The success of any business depends on having a deep understanding of your target audience.
To drive efficiency and maximize revenue, you need to identify the best accounts. The more specific, the better. Psychographics go beyond basic forms of customer segmentation to provide deep insight into your target audience’s personalities and beliefs, and how they interact with your brand.
Creating psychographic profiles helps you target and effectively communicate with buyer personas.
Psychographics vs. Demographics vs. Firmographics
When creating psychographic profiles, it’s important to understand the difference between psychographics, demographics, and firmographics.
- Demographics focus on what your prospect is (age, gender, ethnicity, location).
- Psychographics focus on who your prospect is (their values, beliefs, attitudes, and hobbies).
- Firmographics focus on what prospect’s company is (revenue, trajectory, industry, their customer base)
What is Psychographic Segmentation?
Psychographic segmentation filters and sorts prospects based on factors such as their behaviors, interactions, opinions, and interests. This helps you understand which customers are likely to buy from you, and the best way to position your solution to appeal to their needs and values.
Psychographics Factors
The six psychographic factors that influence psychographic segmentation are:
- Personality traits
- Activities
- Opinions
- Interests
- Social status
Personality traits give insights into how your prospect interacts with others.
For example, when approaching an introverted and an extroverted B2B buyer, it’s important to understand that they may have different communication styles, preferences, and needs. Here are some tips on how to approach and interact with both personality types:
For introverted buyers:
- Respect their needs for space and privacy, and avoid being too pushy or aggressive in your approach.
- Use written communication (e.g. email) to introduce yourself and your product or service. This allows them time to process and respond on their own terms.
- Ask open-ended questions to encourage them to share their thoughts and concerns, and actively listen to their responses.
- Consider setting up a virtual meeting or call rather than an in-person meeting, as this can be less intimidating for introverted buyers.
For extroverted buyers:
- Be enthusiastic and energetic in your approach, and show your passion for your product or service.
- Use verbal communication (e.g. phone or in-person). This allows you to build rapport and establish a connection.
- Keep the conversation engaging and interactive, and allow them to share their own experiences and ideas.
Consider setting up an in-person meeting or social event, as this can be an opportunity to build a stronger relationship with extroverted buyers.
Activities provide you with details on how your prospects like to spend their time and money, and can help you build rapport and highlight time savings that could save time and improve work-life balance.
Opinions shine a light on what your prospects’ opinions, beliefs, and values are. For example, political or religious beliefs may have a major influence on how a customer perceives a product or service.
Interests indicate what your prospects gain satisfaction from and what is their motivation behind a purchase decision. If a buyer is a tech enthusiast, they could be more likely to be an early adopter of new technology and a strong champion throughout a deal.
A buyer driven by social status may be more likely to purchase a product from an organization that’s perceived to be of higher status in the industry, such as a well-known brand or a renowned provider because they might connect reputation with quality.
Building a Psychographic Profile
Using the above psychographic factors, you can build a psychographic profile of your most successful customers and use the same to target new customers.
With psychographics, you can create highly targeted campaigns that reflect the way your customers think. You can also tailor your outreach methods, advertising techniques, and more, to create a cohesive brand story tailored to the individual.
Conclusion
At 6sense, we help sellers and marketers boost revenue and ROI through targeted go-to-market efforts. The first step is understanding your audience.
To learn more about how 6sense can help you create psychographic profiles and refine your go-to-market efforts, book a demo.
