5 TIPS: HOW TO ATTRACT MORE IDEAL CLIENTS (#Psychographics Segmentation)

"Psychographic segmentation is a method used of segmenting a group of your prospective, current or previous clients by their shared personality traits, beliefs, values, attitudes, interests, and lifestyles and other factors. It also includes an opinion based way of defining a market segment. These characteristics are not easily measurable in comparison to Demographic Segmentation, as Psychographic Segmentation mainly focuses on softer emotive factors, which drive your clients (such as fear, pleasures, family values ...).

Demographics Segmentation focuses on factual information and market

segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help you target consumers more accurately." Definition Source: www. Study.com

Needs benefit model: The more you can understand your client's world view the better, as it helps you to be clear on how you can prešent your products and services to them. Taking into consideration the challenges they are seeking to overcome. It is also helpful to know who is benefiting from your products and how well you are providing the benefits for them.

5 Essential Areas of Psychographics Segmentation:

1) Lifestyle – Which life cycle stage are your defined clients currently in? Are they in college, working or retired? Similarly, according to their lifecycle are they living in rural, urban or city areas.

2) Activities interests and opinions – what are your client's interests and opinions which emotively affects their buying behaviour and shopping activities? For examples, what are their specific shopping preferences; book, shops and fashion style.

3) Values attitudes and lifestyle- what type of inherited cultural values do your clients carry with them from childbirth which have formed their worldview? Do they have limited beliefs which they are trying to overcome?

4) Social Class – What is the buying power of your clients, according to the social class and spending power they fall in? What sort of habits motivate them to want to maintain their social status? What sort of products price wise are your clients able to buy according to their lifestyle and social class?

5) Personality – what is the brand personality that defines and provides buying power for your clients? That also helps them to meet their emotional needs and to maintain their lifestyle? What sort of products are they drawn to? What are their financial, health, and emotional triggers? Are they driven by deals, such as incentives, coupons etc...

To end knowing the Psychographics of your clients helps in being able to determine the best way to present your services and products, based on value and benefits for your clients. Although it is not easy to measure opinion based information it is still valuable to be aware of what key emotional factors your clients are driven. Factual information alone such as demographics analytics will not address their personal challenges, changing needs and solutions they are looking for.

Resources/Tools that you identify Psychographic Segmentation:

Esri Tapestry Segmentation Methodology-is a geodemographic segmentation system that integrates consumer traits with residential characteristics to identify markets and classify US neighbourhoods. Learn more here
Customers you already have- Aske them questions directly, or through Surveys/Feedback. For instance, before they discovered you what was their challenge, what were they looking for that motivated them to connect with you? As you receive more feedback, you can modify it accordingly to attract more similar clients.