Digital Marketing has brought new perspectives and points of view that accompany the advances of our society. In a world where everything is generalized, personalization is something really valuable for users, which leads to the need to want to know or find out who our audience is, it means, those who are interested in us as a brand or company.
Knowing it thoroughly allows you to offer your audience the product or service you are looking for to satisfy your needs, as well as others that are customized.
But if our goal is to create value for people, it is not in the target audience on which we must focus, but in the buyer persona. Have you heard of this term? Do you know what it is?
In this article you will find not only its meaning but also creation tips and of course, you will understand why in the current marketing we do not speak about the target audience but of the buyer persona.
What is a Buyer Persona?
The buyer persona is a semi-fictitious representation of the ideal clients of your company. This involves making a consumer model based on real information from the customers we want in our business.
Therefore, it serves as a guide for the creation of digital marketing strategies and is fundamental for any content marketing strategy.
The creation of the model or archetype, based on the following data:
- Demographic data
- Preferences and consumption habits.
- Important data for the development of strategies.
But, why should we consider these issues?
By being aware of the main characteristics in detail of our consumers, we can define an archetype or fictitious character, but we will also obtain valuable information to optimize actions in all sectors of the company.
As we already know, the buyer persona must be the center of customer service, but also, it is the center of the operational area.
Differences Between Buyer Person and Target Audience
There are those who believe that talking about a person is synonymous with a target audience. The truth is that there are differences between these two concepts, although they are closely related. The target audience is a widespread concept, especially in advertising.
In a simple way, we can say that the meaning of the target audience is more generic than that of a buyer persona. Target audience is a segment of the population with common characteristics such as age, sex, population, behavior, etc. For example, the target of a travel agency could be: people from 22 to 35 years old, graduates in Marketing, one of their hobbies is traveling and have job expectations.
The buyer persona of the same would be: Miguel, who is 25 years old, has graduated in Marketing, wants to work abroad and is looking for a travel agency.
Therefore, a buyer persona has a need that will be the engine that drives their buying process. To properly define a buyer persona we must also analyze the different ways in which our product can satisfy his need and therefore to what kind of people we should go to.
When it is said that both concepts are intimately related, it is not in vain, since the creation of the ideal client starts from the recognition of the target audience.
Although the data of the target audience are important for the training of the buyer persona its connotation is much deeper because the person has a specific need that we can satisfy. From it can generate and work marketing strategies much more efficient and important for the company. Thus, when talking about the desired client for the company, it is possible to obtain a more personal, descriptive and tangible outlook than that obtained when thinking about the target audience.
Considering the definition of a buyer persona, its importance and the differences between this concept and the target audience, you are ready to know how to create it and be successful in your campaigns.
How to Develop your Ideal Buyer Persona?
The first thing you should be clear about is that a buyer persona cannot be created using assumptions or deductions. The information must be obtained through:
- Focus group
- Or any technique for obtaining data.
Through these methodologies, qualitative as well as quantitative data can be obtained. Both important for the formation of this model. Keep in mind that after obtaining the data it is important to work them. Thus, the creation of your ideal client depends on the completion of the following steps:
1.Data collection: As we said earlier, the collection of data is important because it serves as a basis for forming the archetype. To collect them it is necessary to carry out a detailed investigation of the characteristics of the target public, follow a line and recognize data that are recurrent within the segment.
Here are some important questions you can ask to help your creation:
- What are his personal data? (age, nationality, marital status, children, family, etc.)
- What is his academic background?
- What is his professional career?
- What is his job about?
- How is his weekly routine?
- What skills are necessary to perform his job?
- What tools does he use to work daily?
- What are his main responsibilities?
- What is the area of his company?
- How big is the company?
- What are his main objectives or goals?
- What job expectations does he have?
- What are his biggest challenges?
- What are the biggest difficulties he has in reaching his goals?
- Where does he usually make most of his purchases?
- Does he usually search the Internet before making purchases?
- How often does he make purchases online? What kind of products?
2. Understanding the needs of your buyer persona:
Based on the data obtained in the previous stage, it is possible to recognize the needs, motivations, doubts, and interests of the target population.
As a result, you can be more specific and offer just what the individuals in the group need. For example, if you have a blog and you consider important the understanding of the needs of the person, you can offer content directed to their interests. The result of this practice will be obtaining a more qualified or more interested audience.
With this data analysis, you can also create more than one person, whatever is necessary! But remember, the ideal will be to define only the buyer persona you are going to attend since each one requires specific contents, media, channels or formats.
3.Design the journey through the sales funnel of the buyer persona:
The sales funnel begins when the customer knows your brand and ends when you make the purchase or becomes loyal. This process is essential to be successful in the strategy, mainly, because through it you can know what contents are interesting for each group of individuals. Thus, the funnel has three stages: entrance, middle, and bottom.
The first refers to the discovery of the topic, the second is the one that deals with considerations (deeper learning about certain issues related to the subject), and finally the bottom, which is where the purchase decision occurs. Go through the two previous stages is essential for you to reach the third with a clear definition of topics for each group within the target audience.
4.Finish the sale and build customer loyalty:
After selling the product or contracting the service it is necessary to continue working with the buyer persona. This is essential for the realization of loyalty strategies, even allowing more efficient use of email marketing, for example. It is important to point out that the person is fundamental for the reactivation campaigns.
This person is essential for a marketing strategy to be a success. For this reason, it is worth paying attention to the different stages, considering its importance in the client’s day and investing in its definition. The more detailed, the better your vision will be with respect to clients and you will be able to make better decisions in the company.
You can use one, two or even the 3 methods to better define your person. Whatever method you use to create it, what you should always keep in mind is that no data should be the product of a suspicion, everything must be documented. Don’t forget to share this post!