📈 Marketing Strategies What is Psychographic Segmentation in Marketing

[Nomad]

For your marketing campaign to become successful, you need to understand your customers' personality traits. Understanding the psychological behaviour of your customers is normally referred to as psychographic segmentation. If you want to tailor your marketing campaign for the best conversion, it is very important know the psychological temperament of your customers. Psychographic segmentation helps you understand your customers lifestyle preferences.

Psychographic segmentation involves identifying the lifestyle preferences, interests, and opinions of your target customers and learning what they are interested in and what they believe in. For example, you can check their preferences for fashion or gadget. You will have to see if they follow specific athlete, actors, or musicians, check if they have any political and religious inclinations. Find what they are eating, where they are eating; learn what they choices for health and fitness are. By understanding personality and traits, you will be able to build marketing strategies that will attract your customers.

 

[Shawn Gossman]

It's important to create an "avatar" of your target customer. A persona or a characteristic checklist.

The more you know about your customer, the easier it is to make a sale or get them to perform an action even if that action is joining a community and being active.

You got to spy on them.

You have to collect intelligence.

Don't feel weird about it because every successful business has done it for years, even before the internet.

 

[joelr]

I constructed psychographic profiles for Admin Junkies to profile common personas. Here's an example:

Persona

Targeting

Phoebe is likely someone who has dabbled in forums off-and-on for over ten years. She may have started her first RPG forum in her teen years, and is now a young mother late 20's to 30s. She doesn't have a lot of time to spend on forum activities, and considers herself a very casual hobbyist admin. She has always used free forum hosting like phpBB, ProBoards, or Forumotion. Even though she struggles with getting her forum off the ground, she's always loved the idea of forums and periodically visits AJ for the sense of community, camaraderie, and connecting with long-lost friends.

Values: nostalgia, creativity, social Targeting Strategies: Concepts like "fall in love with forums again"

(You can also be Gavin, Ekene, or Morgan!)

The personas do have different needs and wants. The hard part is identifying their core values, which feeds into targeting strategies and specific messaging.

This is a level of deep strategic thought that I rarely see forum admins take the time to do - the common legacy webmaster plasters their homepage with messaging like "everyone is welcome!! everyone can join!!" hoping anyone and everyone will join when the reality is that while everyone is indeed welcome, not everyone will be a good fit.