Growth Hacking - Part 2
In part one we talked about giving our users a reason to care about our business. The best way of doing that is talking to the right people. The biggest thing for any business to do is to figure out who their audience is. The book defines our audience as setting an Avatar, I typically call them Personas. Once we figure out who we are talking to, it will cut out a lot of wasted time and resources trying to attract people who are just not going to care. A big thing for any business to accept is that you can't win everybody over. The book states it in a really great way: Attempting to be all things to all people, you end up being nothing to everybody.
Find out who your audience is. What do they do? What do they like? Which products do they use? Write a small summery who your ideal user is. I typically include basic information like age, location, occupation. Do they have a family? Give it some detail but be careful to not go overboard and be too specific. These are meant to serve as archetypes and not specific people. It is good to include what their goals and pain points are. Ex. Jane wants to better monitor her eating habits, but feel the calorie counting apps are too cumbersome to use consistently.
Attempting to be all things to all people, you end up being nothing to everybody.
Raymond Fong (Growth Hacking)
Today's tools make it really easy to find data on your users. Google Analytics pulls demographics along with interests and hobbies. You can look at competitors and the users they are targeting. How do they talk to their customers?
If you have an idea of the type of audience you want to target, you can send out a user survey. I recently did a user survey where the demographics lined up perfectly with my Google Analytics data which was very exciting. There are a few different services out there that provide surveys - it is good to make it as targeted and short as possible. Google survey and SurveyMonkey is really good an providing analytics of your responses. There are lots of good articles out there about how to write good survey questions. Ex. making sure questions dont overlap, placing sensitive questions towards the end. You can entice people a little extra with a chance to win a gift card. Try to make it worthwhile for folks to help you.
UX Lady - User Journey
After setting your persona, you need to figure out when/where and how to reach them. Especially when they are in a mood to buy. I like to create user journeys to help map out any key task you would consider a success. It can be when you get a sale or a signup. Or when your users have officially onboarded and using your product regularly. You can make the journey long as you need it to be but should map out a specific goal or objective. These should be built from the customer's point of view. Try to capture their perceptions, emotions along with their goals, needs, and expectations. Customer journeys will help you identify their pain points and find opportunities to improve.
Let's say you have figured out who you want to approach. What's next? How do you make a good first impression? Let's find out.