In order to make sure the right audience has access to your content, it is important to understand their demographics. A successful inbound marketing plan will look at specific information about your customers, including their age, sex, location, marital status and more. Much of this information is easy to obtain; however, if you want to make the best impression on your target audience and increase your conversions, understanding the psychographics of your audience can help your content writers create more effective content.
What Exactly Are Psychographics?
Even though most businesses are familiar with the term “demographics,” few are familiar with “psychographics.” So what does this term mean? In simple terms, psychographics answer questions about the lifestyles of your target audience, such as what their hobbies are, how do they behave and what do they value. Answering these questions will allow you to better tailor your professional copywriting to meet their needs. Instead of approaching your audience by who they are, the use of psychographics addresses why they buy what they do. For instance, if you look at television commercials, you will see that certain companies play their commercials at specific times of day or during certain shows to ensure they reach the proper demographic and psychographic.
How Can You Find Your Psychographics?
Determining your psychographics is a bit more complicated than finding the right demographics for your target audience. Inbound marketing is a great way to determine which people you should target with your marketing efforts. If you want to truly understand your audience, you can start filling in your psychographics by using these marketing tools.
Most businesses collect marketing data to determine what products and services are selling well and which ones aren’t. You can use this data to evaluate your psychographics to better reach your target audience through your professional copywriting. However, it is more than just sales you should look at. Check into which blog posts are getting the most views and what times any emails you send are typically opened. This information can help you better evaluate your audience.
Customer Service and Sales
If your business has a customer service or sales department that often interacts with your customers, it is another excellent resource for determining your psychographics for your content writers. Meet with your staff to ask about what customers typically ask during their conversations. You can also record service calls as long as you alert the customers that this occurs and use those to customer responses and opinions. Use this information to learn more about your current customers so you know who to target for future campaigns.
It’s true that some customers will be unwilling to fill out the surveys, but plenty of individuals are happy to help a business serve them better. Create a survey that will supply you with the information you are looking for. For instance, you may want to look at your marketing data and create a survey that follows up on the information you have already collected. This can help you further narrow down your psychographics. In most cases, open ended questions will provide you with better information than multiple choice questions that limit answers. Always include a space for individuals to leave additional comments. These comments can be some of the most valuable information you receive.
Check Social Media
Social media is a place where your customers are free to be themselves. Keep up with your social media sites to find out what your customers are saying about your company and the products or services you offer. Customers are typically more open and honest on these types of sites. In addition, it is important to look at their profiles to pull additional data you can use to more effectively identify your target audience.
Consider a Focus Group
Focus groups can provide valuable information on how consumers feel about your products and services. These groups can involve inviting random customers to your office to discuss their preferences and other information. If an in-person meeting isn’t possible, consider conducting your focus group by phone or video conference.
Learning more about the behavior and attitudes of your target audience can help you more effectively reach your target audience to draw more traffic to your site and convert more traffic into sales. Once you better understand your audience, your content writers can create the professional copywriting you require to meet the needs of your audience. Discovering the psychographics of your audience is just as important as knowing your demographics for successful marketing.
If you are looking for help with your inbound marketing, contact us. We can help you learn more about your target audience to create content that appeals to them.