Buyer persona: the key to your marketing strategy

buyer persona

¿What is a buyer persona?

Buyer persona is the master key in any marketing strategy. He is the ideal type of customer for a service or product. This represents the main values and characteristics of your audience. It is a model that represents hoy your client would be. It is not enough to have an idea of their likes, you have to collect the maximum information, know them to the maximum, every detail is taken into account, the exact sociodemographic data, appearance, personal conduct, online, professional, relating to the product or service.

Unlike the objective, the buyer persona defines his audience precisely and thoroughly, while the objective is a much more general concept that brings together a group of people without identity

How will it help you?

Actually this question is answered alone. The more you know the profile of your client, the more possibilities you will have to increase your sales. Perfecting your personal buyer will help you to specify the message you want to send, how to do it and so the possibilities for success. Here you have 4 reasons in which to define the buyer persona help you:

  • When you create content, the way you do it, the tone, language… Adressing a young person is not the same as adrressing an older person. Get closer to your audience and discover what is the best way.
  • You can define better a strategy, so you can attract and retain new customers.
  • Define the keys to specify which communication channels to use. It is important to know where your potential buyers are, since it can be a great failure in your marketing strategy, getting the wrong platform.

  • Help define the corporate identity of the company. Branding is also a fundamental part of the strategy. Knowing your audience well you can create symbols, actions and values ​​that bring you closer to your client so that he identifies with the company.

How to define it?

Set your needs

To start creating your customer model you have to collect all their information. Specify what you want to know, to know what you want to ask. At this stage you must analyze what data will be taken into account. The more information you get, the easier it will be to build your buyer persona.

What information will be important?
  • Demographic data: sex, age, where they live, their income, social class …
  • Labor information: do they work ?, do they study? Unemployed or busy? The position they occupy, the sector in which they work, professional goals, future prospects …
  • Personal situation: Marital status, if you live alone, shared apartment, family. Economic dependence…
  • Goals: Personal objectives are different from personal ones, and it is important to be clear to know what needs of your buyer person you can cover.
  • Challenges: what difficulties do you face every day? What difficulties do you have? What prevents you from meeting your goals?
  • Customs: how does it behave on the internet? What channels do you frequent the most? How consistently and in what way? With what device?
  • Collect exhaustive information from your audience
Check all your sources and order all the information.
  • To finish defining your audience model you have to detail this information, keep it in order to be able to go to it whenever you want. Go to all the sources you have to complete all your questions.

  • Check with your team. It is important for the sales team to team up with the marketing team to keep everything up to date. Both have to complement each other, what one does not know the other concludes with their data.

  • Lean on the outside to collect what you lack. The groups of social networks, internet, forums…
Define the key points

Once you have everything in order up to here, it is time to create an approach with your personal buyer. When you do it you will notice the failures. What mishaps do you find and how can you solve them? Problem – solution. Analyze what is missing for this approach to take place.

Build your buyer persona

Now is the time for practice. Where you have to gather all the information and put it to work. Build the customer model as accurately as possible. In an orderly and precise way and it will take shape. Expose the data in a clear way, so that your entire team can understand it perfectly and better results.

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