This marketing methodology has had a powerful impact on the digital strategies of companies, as it focuses mainly on detecting the needs of customers, with the aim of knowing in depth what people want and how to satisfy them. In this sense,Some inbound marketing specialists define a buyer persona as a complete description of an ideal buyer, based on real data from your current customers and market research.
It is worth noting that each company must have one or more buyer personas associated with a product or service. That is to say, depending on the type of business, they may have one or more buyer profiles. The main question that companies must ask themselves in order to build a buyer persona is: What characteristics should a buyer have who is attracted to my brand?
Being certain about the characteristics of your products and/or services, in terms of quality and advantages, is very important. However, let's remember that for inbound marketing the focus is on the customers, therefore, knowing their needs, motivations and desires is vital in this process. It is about selling the right products and/or services to the right people.
Knowing how the people you want to attract think:
A buyer persona helps you gain an in-depth understanding of the mindset of a company's potential customers.This allows organizations to more accurately know what type of content to create, in what style to do it, and in what format it is best to publish it. In itself,It works as an essential tool to take advantage of the process of creating and distributing a particular content.
Establish a common language:
Creating a buyer persona also helps you understand the language that potential customers use to communicate with each other and with the people around them. This is extremely important for creating key messages that connect emotionally and professionally with customers.
Create useful and relevant content:
Creating valuable content (one of the basic principles of inbound marketing) for your potential customers is much easier when you create a buyer persona.A buyer profile also helps to find out which platforms people use most,What blogs do you visit regularly, what information do you like to read, what are your interests, etc.
Buyers persona vs target audience
Companies that want to determine their target audience usually do so based on macro characteristics that allow them to create patterns and statistics, for example: sex, geographic location, age, socioeconomic status, etc. For example, the Lean Canva methodology to refer to its target audience, talks about customer segments but always giving very general data about them.
A buyer persona, on the other hand, is a very detailed descriptive profile of a person with interests similar to those of your company. In fact, the variables for creating a buyer persona are tied to the company's value proposition.The goal is not to generalize, but to be very detailed with the qualities that a potential buyer should have.While in a target audience there may be many buyer personas.
On the other hand, target is another term that can cause confusion about what a buyer persona really is. The target, like the target audience, is based on people with broad characteristics but trying to cover a more specific number of people based on a percentage.
To understand exactly what the target is and its difference with the buyer persona, let's look at the following example:
Ensalana is a household product designed to facilitate the preparation of fruit and/or vegetable salads. Its design is configured to chop several vegetables simultaneously, in just 60 seconds. Ensalana's target audience is middle-class mothers who live in Greater Caracas and are actively employed.
Total population of Caracas according to the 2011 CENSUS: 2,245,744 people
Population of Venezuelan women from Caracas: 1,122,872 (50.3% of the population indicated above)
Population of working Venezuelan women: 449,148 (40% of the previous population)
Population of Venezuelan women belonging to the middle class: 224,574 (50.3% of the previous population)
In this sense, Ensalana's target audience is 224,574 women. Unlike the buyer persona, which focuses more on tastes, needs and lifestyle, the buyer persona should be a much smaller number than the target audience, which is made up of women with good eating habits, who cook at home, who have little time and who are looking for a practical solution.
How to successfully define a buyer persona?
Creating a buyer profile requires classifying in detail key characteristics that can give you clues about behaviors, motivations, problems, needs, possible solutions, market gaps, etc.
To successfully define a buyer persona, establish key questions that will provide the data you really want to obtain.Hubspot, a pioneering company in bringing inbound marketing to the digital world, suggests establishing the following characteristics in a buyer profile:
First and last name:
General profile: Work, employment history, family
Demographic information: age, salary, location, gender
Identifiers: treatment, personality, communication
Objectives: Primary and secondary objectives
Challenges: Primary and secondary challenges
How we can help you achieve your desired goals: so you can overcome your challenges
Comments: Examples of real comments about your challenges and goals
Common Complaints: Reasons why people would not buy your product or service
Marketing message: How would you describe your company’s solution to this buyer persona?
Sales message: How would you sell the solution to your buyer persona?
How do you get the data to create a buyer persona?
A buyer persona is created from all the information that companies can collect or have at their disposal, in relation to their clients and potential buyers.
In other words,You should take into account both people who have already purchased and philippines telegram are in a database, as well as people who have never made a purchase but who are still related to the company's value proposition and can provide important data.In this sense, creating a buyer persona requires several techniques, some of the most important are:
Focus groups: Focus groups are face-to-face meetings, in which there is a moderator and no more than 10 people, discussing the topics established in the previous question. This meeting cannot exceed one hour and there must be a person who documents the activity, either orally (recordings) or textually (in writing). This data is then averaged and a semi-fictional profile is created that integrates this data.
Internal data: Companies often obtain important data about their customers when they make phone calls to communicate with them. Whether in their previous research or during the conversation with the customer, the goal will always be to generate personalized language and obtain valuable information.
Forms: Forms indexed on landing pages are essential tools for discovering what types of buyer personas are engaging with your company's content, product, and/or service. Visitors who fill out forms with their personal information to continue acquiring benefits on your website will help you build your ideal customer archetype quickly and effectively.
Market research: According to the authors, Kotler, Bloom and Hayes, a market study “consists of systematically gathering, planning, analyzing and communicating data relevant to the specific market situation that an organization faces. These studies are applied to carry out a marketing campaign and to previously analyze the scenario where it will be executed. Here, important data is obtained about the potential clients that are to be captured with the campaign.
To create a buyer persona, inbound marketing specialists interview company customers or individuals who meet the necessary characteristics to become customers.
A buyer persona is an essential element of inbound marketing and is a key practice when creating the right content for your potential customers. If you understand your buyer persona, you will know how to sell to them, which will allow you to have great sales opportunities.