Psychographic Segmentation Targeting with Facebook Ads

Today begins a new series of blog posts exploring psychographic segmentation targeting using Facebook Adverts.

Let us call this series The Psychographic Not Demographic Facebook Ads Targeting series.

Delivered on Sundays. Today is birthdays and anniversaries targeting.

Psychographic Segmentation: from the top of the pile

Classic marketing teaches us to think about targeting people by using “objective” demographic criteria.

Demographics is the idea of slicing and dicing a market by age, gender, ethnicity and other broad variables as a means to understand the differences and commonalities amongst people.

E.g. “our target audience is 14- to 34-year-olds” or “we are launching a campaign aimed at urban Latinos” (from here).

Demographics explain the “who” of your ideal cleints. Thinks dry facts.
Psychographics explains peoples’ attitudes, interests and behaviours. These build upon the demographics.

Psychographics adds colour to the black and white photo of demographics. The details become illuminated with interest, behaviours, habits, hobbies, spending nuances and values.

Targeting only becomes effective when you understand both demographics and psychographic.

Both sets of data, on the whole, forms your buyer persona. Buyer personas are the detailed picture of the people you work with now and would like to work with in the future.

Don’t worry, I am Urban Renström, there is always science and research involved in everything I talk about, teach, and demonstrate.

Psychographic Segmentation Definition

Psychographic segmentation definition – it’s a segmentation technique of groups of people on their traits that influence consumption habits. The traits are drawn from people’s lifestyles and preferences. Psychographic segmentation is conducted on the basis of “how” people think and “what” they aspire to their life to be.

The psychographic segmentation separates people into groups of buying behaviours, such as beliefs, values, lifestyle, social status, opinions and activities.

Psychographics segmentation tell you why they buy, the base demographics who is your customer
psychographic segmentation data is qualitative, whilst demographic data is quantitative

Benefits of psychographic segmentation

Psychographic segmentation helps

You understand your customer’s needs, wants, concerns, motivations and aspirations
Write better copy – speak directly to the pain points in their language both on a personal and emotional level
Moving towards the ultimate benefits of improving peoples lives, reinforcing existing beliefs and away from the *simple* features and benefits of the product
Develop and create products which align with your ideal clients.
Customize your product for different personas
Psychographic segmentation is better because it includes attitudes and opinions

Psychographic segmentation: Precision over Accuracy

Precision is to demographics as accuracy is to psychographics.

Both are needed to hit the bull-eye and target the exact right audiences.

Demographics are the fundamentals and psychographics are the higher-order characteristics of people.

Poor Demographic without psychographics is hitting the target anywhere – with a wide ‘grouping’. Low accuracy, low precision, No demographic and excellent psychographics hits the target anywhere with small ‘grouping’; Low accuracy, high precision.
No demographic and excellent psychographics hits the target anywhere with small ‘grouping’; Low accuracy, high precision excellent demographic and no psychographics hits the target anywhere with small ‘grouping’; High accuracy, low precision,
Excellent demographic and no psychographics hits the target anywhere with small ‘grouping’; High accuracy, low precision
Excellent demographic and excellent psychographics hits the target in the bulls -eye with a narrow ‘grouping’; High accuracy, high precision,

precision_vs._accuracy — Demographics are like accuracy. Psychographic segmentation are like precision

ADDITIONAL READING: Remember Facebook ads only fixes this one thing. If you have not installed the Facebook Pixel on your website you are losing money. Review the 15 Facebook Advertising Objectives, and Facebook ads jargon is useful.

Psychographic Segmentation is Not Demographic Segmentation

Get ahead of birthdays and anniversaries!

Are you a florist, gift shop, restaurant, or wine shop?

Yes! These targets are your you.

Previously birthday targeting only allowed marketers to target a birthday that was (soon) upcoming. NOW advertisers can target users based on the birth month!

How important is targeting people with upcoming birthdays, wedding anniversaries, or celebrations?

A birthday or anniversary is an urgent deadline requiring action from people. Flowers, gifts, dinner out, and drinks.

Don’t underestimate the power of urgency and scarcity in motivating people into action.

Facebook now provides ‘birthday month’ and birthday ‘next week’ targeting options!

Start in the audience interface and build a saved audience.