Nowadays, many people devote effort, time and money to different strategies that allow them to capture the public without considering that the most important thing is to be able to have a portrait as accurate as possible of them.
It's no use designing a strategy to boost your business, if you don't know who it will be aimed specifically at.
Did you know that there is a tool that allows you to define this audience in detail? If you want to learn to link your products and services to yours potential customers, you are in the right place.
Know what it is buyer person and how to use it to better target your campaigns.
Definition of buyer persona
When planning a strategy of online marketing, don't focus solely on the channels you'll use, the amount of content you'll create, or your advertising guidelines. Also focus on describing and getting to know the people you want to reach.
One way to do this is through your buyer person This is a semi-fictional representation of the ideal customers of your company, beyond their income or their age. Also known as avatar.
This tool seeks to know behaviours, motivations, interests, among others, to contribute to the satisfaction of the needs of your audience. It's this knowledge that will help you connect with that subjective side of your ideal customer.
The goal is to create a distinctive profile, for your brand to design impact strategies and, in this way, you can cover their demands.
The buyer persona concept was created by Alan Cooper in 1983 and later formalized to become a method of strategic design processes, which leads to correctly defining your client with high probabilities of success.
Is it the same as target audience?
If you get involved in the world of marketing, then you know what one is target audience
This concept is contextualized in the philosophy of Marketing 2.0, in which the consumer is at the center of every strategy. Its perspective is oriented to segment markets and evaluate them psychological and behavioral characteristics of them to be able to address the campaigns.
Unlike the target audience, the buyer persona creates profiles with well-defined identities and detailed that make them ideal potential consumers. However, both can work hand in hand and be used as tools within the marketing.
Don't get confused! It is a strategy design step: from generic to personal and Daimatics as a Google Partner Oficial is a real expert.
Why is it important to define the buyer persona?
Being able to create your buyer persona is essential within any strategy marketing online But if you make good use of the tool, it will help you to:
- Get to know your potential customers more realistically: Keep in mind that by specifically targeting your audience, your strategy will have a better focus.
- Adapt the contents and designs to the profile: The secret is to direct communication towards precise profiles, after knowing the behaviours, tastes and trajectories. This will help you create individualized designs.
- Recognize which channels are the most appropriate: It is important that you can identify the various platforms on which your ideal customer moves, the means through which they are informed and to what extent the searches they usually perform. It's a way to connect with your audience.
- Make optimal use of resources: It also leads you to differentiate each strategy to be able to develop your products.
- Save time and money: Due to the segmentation process that is carried out through the tool, it is possible to optimize the budgets of your campaigns by making them much more effective and specific.
Steps to find out who your buyer persona is
If you are already clear about the importance of the strategic use of the buyer persona within the online marketing, then you're probably wondering how to identify it
One of the most relevant aspects of this tool is undoubtedly the market research It is from here that you will be able to obtain both quantitative and qualitative data from the public that buys your products or services in order to be able to analyze them precisely.
It is essential that you do not simply limit yourself to your database and that you can visualize what are the people who trust your brand like. In this compilation is the key to success.
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In order to make a representation as real as possible of your audience, it is necessary to start from certain questions:
- What does your audience do?
- In which work sector do you move?
- What is your academic background?
- Where do you live?
- What are your daily challenges?
- What kind of solutions do they require to achieve?
- What doubts can arise when trying to solve problems?
Don't leave them aside sociodemographic aspects. Use them to understand who you are targeting, not forgetting that their work habits, personality and behavior on the networks will also help you determine their portrait. For this reason, delve into:
- The activities he does in his free time.
- Their aspirations and motivations.
- What makes it happier.
- What media do you use to communicate?
- Type of reading you usually do.
- In which social networks is he most active?
Being able to have all this information will provide you with clearer keys to build a much more real profile, which will be complemented by the interests that the public probably has regarding your company. Additionally, it would be good to answer questions like:
- How did they meet you?
- What do they like most about your company?
- What aspects of her would improve?
By taking into account their inner self, their desires, their longings and their great motivations you will end up establishing a bond with the products and services offered by your brand. You will go from a distant and generic group of consumers to a much closer and even tangible one.
Your role in creating the buyer persona will be to discover the perception, tastes and concerns of your customers, not to try to change them
