Buyer Persona: Concepts

The world of marketing, with the proliferation of new techniques, tools and other trends that appear with the growing era of digital information, is regenerating day by day with new forms, concepts and typologies. 

The growing revolution and rise of data (the phenomenon better known as Big Data) is also part of digital marketing and that is where the concept and technique known as Buyer Persona comes in. In this article, I will simply try to briefly explain what the buyer persona is. As expected, the era of the Internet and information proliferates the emergence of new specialization initiatives. 

Well, there is the Buyer Persona Institute. Thus, according to the Buyer Persona Institute, the definition would be:

"Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that your company resolves. Much more than a one-dimensional profile of the people you need to influence, or a map of their journey, actionable buyer personas reveal insights about your buyers’ decisions — the specific attitudes, concerns and criteria that drive prospective customers to choose you, your competitor or the status quo.

A buyer persona is not merely a description of your buyer. As hundreds of our partners and customers can tell you, simply profiling your buyer results in too many personas and not nearly enough marketing guidance.

But when you have insights into what your buyers think about doing business with you, including verbatim quotes from people who have recently decided to solve a similar problem, you have the knowledge you need to align your marketing decisions — from positioning and messaging through content marketing and sales enablement – with your buyer’s expectations.

The ROI is this simple: When you know how to help buyers evaluate your approach on their terms, you build a bond of trust that competitors can’t match."

In short, the buyer is still the specific target on which you build your message according to your services/products and build a link that in the end your competitors will hardly reach as long as you can feed the needs of your potential customer and current client with the different tools and techniques that are provided today with Inbound marketing. According to a study by Aberdeen Research, marketers who use buyer personas and draw/plan their content according to the buyer’s journey, experience 73% more conversions.

Our buyer persona is our ideal client and how we can build our relationship with him/her. To do this, we will have to carry out a series of actions and define how to build that buyer’s journey. But that will be in the second part of this article but I want to advance some points.

To have a market strategy with buyer personas, we should:

Build a detailed and well-planned document for its execution to have a semi-fictitious representation of the ideal client. It is based largely on market research, data through surveys, and the content you generate and thus collects the information in your tool to be able to generate assumptions about customers, etc.

  • We should focus on a limited instance in time, rather than a dynamic evolution through constant customer learning. From the results, refocus it or already obtain definitive conclusions, etc.
  • Through the actions described above, emphasis must be placed on the value proposition offered to customers. If you do a series of actions well (for example, good content), your buyer persona will thank you and “identify with you” with the product and/or service you offer.

Read the 2nd post about Buyer Persona: Build the buyer persona: The strategy (II)


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