BUYER PERSONA  What is it? + How to Identify it ▷ 2020

Within any marketing strategyUnderstanding the public and their needs is a fundamental aspect to be able to convert from potential customers to 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 ideal client prototype that your company needs. Based on your needs, demands or other aspects, strategies begin to be considered 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?

What is a Buyer Persona?

If you are not familiar with the world of marketing, you may never have heard of the buyer persona. This is but 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 have, in order to understand what they need from your brand.

Many experts consider it the key factor of any Marketing methodology, because based on this, the strategies. If you don’t have a clear definition of your buyer persona or the different buyer personas, you 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:

  • Personal: hobbies, motivations, goals, etc.
  • Online conduct: what are the social networks you use, what you use them for, whether you usually buy products online, how often, and all aspects related to your behavior on the Internet.
  • Work conduct: job challenges, job aspirations, responsibilities, your biggest influences, etc.
  • Relationship with your brand or company: why they know you, why they have hired your services or bought your products, what they value most about your company, etc.

Broadly speaking, these are some of the main 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 is a process that many companies skip, but that really plays a big role.

To give you a general idea about its impact on your marketing strategy, here are the benefits of correctly identifying a buyer persona:

  • Helps focus more effectively your marketing strategy.
  • More efficient segmentation of your target audience.
  • Identify opportunities optimal to reach potential customers.
  • Personalize messages that you want to transmit.
  • You can locate much better where i know 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 the buyer persona of a brand different?

How are the target audience and the buyer persona of a brand different?

The audience or target audience is often confused with the term buyer persona, but it really is two different terms. When we refer to a target audiences, we focus on a society section to which you are going to sell your products, services or promote your brand. For its part, the buyer persona is a representation of your ideal client in a more humanized and personalized way. That is, a profile that clearly indicates which is your perfect client according to their needs, concerns, among others.

In short, it can be said that 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 a single person can limit your audience, many of them can cause your marketing strategy to lose focus. Thus, it is essential to have a balance.

What to take into account before defining your buyer persona?

Remember that with the buyer person It seeks to better segment the typical customer who comes to your company, or who needs your services.

In this sense, there are some questions that you can ask yourself before starting 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 that you do both professionally and personally?
  • What is your level of education?
  • What are your aspirations, challenges, and obstacles?
  • What information does it consume and through what channels?
  • Who or who influences your decision making?

Other than that, it’s a good idea for you to think what motivates your potential client to come to your company, as well as the topics that may interest you. In this way, you have a lot of raw information about your customers.

Learn step by step how to identify your buyer persona to devise more effective campaigns

How to identify your Buyer Persona?

After roughly study your clients, you have to start debug information and organize the one that helps you 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:

  • Buyer persona name (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 also counts 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 which is the ideal approach in those cases.

Step 2

In this case, we proceed to determine how you will research 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 clients to establish the different profiles of people who come to your company in search of the 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 clients, make hypotheses about them based on logical information. You can also turn to acquaintances or experts, so that you offer their participation in the study as potential clients.

Step 3

Proceed to Collect information and write down all the possible data on a sheet. Once you have it all captured in a document, you can begin to clean the data obtained and segment it 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 craft. It is a stage that is based on the organization and classification of your ideal client.

Step 4

Once you have organized the different answers with their variants, use a development sheet to capture each of the profiles. It is best 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 you can help solve them.
  • Goals and aspirations.
  • Means you use to find 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 you can see the complete profile of your buyer persona. Use all the collected data and write it down on a development sheet. Remember that it is very useful give them a fictitious name, to easily differentiate them. Also, remember 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 character development, in this way you will avoid confusion.

This means that you must have a balance where you are descriptive enough but not overextended. Lastly, you can prepare your development sheet model with the help of programs such as Word or Excel. Also, in Internet There are also many templates available to establish the profile of your buyer persona and facilitate your work.

If you have any questions, leave them in the comments, we will answer you as soon as possible, and it will surely be of great help to more members of the community. Thank you! 😉

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