What’s Psychometric Profiling for Advertising?

Here's a question for you: how well do you know your customers?

I ask because the better you understand your customers, the more effectively you can reach them. Once you know what makes them tick and what affects their individual buying decisions, you can tweak your marketing strategy to drive conversions.

The answer? Psychometric profiling. Let me show you why it is such a valuable tool for increasing marketing effectiveness and how you can use it in your business.

Psychometric Profiling: How Does It Work?

Psychometric profiling is a measurement tool. You can “measure” a person's personality and use the results to develop targeted, individualized marketing campaigns.

Did you know that customers prefer personalized messages? 83 percent of customers are okay with sharing data with you if it means a more personal shopping experience.

Take that away? Psychometric profiling makes it easy for you to give customers what they want.

This is not the same as demographic profiling. Demographic profiling means categorizing customers based on “general” measures such as age and gender. Psychometric profiling offers a new, more diverse way to categorize your audience base. This is how it works:

What it measures

Psychometric profiling measures six things:

• Personality traits (openness, conscientiousness, extroversion, tolerance, neuroticism)
• Interests
• lifestyle
• Opinions and beliefs
• values

In other words, personality profiling helps you understand why your customers are behaving the way they do. Once you know what drives people, you can develop highly effective and targeted marketing campaigns.

Creation of a psychometric profile

What data do you need to profile your customers and improve your marketing reach? It's out there already.

Think about it. Over 4.5 billion people use the Internet, including email and web browsing, and approximately half of the world's population uses social media.

These people are:

• shopping online
• Read marketing emails
• Share Facebook posts
• the following brands on Instagram
• Tweet about things that are important to them

All of this is data that will help you better understand your customers and what marketing strategies they're best responding to.

Are there any limitations in psychometric profiling?

Psychometric profiling helps you connect with your customers, but it has limits like anything else.

You still need to collect demographics and other user data to get a complete picture. In addition, it is no substitute for reaching and engaging with customers directly, for example through social media. You can't use psychometrics to measure marketing performance either. In other words, it doesn't tell you whether your strategy is working or not.

5 reasons psychometric profiling helps marketers

There is no such thing as a perfect marketing tool. So don't let the restrictions put you off. Here are five reasons to try:

Psychometric profiling helps you understand the buyer's intent

Say you own a cosmetics store. Your demographic profiles and analytical tests show that your customers are typically middle class women between the ages of 21 and 45 and who respond well to promotional emails.

Why did a 21-year-old single woman and a 45-year-old mother buy the same cosmetics that were 50 percent cheaper? You will only know when you profile the personality and behavior of your customers.

Using psychometric profiling, you can discover:

• Some women bought the set as a gift.
• Others treated each other "just because".
• Another group bought the set because their favorite influencer was promoting it.

Based on the buyer's intent, you now have three subgroups:

• Gift givers who are motivated to buy discounted products
• Women who buy products because they like to be pampered
• those who try new things to feel part of a crowd

The creation of personality profiles fills the gaps that other analysis tools have left.

Psychometric profiling will help you improve conversions

Do you know why you lose people at some point in a sales funnel? Psychometrics can help you play detective by removing some guesswork.

If you have confident, no-nonsense customers who value efficiency, check your page load speed. Slow loading speeds could be the culprit.

Do your customers love it when companies share their values? Check your copy. Perhaps your message is unclear or contradicts what your audience believes in.

Psychometrics speeds your troubleshooting process by helping you pinpoint exactly what the problem is. The result? More conversions and lower abandonment rates.

Psychometric profiling will help you grow your social media audience

With social media platforms like Facebook, you can determine exactly who you are targeting. Do you want to appeal to local mothers who love fitness and care about the planet? Facebook gives you protection.

With the help of psychometrics, take a look at your followers and go a little deeper. Let's stay with our mothers for this:

• If they are exercising, they are likely looking after health and nutrition.
• If you love environmentally friendly products, you may be interested in your attitude towards sustainability.
• Do these mothers see themselves as progressive? Reflect their beliefs in your copy.

Use the insights from profiling to refine your social media advertising campaigns and gain more followers.

Psychometric profiling will help you reach your marketing reach

Use the possibilities of psychometric profiling to increase your marketing reach.

The women who buy cosmetics because their favorite influencer promoted them? Use more influencer marketing to reach these customers.

The mothers who are interested in sustainability and environmentally friendly products? Send them emails telling them about the green causes you support.

Here's something to think about: 68 percent of customers will shop elsewhere when they think they aren't interested in their business. Adjust your reach to show people how much you value their habit.

Psychometric profiling will help you build a stronger brand

Don't underestimate the power of brand personality. Over 60 percent of men and women prefer brands to create an emotional connection. 77 percent of customers stay loyal to brands that share their values. According to PwC, 64 percent of customers move away from companies that do not share their values ​​or political beliefs.

