The metaverse can be a rough place to market since the users come from very different backgrounds and have diverse interests. NFTs? Gaming? Meeting new people? Stop wasting your efforts on users that are not potential clients and define your customer persona today. In this article, you will discover two approaches for doing your research and six segments that can inspire you to create customer personas. Ready? Let's dive into it.
Author: Carmen Rodríguez
What is a customer persona and how can you define it?
A customer persona is a semi-fictional representation of your ideal buyer based on market research and actual data about your current customers. In order to obtain this data you can select a qualitative or quantitative approach.
Qualitative research: Let us assume, you created a discord channel where you discuss crypto news and inform your community about your product updates. You decide to interview some of the members of this community one-on-one. This way you collect data about their age, and where they live but also specific information about their pain points and why they are interested in your product.
Afterwards you divide them into groups based on their goals, attitudes, or behaviors. For example, you could do a segmentation based on the metaverse platform that they use the most. As you can see in figure one, these groups will develop into your customer personas after you include more details such as demographic information. This is an approach that can be followed with a low budget and a reasonable input of resources.
Figure 1. Steps of a qualitative research approach to define your customer persona
Quantitative research: This approach requires you to have done previous qualitative research. This way you already came up with a user segmentation that now will be your hypothesis. Using the previous example, you guess that your customers' favorite platforms are Decentraland, the Sandbox, and Horizon worlds. Then you can compare this hypothesis with data from a survey. In this survey, you not only include people from your discord channel but also visitors of your website or other channels that you are active on. This way the sample is bigger and your results will be more accurate.
Once you have all the responses you use a statistical algorithm, such as the clustering algorithm to guide you to a segmentation model. The algorithm combines data from both the online and offline worlds, and leverages this data to enhance a customers experience through personalization. This way there is less human bias involved.
Figure 2. How to do a quantitative research to define your customer persona
Case Study: Segmentation of customer personas in the various metaverses
If so far it sounded a bit abstract to you don't worry we are going to provide you with an overview of what you might be looking for. In order to do that we are going to do a segmentation of the whole metaverse space and analyze their profiles. Perhaps your customer personas can only be found in one of these segments or multiple.
If you take a look at figure 3 you will see that the reasons behind visiting the metaverse are quite diverse. This is interesting because it means that with different goals we have different customer personas.
Figure 3. Why do people visit “The Metaverse”?
Customer persona 1 - The gamers
This young community has an average age of 27 years according to a research of newzoo. This means that you will need to pay attention to using young colloquial language when communicating with them and probably the specific vocabulary of their games.
Customer persona 2 - The social butterfly
Almost half of the metaverse is looking to meet new people. This means that the real aspect of people is not as important to them as it is making connections through shared interests. They will react better to friendly and passionate stimuli.
Customer persona 3 - The friend of his friends
In this segment the focus switches from the connection to the experience. It's important to provide a memorable environment that makes the customer come back instead of meeting in real life.
Customer persona 4 - The cryptocurrency collector
As a more experienced user of the metaverse, they want to be up to date with the latest news of the industry. Their income depends on information and adoption. You can find them in forums or networks such as Reddit where there are specific channels that address these topics.
Customer persona 5 - The remote worker
Since the pandemic more people work remotely and therefore meet in the metaverse for team meetings. They are independent, flexible, and good at self-management. If you want to market to them utilize a formal language and promote yourself in business networks such as LinkedIn.
Customer persona 6 - The event lover
This potential customer is eager to learn more about metaverse-related topics to the extent that they jump into the platform to attend a conference. They won't have that much control of the technology behind it but they can become loyal with the right educational approach.
Benefits of creating a customer persona
Creating content can be a hard task when you don't have a clear focus. Once you have developed your customer persona you can create personalized content for them and save time. You will automatically start getting better results on your paid campaigns and the cost per click that you will be paying will be associated with real prospects. Last but not least your future product developments will be aligned with what your customer needs and searches for in the metaverse.
About Carmen Rodriguez
Carmen Rodriguez is a junior social media manager at Luna Vision and executive assistant at basenode.io. Before that, she worked for other companies in the marketing field. Besides her degree in business administration, she holds a master's in social innovation. You can reach out to Carmen via LinkedIn.
About Luna Vision
Luna Vision is a blockchain marketing agency with its roots in the blockchain ecosystem. We offer data-focused marketing to blockchain startups. With a deep understanding of blockchain technology, we can best promote your products created and running within the blockchain ecosystem and “translate” to your customers - may they be already included in the ecosystem or still be new here.
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