Developing Strategy for Customer Intent

Understanding Your Customer: The Power of Psychographics And Demographics

When it comes to marketing, understanding your customer is key. Traditionally, businesses have focused on demographic data like age, gender, and location. While this information is valuable, the psychographics—the attitudes, interests, and motivations of your customers—truly drive purchasing decisions.

Using them together is where the magic really happens! 

Why Psychographics Matter More Than Demographics

Here’s the deal: knowing your customer’s psychographics allows you to tap into their emotions, desires, and the problems they’re trying to solve. This deep understanding enables you to craft marketing messages that resonate on a personal level. So, how do you get to know your customer’s psychographics?

Steps to Build a Personality Profile

Gather Data from Your Best Customers: Identify your brand advocates—those who are consistently buying, reordering, leaving reviews, and referring others.

Personality Profiling: Ask this group to take a personality profile test. Choose the profile that most accurately represents the majority of your customers.

Identify Personality Types: In many cases, you’ll find two dominant personality profiles. 

Tailoring Your Marketing Communication

Once you understand your customers’ personality types, it’s time to tailor your marketing communication to match them.

Segmentation in CRM: Assign unique tags to different personality types in your CRM.

Content Customization: Create tailored versions of your content, including emails, CTAs, messages, and texts for each personality type.

Measure and Refine: Track the performance of each content type independently and refine your communication strategies accordingly.

Leveraging Different Content Types

People also have different preferences for interacting with content. Here are the three main types:

• Auditory: Videos with sound

• Visual: Text and pictures

• Kinesthetic: Interactive content like workshops and quizzes

Tips for Optimizing Content

• Track Interactions: Pay attention to what your customers click on. If certain groups engage more with videos or pictures, focus on delivering more of that content.

• Test and Refine: Experiment with different versions of content types to improve click-through and conversion rates.

• Eliminate Ineffective Content: If specific customer groups consistently ignore certain content types, stop sending them.

The Three Pillars of Successful Marketing

By combining personalization, automation, and optimization, you’ll create a highly effective marketing strategy that resonates with your customers personally.

Understanding your customer’s psychographics and tailoring your marketing efforts accordingly is not only possible but also efficient and scalable with the right automation tools. Using both demographics and psychographics will help elevate your marketing to levels you never thought possible.