With psychometrics you can:

• Identify your most loyal customers or followers.
• Profile them based on their personality, beliefs, lifestyle and values.
• Make sure your branding reflects what your loyal customers want to see.

TALA, a fitness brand, knows its target group very well. For them, everything revolves around diversity, sustainability and inclusivity. They are aimed at millennials who love eco-friendly fashion.

Through hashtags and slogans, they strengthen their branding on all platforms, including their website:

Don't forget your social media:

The takeaway for marketers? TALA understands why its customers shop the way they do and attracts followers through strong, personality-based messaging.

You can do the same.

Using Psychometric Profiling in Your Marketing

Don't be intimidated by the idea of ​​"profiling" your customers. Remember that the information you need is already available. It's just about putting it all together and analyzing the results to improve your marketing strategy.

1. Interview your current audience

Do not worry; There is no need to officially interview your top clients or run expensive marketing focus groups. Instead, you can do the following:

First, try to speak casually to your most loyal customers (or customers with the highest spending). How did you spend your weekend? What is important to you?

The questions you ask depend on your customer base and business. For example, if you don't have a physical store to talk to customers in, it might be less practical. However, you can also ask these questions online if your customers are responding well to the social media engagement.

Next, send out some customer questionnaires and be honest about your activities (remember, transparency is key). Ask them questions like:

• what interests them
• how they prefer to communicate with you
• What else would they like to see from you?

Spend some time creating questionnaires and reflecting on the results.

Your customers might hate marketing emails, but they'll respond well to social media messages because they're friendly and enjoy interacting with companies. The answer? Send fewer emails and spend more time talking to customers online.

2. Analyze existing website data

Hopefully you're already collecting marketing data, be it through A / B testing, Google Analytics, or social media tools like Hootsuite.

Don't you have this information at hand? Do not worry. You can now get started with quick and easy tools like my free A / B test calculator.

When you have the data, look at it from a “why” perspective and put yourself in the shoes of a customer. Question why:

• Certain posts get the most interaction
• Some emails have excellent CTRs
• Your sales funnels fail at certain points

This approach is great as it allows you to find new ways to get your existing data up and running. It's efficient and inexpensive.

3. Sort the data

You have the data, and now it's time to use it.

The aim is to create demographic and psychometric profiles in order to divide your customer base into target groups. Once you have your target audiences, you can try new marketing techniques and refine your outreach strategy.

Think back to our women, aged 21 to 45, who bought the cosmetic set for sale. We've divided them into three separate audiences based on motifs, but it's possible to go deeper.

Use all the tools that are available to you to learn as much about these women as you can. Why do they shop the way they do? Who are they as people and what drives them?

Try psychometrics tools when you need a little more help and compile demographic and psychometric data for the most accurate profile possible.

4th Use tests and tools

After segmenting your target audience, test new marketing strategies. Optimize your plan based on your insights. You can also try these techniques:

• Run various UI flows.
• Make targeted product recommendations to personalize the shopping experience.
• If your customers are extroverted, fun, and friendly, make your sales funnels more attractive.
• Do your customers like to feel part of something exclusive? Use scarcity tactics to encourage them to buy now.

There is no right way to do this. Try a few things and see how they affect conversion.

5. Improve ad relevance

Use your personality profiles to improve ad quality and relevance.

For example, suppose your customers are typically middle-aged men who enjoy tinkering with cars. You often work alone and have a lot of time available.

They're likely to respond better to ads showing other middle-aged men working alone on cars in a relaxed setting. Families working on cars together or mechanics racing to get their job done? These images may be less effective.

The more relevant your ad, the better your ad will perform, which will ultimately help your business grow.

6. Write more convincing emails

Now that you know who your customers are and what they want, you can create highly relevant and emotionally engaging emails. Here are some tips:

• Analyze your most successful email explosions from a psychometric perspective. Why did customers respond so well?
• Use your results to replicate these marketing campaigns.
• Try new techniques (based on your profiling, of course) and analyze performance as you proceed.

For example, discount codes can do a great job and promotional emails can do less. What does this say about your audience and how can you incorporate that information into your email marketing strategy?

7. Create new content

Are you looking for new ideas for content? Turn to psychometrics. Here's an example:

Your followers work in cybersecurity. Through social media and website analysis, you can see that they care about general IT trends. They are interested in IT trends because they are concerned about how they affect their cybersecurity strategies. Thanks to psychometric profiling, you can take advantage of these problems and write new content.

Use psychometrics to meet any user's needs.

Conclusion

Psychometric profiling offers an insight into the personality of your customers. Learn why your audience is doing this, what influences them, what influences their buying decisions, and most importantly, what you should do to maintain their loyalty.

Would you like to make optimal use of the personality profile? Take the psychometric data you've uncovered and feed it into your results from other analytics tools like Ubersuggest to get the most complete picture of your audience base.

Have you tried to create psychometric profiles in your marketing strategy? How does it work for you

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