Many of our clients do not spend enough time thinking about their “best” clients. The definition of “best” will be different for each firm. However, it could be a client that provides you with repeat business, the most profitable, the biggest advocate, or the one that understands our value. Once you decide what the attributes of your best client you need to think about their psychographic information.
Put simply, psychographic information determines why your client is buying your services. Your client’s psychographic information is comprised of many variables. Some of these variables can be difficult to pin down.
Psychographics are the traits that make your clients unique. These include things like:
Lifestyle – Where is your audience in terms of their life and how do they live it? For example, are they struggling to find the right career or are they highly successful? Do they enjoy nature, music or fine arts?
Values – What does your audience value? Are they motivated by thoughts of their family? Does earning more money drive them? Are they liberal or conservative?
Social Class – What is your audience’s economic status and social class? For example, a young adult may be struggling financially but be in a higher social class because of their upbringing and their college education.
Pain Points – What are your clients’ typical pain points or areas for concern
Other elements can include opinions, purchasing motives, personality and interests. As you can see, it can be difficult to gain this type of information about your audience. But once you have it, it can be tremendously powerful. You’re able to craft content and plan marketing initiatives that speak directly to your audience and have a much stronger conversion rate and return on investment.
For more information on how to understand psychographic information and utilize it to market your services, read the full report titled “How to Use Psychographics to Understand Your Market.”