Marketing has been changing over the years, adapting to new technologies and consumer demands. Gone are the campaigns focused on a broad audience that were based solely on their demographic characteristics. Today’s consumer demands more relevant and personalized advertising,
What is the buyer persona?
The buyer persona is a representation of the ideal customer of a company or marketing campaign. It is an “identikit” that is outlined based on sociodemographic and psychological characteristics, customer behavioral data, as well as the relationship they establish with the brand’s products or services and the buyer journey they follow.
This representation allows us to understand more precisely the audience to which the company or advertising campaign is directed in order to personalize the message. Unlike the target audience, which is a more general representation of a market segment, the buyer persona condenses the characteristics of the ideal customer, making it a much more personal and humanized profile.
H3: Why is it so important to create the buyer persona?
- Understand the client. The process of creating the buyer persona allows us to delve deeper into the needs, problems, expectations, concerns and motivations of a segment of the target audience to convert them into a customer.
- Identify appropriate communication channels. Knowing the online behavior of the audience and their communication preferences allows us to choose the ideal channels to reach them.
- Customize the content. Having a clear profile of the buyer persona helps to identify the type of content and formats that interest that audience most to ensure that it resonates with their values and concerns.
- Offer “a la carte” solutions. Having different buyer personas allows you to design different communication strategies, prices or even practically “a la carte” products and services that are more attractive for each customer segment.
- Greater effectiveness in marketing actions. Focusing marketing and sales efforts on a buyer persona improves the effectiveness of actions, generates more qualified leads and speeds up the lead nurturing process, which reduces acquisition costs and increases return on investment.
How to make a buyer persona? real example
- Name your buyer persona. Naming your buyer persona will allow you to personalize the profile and identify them, especially if the company has different profiles.
- Includes demographic data. Demographic data is basic to creating the buyer persona profile, so you should start with age, gender, social class and geographic location.
- It reflects your work and family situation. The family and work status of consumers largely determines their needs, so it is important to specify the marital status of the buyer persona, whether they have children, what profession they practice, and their annual salary.
- Define objectives, challenges and dreams. The value of the buyer persona lies in the fact that it delves into aspects that go unnoticed by traditional marketing profiles, so it is essential to understand what challenges, objectives, expectations and dreams that ideal client has.
- Detect their problems and concerns. Just as important as knowing the goals and challenges of the buyer persona is determining their main problems, worries and concerns since these help discover how the product or service can satisfy their needs.
- Determines your behavior on the Internet. Analyzing the usual behaviors of the buyer persona in the digital environment is essential to know through which channels it is possible to connect with that segment of the public, what their interests are, what type of content they consume or how they buy.
- For example, the buyer persona of the prototype client who takes out life insurance, according to Unespa, could be:
Juan is 39 years old and resides in Ávila. He is a computer engineer and works for a software design company receiving a salary of 30,000 euros gross per year. He is married, has a small child and recently took out a mortgage.
He dreams of creating his own software company and having more time to dedicate to his family. However, he is worried about the future of his son and that his wife will not be able to pay the mortgage if something happens to her since she is the main breadwinner of the family.
He often uses the Internet to carry out transactions and purchases, so he feels more comfortable purchasing products online. He is looking for an insurer he can trust and life insurance without the fine print.