Personas is a knowledge that needs to be mastered to do app promotion and operation, but the theoretical knowledge also needs to be applied in real life and in app operation practice. Although you know the importance of Personas, but not every operation can be good use of Personas.
Defining a buyer persona (also called a customer persona, audience persona, or marketing persona) helps you create content to better target your ideal customer.
As a social marketer -- or any marketer, for that matter -- it's easy to get lost in the details of tracking your latest engagement rates and campaigns. Buyer personas remind you to put your audience's wants and needs ahead of your own.
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What is personas?
Personas, also known as personas, are a labeled user model abstracted from information about users' social attributes, habits and consumption behaviors, i.e. virtual representatives of real users.
A user profile is formed by going through user research to understand users, distinguishing them into different types according to their differences in goals, behaviors and perspectives, and then extracting typical characteristics from each type, giving descriptions such as names, photos, some demographic elements, and scenarios.
Through user research to understand the users, according to their goals, behaviors and differences in views, they are distinguished into different types, and then each type extracts the typical characteristics, given a name, a photo, some demographic elements, scenarios and other descriptions, to form a personas.
A buyer persona is a detailed description of someone who represents your target audience of a fictional representation of your 'Perfect User'. This is not a real customer, but a fictional person who embodies the characteristics of your best potential customers.
They're based on real data about real users and their behavior, along with educated speculation about their personal histories, goals/motivations, and pain points.
Basically, your app solves a problem, and your User Persona is an interpretation of the person who best benefits from your application.
You'll give this customer persona a name, demographic details, interests, and behavioral traits. You'll understand their goals, pain points, and buying patterns.
You can give them a face using stock photography. Some businesses have gone so far as to create cardboard cutouts of their buyer personas to make them a real presence within the office.
The idea is to think about and speak to this model customer as if they were a real person. This allows you to craft marketing messages targeted specifically to them. Your buyer persona will guide everything from product development to your brand voice to the social channels you use.
Since different groups of people may buy your products for different reasons, you might need to create more than one buyer persona. You can't get to know every customer or prospect individually. But you can create a customer persona to represent each segment of your customer base.
Why is the mobile persona important?
Creating personas is to enable developers to put aside personal preferences in the product design process and focus on the motivations and behaviors of the target users for product design, therefore, user profiles can make the product more focused and focused on the people it serves.
Making product design for specific people is far better than designing for something fictional in your head, and when all the people involved in the product discuss and make decisions based on a consistent user, it is easy to constrain all parties to be able to stay on the same general direction and improve the efficiency of the decision.
What is the purpose of personas?
Personas are mainly applied in personalized recommendation, precise marketing, refined operation, auxiliary product design, user analysis and other aspects.
For example, in the area of personalized recommendation, with the help of Personas to provide users with personalized message push and decision support, it can greatly enhance user stickiness.
When users browse the notification bar or open the app, they can see the news push that meets their desire, and when they are surprised, they can't help but click in to find out more.
In addition, the recommendation system can improve the accuracy of the recommendation, and at the same time, it can also correct the real-time user profile according to the user's real-time behavior and push the latest news.
In addition to the daily notification bar to receive the message push, we open the app to see the opening screen ads, video before the patch ads, etc., as well as e-commerce applications such as banner display in prime locations are the main information receiving channels, app operators can use personas data to guide advertising, not only to reduce costs, but also can greatly promote the click rate and conversion rate, to improve the overall advertising effect.
Of course, personas also plays an indispensable core function in the refinement operation system.
With the continuous enrichment and optimization of product functions, the number of users has increased significantly, and there is a contradiction between matching and mismatching, choosing and not choosing, liking and not liking between the diversity of users' needs and the diversity of product services.
At this time, it is necessary to establish a portrait of users, so as to better distinguish the different needs of users with different characteristics.
Optimize user experience
Optimization not only for user browsing experience, but also for product consumption process.
Achieve accurate marketing
We reveal users' preferences and demand attributes, and precisely match personalized business content in peer-to-peer interaction with users.
Associated data exploration
Combining the past profile data and future profile data changes, we can do data association mining for users.
Whether through market sampling research or based on user data tracking and precipitation, it is important to clean, summarize, integrate and count the known information and data to depict the "look" of the user group most closely associated with conversion.
With a good user profile, you can reduce the impact of subjective factors on the product and marketing strategy among team members, and design products that are closer to the user's choice and desire.
How to create personas for marketing
- Collect and analyze user information
- Segmentation of user groups
- Build and enrich personas
Collect and analyze user information
As with all research, first we need to identify the type of users to be interviewed, design the research proposal and outline the research.
