Do you know what an avatar or buyer person is and how to create it?
If you are thinking of creating and launching a product or have startedYou need to know who your buyers are. Knowing and understanding who has already bought or will buy your products is essential to optimize your results and create a.
Otherwise, you will be creating content that does not speak to your buyers. And when that happens, they are unlikely to be interested in doing business with you and your brand.
So when it comes to working with content marketing, the key to success is studying the best strategies for buyer personas to learn about your product or service. And one of them is being able to define well who your target audience is in order to create useful content from that.
But in an increasingly competitive market, it is not enough to have general information about the public, such as age, location and income. Especially if you have decided to invest in a very specific niche.
And that is where the buyer person is. This works as a synthesis of the ideal buyer profile, bringing together common characteristics, habits, desires and objections in your real customers. Based on this information, it is easier to make safer decisions based on reality.
In this post, we will teach you how to build one or more buyer personas (avatars) for your digital business, in order to better target your ads and create more engaging content. You want to know more? So keep reading!
See what you will learn:
After reading this post, we are sure that you will be able to create the buyer persona for your own business. We see it?
VIDEO | Idea Client or Buyer Persona: what is it and why is it so important?
What is a buyer persona or avatar?
Buyer persona or even avatar in marketing and in Spanish, can be defined as a semi-fictional representation of your ideal client. It is based on real information about the behavior and demographic characteristics of a brand’s customers.
But what does this mean in practice?
Well, the buyer persona is a kind of character, with a name, age, personal history, motivations, dreams, goals, challenges and concerns. Like a real person. But, unlike a fictional character, the avatar is created based on the data of the public that the company wants to reach.
Creating a buyer persona allows you to have a clearer and more accurate idea of who your ideal customers are, what they like, the problems they face and what they are looking for.
With all this information, you can find the ideal tone to interact with buyer personas and you can even think about the most attractive tools and designs for them, such as colors and images.
But that is not all. With more specific data about potential customers, you’ll be able to understand their pains and fears more accurately. Thus, you can offer the most appropriate solutions.
What is the difference between buyer persona and target audience?
Well, if you’ve made it this far, you may be wondering what the difference is between the buyer persona and the buyer persona. TRUE?
Don’t worry, this is a very common question, as the two concepts are relatively similar. However, they are not synonyms!
Knowing who is the public that your business wants to reach is important. But there are differences between buyer persona and target audience that are crucial to better understand the needs of those who are looking for your business.
Look at these:
Target audiences
Target audience is a broader, more general representation of the customers you want to reach. In other words, it is made up of a segment of society that has characteristics in common.
To define the public, it is common to use sociodemographic criteria, such as:
- Education
- Social class
- Gender
- Age
- Nationality
- Profession
In addition, it is possible to use geographical criteria, for example:
- Location (rural / urban, coastal / interior).
So an example of a target audience would be:
A man, between 25-35 years old, middle class, Spanish, lives in Segovia, has a law degree, works in a consulting company, wishes to work in another professional activity.
VIDEO | Do you want to know what your buyer person really needs?
Avatar or Buyer Persona
In marketing, the avatar or buyer person, in addition to the geographic and sociodemographic data that is also in the target audience, also includes other criteria related to psychographic information.
So, we will have the following psychographic information:
- Name
- Sex
- Age
- Social class
- Nationality
- Location
- Scholarship
- Profession
But it is also essential to have behavioral characteristics, for example:
- Personal tastes
- Sensitivity to prices of services and products
- Desired quality in a product or service
In addition, there are the psychographic criteria:
- Personality
- Lifestyle
- Moral values
In this way, the buyer person or avatar could be:
Juan Miguel, a 29-year-old man, middle class, Spanish, lives in the autonomous community of Castilla y León, in Segovia. Graduated in administration, he works in a consulting company, but wishes to dedicate himself to another professional activity. He likes to cook and wants to dedicate himself more to that. On weekends he always invites friends over and cooks for everyone. Being middle class, he does not buy very expensive products, although he prefers to pay more if the material is of better quality. He is funny and is always surrounded by people.
