If you’ve just read the title of this article and found yourself wondering what on earth ‘psychography’ is, don’t worry. We’re here to explain exactly what this means and how utilizing psychographics efficiently can hugely benefit your business. So, without further delay, let’s dive in.
What Is Psychography?
Psychography or psychographics are groups of data that break down your audience’s personal thought processes and emotional attributes. Psychographics can include anything from an individual’s values, political alliances, interests, opinions, and habitual behaviors. Not to be confused with demographics, which focus on facts such as a person’s age, gender, and location psychographics focuses solely on personal outlook.
Whilst demographics are fixed variables, psychographics is much more fluid and flexible as people’s opinions and interests can change. By grouping your customer base into categories based on their psychographics, you can tailor your marketing approach to best suit each group.
Examples Of Psychographics
To put this into context, let’s take a look at the difference between demographics and psychographics, in a side-by-side comparison.
Let’s say you have a customer called Sarah. She’s a 28-year-old Marketing Manager living in Manchester. She earns roughly 30K per annum of which she spends a portion of on charity work, clothes, and eating out.
These attributes are classed as demographics as they are fixed facts.
Psychographics give you much more information to interpret. For example:
Sarah regularly donates to CRUK, she only shops in luxury fashion houses as she is strongly against fast fashion, and she has been vegan for three years.
Suddenly you have lots of information at your fingertips. If you’re a retail brand, you could place focus on your sustainable manufacturing of bespoke product lines within targeted emails campaigns targeted to Sarah.
If you decide to send a restaurant gift voucher with her latest purchase as a thank you, it could be for a vegan-friendly place. Or perhaps you’d like to let Sarah know that for her next purchase you’ll donate 10% to a charity of her choice.
Whatever the individual’s psychographics are, you can utilize these to your benefit while simultaneously strengthening your client relationships.
What Are The Benefits Of Psychographics?
The main benefit that psychographics provide is intel on exactly how your audience thinks and feels. Knowing this means you can tailor your content and marketing campaigns accordingly, to appeal to different groups of people within your customer base.
How Can I Incorporate Psychographics Into My Marketing Strategy?
Segmentation is a useful method that helps you send more relevant emails based on demographic or psychographic data that you’ve collected from individual customers. Personalization is another tried and tested method which works well.
By using psychographic data, you can personalize your subject lines, products, and messaging within emails to best suit individual groups who share the same interests within your target audience.
Making your content more relevant to each customer is proven to strengthen client relationships over time. Whether you choose to implement psychography in-house or by getting email marketing automation experts to do the job for you, there are plenty of different ways in which you can incorporate it within your digital marketing strategy.