By David Holland

October 19, 2016


Why You Should Do Psychographic Segmentation for Your Marketing Automation

While rookie marketers think that effective marketing is all about demographics, seasoned salespeople know that psychographic segmentation is just as important as demographic groupings. And, while demographic lets you forecast WHO buys your product, psychographics explains WHY the customer needs and should get your product.

At a glance, psychographics segmentation can:

Understand the nuisances of your industry’s market
Identify which products are profitable most for specific customer group profiles
Discover which geographic areas to target best for new products
Learn how customers respond to your offers
Identify the motivational factors among groups; and,
Reveal perceptions for your brand and your customers

As the marketing world continuously evolves, it is very important to know what makes your potential customers tick. This is why psychographic segmentation is a must-have for any companies, most specially for startups.

Overall, psychographics portray the person’s preferences based on their behaviors. It digs deeper into their wants.With psychographic segmentation, you are basically dividing your audience according to their values, traits, lifestyles and interests allowing you to develop a better product to match their wants and needs.

Together both demographics and psychographic segmentation work in harmony for you to create effective marketing campaigns that don’t just simply bring in more customers but also resonate your audience’s profiles.

Psychographic segmentation allows you to know what motivates your target customers, why they do what they do and the things they don’t like. It helps you to be more strategic when it comes to decision-making for your marketing approach. Your differentiation, marketing spin offs and products are all enhanced with the help of psychographic segmentation.

Psychographic data can be obtain in many ways. To see a clearer picture of your psychographic segmentation, you can begin interviewing or surveying your existing clients. Your website analytics also says a lot when it comes to your psychographic segmentation. See which content move people to click or do purchase and analyze those behaviours to create proper psychographic segmentation for your future campaigns. Social media also provides insights when it comes to identifying trends and conversations on your target audience psychographic behavior.

Always make use of psychographic before any marketing or promotional campaigns. Psychographic gives you a clearer road map as to what your targeted people thinks. Building psychographic profiles allow better marketing and promotional communications are clearer. Content deliverables are more targeted so the audience can relate more to your products.

The end goal of psychographic segmentation is to identify which factors motivates your customers. Consider these specific group reflected on your brand: a certain group of people who believe in local brand can be targeted for localized – campaign.

The bottomline: psychographic segmentation allows you to see deeper as to what type of problems you will solve, the kind of experience you want your customers to have and what’s the most important to them.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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