It’s one thing to make a great product, but it’s a whole other thing to sell it. Many people believe that if you make a good product, people will find it on their own. That’s not true in this day and age of social media and more internet use.
Let’s say, though, that you are doing everything right. You write blogs that try to teach people something. People like and react to your social media posts, and you use the right hashtags, but no one buys anything or signs up for your newsletter. In this case, you’ll need to update your buyer character and focus on psychographics instead of demographics.
What is a psychographic profile?
When it comes to ourselves, we tend to think that we are logical people who make decisions based on facts instead of feelings. On the other hand, the reverse is true. People buy based on how they feel and then try to make sense of their choice.
Let’s say you’ve made a VPN that is better than all the others on the market. The best person to use your product is someone who has already been hacked and needs a service to keep it from happening again.
The best way to do this is to tell a story about how it happened and what hackers do, and then show how your product will protect them in the future. That’s a lot better than having to write an ad for VPN for dummies.
The goals, values, and views of your ideal customers are shown by psychographics. Using data and other information, you can make the ideal buyer persona. Demographics are about who people are and why they are like they are.
How to make a psychographic picture of a person?
Even though psychographics is about “why,” it has to be something that can be measured, and anything that can be measured can be made better. To start, you can talk about your hobbies, habits, and ways of thinking. These three things affect how your buyer acts, and if you poke each one, you’ll find out what it is. Let’s see what that would mean in real life.
The best person for a VPN is someone who has been hacked. The people could be male or female, 35 to 65 years old, married or single, with any income. If you only look at demographics, this is too big of a group to try to reach. But when the psychographics are added, things start to change.
The best buyer would be someone who deals with things like spam ads and phishing emails, which are problems with safety. They are worried about the safety of their computer and don’t understand what they did to get hacked. They want to use the internet safely, but they don’t know how. They move a lot and keep connecting to public Wi-Fi even though they don’t know what risks are involved.
When you put the two together, you get a clear picture of a person and can start to understand the problems they face. They aren’t very tech-savvy, but you know how to reach out to them differently than you did before.
Where can I find data?
Everything we talked about above is just a guess. But you will make the most progress if you get correct, hard facts. If you already have clients, you can talk to them and ask them some questions.
Take a few minutes the next time they buy something, or call them to see what they’re up to. What kinds of shows do they watch? Where do they go on the weekends if they do? Do they believe the hype around the holidays? Are they on the road a lot?
If you ask these questions out of the blue, they might be a bit personal, but that depends on how well you know the client. You can tell them why you want them to answer, and if they agree, that’s great. If not, call some of your friends who are like your dream client and ask them the same thing. The results will change the way you look at your marketing efforts as a whole.
Next, you can keep an eye on your website’s data. You will be able to see where your users click and when they leave your site. Someone might think they never buy during sales, but a deal might have brought them to your site. Most of the time, what people do says a lot more about who they are than what they say.
Lastly, find focus groups where people from different backgrounds talk about your brand and listen to what they say. Think of a few things that will make them think, and then see how they react when you tell them how to solve their problems.
For more useful insights, check the rest of our blog.