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.
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
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
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7. Identify scalable affinity groups
Understand your customer beyond the basics
Build customer personas
Inform content marketing topics, imagery, and social captions
WHY PSYCHOGRAPHICS?
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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
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13. 1. Set up a paused campaign in Facebook Ads
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14. 1. Set up a paused campaign in Facebook Ads
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don’t worry about these
15. 1. Set up a paused campaign in Facebook Ads
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make sure it’s paused
16. 1.5 Edit the Ad Set
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Navigate to the Ad Sets tab by clicking on your paused campaign name
Edit the ad set by clicking the check box, then Edit
22. 3. Layer in affinity groups one at a time
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Keep your custom audiences
Don’t change these defaults
Add audiences one at a time
23. 3. Layer in affinity groups one at a time
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Click “Browse” for pre-populated affinity groups
The description is sometimes valuable
24. 4. Note the number Facebook estimates for “Potential Reach”
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25. 4. Note the number Facebook estimates for “Potential Reach”
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Remember: find potential reach in this section
26. 4 1/2: Do some math
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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. 5. Compare to USA averages
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https://docs.google.com/spreadsheets/d/1tkXdmHw1tU6wQfe-efGBjpm2J6c_E2CdkVPsRdHTu4A/edit?usp=sharing
Calculate % change:
(% of your audience - % of total audience) / % of total audience
28. 5. Compare to USA averages
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https://docs.google.com/spreadsheets/d/1tkXdmHw1tU6wQfe-efGBjpm2J6c_E2CdkVPsRdHTu4A/edit?usp=sharing
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)
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30. What to Do With the Data
BECAUSE ANALYSIS PARALYSIS IS REAL
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. 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. 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:
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