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Understanding your customer psychographics without surveys or spending a lot of money

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Customer psychographics don't have to come from expensive third party tools. There’s a way to learn about your customers affinity groups, purchase behaviors, and interests – without running a survey and without spending money.

In this webinar, You’ll learn:

How to use your customer list to understand your audience’s interests without surveying
An advanced method for getting meaningful psychographic information out of Facebook
Ways to leverage newfound psychographic insights, from content strategy to copywriting to product development
Plus, we’ll give all attendees a spreadsheet of US psychographic benchmarks to compare to your own insights.

Publicado en: Marketing
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Understanding your customer psychographics without surveys or spending a lot of money

  1. 1. Customer Psychographics TAYLOR COIL, TORTUGA
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Taylor is in charge of inbound and product marketing at Tortuga. Her previous career life includes running PPC at a marketing agency, consulting for early stage startups, and scaling companies from the ground up. She is based in NYC and works remotely all over the world. TAYLOR COIL Marketing, Tortuga @taylorcoil
  4. 4. @tortugabackpacks #Kisswebinar @taylorcoil
  5. 5. 1 Introduction Types of lists you can use How to get Facebook Ads to tell you what you need Comparing your list’s results to national averages 2 Methodology for Building Psychographic Data 3 How to Use Your Psychographic Data TABLE OF CONTENTS #Kisswebinar
  6. 6. Introduction WHY PSYCHOGRAPHICS ARE HELPFUL
  7. 7. Identify scalable affinity groups Understand your customer beyond the basics Build customer personas Inform content marketing topics, imagery, and social captions WHY PSYCHOGRAPHICS? #Kisswebinar
  8. 8. WHY PSYCHOGRAPHICS? #Kisswebinar Tell a story Name the muse Supplement with demographics
  9. 9. WHY PSYCHOGRAPHICS? #Kisswebinar Note Alfonso’s styling
  10. 10. DON’T OVERGENERALIZE Psychographics & demographics aren’t an excuse to get around inclusion. #Kisswebinar
  11. 11. The Methodology PROBABLY THE REASON YOU’RE HERE
  12. 12. 1. Set up a paused campaign in Facebook Ads 2. Add customer list(s) to a paused ad set 3. Layer in affinity groups one at a time 4. Note the number Facebook estimates for “Potential Reach” 5. Compare that number to USA averages 6. Analyze and decide takeaways STEPS #Kisswebinar
  13. 13. 1. Set up a paused campaign in Facebook Ads #Kisswebinar
  14. 14. 1. Set up a paused campaign in Facebook Ads #Kisswebinar don’t worry about these
  15. 15. 1. Set up a paused campaign in Facebook Ads #Kisswebinar make sure it’s paused
  16. 16. 1.5 Edit the Ad Set #Kisswebinar Navigate to the Ad Sets tab by clicking on your paused campaign name Edit the ad set by clicking the check box, then Edit
  17. 17. 2. Add customer list(s) #Kisswebinar
  18. 18. How to upload custom audiences in Facebook Ads: #Kisswebinar
  19. 19. How to build custom audiences in Facebook Ads: #Kisswebinar
  20. 20. 2. Add customer list(s) #Kisswebinar
  21. 21. #Kisswebinar This number will be your “total audience size”
  22. 22. 3. Layer in affinity groups one at a time #Kisswebinar Keep your custom audiences Don’t change these defaults Add audiences one at a time
  23. 23. 3. Layer in affinity groups one at a time #Kisswebinar Click “Browse” for pre-populated affinity groups The description is sometimes valuable
  24. 24. 4. Note the number Facebook estimates for “Potential Reach” #Kisswebinar
  25. 25. 4. Note the number Facebook estimates for “Potential Reach” #Kisswebinar Remember: find potential reach in this section
  26. 26. 4 1/2: Do some math #Kisswebinar Total audience size: 43,000 Audience + affinity size: 2,500 Percentage of audience belonging to affinity group: 5.81% Baseline audience size Size of audience that belongs to affinity group
  27. 27. 5. Compare to USA averages #Kisswebinar https://docs.google.com/spreadsheets/d/1tkXdmHw1tU6wQfe-efGBjpm2J6c_E2CdkVPsRdHTu4A/edit?usp=sharing Calculate % change: (% of your audience - % of total audience) / % of total audience
  28. 28. 5. Compare to USA averages #Kisswebinar https://docs.google.com/spreadsheets/d/1tkXdmHw1tU6wQfe-efGBjpm2J6c_E2CdkVPsRdHTu4A/edit?usp=sharing
  29. 29. 1. Set up a paused campaign in Power Editor 2. Add customer list(s) to a paused ad set 3. Layer in affinity groups one at a time 4. Note the number Facebook estimates for “Potential Reach” 5. Compare that number to USA averages 6. Analyze and decide takeaways STEPS (ONE MORE TIME) #Kisswebinar
  30. 30. What to Do With the Data BECAUSE ANALYSIS PARALYSIS IS REAL
  31. 31. TELL A STORY THROUGH A MUSE Brian’s precious vacation days are the times when he feels most alive. Every time he visits a new place with his wife, Brian comes up with a scheme of how he and Julie could move there. His favorite fantasy thus far is owning a kayak shop in Croatia. “
  32. 32. TELL A STORY THROUGH A MUSE Brunch excluded, Sarah buys and eats healthy food. She buys organic veggies, premium almond milk (100% almonds), and free range meats. She cooks most dinners at her NYC apartment with her roommates. “
  33. 33. 1. Your content calendar 2. Potential new product categories 3. Social content 4. Brand voice / tone 5. Customer communication 6. Lifestyle imagery - places, styling, mood … and every customer touchpoint PSYCHOGRAPHICS INFORM: #Kisswebinar
  34. 34. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? TAYLOR COIL Marketing, Tortuga @taylorcoil taylor@tortugabackpacks.com

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