How we’re using LinkedIn And Psychographic Data To Generate More Conversations (and Sales)

Here’s the thing… If you’ve been exposed to any kind of marketing over the years, you’re probably familiar with (and understand) the importance of customer demographics.

For Example: Women, Aged 35-55, who are Accountants and live on the Gold Coast.

Right now, like most business professionals, you may already be using demographic data to help divide your market up by age, gender, location and other broad variables.

Which is great, however… demographic data, whilst valuable for a basic, top level, refinement of your target market – lacks any real emotional connection with your prospects…

…While Psychographics, look at the values, attitudes, interests, traits, fears, and even frustrations of your ideal future customer.

Hence Psychographics provide a much deeper insight into your prospects lives, their emotions and ultimately complements what we learn from customer demographic data.

So, What are Psychographics and how can you best use them in your marketing?

Here’s what you need to know (top level).

The main difference between psychographics and demographics rests within that emotional connection. Once you begin to connect emotionally with your audience, you begin to become a more effective marketer. Simply put:

Demographics: Use to identify and segment your market.

Psychographics: Use to connect and create an emotional connection with your prospects.

How do you identify and compile a list of your customer psychographics?

There are many ways you can do this.  Start listening to your prospects more. Begin asking questions that spark emotions.  You can even survey your customers.

Whilst these methods work (really well),  the challenge for many business professionals, maybe even you – is that you’re time poor.

That’s why we’d like to share these 23 psychographic questions with you. They’ve helped us and hopefully can help you too…

Consider questions such as:

> Where do they hang out?

> What do they secretly desire?

> What would they actually say their biggest problems and challenges are?

All of these and more will help you connect deeply with your ideal future customer.

Psychographics + LinkedIn

Now, let’s consider LinkedIn and how you can use both psychographics and demographics in your LinkedIn marketing.

If your aim on LinkedIn is to develop meaningful connections, that ultimately turn into customers – Listen up!

As you may be aware, LinkedIn has a great advanced search feature which provides you with good demographic data. Using this feature we can look at:

> geography,

> industry,

> time in role,

> seniority,

> company size, and more…

Once you have a really clear understanding of your demographic – you then want to couple that information with the psychographics you’ve created in this questionnaire to unlock and deploy an extremely powerful marketing message.

Power Connecting – Increase Conversations (and sales)

Consider this…

You’re reaching out and personalise your connection requests – this is where you can use “emotive language” and connect deeply with your future connections, problems and challenges (we do this daily).

Once connected you can start a follow-up campaign (3-5 emails overtime), because we all know the power is in the follow up!

Your new found connections resonate with the language in your emails – thus you begin to build trust and the next thing you know, you’ve scheduled a call back / meeting with your connection – and a sales conversation has begun.

Focus on this one thing

The most important thing to remember is this:

The more conversations you have with your ideal future customers (Your LinkedIn Connections), the more sales you will ultimately make.

This is why coupling Psychographics with Demographics – is so important. When you do this now, you’ll begin to develop more conversations (and sales) with your ideal future customers.

John Bellamy