ADVERTISING

WHY PSYCHOGRAPHICS MATTER MORE THAN DEMOGRAPHICS

They say that demographics are everything. And while it’s true that knowing the demographics of your audience can significantly influence your marketing plans and their overall success, emotions matter more when it comes to sales and conversions. In today’s world of branding, marketing, and advertising, demographics don’t matter nearly as much as knowing the customer’s emotional mindset -- trust me.
 
The target audience’s physical location, their age, educational level, or other staples of their demographic statistics are less important to marketing success than speaking to the customer’s values, what matters most to them, and how your product or service can meet that emotional need. 
 
Why is psychographics more important in today’s world than demographics?
Throughout history, compiling demographics has been much easier than getting into a customer’s head and understanding what drives them to make a purchase. It’s easy, simple, and straightforward to know where a customer lives, how old they are, or what their family situation looks like that could influence their buying decisions.
 
While demographics are comprised of the dry facts of your audience’s data, psychographics can shed light on what inspires your customers to buy your product or service. In many cases, your audience may have little in common with each other's demographic data points. This is one of the most compelling reasons why marketers need to understand their audience’s psychographics because demographic data is very limited for helping marketers position their brand.
 
Today, it’s essential for marketers to figure out what the customer’s emotional mindset is, or the “why” behind why they buy. In other words, their psychographics.

  • What goes through their minds?

  • What is their buying behavior like?

  • Do they plan on making purchases, or are they more likely to impulse buy?

  • When the customer is searching for a product or service like yours, are they feeling confident, or are they in a state of frenzy or panic?

  • How does that mindset influence how they shop for and buy your product?

These types of questions and their answers are crucial for marketers to know and understand for greater advertising and brand success. Knowing what values your customers focus on, and their emotions and affinities are what marketers need to realize for optimal positioning of their brand.
 
How can you find out what your audience’s psychographics are?
There are a couple of things marketers can do to understand their customers’ psychographics.

  1. Interview your existing loyal customers: You can do this either one-on-one with a repeat client, or send out a survey or questionnaire to your mailing list. Ask your customers what their goals are, what motivates them, and what their shopping habits are to get a better idea of their psychographics.

  2. Delve into your website analytics: If you prefer a less hands-on approach, combing through your website analytics can give you insight into what previous offers you’ve made that motivated people to buy, click, or share.

With a survey or interview, sometimes the client doesn’t truly know what motivates them. But looking over your website analytics can show you exactly what actions your customers take. Your customers may say they aren't bargain shoppers, but if your discount codes have really driven sales in the past, then actions speak louder than words.
 
Hitting the right emotional and cultural notes with your audience will ensure that the tone of your content aligns with their values and motivations. While it’s still important to have a firm grasp of your audience demographics, psychographics will enable you to differentiate your brand. Speaking to your customer’s emotions will make your brand more memorable, and inspire greater customer loyalty.

Finito.

WHAT ARE YOU REALLY SELLING?

Human beings have an attention span that is one second less than your average goldfish’s. In today’s interconnected and digital world, consumers are under a constant barrage of advertisements. Sometimes, they don’t even realize that what they are seeing is an ad, especially if it's carefully disguised as a narrative blog post. So, what can you do to increase your sales, and turn cold or warm leads into paying, loyal customers?
 
First off, you must know what you're selling, and it’s not the features you’re selling, but the benefits of your offering and why your brand exists to add value. For instance...

Starbucks does not sell coffee that comes in any flavor you could want. Starbucks sells a community. And what are the benefits of a community? It fosters connection, camaraderie, and the benefit of being seen and heard as part of a group of like-minded coffee-lovers.
 
Disney does not sell entertainment. They sell magic and unforgettable experiences. Sure, they sell movies and toys to entertain. But so do thousands of other companies. What is it that makes Disney’s toys and movies so special? The brand is positioned to sell magic and enable customers to create new, cherished memories with their loved ones.
 
So, what is it that you’re selling?
Factual statements don’t compel someone to buy. The benefits do. Why does your product exist, and what value does its existence add to the customer’s experience?
 
It’s the customer’s emotions that drive them to make a purchase. While listing factual information is important so the customer knows how the product or service operates, that’s not what gets them to convert.
 
What are some examples of features versus benefits?
You want to communicate to your audience what the more profound, emotional benefits are that you’re selling, and position your brand to connect with them through those benefits, for example:

  • Accessibility vs 24-hour limo service 

  • Convenience vs One-click buy 

  • Trustworthiness vs Doing business since 1950

Once you understand what the benefits are, you can begin to craft content around those benefits that utilize a narrative structure that hits those emotional notes for your target audience. The latest and the most fabulous features don’t mean much to your customer unless those features translate into benefits that bring them a specific value. What you’re selling needs to answer these vital questions for the customer:

  • What’s in it for me?

  • Will this improve my current situation?

  • Will the product or service make me happier, healthier, smarter, or richer?

