Buyer persona, or simply person, is a fictional character that is constructed from the ethnography of a population (age, sex, customs, beliefs, among many others), with similar psychological profile, qualities and behaviors. It should be clarified that for the same product or service, a company can create different Buyer Personas profiles.
Understanding the buyer is essential not only for product development but also for the production of content that will guide the acquisition of new customers.
In the production of material for the Blog or for the social media of a company, we use an interesting resource that facilitates the addressing of the topics: the creation of a Buyer Persona, that is, the definition of the typical client, with all the main characteristics of buyers.
Meeting that challenge of creating and assembling a Buyer Persona, or multiple Buyer Personas, can be easier when you get to ask the right questions.
Then, you just have to use that information in a productive way so that all action and decision making is directed towards that profile.
In this post, we are going to talk about the concept of Buyer Persona, show its importance for a business and teach how to create an ideal Buyer Persona model to correctly guide the actions of your company.
But if you still have doubts or have not understood the importance of producing content, to educate and attract potential customers to your company, we invite you to download the following guide: “Content Marketing for Results ” and take advantage of this great strategy to achieve concrete results.
After all, what is Buyer Persona?
Buyer Persona is the fictitious representation of your ideal client. It is based on real data about the behavior and demographics of your customers, as well as a creation of their personal stories, motivations, goals, challenges and concerns.
A good definition of Buyer Persona goes precisely through contact with your target audience, so that in a quick analysis you can identify common characteristics among potential buyers.
If you have a customer base, this will be the perfect place to start your research. Even if you have different profiles of individuals or companies that consume your product, some of them tend to be examples of your Buyer Persona.
An important tip is to focus on both satisfied and dissatisfied customers. In both cases, you will surely learn something about the perception of your product and what challenges your customers are facing.
What would be the difference between buyer persona and target audience?
It is common for there to be some confusion in the concepts, but there is one thing we can say for sure: Buyer Persona and target audience are not synonymous.
Let’s go to a practical example:
- Target audience: Men and women, 24 to 30 years old, single, graduated in architecture, with average monthly income of $ 3,500,000 who plan to increase their professional training and like to travel.
- Buyer persona: Pedro is 26 years old, a recently graduated and autonomous architect. He plans to develop professionally by doing a master’s degree abroad because he loves to travel, he is single and he always wanted to do an exchange. You are looking for an agency to help you find universities in Europe that accept foreign students.
Is the difference understood? The target audience is usually a comprehensive part of the society to which you sell your products or services. The Buyer Persona, as said in the previous item, is the representation of your ideal client, in a more humanized and personalized way.
At first glance, they may even sound very similar. But it is different to think of a Digital Marketing strategy directed to Pedro Paulo and not to a large target audience.
Also, if you think you’ve segmented very thoroughly, you don’t have to limit yourself to just one Buyer Person. It is common for businesses to have more than one defined Buyer Persona. But don’t overdo it. If just one can limit your audience too much, many can cause your strategy to lose focus.
Why create a Buyer Persona?
The creation of Buyer Personas is seen as a fundamental step within a Digital Marketing strategy for results. We created Buyer Personas to send the right message to the right individuals and thus generate greater chances of success.
Without a defined Buyer Persona, in some cases, your strategy may get lost and you end up speaking in English with someone who only understands Greek; or promoting cuts of meat for someone vegetarian, or by offering your class A product to people in class C; among other examples.
So we list some reasons that demonstrate the importance of creating Buyer Personas for your business:
- Determine the type of content you need to achieve your goals;
- Define the tone and style of your content;
- Help design your marketing strategies by presenting to the audience what to focus on;
- Define the topics you should write about;
- Understand where potential customers seek your information and how they want to consume it
Questions that will help you define a Buyer Persona
After understanding what Buyer Persona is, what its advantages are for your business and gathering some preliminary information, you will have to orient yourself by the profile of your typical client.
In other words, you should let yourself be carried away by the majority to answer some questions that will help you define the behavioral profile of your Buyer Persona:
- Who is your potential client? (physical and psychological characteristics of the person responsible for the purchase)
- What kind of topic would you be interested in about your sector?
- What are the most common activities you do (both personally and professionally)?
- What is your level of education? What are your challenges and obstacles?
- What kind of information do you consume and in what vehicles?
- What are your goals, your difficulties and challenges?
- In the case of B2B products, what is the type of company that buys your solution? And what is the position of who buys?
- Who influences your decisions?
In addition, you need to keep in mind what the person responsible for the purchase of your product or service is looking for in the area of operation of your company.
Think about the topics that may interest you, for example: the problems you face on a daily basis related to your sector.
Once that process is finished, you will have a good amount of raw data on potential consumers.
How to create a Buyer Persona
The next step is to design the client’s profile based on the responses obtained. With this, you will be able to unify the information and develop the character in a document made available to everyone in the company, so that they can benefit from the study you did.
Some characteristics that we use to define Buyer Personas here in a great marketing agency like Curtis are:
- Buyer Person Name (Fictitious)
- Position / Occupation
- Activity segment
- Level of education
- Media used
- Objectives of the Buyer Persona
- Challenges of the Buyer Persona
Buyer create names for people because that facilitates internal discussions, putting the Buyer Person as white: ” ¿ do you But that Juan Carlos would be interested in that?”.
Another possibility is to use a graphic model to represent it.
Remember to also consider that the Buyer Persona may be a visitor who has just arrived, who does not know or is looking for your company, but rather the solution to a problem. This often happens on company sites that do Inbound Marketing.
So, ask yourself: how can the approach and exposure of content related to your market be for that Buyer Persona?
How to avoid falling into stereotypes when building your persona
However, what often happens is that, instead of using real data, from studies and statistical reports, people are created based on ideas and “assumptions”.
That means that instead of segmenting your campaigns for your ideal audience, you may be wasting resources with stereotypes that don’t exist. This way, you won’t arouse the interest of the right people.
A great example of this is the preconception, still present in our society, that those who play video games are young men, when in reality, 52% of gamers are women.
The Kim Kardashian: Hollywood , released by the American society in 2013, is an example of a game that was made with an audience that has an interest in video games, but rarely finds something developed especially for them.
For having created a product focusing its dissemination strategies on an audience that really exists and that was looking for that, 200 million dollars was generated in revenue in the first year of launch alone.
Thus, in order to have successful and profitable marketing campaigns and products, it is essential to start the process with an investigation in which as many “assumptions” as possible are avoided.
The Internet is a great tool that facilitates research. You can search for studies carried out by third parties whose results are published on the internet, such as Google Consumer Barometer , university sites and CEPALSTAT .
Another good option is to interview your current clients, either through forms, emails or phone calls.
In this way, you get to talk directly with them, to better understand who your customers are, what they are looking for, what they like and what they don’t.
2. Don’t have preconceptions
Do not be sexist / racist / homophobic / lesbophobic / transphobic / etc .
It sounds obvious enough, but you can still find many companies using offensive content when it comes to promoting their brand products.
The clearest example of this are some beer companies that use men as the protagonists of their advertisements and women as background, decorative objects, even though it is a fact that more and more women consume this drink.
3. Understand the moment
To have relevant campaigns, it is necessary to internalize what is important to you now.
In this way, it is important to pay attention to news and trends of what the public is watching today. By not doing this, you run the risk of approaching your audience with an outdated and outdated view of what is relevant to them.
In addition, you lose the opportunity to interact and connect with them at the ideal moment to enchant your Clients, Leads and Visitors.