Why are psychographics important for your buyer personas?
A major trend in marketing today is that it is getting less and less about content and more and more about setting up the machines that do it, basically setting up the automated systems. AI is now starting to produce content, but it first needs to understand who to do it for, (your buyer personas) which brings me to psychographic targeting.
Psychographic segmentation powers the targeting of Facebook, Twitter, LinkedIn, and Google Display advertising, but it also informs you of who you (or your AIs) are writing your content for.
What are buyer personas?
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers. ᔥ Hubspot
Most of you are familiar with the term customer avatar or buyer persona. It is the demographic AND psychographic information about your ideal customer. You may have one buyer persona for your company or you may have several.
When you are first starting to market your business it is the number one thing to think of even before you develop or redevelop your website or even your products. You need to know who your customer is first. Your buyer persona informs not only who you are going to speak to on your website and social media, but also how you are going to speak to them. It’s going to inform you on what products these people need. Get this wrong and nothing else matters. Your customers won’t even hear you or you could turn your real customers off and that’s never a good thing. You need to speak to them in terms they understand and resonate with.
The better you know your customers the more targeted you can get with your marketing to them.
Create your Buyer Persona
List all the things you think you know about your “perfect client”. If you don’t know your buyer persona yet or you haven’t done one below you can get the App and process that I have developed over the last 5 years to help my clients develop their buyer personas.
Verify your Buyer Persona
Once you have your “perfect client” it is useful to find out just how close you are by verifying that your buyer persona actually represents the people who purchase your products or services, otherwise you are doing what David Meerman Scott calls MSU “Making Stuff Up”. You can verify your buyer persona by running it through Facebook’s audience insights.
Listen to your Buyer Persona on Social Media
So many companies rely on just creating the buyer persona, but they don’t take the time to verify it. BIG MISTAKE! MSU can be deadly, for instance in David’s recent book, “The new rules of sales & service; how to use agile selling, real-time customer engagement, big data, content, and storytelling to grow your business”, he shares how Avis Europe executives messed things up. They had assumed that people who got off of cruise ships were couples and they would want a sporty two-seater to tool around in. After listening in Facebook Groups and on Twitter, what they found was very different. Their intended customers had made friends on the cruise and wanted to travel with their newfound friends. Avis adjusted their marketing and vehicle types to vans and SUVs and their customers were much happier as a result.
Tag your customers in your Marketing, Sales and Service CRM
Make sure to tag your psychographics and customer information in your CRM so that you can send targeted and appropriately segmented campaigns to your intended audience. There is nothing worse than when marketing gets away with itself and sends your long term customers a brand new onboarding sequence. That sort of behavior really makes your customers question if you know, like or care who they are. The more targeted you can be the warmer they feel towards you. We use AgileCRM for our Marketing, Sales, and Service.