Buyer persona
What is a Buyer persona?
A Buyer persona is a fictional representation of the ideal customer for your brand or products. In other words, they are the people you would like to attract and 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 (or “target”) refers to a segment of the population at which a product or service is aimed, based on its demographic characteristics (for example: young people aged 18 to 25 who own a car and are only children).
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 very well-defined buyer persona helps 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.
- Know where they get their information and offer it to them 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 know the buyer persona of 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. These can be either primary or secondary, and you only need to keep them in mind if your product or service is aimed at end consumers (B2C).
– Buyer persona for B2B companies. As with B2C, these can also be primary or secondary, and you need to take them into account if your company targets other businesses (B2B).
– Negative buyer persona. This is anyone who, for certain reasons, is not desirable for our business strategy and helps us focus our message on the right buyers.
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You may also be interested in: Marketing audiences.