Understanding your target audience’s demographics can certainly help you figure out what your offering’s most relevant features are that you want to list. However, knowing the psychographics of your customer, as in what motivates them or what gives them value, can help you position your brand’s benefits and the reason why it exists to serve the customer. Doing this will enable you to move whatever product or service it is that you’re selling.
 
For better conversions and increased customer loyalty, know exactly what you’re selling, and communicate how it benefits your target customer on an emotional level.

The end.

DOES YOUR BRAND NEED BOOT CAMP?

Online content and marketing strategies are continuously evolving and changing. In today’s competitive environment, remaining still can cause your brand to get swept away in the current. Just treading water isn’t a viable strategy, either. Stagnancy and complacency in business are productivity killers. Is your brand strategy feeling a bit stale lately? Then you may need a brand boot camp.


1. Positioning
Understanding and capitalizing on what makes your brand unique can breathe new life into your marketing strategies. Unless you have an incredibly, remarkably, earth-shatteringly different product or service never seen before, you have to position your brand.

What does this look like? Well, for starters, you want to differentiate your product or service from your main competitors. Why should a customer choose your offering over the other company’s offering?

On the flipside, you want to see what your competitors have that you don’t. Do they have something that you need? One of the easiest ways to gain new customers and increase your audience base is to target your main competitor’s following. But, your brand will need to be more appealing than the targeted competitor.

2. Reach
How are you currently reaching your ideal customers? If you’ve noticed that new follower acquisition has stagnated, it’s time to fish in deeper, different waters. To find new places to reach people, you want to fully understand the different mediums where your brand messaging is most effectively conveyed to viewers. Look around for a popular, new platform where you could start communicating your message. Where are your competitors finding new viewers?

3. Experience

One of the most effective ways to increase your customer base and conversions is through improved customer experience. It’s crucial that you ensure a positive experience throughout the buyer’s journey. Remember, you want it to be pleasant, efficient, and offer real, valuable utility to the user. Customer experience though is not something that can be quickly or easily manipulated.  Providing valuable, useful services and products will help increase and also maintain your brand’s positive reputation.

It’s not enough to send your brand to boot camp and develop improvements for your company if you aren’t sure of your goals. Make sure you have a plan and a strategy involved when you give your brand a makeover. What experience do you want to give your customers? What end goal are each of your new developments supporting? When you have a set of clear, concrete objectives, your plans will be much easier to implement, and it will keep your team focused on the end goal.

Don’t let stagnancy and complacency sink your brand. With better positioning, improvements to the customer experience, and increased reach, you’ll breathe new life into your company with brand boot camp.

3 REASONS WHY YOU NEED AGENCY AND IN-HOUSE MARKETING COLLABORATION

Do you find “either/or” choices restrictive and stuffy? You don’t have to choose between hiring an ad agency or only using an in-house marketing team. It’s possible to use both and get the benefits of each with on-point collaboration between these two powerhouses.

What are the benefits of using an in-house marketing team?

An in-house marketing team is built from the ground up. Each member of the team has an intimate understanding of your products, your positioning, your customer demographics, and the brand in general. Companies who invest in an in-house marketing team can keep and grow expertise within the business. Individuals on the marketing team have both long-term strategies and long-term goals for your brand. They’re experts who can see and adopt new marketing trends fast.

What are the benefits of hiring an outside ad agency?

Ad agencies can get the job done quickly. If you need results fast to satisfy an investor, c-suite, or a new VIP client, then farming out specific, one-off jobs to an ad agency can be worth it. An ad agency also offers a new, fresh take on marketing strategies for your products and services where an in-house team might become myopic, relying on time-tested strategies that risk becoming stale.

Why should you use both an in-house marketing team and an ad agency?

If you’ve invested in building a team of qualified experts for your in-house marketing department, it’s a great idea to appoint an in-house marketer to handle the communication between the rest of the team and the ad agency. What are the major reasons why you should combine the two?

  1. You need the benefits of both types of marketing teams. There may come a time where you need the brand expertise present in your in-house marketing team, along with the innovation that a quality ad agency can give you.

  2. You need to stay flexible. Are you unsure of which strategy is going to give you the best results? Combining the efforts of an in-house marketing team with an ad agency can help you stay flexible. Depending on how things go, you can either focus on expanding your in-house team, or adding more ad agency services at some point during the project.

  3. Your budget is limited. Hiring a fully staffed, in-house marketing team can be cost prohibitive for many startups and small to mid-sized businesses. If you don’t have the budget to employ a full in-house marketing team just yet, combining two or three in-house marketers with ad agency services can save your business money. An ad agency can fill in the gaps where you may be missing valuable in-house marketing expertise.

Farming out work to an ad agency, or staying strictly in-house both have their pros and cons. But when you combine the two, you get the benefits of both. Where one side is weak, the other can lend their strengths to bridge any gaps in your marketing plans. Instead of limiting yourself with an either/or choice, consider using both types of marketing powerhouses to grow your business and increase your revenue.