How do you get to know your customers? A common method is to pull demographic data. Demographics are the study of a population based on a number of factors such as sex, geography, and age. As marketers, we can use this data to ensure customers find the information they’re looking for and lead them to the product or service they want. But what if you further your research to understand your customers even better?
What is Psychographic Data?
Psychographics is similar to demographics, except that this method studies who your buyers are. Psychographics data identifies the nuances of customer behavior such as what their personal concerns and values are. Using both demographics and psychographics together is an ideal way to truly define your customer. In fact, according to HubSpot, the most effective way to reach users is by combining demographics and psychographics data in your marking strategy.
While identifying demographics are easily attainable via the official Census website, and even through analytics tools, getting into the head of your customer is a trickier task, but well worth the effort. Plus, the hard work you put into gaining psychographic data now will certainly pay off in the long run.
How to Identify the Psychographics Data of Your Customers
Psychographics data is qualitative, and therefore subjective, which at first may seem difficult to collect information on. Lo and behold, there are a few creative ways to gather psychographics data.
Start by getting into the head of your customers. Send out a survey via your social media accounts and include questions that are relevant to your product or service. What are their hobbies? What are their personal goals? What are their shopping habits? All of these answers can be used to develop customer personas, which is a semi-fictional representation of your customers.
Pulling analytics from Facebook and Twitter is another great way to gather psychographic data. Social media analytics allow you to browse an individual’s personal interests. On Facebook, targeted ads round up information from users to help marketers and advertisers with their goals.
If you have additional time, you can collect psychographic data by conducting a focus group. With a focus group, you get psychographic data directly from the customer. This is a very traditional route to take, but you can receive valuable information regardless.
What You Should Do with Psychographics Data
For content creators, psychographic data is invaluable. Not only does it stir the minds of marketers, but it also helps inspire video content, social media content, and many other marketing avenues.
Content marketers can use psychographics to better serve users. Since you know information about their interests, morals, and innermost thoughts, you can create customized content that speaks to the users you want to target. As we mentioned above, creating a buyer persona is a great place to begin with your content strategy. Using demographics and psychographics, you can create pseudo-customers that help you develop effective landing pages, ads, and other pieces of content. Keep your buyer personas on hand so you can update each one as you pull more data.
To jump-start your content marketing strategy, contact Aronson Advertising to learn more about our digital and traditional advertising services. Our team can leverage these research tactics to develop an individualized content marketing strategy for your business.