is an archetype, a model or representation based on research of what buyers are, what they are trying to achieve, what are the objectives that drive their behavior, how they think, how they buy and why they make purchasing decisions. In the online world, it can now also be included where they shop, as well as when shoppers decide to buy.
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The Buyer Persona methodology
The Buyer Persona methodology is fundamental to any successful marketing strategy. Its purpose is to thoroughly understand the existing and potential customer base, and from it create detailed and accurate profiles of the different types of buyers. In this way, the main weak points of each buyer persona can be identified and the marketing strategy can be adapted to reach them effectively.
This useful knowledge is intended to inform you to make decisions about digital marketing and sales strategies.
Types of Buyer Persona
There are several types of Buyer Persona that can be developed according to the needs of each company. Some of the most common are:
- Buyer Primary Person: It is the one who represents the ideal client. It is the buyer who has the demographic characteristics, behaviors, motivations and objectives that are sought in an ideal client.
- Secondary Buyer Persona: Represents those customers who do not have all the characteristics of the ideal buyer, but who are an important opportunity for the company. This type of customer can have great long-term value, so it’s critical to develop a strategy to reach them.
- Buyer Negative person: This type of buyer is one who is not considered a target for the company, either because of their demographic characteristics, their behavior or for some other reason. However, it is important to understand the reasons why they are not a target, so that you can focus on buyers who are.
Importantly, every buyer persona should be thoroughly explored to understand their needs, wants, and behaviors. In addition, each buyer can be influenced by different factors, which makes it essential to have detailed profiles of each type of buyer.
Therefore, it is important to carry out continuous research and regular updates of Buyer Persona profiles, to ensure that the marketing strategy adapts to changes in the market and new opportunities that may arise. In this way, effective strategies can be designed that reach each type of buyer accurately and thus achieve success in the marketing of products and services.
How to define a Buyer Persona
Below is an overview of the steps to identify and create buyer personas in a business:
- Determine who the target customers are: Identify the type of people or companies that would benefit from the products or services offered. Demographic, geographical, and psychographic factors that may influence the customer base must be taken into account.
- Collect data about current and potential customers: Use surveys, market research, social media analysis, and sales data to gain insights into customer characteristics and behaviors.
- Analyze customer data to find patterns and similarities: Examine collected data and look for common trends, such as demographics, needs, and buying behaviors.
- Create a buyer profile that includes demographics, behaviors, motivations and goals: Combine the information obtained in the previous steps to create a detailed profile of each type of customer. This should include age, gender, income, education, interests, buying behaviors, goals, and challenges.
- Identify the main weak points of each buyer persona: Determine the difficulties and specific problems faced by each buyer profile. These pain points can help inform marketing strategy and develop solutions that address customer needs.
- Validate the buyer’s profile through focus groups or interviews: Contact current or potential customers who fit each profile to get feedback and validate assumptions. This can help ensure that profiles are accurate and based on real data.
- Refine profiles as needed (e.g. adjusting details): Use feedback and additional information gathered through validation to fine-tune and improve buyer personas. These profiles should be regularly updated and reviewed to ensure they remain relevant and accurate as market conditions and customer needs change.