Psychographics is a powerful tool that can help businesses take their marketing and sales efforts to the next level.
By understanding the psychological characteristics of their customers and prospects, companies can create tailored campaigns and strategies that’ll resonate with their target audience and improve conversions.
The Six Key Variables of Psychographic Segmentation
1. Values and attitudes
The values and attitudes of a consumer may constitute the ideals, mannerisms, and self-expression that arise because of the lifestyle or accomplishments of the consumer. Your target consumer is more likely to purchase your product or service when your sales strategies embody their values and attitudes.
2. Personality traits
Consumers tend to associate themselves closely with deep-seated personal inclinations such as patience, sense of humor, identification, etc. This further allows your product or service to resonate with the intended audience.
These facets may be defined using models such as The Big Five Personality Traits — openness to experience, conscientiousness, extraversion, agreeability, and neuroticism.
3. Lifestyle
People tend to identify themselves with different personas that may arise from a mixture of external associations. These include professions, hobbies, role models, etc.
4. Social status
Economic segmentation into upper, middle, and lower classes is the most commonly used social status determinant in psychographics and marketing.
5. Interests and activities
Individuals develop strong associations with their interests or activities they’re involved with. Extending that into marketing can be a shortcut to connection.
6. Opinions
An opinion is a belief or perspective held by a consumer on a particular subject based on personal experiences. These are not necessarily based on facts.
The opinions held by an individual play a key role in shaping the way they see themselves. In turn, this determines how they associate with a product or service.
Companies can use these variables to better understand their customers and tailor their campaigns and marketing strategies to better match their target audience.
B2B Psychographics
Organizational psychographics can predict the innovativeness of an organization by considering the psychographic elements of the multi-person nature of industrial buying.
Empirical studies have proven that organizational psychographics play a key role in understanding purchase intentions among industrial buyers. Shared values in the communication efforts of a business are great indicators of this.
In other words, people don’t stop being people just because they’re part of a buying team. Marketing to business psychographics as well as individual psychographics are equally important.
Using Psychographics in Marketing and Sales
Sales intelligence tools pair psychographics with other sales intelligence and market segmentation tools. These include technographics and firmographics in order to predict your business’s next customer with pinpoint accuracy.
By integrating psychographic data into their market strategies, companies can improve deal conversion rates and reach the right target audience with their campaigns. Psychographics enable businesses to assemble inclusive campaigns, strategies, and content that dramatically boost conversions.
