Buyer persona: what you need to know about your audience

buyer persona

Inbound marketing is a fundamental part of any digital strategy. But, for it to be effective, you must first know what it is and how to define your buyer persona.

We have stated that the inbound marketing It is the strategy of the present and the future. It consists of attracting customers by providing them with valuable digital content that responds to your needs and concerns. For this, the figure of the buyer persona is essential, one of the pillars of any marketing plan. Understanding how to define your buyer persona will make the foundations of your strategy solid, allowing everything else not to risk falling off.   

In marketing we use the term buyer persona to designate a fictitious entity that we imagine to represent the different customer segments we want to target both in our messages and in the services and products we sell. It consists of giving a name, characteristics and personality to that person we imagine. 

A big boost for your strategy

How to define your buyer persona will help to be clearer about the way in which you connect with this type of client and you will achieve that they convert, that is, that they make the purchase of your services and products. Thinking about the buyer persona allows us make the abstract real, paying attention to the needs and type of content that must be generated for each type of client.

One of the most common mistakes of companies and brands is that they begin to broadcast messages on their digital channels without stopping to analyze who they are addressing. Many of these brands create the product and the way to promote it and then think about who needs it. And this path does not represent a good marketing strategy. The true success of brands today is based on focusing on the customer, on their experience and on the benefits they can obtain from what we offer them. 

First Things First: Observation, Clustering, and Analysis

When thinking about how to define your buyer persona It is important to remember that the "type user" does not exist. Neither in real life nor in the scenarios imagined by us, there are no two exactly the same clients, because people have different characteristics. It must be taken into account that there are many clients or potential clients, and each of them is different. 

However, we can group them into segments to facilitate our task. To create your buyer persona, you must perfectly understand the segment of the population you want to portray and know how to synthesize it into a credible and coherent personality. This can be done in many ways, one of them through interviews or surveys in our broadcast channels, social networks, mailings, etc., or simply considering what your products and services are and who you think will serve to satisfy a need. 

What can help you analyze how to define your buyer persona is write down questions that help you to give yourself a complete picture of this imaginary client. Make sense of it and tell a story that defines it, that allows you to give it not only a first and last name, but also personality and deeper aspects. 

Triggers to think and investigate your target audience

  • Where you live? 
  • What's it called?
  • What do you do for a living?
  • How old are you?
  • What is your gender?
  • Did you do university studies?
  • How is your purchasing power?
  • What do you do in your spare time?
  • How is your family conformed?
  • What are its sociodemographic aspects?
  • What are their motivations?
  • What are your challenges in life?
  • What are the goals you want to achieve?
  • What do you need?
  • What frustrates you?

On the other hand, and to finish completing your plan on how to define your buyer persona, it is important that you register other of its characteristics. This time, you must think of aspects that speak of your imaginary person, not because of his personality, but because of his consumer behavior

For this, interviews with clients who have been satisfied or not with your services are very useful, in order to find data that you did not know about each of them and know how they use digital channels to make purchases.

  • How do you consume content? 
  • How are your consumption habits?
  • On which channels? 
  • What topics interest you the most?
  •  Who and what influences them? 
  • How is your behavior on social media?
  • What can you contribute? 
  • How much time do you have to consume content? 
  • What challenges do you face in your day to day?

The importance of active listening 

If you are on the way to making a good inbound marketing strategy and, for this, you are registering how to define your buyer persona, it is essential that you maintain an empathic attitude. One of the necessary skills in any marketing discipline is to know that the central point is the people. If you cannot understand your interlocutor, a link will not be generated and you will not be incapable of creating anything with him or of retaining him as a customer.

You should always keep in mind that your customers or potential customers may have a different point of view than you do, and understanding this without judgment is an essential step to get their attention, their interest, their desire in your products and services and, subsequently, the action. 

Basing the construction of your buyer personas on your preconceptions about it will only lead you to fall into one of the most frequent mistakes in this process: speaking without considering who is receiving the message.

A content strategy such as inbound marketing will be successful if you carry out a deep research of your product and your market and you stop especially in how to define your buyer persona and identify it correctly.

The popular phrase "put yourself in the shoes of the other" makes total sense for those who bet on inbound marketing as a way to offer value and solve the needs of their customers. 

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Your buyer person needs something, how can you solve it?

As we can see, active listening, empathy and putting yourself in the other's place are necessary pillars to correctly understand how to define your buyer persona. Once you have a record of its characteristics, it is necessary to know their “pain” or points of conflict because, in this way, we will know what you need and how our products or services can solve it. 

We must know what drives our ideal client to enter certain digital channels, to consume specific content and, above all, What drives you to make a certain purchase?. This analysis is part of the strategy of how to define your buyer persona and it will help you in the rest of your digital content plan. 

We need to perfectly understand the needs of our ideal client and accompany them throughout the purchase process, from the beginning. Thus, you will be able to determine in which tone to speak to him or what content he is interested in and which is the best channel to do so. Remember that if you give the wrong message to the wrong person, there will be no conversion and if you give the wrong message to the right person, neither will.

At this point we can also establish trigger questions to analyze these foci of need that our buyer persona entails and that your products and services could solve:

  • What problems have you got?
  • What are your fears?
  • What worries you?
  • What feelings are born in front of your concern?
  • What goals are you afraid of not meeting?
  • What do you dream of?

Some conclusions about the buyer persona

If you're thinking about how to define your buyer persona, it's because it challenges you and occupies a new form of sale such as inbound marketing. This philosophy is based on the people as center, in generating lasting business links by really focusing on solving the needs of customers who trust your business, brand or company. 

To achieve this, we must not underestimate the empathic exchange that can be very productive if all the possibilities offered by the digital channels that exist today are used correctly.

The value proposition of our contents, as well as commercial proposals, will not be sustained over time, if when devising them, we do not take into account who is the one on the other side, how is your personality, environment, opportunities and what is required to meet your goals. 

In a business or brand it is very important to know what you are going to offer and to whom. These are two fundamental factors for success. By understanding your audience you will be able to develop a message focused on it and you will improve your marketing campaigns, learning to enhance the virtues of your content and review those that do not have the expected response.

Learning how to define your buyer persona, stopping to carry out an in-depth analysis of that imaginary ideal client, will help you throughout the digital strategy path and in the sales process. Let's remember that we must address our users as we like to be spoken to when we fulfill the role of consumers. 

What are you waiting for to start thinking about how to define your buyer persona? You will see that you will not regret it for a moment.

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