Buyer Persona: what it is and how to do it step by step
Posted: Sat Dec 07, 2024 8:04 am
As we saw in our definitive guide to Inbound marketing , identifying your buyer persona is an essential factor and a fundamental piece for the success of any Inbound marketing strategy.
Inbound Marketing focuses on the concept of buyer persona , which is based on creating a story around the user to understand exactly what their real concerns and needs are at each stage of the conversion funnel and purchase cycle . Once these are detected, the most appropriate tactics can be developed to successfully attract customers in a non-intrusive way.
In this article we want to delve into this important concept and essential factor in any company's digital marketing plan . The buyer persona. What it is and how to create it step by step. Since all the objectives of Marketing strategies, and the tactics and actions of each of them, will revolve around the buyer persona. Let's get started.
What is a buyer persona?
Before defining what a buyer persona is , we want to define what a company's target audience is , because defining it is essential to be able to correctly create your buyer personas later.
Target audience definition
This is the public to whom you direct your communication actions and/or to whom you want to sell your product or service. In other words, a group of people who have needs that we can cover with our products and/or services. To create your buyer personas and increase the chances of success in your marketing actions , defining your company's target is a fundamental piece.
Defining your target audience involves carrying out market segmentation . Market segmentation consists of dividing the market that a company targets into small groups or segments so that the groups or segments that the company is going to target can be decided and selected later. These segments are our target audience or target in marketing.
So, if you want to know how to define your target audience, you need to determine which segments you want to target.
Once you have defined your target or target audience, you will be able to find your ideal clients more easily.
Let's take the example of a company that sells eco-friendly sportswear. It won't be enough to determine that its target audience is made up of current and potential buyers interested in eco-friendly clothing. It will need to be a little more specific.
For example, you can choose, among others, a segment within the previous group made up of men and women aged 25 to 40, concerned about the environment, who regularly play sports and on weekends like to do sports activities in natural outdoor environments.
Next we introduce the concept of buyer persona.
This segment of your audience can be one of the targets. But to optimize marketing strategies and actions, the company must define and create different ideal clients or buyer personas . Go from studying men and women aged 25 to 40 who are concerned about the environment and who play sports, to generating fictitious portraits of this group that more accurately reflect the personality, concerns and interests of the target people.
Knowing your buyer persona or ideal client is a fundamental part of meeting their needs and designing valuable content by communicating with them.
How to create your buyer persona step by step
Definition of buyer persona
Buyer personas are about creating idealized representations of your target audience. The target audience is no longer a demographic segment but a fictional person. A person who has a name, hobbies, interests, and concerns.
The goal of creating a buyer persona is to be able to empathize and fully understand our ideal client.
By designing buyer personas (sometimes it is necessary to create more than one buyer persona for different products and services), companies can better understand their target audience and design specific strategies and actions aimed at them.
Basically, a buyer persona is your ideal customer . Among others, we can assign a buyer persona:
A name
Sociodemographic aspects: gender, age, place of residence, academic level, income level, culture, marital status, among others.
Your behavior and personality (interests, hobbies, needs and concerns)
What are your goals?
The buyer persona is the starting point on which the definition of the company's Inbound Marketing strategies will be established , always depending on the stage of the purchasing cycle in which it is located.
What is a negative buyer persona?
People who are not of interest to us are called negative buyer personas . It is also important to define them.
Negative buyer personas are exclusive to our buyer personas brazil telegram phone number list because they are part of a customer profile that has a superficial interest that does not translate into sales.
How to create your buyer persona step by step
The process of creating your buyer persona involves observing and looking for opportunities to find out what the user really needs. Once you know the needs of the users, you can focus on writing and creating content and creating tactics that convert.
To create your buyer persona, we recommend creating a question template for each profile you identify within your target, since your company may have more than one buyer persona with different motivations.
Creating a customer profile requires asking specific questions that will provide you with the information you need . The goal is to obtain information to create your buyer personas and thus guide your inbound marketing campaigns. Remember that your target audience is made up of your current customers, your leads or potential customers, and also your competitors' customers.
Creating an effective buyer persona is no easy task, and as we mentioned earlier, it's all about asking the right questions. Let's get to it.
Demographic factors
You need to gather demographic information about your ideal customer. Among other things, you'll need to find out factors such as:
Sex
The age
Country
Language
Economic level
Cultural and educational level
Etc.
Implementing an Inbound marketing strategy with your buyer personas at the center will allow you to create actions specifically targeted at what your buyer persona or ideal client requires.
Interests and aspirations
Our buyer personas have personal interests, hobbies and aspirations, such as:
Music
Cinema
Sports
New technologies
Healthy living
Family
Etc.
These are the things that motivate and interest them and that companies can use in their Inbound and content marketing strategy in several ways:
Creating valuable , unique and innovative content that is easy for them to consume and that motivates them to share it.
Addressing us in a more personal way in our newsletters and email marketing strategies
Developing social media marketing strategies
Online behavior
What social media do you have a presence on and which one is your favourite? What brands related to our company do you follow? In addition, we must determine what type of content is your favourite and if you have already visited our website, through which channels you have arrived.
