{"id":111865,"date":"2019-06-03T17:02:30","date_gmt":"2019-06-03T17:02:30","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/psychographics-in-marketing\/"},"modified":"2026-09-07T12:50:43","modified_gmt":"2026-09-07T07:20:43","slug":"psychographics-in-marketing","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/psychographics-in-marketing\/","title":{"rendered":"How to Use Psychographics in Digital Marketing"},"content":{"rendered":"

Buyer personas matter. Who can contest that? They\u00a0<\/span>bring you t\u00eate-\u00e0-t\u00eate with consumers<\/span><\/a>. You get to know who they are and their preferences, resulting in marketing more efficiently to them. Simply put, you get bang for your buck! A Demand Gen report states that having buyer personas in place <\/span>contributed to a 175% increase in Thomson Reuters\u2019 revenue<\/span><\/a>, a 10% increase in leads sent to sales, and a 72% reduction in lead conversion time. Incredible, you\u2019d agree!<\/span><\/p>\n

Want to ape their success? Start by making your customers feel <\/span>you\u2019re addressing them and them alone<\/span><\/a>. For that to happen though, you\u2019ll need more than demographic data. Simply put, you\u2019ll need to start recording your customer\u2019s psychographics<\/strong>.<\/span><\/p>\n

What is Psychographics?<\/h2>\n

It\u2019s the study of a consumer\u2019s not-so-visible characteristics, such as their interests, activities, opinions, lifestyle, and attitude.<\/strong><\/em><\/p>\n

Qualitative data is highly valuable. You discover the real motivation behind why people love, as well as advocate for, a few brands. <\/strong>Keeping that in mind, you can alter your messaging to bridge the gap between you and them. You\u2019ll forge a much deeper connection and hear your audience say: \u201cThis brand totally<\/em> gets me!\u201d<\/p>\n

Why does this happen though? Because you treat them as individuals with a distinct personality, not as a number. By focusing on their inner drives, their problems and what will actually help them, you become relevant, increasing chances of conversion.<\/strong><\/p>\n

The Key Difference Between Psychographics and Demographics<\/h2>\n

Unlike psychographics, that concerns itself with the \u2018why\u2019 and ‘personal\u2019 aspect of customers<\/a>, demographics is about \u2018who\u2019 this person is<\/strong>, with a focus on quantifiable details like age, gender, ethnicity, employment status, marital status, income, etc.<\/p>\n

Both are equally important to refine buyer personas, and when coupled with behavioral stats, can result in a better understanding of your audience.<\/p>\n

\"Difference
Source<\/a><\/figcaption><\/figure>\n

With a bit of ground covered, let\u2019s shift focus to what psychographics deals with.<\/p>\n

Types of Psychographics to Keep Your Eye On<\/h2>\n

Going back to the definition, psychographic profiling is done on what is known as the IAO variables<\/em>, namely interests, activities, and opinions.<\/strong><\/em><\/p>\n

Interests<\/h3>\n

Interests center on a person\u2019s curiosity about something and what they care about. For example, wildlife, theater, economics, climate change, etc. So target people based on what intrigues and fascinates them. They\u2019ll respond much better to your calls-to-action.<\/p>\n

Activities<\/h3>\n

This includes everything that people busy themselves with, such as gardening, hiking, bird watching, or reading, among a gazillion other things. With that knowledge, you can write content and use vocabulary that resonates with them.<\/p>\n

Opinions<\/h3>\n

People form opinions as a result of their interaction with people around them, their socioeconomic status, personal experiences, etc. Clearly, you\u2019ll need to keep their perspective in mind to influence them in your favor.<\/p>\n

How Do You Gather Psychographic Data?<\/h2>\n

You go where you can find it!<\/p>\n

Google Analytics<\/h3>\n

Click on Audience > Interests. Depending on variables already set as ‘secondary dimensions,’ you will know more about your audience. If not, click \u2018add segment\u2019 and track them.<\/p>\n

\"Google<\/p>\n

Surveys and Questionnaires<\/h3>\n

Asking questions makes you stand out; you come across as a brand that\u2019s concerned about its customers. What\u2019s more, you get suggestions from people who\u2019ve experienced your services\/products. Who knows, you might come across common denominators you had no idea existed before. For example, if 10% of your customers follow a certain influencer<\/a>, you can collaborate with them.<\/p>\n

