferences With CopyPress

Psychographics and behavioral psychology are some of the most effective ways to boost the success of your marketing campaigns. Combining that information with competitor analysis and data on how your audience interacts with rival brands can influence your campaign decisions further. Request your free content marketing analysis today. With this report, you can learn how your current content stacks up against your competitors and understand how and why your audience makes the content decisions they do online.

After you receive your report, book a strategy call with CopyPress. Our team will help you define your core user segments and then our creatives design content to satisfy them. With years of experience, we’re here to help your brand flourish.

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