Act, make mistakes and learn: three verbs that take on special importance when designing buyer personas in the IT sector. Act to create, make mistakes to rectify, and learn to grow. If you are a technology company and you are thinking of carrying out an Inbound Marketing strategy, it is essential that you know what are the most common mistakes in its design. Solving them can significantly increase the number of conversions and, consequently, the growth of your company. Are you ready to know them?
If you don't ask the right questions, the customer profile won't be right either. We won't be creating the right buyer persona and, as a consequence, we won't achieve the expected results in the Inbound strategy.
First of all, we must stay focused on our goal: to create the most appropriate buyer persona to target the type of customer who really needs us. This will form the basis of our valuable content. In this way, we must avoid the mistakes we have just mentioned, mistakes that we can fall into without too much difficulty.
To avoid generalisations, we can start by giving a name: "Maria, director of the technology company". A next step could be to explain how she behaves and what she is concerned about, for example: "She looks for and reads information about new technologies that she could incorporate in the company where she works".
In the same way, it is also interesting to talk to people who are in the upper or middle part of theconversion funnel , as this will allow us to obtain new approaches and not make the mistake of focusing only on current buyers. The field can be much wider and we should take advantage of it. To avoid making these mistakes, we can create a help file where the profile characteristics are perfectly integrated: name, professional and personal situation, demographic data, behaviour, objectives, challenges, goals, and professional attitudes.
We have reached the end of this section, but we have not yet told you what is the most important point to avoid mistakes in the creation of the buyer persona of your technology company. The most important thing when developing a content strategy is to be very clear about who are the users of our product or service. This is an essential impulse to develop the methodology on which Inbound Marketing is based.
Nowadays, there are Inbound Marketing agencies that specialise in creating and defining buyer personas, which can be of great help in obtaining optimal results for companies in the IT sector.
In a nutshell: because it contains the essential information to know what kind of people we are targeting with our content. From there, we can undertake a good strategy in which we can ask ourselves how the content we are creating will help our audience.
Thanks to the creation of the buyer persona, many technology companies manage to attract their potential customers by converting them into sales opportunities and, ultimately, into promoters of their company. And not only that, the buyer persona allows them to identify their concerns, interests and how and where they seek information about it.
IT companies should invest time in creating this profile, and as a result, they can personalise and improve each user's experience, as well as the conversion results of your technology business.
it's never too late to rectify! It's never too late to learn!