As a marketer you can’t be all things to all people. It can be helpful to get to know who you are selling to and who you aren’t. That is, the need to pinpoint exactly the kind of audience that is relevant to whatever products or services you are offering. This is where consumer psychographics come in.
According to Chron.com, a consumer psychographic is “a profile of a potential customer based on interests, activities, and opinions. It is a snapshot into a consumer’s lifestyle organizations often used to quickly identify potential customers.” In other words, psychographics explain why someone buys.
Hubspot says that to effectively reach the target audience, a marketer needs to understand both the audiences’ demographics and psychographics. Demographics being who your audience are, that is, age, gender etc, the dry facts about them. A combination of demographics and psychographics form a buyer persona: a semi-fictional representation of the ideal customer.
If not the most important, buyer personas are one of the most important parts of any marketing strategy. For those who are skeptical of this, here’s why they are so important:
How to create buyer personas
Those who have been near the world of marketing know buyer persona is a term thrown around casually as if everyone knows about it. As it turns out, creating one is just as simple. Hubspot advises marketers to go about creating buyer personas through:
To gather the relevant information, they offer the following methods:
After the data gathering process, marketers are left with raw but rich data about potential customers. The big question is often what to do with it. Often, the next step is usually to identify common interests and patterns among the interviewees. However, filtering all this information is never that easy or straightforward.
More in Store Marketing has come up with a free and downloadable template to create a buyer persona. The template organizes information gathered and then shares the created personas with the rest of the company. We understand that getting the psychographic data is important but what’s even more important is how to apply it to marketing. With our help, we make the data effective to marketing efforts across various fields.
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