Expert Insights: Achieve Maximum User Growth via Power Users
Your power users—customers who remain enthusiastic and engaged regardless of economic fluctuations—hold a powerful key to your business growth. Knowing what resonates and inspires these individuals can provide valuable data to help you forge new customer relationships—and convert existing users into devoted users.
The Value of Power Users
When products align with the values and needs of their most passionate users, a deep emotional connection forms. This association strengthens consumer engagement and augments brand loyalty. Here are prominent examples:
Patagonia has an excellent reputation for its commitment to sustainability and ethical manufacturing. Many Patagonia customers are drawn to the brand because they share those same values and seek products that align with their environmental and social consciousness.
Tesla is known for its commitment to sustainability and environmentalism. Tesla customers are often eco-conscious and want to reduce their carbon footprint.
Calm is a meditation app that aims to make it easier for people to practice mindfulness and relaxation in their everyday lives. By providing users with an accessible way to reduce stress and anxiety, they are helping create a healthier world for everyone.
Use Data to Define User Behavior
Before you can uncover the motivations of your power users for using your product, it's essential to identify who they are. To do this, take a deep dive into your user engagement data and create parameters that demonstrate excellent quantity/quality engagements. This data will help you determine how many belong in the category of 'power users'. Their behaviors and patterns will provide valuable data about what is resonating with your most engaged users.
To help you better understand, cultivate, and grow your power users, I’ve compiled 12 critical questions to answer. For each question posed below, the related business term is included in parentheses.
12 Essential Questions For User Profiling
Who is using your product or service? (user analytics)
Who is using your product or service a lot? (power user profile)
Why are they using your product or service a lot? (purpose and value proposition)
What was their path from sign-up to being a user? (customer journey)
How much is the value created worth to different users? (value-based pricing)
Will they use your product or service on an ongoing basis? (recurring usage)
How long will they pay to use your product or service? (lifetime value)
Can you get them to use your product or service more? (nurture stream)
Will they invite and encourage others to use your product or service? (virality)
Are there others who match the power user profiles who aren’t using your product or service but would if they knew about it? (growth marketing)
How much does getting a user through sales or marketing channels cost? (customer-acquisition cost)
Why do people stop using your product or service? (churn)
To ensure business success, it’s crucial to transition average users into power users and seek out new customers who match the profile and objectives of these individuals. If you find few or no current power users, this indicates an imbalance between your company's offering and customer demand may exist. This is an opportunity to define obstacles preventing user adoption so that product-market fit can be achieved through testing modifications on the product and overall strategy.
Power users are a crucial part of any business, and it’s imperative to comprehend their motivations to deliver successful products and services. By providing increased value for your power users, you can keep them deeply engaged with your brand, transforming them into enthusiastic advocates who will propel the company’s success forward. To get this process started immediately, here are five actionable takeaways:
5 Actionable Takeaways to Put Into Practice Today
Identify your power users: Look beyond demographics, interests, and traditional metrics to uncover who is driving the most value to your business – they’re often some of your most important customers.
Get in their heads: Spend time understanding how power users interact with your product or service, what motivates and excites them, and how they want to be recognized for their loyalty.
Make them feel valued: Show the love! Offer incentives that inspire power users, like early access or special discounts on new features.
Use data wisely: Analyze user behavior data to personalize experiences for each unique power user—they love being treated as individuals!
Keep evolving: Listen to feedback from your power users, learn from it, and continue to grow with them over time.
To gain a deeper understanding of how other entrepreneurs are utilizing this strategy in their businesses, explore Purpose First Lessons & Stories. There, you will find valuable insights into the successful approaches many founders used to deploy purpose-driven, high-performance strategies that establish meaningful connections with their clients to create maximum value.
If you're looking to gain more insight into the world of entrepreneurship, Chapter 5 of my book Purpose First Entrepreneur and the accompanying workbook will provide helpful information on how to start your own business.
