within any Understanding the public and their needs is a fundamental aspect in order to convert potential customers into buyers of a service or product. Definitely, the focus should always go to the target audience first.
When referring to Buyer persona, It is the prototype of the ideal client that your company needs. Based on your needs, demands or other aspects, we begin to propose strategies to address it and provide solutions adapted to it.
It should be noted that for the same niche can create different profiles of buyer personas. With this post, you will learn much more about the subject.
What is a buyer persona and what is it for in digital marketing?
If you are not familiar with the world of marketingyou may have never heard of the buyer persona. This is just one semi-fictional representation of a potential customer for your company. Your profile is built based on demographic information, needs, motivations and even behaviors. We can say that It is a very practical way to study and define what kind of audience you havein order to understand what they need from your brand.
Many experts consider it the key factor of any Marketing methodologybecause based on this, they begin to raise the strategies. If you do not have your buyer persona or the different buyer personas well defined, it may you do not implement the correct strategies or the scope is not as desired. If you learn to correctly identify what your audience needs, or the types of audiences, you can design different solutions to it.
Some information that you should clarify regarding this character are:
- Staff: hobbies, motivations, goals, etc.
- Online conduct: What are the social networks you use, what you use them for, if you usually buy products online, how often, and all aspects related to your behavior on the Internet.
- Work conduct: work challenges, aspirations in your work, responsibilities, your greatest influences, etc.
- Relationship with your brand or company: why they know you, why they have contracted your services or bought your products, what they value most about your company, etc.
Broadly speaking, these are some of the essential points that are studied when going to define a buyer persona. However, later we will explain in depth how to create one.
What are the benefits of correctly identifying my buyer persona?
The establishment of a buyer persona It’s a process that many companies skip, but one that really plays a role. big role.
So that you have a general idea about its impact on your marketing strategy, we indicate below the benefits of correctly identifying a buyer persona:
- help to focus your marketing strategy more effectively.
- more effective segmentation of your target audience.
- Allows you to identify opportunities optimal to reach potential customers.
- Customize messages What do you want to transmit?
- you can locate much better where find your potential customers.
- You save expenses because you know exactly where to look.
- you know in depth the needs of your customers.
How are the target audience and buyer persona of a brand different?
The audience or target audience is often confused with the term buyer persona, but they are really two different terms. When we refer to a target audienceswe focus on one society section to which you are going to sell your products, services or to promote your . For his part, the buyer persona is a representation of your ideal customer in a more humanized and personalized way. In other words, a profile that clearly indicates which is your perfect client according to their needs, concerns, among others.
In summary, it can be said that the The target audience encompasses a large number of people, while the buyer persona focuses on a specific type of individual.. Remember that you can create different profiles of this type, but do not overdo it. If one person can limit your audience, too many of them can make your marketing strategy lose focus. Thus, It is essential to have a balance.
What to keep in mind before defining your buyer persona?
Remember that with the buyer person The aim is to better segment the typical customer who comes to your companyor who needs your services.
In this sense, there are some questions that you can ask yourself before beginning to define the different profiles:
- How is your potential client?: psychological and physical characteristics.
- What do you need from your sector?
- What are the most common activities you do both professionally and personally?
- What is your educational level?
- What are their aspirations, challenges and obstacles?
- What information do you consume and through which channels?
- Who or who influences your decision making?
Other than that, it’s a good idea to think What motivates your potential client to come to your company?, as well as topics that may interest you. In this way, you have a large amount of raw information about your customers.
Learn step by step how to identify your buyer persona to devise more effective campaigns
After study your customers broadlyyou have to start debug information and organize the one that serves to identify your buyer persona. Thus, you can unify the data collected and design the profile you need.
We show you the step by step of this process:
Step 1
In the first phase, you must identify all possible aspects about that character fictional. To achieve this, you have to ask yourself a series of questions to obtain the information you are looking for.
Some of them can be based on data such as:
- Name of the buyer person (fictional)
- Age
- Sex
- occupation or position
- Level of instruction
- Activity segment
- Media used
- goals of that person
- Challenges of the person
Remember that the questions must be adapted to your sector so that you find the correct answers. Apart from that, keep in mind that it is also counted as a buyer persona to that visitor who goes to your company without knowing what he is looking for or what you can offer him. Thus, you will know what is the ideal approach in those cases.
Step 2
In this case, we proceed to determine how you will investigate the answers to the questions previously established. The best way to do this is by studying the clients you already have in your company. In this way, talk to your customers to go establishing the different profiles of people who come to your company in search of a solution to a problem that arises.
Added to that, it is the perfect opportunity to identify your concerns, needs, etc. In case of not having customers, make hypotheses about them based on logical information. You can also resort to acquaintances or experts, so that they offer to participate in the study as potential clients.
Step 3
Proceed to Collect information and write down all possible data on a sheet. Once you have everything captured in a document, you can begin to clean the data obtained and segment them according to the type of customers. The idea in this step is have a concrete vision regarding the types of buyer personas that you can make It is a stage that is based on the organization and classification of your ideal client.
Step 4
Once you have already organized the different answers with their variants, use a development sheet to capture each of the profiles. The best thing to do is to make a development sheet for each type and thus avoid mixing information.
Some of the sections that each profile sheet of your buyer persona should include are:
- demographic information.
- Level of instruction.
- Work and professional experience.
- Daily routine.
- What are their pain points (needs) and how can you help solve them?.
- Objectives and aspirations.
- Means you use to search for information.
- What is the experience they are looking for when they come to your services or company?.
- Observations or objections regarding your products or services.
step 5
It is the last step in the process, and it is where the complete profile of your buyer persona can be seen. Use all the collected data and write it inside a development sheet. Remember that it is very useful give them a fictitious name, to easily differentiate them. In addition, he remembers that despite being a fictional character should be as realistic as possible. Do not put unnecessary information, be specific and clear in each section of the development of the character, in this way you will avoid confusion.
This means that you must have a balance where you are descriptive enough but without going too long. Finally, you can Prepare your development sheet model with the help of programs such as Word or Excel. Likewise, in Internet There are also many templates available to establish your buyer persona profile and make your job easier.
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