The key for any company that wants to succeed is to have a well-developed marketing strategy. Marketing has to revolve around the customer. Does anyone know of a company that can sustain itself without them? Therefore, our strategy will be developed around our audience. Every well-defined audience requires the creation of a buyer persona.
A buyer persona is a semi-fictitious representation of our ideal customer. It indicates, among many other things, the objectives, behaviours and decision-making processes of your potential buyers, taking into account specific socio-demographic data and information on aspects such as their online, personal and professional behaviour and their relationship with the company offering the product or service.
In the end, it is about putting ourselves even more in the shoes of our target audience and finding patterns in consumer behaviour, as well as identifying sales opportunities and their more specific interests. Each ideal consumer profile for our company is known as a buyer persona.
One of the most important characteristics for the buyer persona is the so-called pain. Although the term "pain" may seem inappropriate, in reality we call this any need, motivation or concern that the buyer persona has and that can be solved when purchasing our product or service.
When we define the buyer persona, unlike when we choose the target, we make a segmentation based on the need that the product or service is trying to cover. Therefore, the marketing strategy should be developed according to the implicit benefits of the product, regardless of whether the need is for men or women, young or old, upper or middle class people.
You do not sell a product or service to your buyer persona through its characteristics, you must also complement it with what these characteristics will bring to the customer, which is why it is a crucial link in the inbound strategy.
After understanding what a buyer persona is, you will have to be guided by the profile of your typical customer. In other words, you will have to let yourself be guided by the majority to answer some questions that will help you define the behavioural profile of your buyer persona. These questions will help you to get to know your potential customer better.
The next step is to design a step-by-step customer profile based on the answers you obtained, so that you can unify the information and elaborate the persona in a document available to everyone in the company, so that they can benefit from the study you did.
It is very important to do a good job of investing time and effort in defining buyer personas. Achieving our marketing objectives will depend on this work being done correctly. Therefore, in the process of creating your buyer persona, bear in mind three important aspects:
Here we leave you the link so you know what mistakes are usually made when designing the buyer persona, so you can identify them in your strategy and improve them.
Buyer personas help companies in an infinite number of daily tasks. Here are some of the reasons why buyer personas are more important than ever:
Companies that create buyer personas prove to have a much better reputation than their competitors. Why? They simply take the time to understand each customer in a unique and personalised way. They carry out a deep analysis of their buyers to treat them in the best possible way. In turn, buyer personas also guide us in writing content or creating landing pages due to the segmentation that we carry out by creating buyer personas.
They provide us with information on how to address them. I'm sure you have asked yourself: Do I write as you or as you? Am I more technical or more practical? Should I call them on the phone or should I write them an email? All these questions are answered when we create our buyer persona.