我们为什么要做用户画像？
做营销，写邮件，写文案，如果更了解我们的受众客户是怎样的，我们就更能写出解决客户问题的内容，提供客户需要的价值，而不是只站在我们自己的角度，一直夸我们的产品多好服务多好。
今天看到一篇文章写得不错，分享给大家。
原文链接
https://conversionxl.com/blog/creating-customer-personas-using-data-driven-research/
下面是我摘录的精华内容，没有时间看全文的小伙伴可以只看重点。
Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.
Customer personas can be as basic or complicated as you like. They can take various forms, but at the end of the day, their value lies in how clearly they reveal what drives different types of buyers.
While there are plenty of templates and examples to follow online, think about modeling personas from your available qualitative and quantitative research. Focus on:
我们平时也可以按照以下三个角度去跟客户提问，以此来获取更多有价值的客户信息。
Behavioral drivers. These encompass your customers’ goals, what they want to accomplish, and their journey to finding your business.
Obstacles to purchasing. Take into consideration the hesitations and concerns of your customers. How do they view your product or service? How does that impact the information they need to make a decision?
Mindset. Your customers come to the buying experience with expectations and preconceived notions. Are they shoppers who want the thrill of the bargain, or do they expect a refined experience? Selling a weight-loss program will be more emotionally charged than, say, selling routers.
Giving your personas names and faces is less important than ensuring they are based on real people, not stereotypes. As Tony Zambito notes, ineffective buyer personas “read like job descriptions and offer little insights.”
添加表情
分享至微信
