You probably know a lot about who buys from you: their gender, geographic location, marital status etc. These data points make up the demographics of your customer personas, help inform your marketing strategy, and paint a picture of who your buyers are.
But there’s another component needed to really understand your buyer. What’s their lifestyle like? What are their daily habits? What are their hobbies? What kind of values and opinions do they have?
The answers to these questions are the psychographics of your customer base, and you need to know this information to truly understand who’s buying what you’re selling.
Think about the information you already know about your buyers. Psychographics is about using the demographic information you have for your buyer persona to figure out more about their lifestyle, their behaviors and their habits.
Here's one way to look at it: Demographics explain “who” your buyer is, while psychographics explain “why” they buy. Knowing what a day in the life of your buyer persona looks like is undoubtedly valuable when creating a marketing strategy.
Using psychographic data in marketing isn’t a new concept, especially in outbound marketing methods. Think about the direct emails you get. I bet you've actually checked out a sentence or two on some of that mail, because marketers use web tools to figure out to whom to send information to.
How to Find Psychographic Data
Think about the last time you saw a company’s marketing campaign and thought, “Yep, that’s me. I’m gettin’ that!” That company absolutely nailed the messaging to their target audience (you), and they did it by understanding both the demographics and psychographics of their target buyer. You can do that, too!
Practicing inbound marketing provides a great platform to learn about the psychographics of your buyer personas. All you need to get started is a desire to really understand your customers. Here are some places you can start looking for psychographic data.
This time, it’s not just about the numbers. Take the marketing data you have and look at the data from the perspective of “what.”
What types of offers get downloaded the most? What styles of blog posts get the most interaction? What times do emails get opened most often?
Sales and Customer Service Teams
Your day-to-day interaction with these teams might be minimal, but it's time to make friends with those who talk to your prospects and customers all day.
Cozy up to a few of your employees and ask them questions about what they're hearing from customers or listen in on calls to get info straight from the horse's mouth.
Surveys are a good method for finding out the psychographics of your buyer persona- but only if you have an idea of what you want to know about them.
You may consider conducting a survey after doing some in-house data analysis that provokes some follow-up questions.
I don’t know about you, but you can find out a lot about me if you took 5 minutes and looked at my Instagram or Twitter profile. So, if you know who your buyer is, turn to social networks to see what you can find.
People tend to be more honest and open when unprovoked, and the social profiles of your buyers might give you some insight into their likes and dislikes.
Most importantly, going beyond the demographics of your buyer persona and really understanding their psychographics will provide you with valuable data that can differentiate your marketing from your competitors. It’ll also help create a deeper connection with your target market. They’ll think, “Hey, that company really gets me.”