What is your online behavior?
Inbound Marketing focuses on the concept of buyer persona , which is based on creating a story around the user to understand exactly what their real concerns and needs are at each stage of the conversion funnel and purchase cycle . Once these are detected, the most appropriate tactics can be developed to successfully attract customers in a non-intrusive way.
In this article we want to delve into this important concept and essential factor in any company's digital marketing plan . The buyer persona. What it is and how to create it step by step. Since all the objectives of Marketing strategies, and the tactics and actions of each of them, will revolve around the buyer persona. Let's get started.
What is a buyer persona?
Before defining what a buyer persona is , we want to define what a company's target audience is , because defining it is essential to be able to correctly create your buyer personas later.
Target audience definition
This is the public to whom you direct your communication actions and/or to whom you want to sell your product or service. In other words, a group of people who have needs that we can cover with our products and/or services. To create your buyer personas and increase the chances of success in your marketing actions , defining your company's target is a fundamental piece.
Defining your target audience involves carrying out market segmentation . Market segmentation consists of dividing the market that a company targets into small groups or segments so that the groups or segments that the company is going to target can be decided and selected later. These segments are our target audience or target in marketing.
So, if you want to know how to define your target audience, you need to determine which segments you want to target.
Once you have defined your target or target audience, you will be able to find your ideal clients more easily.
Let's take the example of a company that sells eco-friendly sportswear. It won't be enough to determine that its target audience is made up of current and potential buyers interested in eco-friendly clothing. It will need to be a little more specific.
For example, you can choose, among others, a segment within the previous group made up of men and women aged 25 to 40, concerned about the environment, who regularly play sports and on weekends like to do sports activities in natural outdoor environments.
Next we introduce the concept of buyer persona.
This segment of your audience can be one of the targets. But to optimize marketing strategies and actions, the company must define and create different ideal clients or buyer personas . Go from studying men and women aged 25 to 40 who are concerned about the environment and who play sports, to generating fictitious portraits of this group that more accurately reflect the personality, concerns and interests of the target people.
Knowing your buyer persona or ideal client is a fundamental part of meeting their needs and designing valuable content by communicating with them.
How to create your buyer persona step by step
Definition of buyer persona
Buyer personas are about creating idealized representations of your target audience. The target audience is no longer a demographic segment but a fictional person. A person who has a name, hobbies, interests, and concerns.
The goal of creating a buyer persona is to be able to empathize and fully understand our ideal client.
By designing buyer personas (sometimes it is necessary to create more than one buyer persona for different products and services), companies can better understand their target audience and design specific strategies and actions aimed at them.
Basically, a buyer persona is your ideal customer . Among others, we can assign a buyer persona:
A name
Sociodemographic aspects: gender, age, place of residence, academic level, income level, culture, marital status, among others.
Your behavior and personality (interests, hobbies, needs and concerns)
What are your goals?
The buyer persona is the starting point on which the definition of the company's Inbound Marketing strategies will be established , always depending on the stage of the purchasing cycle in which it is located.
What is a negative buyer persona?
People who are not of interest to us are called negative buyer personas . It is also important to define them.
Negative buyer personas are exclusive to our buyer personas brazil telegram phone number list because they are part of a customer profile that has a superficial interest that does not translate into sales.
How to create your buyer persona step by step
The process of creating your buyer persona involves observing and looking for opportunities to find out what the user really needs. Once you know the needs of the users, you can focus on writing and creating content and creating tactics that convert.
To create your buyer persona, we recommend creating a question template for each profile you identify within your target, since your company may have more than one buyer persona with different motivations.
Creating a customer profile requires asking specific questions that will provide you with the information you need . The goal is to obtain information to create your buyer personas and thus guide your inbound marketing campaigns. Remember that your target audience is made up of your current customers, your leads or potential customers, and also your competitors' customers.
Creating an effective buyer persona is no easy task, and as we mentioned earlier, it's all about asking the right questions. Let's get to it.
Demographic factors
You need to gather demographic information about your ideal customer. Among other things, you'll need to find out factors such as:
Sex
The age
Country
Language
Economic level
Cultural and educational level
Etc.
Implementing an Inbound marketing strategy with your buyer personas at the center will allow you to create actions specifically targeted at what your buyer persona or ideal client requires.
Interests and aspirations
Our buyer personas have personal interests, hobbies and aspirations, such as:
Music
Cinema
Sports
New technologies
Healthy living
Family
Etc.
These are the things that motivate and interest them and that companies can use in their Inbound and content marketing strategy in several ways:
Creating valuable , unique and innovative content that is easy for them to consume and that motivates them to share it.
Addressing us in a more personal way in our newsletters and email marketing strategies
Developing social media marketing strategies
Online behavior
What social media do you have a presence on and which one is your favourite? What brands related to our company do you follow? In addition, we must determine what type of content is your favourite and if you have already visited our website, through which channels you have arrived.
What is your online behavior?