Buyer persona

A Buyer persona is a fictional representation of the ideal customer for your brand or products. In other words, it will represent the people you would like to attract and the customers you want to sell your products to. You can have different buyer persona profiles.

Once you are clear who the buyer persona or ideal customer for your products is, you can create marketing actions designed to attract this type of customer and thus focus your efforts on reaching your buyer persona. If you have defined the buyer persona well and manage to reach them, the chances of converting them into customers will be very high.

1. buyer persona and target audience

Before continuing, it’s necessary to make a clear distinction between the buyer persona and the target audience, because both terms are easy to confuse and, although the concepts are related, they are not the same thing.

The target audience refers to a segment of the population to which, based on their demographic characteristics (for example: young people aged 18 to 25, with their own car and only children), a product or service is directed.

The buyer persona, on the other hand, is a very specific and defined representation of the fictional person on whom our sales efforts should focus, taking into account their needs and motivations. It is a much more specific and human profile (a living entity that changes its preferences and tastes) than the profile obtained from the target audience.

2. Why create a buyer persona?

The creation of a buyer persona is an essential element in any digital marketing strategy that aims to be effective and produce adequate results. It serves to send the right message to the right people at the right time, so that the chances of success will always be much higher.

Here are some reasons why having a well-defined buyer persona will help you in your digital marketing and email marketing strategy, as it will allow you to:

• Create relevant content and reach your targets.
• Guide them more effectively through the sales funnel.
• Discover the channels they use to get the information they need and offer it right there.
• Personalize the messages you create.
• Give the content the right tone and style.
• Address topics that are relevant to them on social media and blogs.

3. types of buyer persona

For your Inbound Marketing strategy to succeed, you need to identify the buyer persona for your products. Currently, there is a tendency to segment buyer personas into five main types:

– Main buyer persona. This should be the main target to approach and focus our efforts on, as it is the person who ultimately makes the purchasing decision.

– Secondary buyer persona. These are the people who influence the primary buyer persona to make the purchasing decision.

– Buyer persona for B2C companies. This type can be both primary and secondary, and you only need to keep them in mind if your product or service is designed for end consumers (B2C).

– Buyer persona for B2B companies. As in the case of B2C, this type can also be primary or secondary, and you should take them into account if your company is targeting other companies (B2B).

– Negative buyer persona. This is anyone who, for a specific reasons, is not desirable for our business strategy and helps us focus our message on the right buyer.