You Don’t Know Your Customer And It’s Crippling Your Growth

Viewed 625 times Updated on June 28, 2016 in Growing to 1 Millions Users- Marketing
Grow And Convert — Marketer
3 625 on June 13, 2016

I can almost guarantee that you don’t know your customer as well as you think you do.

I’ve spent a lot of time talking with marketers and business owners recently.

When I ask them if they know their customer, they typically say “of course we do, I mean we’re selling our products (or services), how could we not know who our customer is?”

“They’re the Director or VP of Marketing, in the retail industry, and 35-45 years old. They have a team of 2-5 people, and have x challenge that we help them with. That’s the person that buys from us.”

…I hate to break it to you, but that’s not knowing your customer.

You’re not conducting user research the way you should be, and it’s hurting your ability to grow and scale your business.

This is the most important part of the growth process that most people don’t do (or forget about). I attribute this process to helping a previous company I worked for grow 4x revenue in a year.

You Don’t Know Your Customer And It’s Crippling Your Growth – Lessons on Conducting User Research

Curious to hear people’s thoughts.

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Stealth — Product Manager
1 on June 14, 2016

This is a great piece, my best out of the 7 points 

“Knowing the objections they’re going to have to your product or service.” 

This might sound more B2B, but we know that even users abandon our apps for a narrow set of reasons, anticipating them and building that knowledge into your product is key. 

What do you think Benji?

Grow And Convert — Marketer
on June 14, 2016

Yes, that phrasing was meant for B2B but it could also be used for consumer apps as well.

 

Here’s how the process would work for consumer mobile companies. Being that most companies collect an email address when someone signs up for an account, they could send a survey out to their users to collect feedback.

 

The company should segment their users by DAUs, users who sign in 1-4 times per week, 1-4 times per month, and people who’ve signed up but have never used the app.

 

The company should use questions like:

Why do you use x app?

What other apps do you use on a daily, weekly, monthly basis?

How many times do you use this app per month? Why do you use it this amount?

If x app were to be removed from the App store/Play store, what app would you use instead?

Why do you like (playing/ using x app)?

Have you referred the app to someone else? If so, why did you do so? or how did you describe it?

Etc. 

 

The method could be adapted for any type of company to use. This is the most critical information to inform messaging, growth channels, competitive set, feature/product improvements, viral hooks, etc. — you can find out all of this stuff by tweaking the questions to answer what you’re looking to find out. 

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Pyze Inc — Other
0 on June 28, 2016

One of the most important tactics for reaching out to users and bringing them back is keeping track of them constantly in terms of behavior, and learning about the user base movement.  Especially, if you want to achieve this across millions of users, you have to use automation.  I’ve found that developing app specific milestones and action triggers can keep users engaged and motivate them to hit the next milestone.  This type of an approach is very effective and not hard to implement into an existing framework.

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