4 Steps for Gathering and Using Psychographic Research

To the uninitiated, the field of psychographics may sound a little like a debunked “scientific” principle such as phrenology, but actually, it’s one of the most exciting developments in psychological analysis that marketers can leverage in their campaigns.

But what is psychographics? Why should you care? How can you use it? These are all questions we’ll be answering in this post. We’ll explore what psychographics is, what makes it so valuable to digital marketers, and nine amazing ways you can apply it to your campaigns.

When you are done with your interviews, the most important thing is to gain more information just to win more business. Want to know how it's done? Read the full article.

See you on the action-field,
Raksha Sukhia, SMB Growth Expert, 
Founder BBR Network.  #bbrnetwork

Here is the Four Steps for Gathering and Using Psychographics Research

Once you’ve completed your interviews, it’s time you use that information to win more business. Here’s how that’s done.

1. Go through all your insights with Subject Matter Experts (SMEs)

Organize workshops and go through all your insights with your SMEs who really understand your product (especially product managers and salespeople).

Across those five rings of insight, you might have a total of 30 or 40 insights into what your buyers want from their buying experience. Isolate each insight and support each one with verbatim quotes that capture an emotion.

2. Identify the 5 or 6 places where you’ve got an ideal match

You’ll come up with many insights, but you can’t address them all, so focus on that sweet spot where your product meets what your customers want.

Social Media Presence

The social media is an incredibly useful tool for any online business as it helps you create awareness and reach a wide audience with your brand message. Although there are many social media platforms today, the nature of business you want to operate should dictate where to concentrate your efforts. For instance, if you’re looking to sell to consumers, sites like Facebook and Instagram are your best bet, while sites like LinkedIn are perfect for those into the B2B market. 

Of course, this means you’ll have to stop pushing some of your favorite features and benefits. Do you love the fact that your product comes in different colors? If your ideal customers don’t care, you’ve got to drop that selling point and focus on the messaging that works.

3. Train your sales team

As a career business-to-business (B2B) marketer, one thing I’ve noticed is that companies struggle to align their sales and marketing messages.

If you look at what sales is trained to do, the messaging in the product demos hardly ever matches up with the marketing message. After you’ve done the market research, however, you’ll know chapter and verse what your customers want (and you’ll have direct quotes to back your conclusions up). Then you’ve got to get marketing and sales on the same page.

Marketing and SEO

Finally, you need to make your online presence known and create awareness about what you offer. There are many ways to promote your business online. One of the primary ways is via search engine optimization (SEO), which helps to rank your business on search engines so people can visit your site when they see it on the first pages. You can optimize your site by doing several things, including creating keyword-rich web pages related to your business. Also, consider also creating a landing page so you can offer something free in exchange for their email address. 

4. Focus on what really matters

You’ll be tempted to do a million different things based on what you learn, but time and budget are always limiting factors. Here’s what you should focus on:

  • Optimize your website: perfect the buying experience to deliver exactly what your ideal customers want.
  • Update your product roadmap to address buying needs: product usage criteria and product buying criteria are two different things.
    Product managers focus on making products that customers love once they start using them, but they also need to consider what features will make someone buy the product in the first place. After all, if customers don’t buy a product, they’ll never get a chance to experience it.
  • Refine your messaging: make sure your messaging (on your website, in marketing communications, and in sales talking points) pulls those psychological levers that make people buy. Use what works and discard what doesn’t.

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