November 3, 2022
Growth marketing strategies rely on an intimate understanding of your ideal customer. Like most business owners just getting started, it’s tempting to aim broadly and claim that anyone could use your product.But, this attitude stops you from achieving the best results.If you’re speaking to everyone, then you’re effectively speaking to no one. Refining your message to reach your ideal customer makes them sit up a think "these people are mind-readers”. This brand not only understands my most personal needs and desires, but their product is perfectly designed to solve my biggest, most urgent problems.Hitting this sweet spot certainly isn’t an easy task and requires cultivating a deep, intimate understanding of your ideal customers.
Buyer personas are a mock-up or avatar of your perfect customer. It covers things like:
For example, your company offers a new digital payment solution, perfect for international payments and spending money abroad. So, your customer avatar might look like this:Women between the ages of 25-30 that live in Europe, but are from another country. As such, they often travel abroad and need to send money home to their families. They’re career-driven so have plenty of income and want to support their parents and extended family.Now that you know the basics about your customer, you can create messaging that speaks directly to them. For example:‘Sending money home to family in America? Our low-transfer rates and quick transactions make it easy to send money abroad’.
Creating accurate customer personas produce some awesome results. Once you understand your customers, you can:
Research from Cintell shows that high-performing companies are 2.3x more likely to conduct background research and develop precise customer avatars. Essentially, taking a deep dive into customer personas allows you to boost every margin from click-through rate to final conversions.
Many companies start with negative customer personas or, in other words, the customers that for whatever reason seem to clog their sales funnel and never actually buy anything. These companies then approach buyer personas to determine their non-converting customers so they can stop wasting their marketing money targeting this audience.While this is certainly one approach, here at Growth Gorilla, we like to put negatives aside and focus instead on your ideal customer. If you could work with any customer, who would they be?Starting from a positive angle allows us to get directly to the source and accelerate your growth. Throughout this process, we’re constantly collecting data and refining your ideal customer avatar.
Awesome, you’re ready to get started creating your kick-ass customer avatar. But, where to begin?Let’s get started by identifying your target customer groups. Here at Growth Gorilla, we normally have clients start by listing out all of their target groups to see if any overlap. Or, if they’re all separate, note down all the buyer personas we need to create.When listing out your target groups, think about who currently buys your product? Are you happy with this audience? Perhaps you want to attract a younger demographic or more women, whatever the case make a note.What’s the biggest, most pressing issue for your ideal customer base? Positioning your service as a nice to have is not good enough. You need to figure out how your product solves an urgent need. Why do people need to buy it today?Think about ways your customers may have tried to solve this problem before, why did it not work? How is your product different?Once you identify why your product is important to customers and how it solves their most pressing-problems, thinking about more company-focused needs:
Afterwards, you want to start filling out each buyer persona/avatar including:
You ultimately want to identify your perfect bedmate -- a customer group whose goals align perfectly with your company’s.Typically a perfect bedmate will be someone who’s most pressing problem is quickly solved by your product, like a soothing balm.Only then can you develop brand loyalty. After all, customer’s won’t be able to maintain the same standards without your product/service. You make their lives easier, better, etc.
Now you’ve identified your buyer persona, what’s next? How do you start implementing this persona across your marketing campaigns?
Developing a specific, perfectly tuned buyer persona makes it far, far easier to connect and establish relationships with customers. You’ll know what platform they spend the most time on, the messages that resonate with them and how you can shape your marketing strategy accordingly.Effectively turning your faceless brand into a more personal, engaging and approachable company that customers actually desire.
We’re experts at creating customer personas that fast-forwarding company’s growth. Learn more about our growth marketing services and how we can help you take customer relationships to the next level.
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