It is perceived that thinking about marketing strategies for someone who has more information allows you to make your content more useful to people. Thus, you can have more efficient results than if you only thought of a general public.
Keep in mind that thinking about marketing strategies for someone you know more about makes your content better targeted and more useful to buyer personas.
After all, within the target audience, there are buyers with totally different tastes, behaviors, stories and needs and it is practically impossible to do something that speaks directly to all men between the ages of 15 and 35.
On the other hand, by focusing on men with a similar profile to Juan Miguel, this process becomes easier and the chances of success also increase.
Why do you need to create a buyer persona?
You may have already understood that creating buyer personas is essential in any digital marketing strategy. It helps you produce the right content for the right buyer personas, increasing your chances of success.
When you don’t have a defined buyer persona, you are in danger of directing your message to buyer personas with a totally different profile. That is, it would be like speaking a completely different language from your client’s.
But don’t think that this tactic is only necessary for large corporations.they also benefit from creating an avatar.
Doubts? So here are some points that show how creating a buyer persona is important to your business:
- It helps determine the best type of content to produce and the most appropriate tone of voice;
- It helps to design more specific and, therefore, effective marketing strategies;
- It allows you to target ads more precisely, reducing costs with and increasing the chances of conversion.
VIDEO | We answer your questions about Buyer Persona and sequence of mails | Q&A#27
How to create an avatar or buyer person?
Surely you have already convinced yourself that you need to create a buyer persona for your business, right? But… how is it done in practice?
To create buyer personas, you need to answer a series of questions about your users. If you don’t already have clients, it’s worth doing it with your social media followers or website/blog visitors.
You can also do market research, create forms and even online surveys to help you segment and better understand your business. .
After that brief search, start typing. And put yourself in the place of your client.
Questions to answer before creating your buyer persona:
- Who are your buyers and why do they use your product or service?
- What behaviors, assumptions and expectations do they have regarding your product or service?
Questions to ask yourself during development:
When creating the avatar you need information that describes the characteristics of your potential client.
The following questions will help you build an image of your buyer:
Using the information collected to create your buyer persona
After finishing the table you will have a broader panorama to complete the avatar file. You will be able to enter information about the typical buyer and better understand the market in which it will work.
The buyer person or avatar file must contain the following information:
- Fictitious name)
- Some image that illustrates the avatar
- Age
- Worked
- average monthly salary
- data of your family
- Scholarship
- Your wishes
- your fears
Example of buyer person or avatar
For you to see an example of buyer persona construction, we use the fictitious product: the online course How to play the drums?
suppose that this product doesn’t have any sales yet, but has a considerable number of Facebook fans and website visits. We use the data available on the social network and in to design the profile of the possible buyer. So we arrive at the following result:
After building this referral box, we fill out the form where we use that information to create a buyer persona.
After building this reference box, I fill out the form and use the information to create a buyer persona.
Based on this buyer persona we can infer and be more assertive if we offer our buyers content such as:
- Classes (bonus) with rock songs, because it is his preferred style;
- Possibility of paying in installments, since your income is lower because you work as an intern;
- More advanced tips, since you already have knowledge of other instruments;
- Shorter classes, since you have little time for very long classes.
How to create a buyer persona without having clients?
What to do when you still don’t have a product or service on the market and you don’t know exactly who the buyer personas are that you will sell to? Will it still be possible to create a buyer persona?
Do not despair! This topic is exactly for it. We will help you create your avatar, even if you don’t have clients yet. In this way, you can start a business with a focus on your consumer and what he needs.
1. Define your area of action
If you are starting now, how about thinking of a product/service that you already know well?
When you’re already comfortable with something, it’s probably easier to talk about it. Of course, you will have advantages by creating content focused on some area known asbecause you will be in a niche that you dominate.
Once you decide what you are going to talk about, what your area of action will be and you start publishing your content, you will notice who are the buyer personas that most access your material. Even if…
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