You’ve got the followers, yet every time you do a promotion, your conversions crash and burn. You spend thousands on advertising and SEO, but your enquiries have flatlined. What’s the deal?
The importance of the right audience
If you think successful business is about traffic and numbers, you’re only really looking at part of the equation. While we all want traffic – digital or otherwise – successful business owners know that it’s also about the quality of those visitors that really matter. If you’re the owner of a women’s swimwear boutique, flooding your store with mixed traffic who aren’t the size you carry, the gender expression you cater for, or are just people disinterested in swimming don’t add any benefit, and may even distract you from assisting true customers. Online, this issue might be reflected in your Australian only e-commerce website gaining tonnes of international traffic: It looks great, but doesn’t give you those sales you actually need!
So how do we overcome this issue? Simple: We get to know our audience better, and we focus in on them using psychographics.
What’s the difference between a demographic and a psychographic?
Put simply, demographic data is what your audience are. Some examples include:
- Gender identity
- Marital Status
- Household income
- Geographical location of work/home
Your psychographic data takes this one step further, and incorporates the behaviour, motivation and opinions related to their demographic data. Some examples:
- She/he is concerned about their weight/physical appearance/health/income
- She/he cares about quality over price point
- She/he is highly influenced by their peers and makes purchases accordingly
- She/he prefers time with close friends at home
When we bring together demographic data with psychographic data, we start to gain a comprehensive picture of who our target market truly are.
How do we discover psychographic information?
You’d be surprised how much you may already know about your audience, especially if you’ve been in business for quite some time. Cast your mind away from your pie-in-the-sky ‘ideal’ customer (rich, loyal, obsessed) and take time to think about the people who DO visit your website or shop front. Why do they come to you? What need of theirs does your product or service fulfill? Why not the other retailer or e-tailer?
Your perception, however, may not always be encompass the full reality of customer motivation, so it’s important to compare it to genuine feedback. To get a real overview:
Check out your Web Analytics: Google Analytics is a great way to really see what motivates your audience. Here, you might see high traffic towards a certain page, product or a landing page for a package or deal. Did your audience prefer a package deal, or a discount code for single items? Maybe they liked an ‘express’ service they could book during lunch, or an extension of open hours? Can you dig down into these audiences, and discover a location, age or gender in common?
Don’t forget to ask: There’s a reason why brands run surveys – They are incredible for discovering more about your audience. Surveys with opportunities to go into a draw for a prize are handy tools for learning more about your audience, and can also increase your reach. If you’re lucky enough to have those loyal customers who keep coming back to you, why not find out more from them by simply asking?
The next step: Segmentation
Once we have this psychometric data, it’s time to create some segments that allow us to hone in on our audience.
Segmentation is when we separate our audience members and regroup them according to characteristics. For example, returning to the women’s swimwear boutique, we might discover two different segments that our brand should target:
- Women aged 18 – 24 who live within 10km of the store
- Employed full time, or part time and studying
- Frequently buy new swimwear with each season, usually owning more than two pairs at a time
- Follows fashion trends and likes to be seen in styles she sees her friends wear
- Love the beach and pools, frequently visiting with friends multiple times during the warmer seasons
- Not concerned about price point if she can purchase a style she’s seen online or in a magazine
- Women aged 30 – 45
- Have children ranging from infant to teen age
- Require a plus sized style
- Prefer cuts and styles that flatter shape without appearing frumpy or boring, and are comfortable to wear
- Goes to the beach and pool for children or family related events
- Not concerned by labels or trends, seeking a style that suits their personal needs
- Budget motivated and money aware
As we can see, these two segments are very different groups of women. How could we possibly motivate both of these groups with only one campaign? While there will be definite trend cross overs, we cannot expect these two segments to enjoy the exact same things, and engage with the same media.
Instead, following these segments, we can create two seperate highly targeted campaigns. Our first campaign would include the “New In”, featuring the latest styles from our brands and use imagery of casual groups enjoying a social event. Our second segment will feature beautiful swimwear that caters to full figures with emphasis on shape and flattering cuts, and feature the 20% off deal our brand is currently running.
Nothing is ever cast in stone, and don’t forget to A/B test and explore your results. It’s also best practice to not assume your audience knows exactly what they want, or box them into stereotypes – You might be surprised to discover a previously untapped audience who have been looking for your product all their life!
Ready to discover your brand’s dream audience?
Our consultations are a great start to discovering more about your brand. Using a range of tech software and the brilliant knowledge of our Melbourne based team we can create a great overview of your business, with professional recommendations for moving forward. If you’re ready to have a chat about flooding your website with the RIGHT audience, why not contact us today for a no obligations chat?