How to Boost Marketing Strategy with Psychographic Segmentation

The success of any marketing strategy depends heavily on data-driven marketing.

And while demographic data like age, gender, race, etc., can help you scale your business, the untapped potential of psychographic targeting should not be neglected. 

Knowing your customers, what they respond to, and what converts them to buyers is a growth strategy you should be using. And, that is the exact data psychographic segmentation gives you. 

What is psychographic segmentation?

Psychographic segmentation is a form of segmentation where marketers gather consumer data around attributes like:

• Consumer activities, like work, entertainment, extracurricular, etc. 

• Political, cultural and even social opinions of consumers

• Consumer interests in fashion, food, travel, etc

They then take this data to segment consumers based on their psychographic similarities.

Psychographic segmentation in your marketing strategy gives you a broader view of your consumers’ needs. This data, if used correctly, can improve your marketing effort and increase conversion. 

How do you find psychographics?

While business owners can collect psychographic data through surveys, Google analytics, social media analytics, interviews, and even focus groups, it all boils down to knowing what to look for.

For example, a psychographic profile for a customer persona for a health and fitness brand could include: 

• Consumer spends a lot of time watching fitness videos on YouTube

• Consumer works out every day after work

• Interested in healthy recipes with low caloric intake. 

Knowing what to look for will help you create an excellent psychographic segment that you can then implement in your marketing strategy. 

Four ways to boost your marketing strategy using psychographic segmentation

With our introduction to psychographic marketing, you must be wondering how to harness it in your marketing strategy.

We have compiled four practical ways to use psychographic segmentation in your marketing strategy. They are:

1. Develop targeted marketing campaigns with psychographic profiles

Once you have collected psychographic profiles around your target consumers, you get a clear insight into what could convert them.

Use this information to run targeted marketing campaigns. For example, your campaign could revolve around paid ads or generic marketing. 

Using psychographic profiles in target paid ads

If you are running a paid social media or Google ad, target specific psychographic segments. How?

These days, this is extremely easy as certain platforms give you the authority to target specific segments with paid ads.

Paid ads are also a great way to get your campaign in front of more people as Facebook alone has over 2.45 billion users globally.

With Psychographic segmentation, you can create hyper-targeted paid ad campaigns.

This can increase your market campaign’s conversion rate as your campaign is putting the interests and needs of your target consumers in front.

You are thus getting them to be interested in what your ad is saying. 

Using psychographic profiles in targeted organic marketing

Using your target consumer’s psychographic data in targeted organic marketing is merely creating content you know they will love.

This strategy is using personalized content to target a specific psychographic segment. 

Think of it as putting the needs of your target consumers first. And, instead of marketing to them with all your content, you make your content consumer-focused. 

This strategy is sure to increase your conversion rate, as up to 66 percent of Business to Consumer marketers prioritize consumer-focused content over sales-focused content. 

Here are some ways to do this:

• Look into the interests of your target consumers.

• Create content centered around their interests. 

• Share your content on all your online platforms with the appropriate keywords and hashtags specific to said content. 

• Make sure to engage with people who engage with your content.

An example of a fitness brand following the above steps would be; they get psychographic data on their target consumers’ interest and learn they are into at-home workouts.

With this information, they research the best at-home exercises and use the data gotten to create content you know your target consumers are searching for. 

Now, share this content on your online platforms, and if possible, personalize content according to your various psychographic profiles. 

By doing this, they have created content their target audience is searching for, and also created awareness for their brand. 

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2. Change your brand image to appeal to your target psychographic profile

Another way to use this segment to your advantage is to learn what your target psychographic profile wants their ideal brand to look like, and mirror it. 

Studies show that close to 2/3 of consumers across the world would rather patronize a brand with similar ideals and beliefs. 

With this information, 

• Carry out a social listening, survey, or other exercises that you can use to get psychographic information. The goal of these exercises is to determine the ideals and beliefs of your target consumers. 

• With this data, craft a brand image that mirrors their ideals and beliefs. Your brand messaging and the entity of your brand should reflect these ideals. Make sure you believe in these things, or else your target consumers will see through your brand and turn off from it. 

• Then, create a core value proposition that aligns with the values of your target audience. So, whatever value you are offering to your customers should they patronize your brand should align with the benefits they value. 

From this, you will notice that your target consumers engage and interact with your marketing campaigns and your brand in general.

This implies higher conversion for your business. 

3. Develop new products that fit the needs of target consumers. 

Once you have psychographic data, you know the interests of your target consumers.

What they like and dislike becomes second nature to you. With this information, develop new products that could appeal to them.

So, for example, a fitness brand finds out that its target consumers are looking for protein powders without that disgusting protein taste.

They could use this information to create a new flavored protein powder that appeals to their target audience. 

4. Create promotional videos that showcase the lifestyle aspirations of one of your psychographic profiles.

Our final psychographic example is to use your psychographic data to create promotional videos.

The videos should appeal to your target consumers. It could highlight the lifestyle, career, and even fitness aspirations of a specific psychographic segment.

Going back to our fitness company, if they have a specific psychographic segment into keto diet as a way of life, they could create a promotional video on the effects and benefits of keto, and how their company is incorporating keto dieting for their consumers. 

By creating a promotional video like this, you are sure that this particular psychographic segment will engage with it, and your conversion rate from the video will be high. 

Summary: Psychographic segmentation in marketing

This article has covered a wide array of ways any business can use psychographic marketing to convert more consumers with their marketing strategy. 

If you thoroughly delve into psychographic segmentation, you will get a deeper understanding of your consumers, and therefore start employing marketing strategies that click.

Once you get a grasp on gathering psychographic data and creating ideal psychographic segments, you will be able to use it to boost all your marketing endeavors.