Weeks of involvement drag by. You’re not having fun. Pouring yourself into it, people don’t seem to appreciate you. You’re likable. But, you’re not connecting. Relationships aren’t blooming.
This misfit story unfolds when the decision to join a group/organization/tribe/niche, is based on demographics, or worse, random happenstance. What’s wrong? Your Psychographic proclivities are not in alignment with the group you’ve selected — these people aren’t your kind-of-people, you know it and they know it. Ergo, nothing good happens.
The fix is simple and quick. When you engage with a tribe that has shared passions, interests, activities and opinions, you click and stick.
Now is the time to open your mind and imagination. Let’s talk about how to enjoy, grow, nurture and profit from choosing the right tribes and crafting relevant and effective marketing, advertising and branding. We’ll start with a momentary review of old school demographics, then we’ll dive into the in’s and out’s of new school Psychographics.
You’re familiar with Demographic selling?
If you type “definition: demographic selling” into the Google Search, it returns 4,720,000 results. Demographic selling is old school.
Crafting a written plan to develop and grow your business is smart. Demographic considerations play a role in every effective business plan.
Want to slingshot your business from misfit and unfun, to popular, appreciated and wildly brilliant?
Learn all you can about unlocking and unleashing the brilliance of Physcographic-Selling.
WTH Is A “Psychographic”?
If you type “definition: psychographic selling” into Google Search, it returns 66,600 results. (My first thought, the sign of Satan, then, realizing it was Lucifer’s trick to misdirect, I quickly gathered my thoughts and continued…).
That’s 4,720,00 results for old school “Demographic-Selling” and 66,600 for the lesser known, but brilliant, Psychographic-Selling”.
Why lesser known? Because the power of” Physchographic-Selling” is most recently electrified by the omnipresence of the internet, social media, online sharing and boundry-less conversation. Facebook, blogs, Flickr, Youtube, Twitter, LinkedIn, etc., all empower us to engage each other on shared Interests, Activities and Opinions (IAO). Interests, Activities and Opinions are Psychographic variables. It’s easier than ever to find new friends and join new tribes.
Psychographic variables are also known as IAO variables – Interests, Activities and Opinions. The seller needs to analyze these 3 factors primarily in order to understand the psyche of the customers. Then he can adopt a suitable marketing strategy, or he can alter an existing marketing strategy. The habits that consumers generally display with regard to a certain class of products will determine their reaction to the product that a seller is offering them.
Psychographic Segmentation Variables
The variables that come into play when we speak of psychographic segmentation are primarily psychological in nature. The following variables could be said to be a part of the process of psychographic segmentation.
- Behavioral patterns
- Perception of selling company
Because the real estate business is personal in nature and success is won or lost on the basis of “trust”, when planning and strategizing on tactics to grow your real estate business success and profitability, Phychographic considerations add muscular-mojo to your plan.
People with similar interests, shared beliefs and in-common hobbies like each other. People trust people they like. People hire and referral recommend people they like and trust. This is why understanding Psychographics and it’s IAO (Interests, Activities and Opinions) variables is important.
To deepen connection, forge strong relationships, earn trust and have fun, it’s wise to analyze your SOE (Sphere Of Engagement) and segment them into tribes and niches of similar Psychographic makeup. Taking this advanced step will insure that efforts to grow the size, depth of connection and your relevance (Top Of Mind Awareness & Trust) within your tribes, returns maximum results.
Psychographic segmentation: Consciously group your Sphere Of Engagement (SOE) into tribes and niches with in-common IAO (interests, activities, opinions) variables.
When crafting marketing messages: Whether institutional, personal branding, property promotion, presentation or prospecting; understanding the Interests, Activities and Opinions (IAO) of the people you are addressing, will insure that you speak their language. When conversing and marketing, it’s wise to choose an angle of approach that is relevant to the personality traits, interests, opinions, hobbies, passions and aversions of your defined and grouped Psychographic tribes and niches. Do this and connection, conversation, persuasion, trust and Top Of Mind Awareness will take deep root and your success will bloom brilliantly. You’ll have more fun too.
When adding a new tribe or niche to your existing Sphere Of Engagement (SOE), using Psychographic segmentation will keep you from beating your head against the “you’re NOT one of us”, steel-clad-security-door. When you engage with a tribe that has shared passions, you click and stick.
