A buyer persona is the fictitious representation of your ideal client. It is based on data such as wishes, goals, concerns and challenges. We bring you examples and templates to create your buyer persona and, thus, create more effective marketing strategies for your business.
With the advent of the internet and e-commerce, customer behavior, which previously only consumed traditional advertising, changed drastically.
The isolated protagonism of the advertising campaigns comes out and gives way to the work of attracting the client through more sophisticated strategies, such as .
To speed up this process and ensure a much greater margin of success, the concept of a buyer persona was created. This is one of the most important resources of modern marketing.
This tool helps many companies find the ideal consumer profile. It is also useful to identify what efforts are going to allow us to establish a lasting relationship with him.
Do you want to learn how to create your own buyer persona and increase the effectiveness of your marketing actions? So, let’s go!
What is a buyer person?
The buyer person is the representation of the ideal client for your business. This avatar is a fictional personification based on real data about the audience for which the brand seeks to position itself.
The buyer persona profile is built from personal data such as goals, interests and motivations. Here lies the main difference with the target audience that is made up of generic features, as we will see in a next section.
In addition, it can include demographic characteristics of your audience or information about their tastes and behaviors.
In other words, what is the ideal customer your brand is targeting? Who do you seek to attract and captivate with the aim of buying your products or hiring your services? Who is the recipient of your social media posts?
How was the concept of buyer person born?
Alan Cooper created the figure of the buyer persona while developing a project management system in 1983. The American designer and programmer was advancing in this process together with Kathy, a project manager.
Alan interviewed her to understand exactly her work and what would be the functionalities that would be useful to have in the system she was developing. Thus, he saw the importance of focusing on the consumer’s mind to have total clarity of his needs.
An example of a buyer person
This figure has a name, interests, aspirations and desires that you have to take into account when creating any digital marketing content or action. But there is still more, to outline an example of a buyer person we can ask ourselves:
- What does this person do?
- How is your personality?
- What do you do in your day to day or on weekends?
- What are your artistic or sports tastes?
- What things do you want or need?
- What are their challenges and what does your brand have to offer that can help them?
Throughout all this content we will see in detail how to create this avatar. We are going to share examples of buyer personas, templates and tools so that you can design the ideal client for your brand.
With all this clear information, you will be certain of who the recipient is in each of your actions. In this way, your efforts will be more fruitful!
Through well-developed research, a character is built that represents the best type of consumer for your business. Read on to find out how to conduct this inquiry!
What is the use of knowing who your ideal client is?
Your buyer persona is the one who will buy from you most often, the one who will really take advantage of the solution offered by your product or service, and the one who has the potential to become an advocate for your brand.
If your strategy is aimed at a general public (and not at your ideal client in particular), you run the risk of offering your articles to consumers who do not fit with your proposal or who, much less, will have a lasting relationship with your business. .
Without a doubt, your marketing efforts will be more efficient if they are directed to the right audience that needs and wants what you sell.
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Advantages of designing your buyer persona
To understand the importance of designing your ideal customer profile, let’s analyze the benefits it entails:
- Assertively define the tone and voice of your brand, thoroughly understanding what will be most attractive to your audience.
- Having clarity about the recipient gives the possibility of designing and implementing better-oriented commercial strategies, which will translate into a greater.
- It allows to obtain a more human and detailed vision, compared to the data provided by the analysis of the target audience.
- It enables you to work with a concrete scheme, with clear and tangible data, instead of abstract estimates.
- Understanding where your customers or potential customers are looking for information allows you to offer them value right there.
- Define the topics of interest for your e-mail marketing campaign or .
Types of buyer personas
With the figure of the buyer persona and its meaning clearer, we can continue advancing in the different types of fictitious representation that can be made.
Buyer decision maker
This is the profile that we place in the so-called “bottom of the funnel” since it is the one who makes the final decision to acquire the product or service.
Have you heard of the sales funnel? I read about this concept here:
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Buyer prescriber person
This is the figure that recommends the product or service to others. You can also call yourself a “brand ambassador”, but this will depend on the level of notoriety you get. If it is a subject with a high level of persuasion, we should already frame it in the following scheme.
Buyer person influencer
This profile is an opinion leader or . The taste of this type of buyer person has weight, since they are listened to by others due to their prestige or reputation.
As you can see, these people may not be effective customers of your brand, but they can influence others to be. It is important to know them to design better trading strategies, for example.
Negative buyer person
This is a category that some rule out, but we include it because it can help you design your ideal client more assertively.
The negative buyer person is the client scheme that will not consume your products or services. That is, it is about who is not interested in your brand. Identifying this profile can help you to be closer to those who are interested in your business.
However, it is not about any person who would not consume your goods, but about those who would at least be willing to collaborate or support the dissemination of your brand.
What is the difference between buyer persona and target audience?
The traditional marketing proposal is to target a considerable group of people with the same demographic characteristics (sex, age, social class, etc.), that is, what we know as the target audience.
This method is still useful for market research and can be used to sell in the digital age.
But target audience is not the same as buyer person and that term does not work within inbound marketing, a key digital marketing strategy. Let’s see a concrete example to understand the difference between both concepts.
The target audience, then, is a segment of people grouped by sharing a series of sociodemographic and economic characteristics. Traits such as age, gender, location, income, and education are used to target marketing campaigns.
According to traditional marketing, a target audience would be:
“Men from 25 to 34 years old, married, residing in the Autonomous City of Buenos Aires, with completed higher education, average monthly income of $80,000 and who consume information about finances in blogs”.
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As you can see, the definition of the target audience creates a more generic idea of the client to whom the brand is directed. In that sense, the buyer person represents a leap in quality.
The creation of this fictional profile is very detailed and aims to establish a well-defined identity. It proposes a much deeper look at the ideal client. Now let’s compare an example buyer persona:
“Marcelo, 30 years old, married, lives a hectic routine running his SME in Buenos Aires. He wants to create a family heritage without compromising the cash of his business. He always researches personal finance and investments on digital channels like Bull Market or InfoDolar.
His greatest professional desire is to lay the foundation for the business to be profitable and scale consistently. The challenge lies in being encouraged to take actions with a considerable level of risk so that it is profitable for the business, without compromising the health of its finances.
He likes to spend time with his family and, in his spare time, he reads science fiction novels and puts together puzzles.”
It should be clarified that one element does not take away from the other: you can design your buyer persona in detail and complement it with the definition of your target audience. The more you study the recipient of your products or services, the better strategies you will find to get closer!
Now that you know the difference between target audience and buyer persona, let’s move on to the next section where we tell you how to create the profile of your ideal client.
How to create your buyer person? + examples
Creating your buyer persona requires in-depth research. Therefore, it is necessary to dedicate time and do it conscientiously so that the results are as expected.
Although there are different ways to carry out this process, in this article we are going to share two examples so that you can create your buyer persona.
Before continuing, it is important to remember that your business may have more than one ideal consumer profile. Many companies even have up to 4 or 5 profiles.
If you are just starting with this task, we suggest that you initially create only one and, as the strategy matures, invest time in creating the others.
Now yes, we share two methods to find the profile of your ideal client and build solid characters for your business.
Method #1: You already have clients
Nothing better to discover who your ideal consumer is than to create your buyer persona from those who have already bought from you.
Researching your current customers is the most reliable way to discover the characteristics that those who buy from you have in common.
The recommended method for gathering this information is to conduct an interview and contact as many customers as possible. Your answers are what…
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