Ever thought of the word buyer persona? Tried to search on the web but as usual, Wikipedia disappoints you. In this article, I am going to clear your concept about buyer personas and as a Growth Hacker how you can use it to hack growth.
“Buyer Persona basically is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers”.
When you start to create your buyer persona consider these things: – customer demographics, behavior patterns, motivations, and goals. Remember the more detailed you are, the better persona you develop
Buyer personas provide you with structure and insight for your company.
A buyer persona will help you determine where to focus your time, guide product development, and allow for alignment across the organization.
The result, you will be able to attract the most valuable visitors, leads, and customers to your business and that your ultimate goal of developing buyer’s persona.
Now, as a Growth Hacker, you want to think about your understanding of your customer base as gold. The more that you know about their mindset and their habits is so useful to you.
There are 2 ways that you can use to create a buyer’s personas.
The first and traditional way is through quantitative data
These are things like demographic profiles like how old your customers and in case of business to business, what size of revenue do these companies make? How many employees do they have? But this data is not that useful for Growth Hackers. The data which is more relevant for Growth Hackers is Qualitative Data.
Qualitative data is especially used for identifying who are going to be your early adopters and how are you going to appeal to them and get them to take action on your behalf and the best way to get this information is through customer interviews.
The best way to interview is video interviewing, phone interviewing works as well.
You should look for 2 things in these interviews
The first is to look for what are their needs. This is when you’re asking them about your product and they’re probably going to tell you that they have certain need that you’d call “must-haves”. This is when the customer tells you, “If your product or service doesn’t have this, they won’t consider buying it.
There is also these second type of needs known as latent needs. These are those needs that they don’t know that they even have. You might even have to kind of read between the lines here and if your product or service meets those needs, many times you can have a customer for life. As you’re doing the interviews, you might find that certain needs are contradictory between different interviews, but that’s okay.
Don’t worry about it just make sure that you’re letting the customer talk and that you’re not really injecting too much of yourself into the conversation.
The second is Customer psychographics. It is great for identifying the profile of your early adopters and lead users. You can think of this as what kind of tribe does this individual belong to?
The way that you think of tribes is what kind of stories are these people telling themselves about themselves; about their position in the world? What worries do they have about their career about their personal life and what goals do they have in terms of their career and personal life?
This is going to help you design your messaging strategy. Then ultimately, when you have a few interviews you should do at least 5 for each segment that you’re going for you want to debrief and find patterns among those different interviews. You use these 5 interviews and maybe more to create buyer personas about the target customer that you’re targeting.
Now it’s time for you to find how you can apply these things in your business.
If you have any Query regarding the topic you’re most welcome to clear your doubts by adding them in the comments section or you can contact us.
Thank you for being here hope my article helps you in some way.