Personal Interviews<\/h3>\n

Have a conversation with your favorite client and in an effort to \u2018get-to-know-them-even-better\u2019, ask questions that\u2019ll help you collect psychographic data.<\/a> Not possible? Speak to people (from your social circle) who are somewhat \u2018similar\u2019 to your target audience.<\/p>\n

Social Media Analytics<\/h3>\n

Head to the audience insights section to discover a wealth of information that people share. From their life events, hobbies, political opinions to interests and pages they like\/follow, there\u2019s a lot that can make a world of a difference in your next marketing campaign.<\/p>\n

\"Psychographic
Some common Facebook Ad targeting options. Source<\/a><\/figcaption><\/figure>\n

Additionally, social media listening can tell you how your competitors’ followers feel about them, which you can use to your advantage to differentiate yourself.<\/p>\n

\"Difference
Source<\/a><\/figcaption><\/figure>\n

Sales and Customer Support Teams<\/h3>\n

Why talk to these teams? For the simple reason that they interact with your customers on an everyday basis. That alone makes them a perfect data source to help you get to know your prospects much better. Dig out the FAQs, the key phrases and words that customers use in reference to your brand or industry. This could be pretty useful in brainstorming ideas for your sales page, for example. Make their words yours.<\/p>\n

How to Use Psychographics in Digital Marketing<\/h2>\n

#1: On Your Website<\/h3>\n

David Ogilvy famously said: \u2018What you say in advertising is more important than how you say it.\u2019 You\u2019ll agree it makes a huge difference in how your audience perceives you. So to hit the nail on the head with your copy, you need to take the words right out of your customers’ mouths!<\/p>\n

Joanna Wiebe of Copyhackers dug up reviews of six best-selling rehab and alcohol recovery books while researching how to write website copy for a rehab center. She picked phrases<\/a> that gave her a peek into the minds of a recovering\/recovered addict. This helped her understand their trajectory of thoughts, wants, and pains.<\/p>\n

\"Collecting
Source<\/a><\/figcaption><\/figure>\n

She then went on to use one direct quote from a reviewer as the headline. The payoff? 400% more CTA clicks and 20% more lead form submissions. Talk about the power of psychographics! Related: 10 Techniques To Build Lead Capture Forms<\/a>.<\/strong><\/p>\n

\"Joanna
Source<\/a><\/figcaption><\/figure>\n

#2: On Sales Pages<\/h3>\n

The purpose of a sales page is to convince people to take the offer on the table. But it won\u2019t happen unless you know the actual problems your audience is facing.<\/p>\n

Check out the sales copy by the Girl Gone Strong team. They use their target customer\u2019s psychographics to create perfect sales copy. You\u2019ll notice they\u2019ve used the PAS framework<\/a>. For those who don\u2019t know, it stands for \u2018Problem\u2019, \u2018Agitate\u2019 and \u2018Solution\u2019 and here\u2019s how it\u2019s applied on their page:<\/p>\n

Problem<\/strong>: Create a context with video on the first scroll.<\/p>\n

Agitate<\/strong>: Go specific, highlighting \u2018real\u2019 problems: \u2018seeing little to no results\u2019, \u2018restrictive dieting\u2019, \u2018body image issues\u2019.<\/p>\n

Solution<\/strong>: Overcome doubts with the guide created by women for women, backed by the recent finishers of the training program as well as fitness experts.<\/p>\n

\"Psychographic
Source<\/a><\/figcaption><\/figure>\n

No matter the industry, you can implement the framework and make your audience\u2019s challenges clear to them. Make them see the negative implication of being stuck in the rut before plugging your solution.<\/p>\n

#3: On Your Blog<\/h3>\n

You know what they say about the benefits of having a business blog<\/a>? All of it is true.<\/p>\n

Today, 47% of buyers<\/a> view 3-5 pieces of content before engaging with a sales rep. Yes, it\u2019s a zig-zag path, but one that leads inevitably to you. Meaning, if you want them to come knocking on your door, your content must center around their interests.<\/p>\n

A perfect example is Neil Patel\u2019s marketing blog. He understands his readers\u2019 psychographics and addresses their burning points in the most simple, conversational and comprehensive manner possible. In fact, there\u2019s content for people at all stages in the funnel, which makes him everyone\u2019s go-to resource. His readers love him:<\/p>\n

\"Psychographic
Source<\/a><\/figcaption><\/figure>\n

You, too, can generate this kind of admiration with your posts. Follow Brian Dean\u2019s Skyscraper technique 2.0<\/a>\u00a0which puts the user right in the center.<\/p>\n