Buyer Persona for a Digital Marketing Strategy
Are you clear about the characteristics of your potential client? It is very important that you are clear on this aspect, since it will allow you to get the right message to the right people. If you want to define these elements you need to identify your buyer persona. That fictitious representation of your ideal client, always based on real data.
A buyer persona is a semi-fictional representation of your consumer or potential consumer. This is built from their demographic information, behavior, needs and motivations in order to put ourselves even more in the shoes of our target audience to understand what they need from us as a company.
When building this character you must take into account the following information:
To have a good analysis of your buyer persona, you need to have contact with your target audience, so the characteristics can be identified with greater precision. Try to have a database of your customers, this research will help determine the profiles of those individuals.
You should focus on both satisfied and dissatisfied customers, so you will gain a broader perception of your product / service. In addition, you will understand the challenges that your customers are facing with what your product or service is offering. One of the pillars of Marketing is creating content that arouses the interest of the audience, when you are clear about your buyer persona you will understand how and where to place that message so that it is more effective.
What is the added value of identifying a buyer persona?
Know exactly what their needs are in order to satisfy them. This refers to the need, motivation or concern that the buyer person has and that my product can solve it.
Understanding their needs is very valuable, since it will show us the motivation that leads them to search for a certain product / service on Google and what it is that predisposes them to make the purchase.
What information do I need?
Personal: hobbies, people who influence their decisions, what makes them happy, what are their motivations, what goals do they have.
Online Conduct: what social networks do they use, if they buy products online and of what type, where do they look for information and how often do they do it, what hours are they online, what are their reference plans, among others.
Work conduct: responsibilities, challenges, major influences, etc.
Relationship with the company: what they know about the company, their first interactions with the company, what they value most about the company, what interaction they have with the brand.
Buyer personas are based on market research as well as insights and other information you gather from your actual customer base through surveys, interviews, etc. Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. If you’re new to the concept of “buyer personas”, we suggest you start small, try to develop one or two personas. You can always develop more personas later if needed or as your business grows.
One of the main advantages of developing personas is that it allows you to create content and messages that appeal to your target audience. It also enables you to personalize your marketing efforts for different segments of your audience. If your company is considering digital marketing, let us know, we can offer you a personalized proposal for your business!