Last week I told you about the Buyer Persona and the main definitions that revolve around this marketinian concept. In that first part, they are already drawn, beyond the pure concept, of what strategy must be built and implemented to execute good inbound and outbound marketing campaigns. We must remember that the buyer persona is based above all on defining our ideal target audience and above all, the buyer!

To begin, there are three pillars to draw the buyer persona strategy:

1. We must know our buyers in a deep and real way: our ambassadors will be able to draw them better if our content strategy is very well-defined and aligned with the solutions, products and/or services we offer. Another way to do it is to be able to approach those leads or our clients in that we can establish trust and launch a survey or free opinions about what we offer. The sample does not have to be huge. Sometimes small data can tell us a lot, as Martin Lindstrom suggests in his book Small Data. In short, whenever we have the opportunity, we ask our clients, even if it is 1 to 1, with calls, interviews, etc.
2. If it is very difficult for us to be able to carry out a good analysis of our buyer person, we can before processing the first point that I mentioned above: draw our buyer person with the following questions:
3. A deep understanding of the customer is the first great skill of any successful company. The more you know your audience, the more likely it is that a value proposition will be designed that responds to customer priorities. The customer profile provides essential and general information about the “customer” problems. Above all, this is the basis for making a final segmentation and defining the target markets in which you want to act.

All these strategies, methods, and questions will facilitate the development of our Buyer Persona and thus define the strategy through the creation of personalised content, e-books, webinars, events, fairs, follow-up of leads, closing of sales and their loyalty, etc. and thus they become identifiable clients, whether potential or current. The definition and ideation phases focus on people. Once this is done and a design concept is potentially created, it has to be iterated, specifically to make it fit in the sense of the business model we have (= services and/or products we offer). This is where you can become a real customer profile and you are no longer a buyer person.