You may have heard about personality-based marketing at some point. These days, the two concepts go hand in hand when any brand sets up a segmentation strategy. That’s why, in this post, we’ll explain why and how it works. So keep reading.
When doing marketing and giving each brand an identity, it’s crucial to take into account each consumer’s personality type, because personality determines how they behave when making a purchase decision.
This means that each person’s personality traits have a specific influence on their motivation to buy, whether it’s a product or a service. They also influence the choice of one brand over another.
At this point, we can say that personality-based marketing, also known as psychometrics applied to marketing, is simply a segmentation strategy that requires collecting people’s personality traits to build a target audience profile and connect with them effectively.
This way, you can deliver appealing messages or offers to a specific target.
Unlike other marketing strategies, which use interests and tastes to profile consumers, this one focuses on psychological traits. There are different psychometric models for obtaining and measuring this data. One of them is called OCEAN, after its initials: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism.
How effective is personality-based marketing?
With the rise of digital marketing and neuromarketing, the possibilities for defining the buyer persona of any brand or service expanded much further. This gave rise to personality-based marketing, which has proven highly effective at getting advertising messages to a specific audience.
It is so effective that it is now recommended that every brand take this strategy into account when building consumer profiles and directing their messages straight through the different media channels.
How do you set up a personality-based marketing strategy?
To set up a personality-based marketing strategy, it’s essential to obtain data and metrics on personality traits. This lets you determine how your target audience behaves, what their needs and interests are, and more.
A few years ago, this data was much harder to obtain, since many of the tools we can now find online didn’t exist. To get it, people had to be given questionnaires. But now it’s much easier to use consumer information found on social media and, as we mentioned, with segmentation tools.
Michal Kosinski was the first to study this data-collection strategy through the huge social network Facebook. That’s how he realized that it did work (although not with complete accuracy). As a result, this strategy began to be used based on analyzing users’ behavior on social media and their personal data.
Once you have this data, the next step is to create personalized messages aimed at your target audience, segmented by personality. These are then spread through the right channels (such as Instagram, Facebook, email and others) to build loyalty to your brand.
Without a doubt, this new marketing strategy shows us that there is still a lot to learn about consumers. And thanks to advances in technology, we can implement this powerful segmentation strategy to achieve an exponential impact on our brand.
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Types of personality profiles
Experts have grouped four personality types in marketing, according to how people consume products or services. Based on this, companies should create an effective plan for each specific personality type. Let’s take a closer look at each of them:
· The assertive type
The assertive personality sets goals and is generally someone who likes to compete. They love getting results quickly; it’s one of their priorities. They like to receive information at the right moment, without wasting time.
How should you create your campaign for this type of person? Here, experts say you should convey professionalism, speed and reliability above all else. You need to show them solutions, not make vague promises about the product. They don’t like repeated messages; they prefer one that is direct, informative and precise.
· The friendly consumer
They love having lots of activities in their day-to-day lives; they’re quite creative and therefore enjoy new things. When it comes to business, or partnering with a company or organization, they look for one that inspires trust. When making a purchase, they seek other people’s opinions, since they love interacting with others.
In this case, companies should base their campaign on building a relationship of trust, and not rush them into buying. For example, by giving them advice, showing the advantages of your product, guiding them on how to get the product, and making them feel comfortable with your company.
· The expressive buyer
This is the person who wants to make a mark in their group; they’re very expressive and try to attract attention. Whenever they talk about a product, they do so by sharing personal experiences; they also love seeing others happy and connecting with other people. They base their purchase decision purely on intuition.
This is one of the most complex consumer types, since data or statistics aren’t effective with them. Instead, as a brand you should run a humanizing campaign that builds a relationship with the person. It’s very important to show your product’s effectiveness through testimonials, since the expressive person takes them into account when making a purchase decision.
· The analytical person
As the name suggests, this type of person gathers data, analyzes it, and also looks for all kinds of information related to the product. They aren’t easy to convince, since they base their purchases purely on logic, not on experiences, testimonials or trust, as happens in other cases. They place the highest value on every detail of products or services.
When a company wants to reach this type of audience, it has to be transparent about the data and information on what it offers. For example, a smartphone company should show each and every technical specification, without leaving any gaps or making promises about them. That’s the only way it will be effective!
And now that we’ve finished, do you know your buyer persona’s personality type? Have you implemented the strategies suited to your specific case? If you have any doubts, the best thing to do is to analyze the characteristics of the people who identify with your brand again. That’s the only way you’ll achieve greater efficiency and good results in your personality-based marketing campaign. Keep trying! It’s worth it, because it will make a difference.
This approach relies on very specific psychological triggers linked to the personality traits of each segment.