Do you use a 'Buyer Persona' in your marketing strategy?
Posted: Wed Dec 04, 2024 5:31 am
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A new concept has emerged in our marketing strategy and is gradually gaining more importance.
What is a ' Buyer persona' ?
This is a semi-representation of our final or potential consumer, drawn up from demographic, behavioural, needs and motivational data. It is therefore essential to take it into account in our marketing strategy, as it is a way of putting ourselves in the shoes of our ideal consumer and offering them solutions to the needs that may arise.
It is the star ingredient of our strategy and, as such, we must give it its place when establishing it.
To create the profile of our Buyer persona we will need to collect information:
Personal: Hobbies, people who influence your decisions, what makes you happy…
Online behavior: Which social channels do you normally usa business email list use, what purpose do you use each one for, how often…
Workplace conduct: Challenges, responsibilities…
Relationship with the company in question: How did you find out about it, the reasons that led you to this company, what do you value most about it…
One of the pillars of Inbound Marketing is creating valuable content that sparks interest in the audience we are communicating with. If we are clear about the profile of our Buyer persona, in addition to all of the above, we will be able to know what they are looking for and how they are looking for it.
Inbound Marketing has the ability, among other things, to reach the right profile at a very early stage of our client's purchasing process.
'Buyer persona' vs Target or target audience
It is common for these two concepts to be confused as they seem to refer to the same thing, but they have significant differences.
The Target or Objective Public is a more abstract concept, it groups a group of people without their own identity. For this reason, it is difficult to personalize the content with their identification alone.
The Buyer, on the other hand, is also able to identify needs and apply them to the target audience.
Types of 'Buyer Persona'
Decision maker: is the person who can make the final purchase decision.
Prescriber: the person who recommends the product.
Influencer: the person who, with their opinion, can positively or negatively influence the purchase decision. It is very important to know who the influencers of our buyer persona are, as this will help us decide which blogs and social media profiles are worth contacting in order to achieve some kind of collaboration.
Real case of application of 'Buyer persona'
One of the best-known cases is that of KH7. Until recently, audience segmentation was done using the target group model as a reference; and to market this product, the strategy that the company developed was aimed at women from the lower-middle social class and housewives; since they understood that they would be the ones who would show the most interest in the product. But in this approach they did not take into account other audiences that the product would potentially target and that also represented an important part of their customers, such as men who need some kind of degreaser to clean the wheels of their cars, for example.
If they had defined the 'Buyer Persona', they would have done a segmentation by needs and would surely have taken this part of the public into account.
The definition of our 'Buyer Persona', as we can see, will be one of the most important pillars of our e-marketing strategy and… if the foundations of a house are not firm, it runs the risk of collapsing; the same goes for our strategy.
If you want your marketing strategy to be a success, you can't miss this post that we published some time ago on the blog and combine it with the concept of 'Buyer persona'
And if you want to stay up to date with everything that's happening in the world of Digital Transformation, we have good news! The digital e-school courses on all the tricks and techniques for a successful strategy are back in September.
A new concept has emerged in our marketing strategy and is gradually gaining more importance.
What is a ' Buyer persona' ?
This is a semi-representation of our final or potential consumer, drawn up from demographic, behavioural, needs and motivational data. It is therefore essential to take it into account in our marketing strategy, as it is a way of putting ourselves in the shoes of our ideal consumer and offering them solutions to the needs that may arise.
It is the star ingredient of our strategy and, as such, we must give it its place when establishing it.
To create the profile of our Buyer persona we will need to collect information:
Personal: Hobbies, people who influence your decisions, what makes you happy…
Online behavior: Which social channels do you normally usa business email list use, what purpose do you use each one for, how often…
Workplace conduct: Challenges, responsibilities…
Relationship with the company in question: How did you find out about it, the reasons that led you to this company, what do you value most about it…
One of the pillars of Inbound Marketing is creating valuable content that sparks interest in the audience we are communicating with. If we are clear about the profile of our Buyer persona, in addition to all of the above, we will be able to know what they are looking for and how they are looking for it.
Inbound Marketing has the ability, among other things, to reach the right profile at a very early stage of our client's purchasing process.
'Buyer persona' vs Target or target audience
It is common for these two concepts to be confused as they seem to refer to the same thing, but they have significant differences.
The Target or Objective Public is a more abstract concept, it groups a group of people without their own identity. For this reason, it is difficult to personalize the content with their identification alone.
The Buyer, on the other hand, is also able to identify needs and apply them to the target audience.
Types of 'Buyer Persona'
Decision maker: is the person who can make the final purchase decision.
Prescriber: the person who recommends the product.
Influencer: the person who, with their opinion, can positively or negatively influence the purchase decision. It is very important to know who the influencers of our buyer persona are, as this will help us decide which blogs and social media profiles are worth contacting in order to achieve some kind of collaboration.
Real case of application of 'Buyer persona'
One of the best-known cases is that of KH7. Until recently, audience segmentation was done using the target group model as a reference; and to market this product, the strategy that the company developed was aimed at women from the lower-middle social class and housewives; since they understood that they would be the ones who would show the most interest in the product. But in this approach they did not take into account other audiences that the product would potentially target and that also represented an important part of their customers, such as men who need some kind of degreaser to clean the wheels of their cars, for example.
If they had defined the 'Buyer Persona', they would have done a segmentation by needs and would surely have taken this part of the public into account.
The definition of our 'Buyer Persona', as we can see, will be one of the most important pillars of our e-marketing strategy and… if the foundations of a house are not firm, it runs the risk of collapsing; the same goes for our strategy.
If you want your marketing strategy to be a success, you can't miss this post that we published some time ago on the blog and combine it with the concept of 'Buyer persona'
And if you want to stay up to date with everything that's happening in the world of Digital Transformation, we have good news! The digital e-school courses on all the tricks and techniques for a successful strategy are back in September.