Since the purpose of the research is to create a user profile, we should research the largest possible range of different users. By brainstorming with colleagues from different departments to find out the various possible user types, we may get a list of conditions, and then we can invite users based on these conditions.
Segmentation of user groups
Different user groups have different goals, behaviors and perspectives. Segmenting user groups can make the problem clear and also serve as a basis for prioritizing user profiles. For example, when a product is very complex, we may need to consider the priority of its user profile for different modules.
How to segment user groups?
We go through research to understand the users, and distinguish them into different types according to the differences in their goals, behaviors and views, and extract typical characteristics in each type, giving a name, a photo, some demographic elements, scenarios and other descriptions, and a user profile is formed.
The key point to distinguish different user types is the user's goal and motivation to use the product, past/present/future behavior, rather than demographic characteristics such as gender, age, and region.
Build and enrich personas
Why do we need to enrich the portrait?
Because this part is the key step that will give the user profile a soul and make it more three-dimensional, which is comparable to "eye-drawing".
After getting a lot of boring and messy basic data, in order to make the user profile work in the product design, we must make it live, which requires us to carefully analyze the data and give more elements to the user profile to make it three-dimensional and full, so that the data can be fabricated into a living user model with rules and participate in the subsequent product design.
How to enrich the portrait?
In addition to the basic elements that make up the personas, we use some other elements to enrich the portrait, such as: target motivation, family status, company, hobbies, personal quotes, scenes, etc., to make the persona more lifelike, but some specific details can be fictional.
Refined operation with the help of personas
How can we do a good job of APP refinement operation with the basic tool of personas?
First of all, we should be clear about the five stages of Internet user life cycle management: customer acquisition period, growth period, maturity period, decline period and loss period.
Different stages have different characteristics, and APP operation also needs different strategies. For example, in the customer acquisition period, APP operators are more concerned about how to obtain traffic at low cost; in the growth period, how to improve user stickiness is a more important concern. In the whole stage, use the basic tool of personas well, which can add color to your operation.
Customer acquisition period: find accurate people
At the beginning of APP promotion, you need to find suitable channels for placement. After doing a good analysis of channel quality, the most important thing is to find the accurate crowd, i.e., through segmentation and positioning, accurately outline the personas of the target group.
The next step is to expand the number of similar people, that is, through lookalike algorithm, to expand the target user group and find more potential target people.
The last is an evaluation of user quality, that is, through analyzing whether the relevant data matches with the personas, whether the offline behavior scene is concentrated and whether the device active time is fixed and other dimensions, to discern the authenticity of new customers, accurately identify false devices and traffic, filter low conversion crowd, and control APP customer acquisition cost.
Growth period: do a good job of cold start
A very critical point in the growth process of APP is the cold start process of new users. When new users enter APP, how to make TA stick to you quickly and convert target users into seed users is a technical work.
We all know that the first impression is very important in human interaction, and the same is true for the encounter between APP and users. To understand the interest preference of each new user who enters APP, it requires APP to understand the new personas as accurately as possible.
It is true that APP can get some basic attributes of new users by way of boot guide, but these data are not objective and accurate enough. At this time, APP can use the ability of third-party data companies to quickly understand the attributes and interest preferences of newly registered and installed users, complement the personas, and achieve accurate recommendations within APP when users are cold-started.
With the initial good impression, users will have a certain sense of identification with APP, which is also quite helpful to improve the retention rate and activity of users.
Mature period: continuously correct personas
In the maturity of APP, the user growth curve is basically stable and flat, at this time there will be different levels of active users, APP operators need to distinguish these users, and according to the user's real-time behavior to amend the real-time personas, push the most accurate message.
APP can classify the user group, for the highly active users continue to portrait insight, the new user data and existing user data to do a good synergy, so as to better understand the user, and continue to improve the user.
The APP can classify the user group, continue to carry out portrait insight for the highly active users, synergize the new user data with the existing user data, understand the users better, and continuously make growth assumptions and growth strategies, and continue to detect the user's interest points through the operation of content, goods and activities, and finally find the optimal solution to meet the user's needs.
Recession & churn: guide churn recall
For the users in decline, APP operators need to use appropriate means to wake up this part of users and re-enhance the user's activity. APP operators can draw a portrait of silent users, predict the user's churning behavior according to the portrait data, and then carry out targeted message push for different silent users to achieve the reactivation of silent users.
And for users who have been lost, APP operators should firstly do user destination analysis, and secondly do offloading user reach, by understanding user destination, displaying accurate content in appropriate channels and trying to recall.