Immediately quit mis-chosen tribes and scoot to a tribe that is involved in something you’re passionate about, a tribe with compatible Interests, Activities and Opinions. I know the women get it. Dudes, YES, I said “passionate”!
Now is the time to open your mind and imagination. What legal passions singe you. What passions do you think you don’t have time for? Cooking classes, yoga, book club, bunco, ballroom dancing, PTO, tennis league, coaching little league? The real estate business is one of the few business that allow positive people to engage in people centric passions. Forget about joining the traditional and professional organizations, unless you’re passionate about them, and join the tribes and niches that you love. They’ll love you back. When this happens you and your tribe win. Yea!
Psycho Action Plan
A Simple 4 Step Action Plan
- Identify Psychographic tribes and niches within your Sphere Of Engagement.
- Craft your marketing messages, promotions and conversations to speak directly to each tribe and niche in their language, based on your shared Interests, Activities and Opinions.
- Expand your Sphere Of Engagement by joining new tribes and niches that share your passions. Avoid or quit engagement with tribes and niches that don’t share your passions.
- Be yourself. Participate, share and have fun with your new tribe members and you’ll grow trust, attract, uncover and discover new opportunities.
- Have fun, live it up, share, serve and succeed brilliantly.
Thanks for reading. Share with your friends. If you’d like to share with the Agent Genius tribe, leave a comment, we’d love to hear from you.
Marketing amidst uncertainty: 3 considerations
(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.
The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.
As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?
Pandemic Pivot 1.0: Q3 2020
When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.
How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.
Think Brick And Mortar
As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.
Reach Customers With PPC
Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.
While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.
It’s All About The Platforms
When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.
One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.
The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.
Advertising overload: Let’s break it down
(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.
If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.
Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.
In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.
“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.
This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.
It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.
Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.
7 simple tips to boost your customer loyalty online
(BUSINESS MARKETING) Without a brick-and-mortar store, building rapport and customer loyalty can be a challenge, but you can still build customer loyalty online.
With many businesses – both big and small – operating online, there are less opportunities for building those face-to-face relationships that exist in brick and mortar stores. According to smallbizgenius, 65% of the company’s revenue comes from existing customers.
It’s important to keep in mind the different tactics at your disposal for increasing customer loyalty. Noupe recently released a list of actionable tips for increasing this loyalty. Let’s examine these ideas and expand on the best.
- Keep your promises – Stay true to what you’ve agreed to, obviously contractually, but stay true to your company values as well. Even if you feel you’ve built a good loyalty where there is room to take a step back, don’t rest on your laurels and be sure to remain consistent. If you’ve provided a good experience, keep that going. The only change that should happen is in it getting better.
- Stay in communication – In addition to the ever-so-vital social media platforms, consider creating an email newsletter to stay in touch with your customers. Finding ways to have them keep you in mind should be at the front of your mind. By reaching out and being friendly, this will help retain their business.
- Be flexible with payments – No, don’t sell yourself short, but consider installment plans for pricier items or services. This will help customers feel more at ease when their wallet’s health is at stake.
- Reward programs – Consider allowing customers to accrue loyalty points in exchange for a freebie. The old punch card method is still an incredibly popular concept, and is a great way to keep people coming back. The cost associated with giving something away for free will be minimal in comparison to loyalty you receive in order for the customer to get to that point. Make sure that what a customer is putting in is about equal to what they’re getting out of it (i.e. don’t have a customer spend $100 in order to get $1 off their next purchase). If all of this proves successful, this can eventually be expanded by creating VIP levels.
- Prioritize customer service – A first impression is everything. By prioritizing customer service, you can help shape the narrative of the customer and how they view your business. This splinters off into them giving good word of mouth recommendations to friends and family. Be sure to keep positive customer service as the forefront of your mind, as giving a bad review is just as easy – or even easier – as giving a good review.
- Value feedback – Allow customers a space to provide their feedback, either on your website or on social media. Find out what brought them to you and gage how their experience was. Be sure to thank them for their feedback and take it into consideration. Feedback – both good and bad – can be vital in helping shape a business.
- Avoid laziness – Stay sharp at all times. Don’t treat all customers as nothing but currency. Include personalized touches wherever you can. This will make all of the difference.
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