The purpose for which we created this actor within the marketing strategy is twofold: on the one hand, the construction process helps us to know in depth what type of clientele we have and to whom we want to direct our services, and on the other, we “put a face” to the reader of our blog, the subscriber to our emails, and the follower of our social networks among others, being better able to “connect” with our ideal reader.
Table of contents
the buyer persona: a key player in the inbound marketing strategy
the 5 steps to build our buyer persona
#1 collect data
#2 order the sample
#3 compare it with your company's needs
#4 créalo
#5 always have a buyer persona present for every need
the questions that will help you create your own buyer persona
the buyer persona: a key player in the inbound marketing strategy
to better understand the importance of a buyer persona in the creation of wholesale email list material that forms an inbound marketing strategy, you only need to carry out the following exercise of imagination: try to think about how you would approach an article in which you explain how to make a dish of salmorejo.
You will probably focus on the basic information that any reader needs : ingredients, quantities, steps to follow in preparation, etc. At most, you should add an introduction where you explain where this cordoban dish comes from and its healthy properties as data that enhance and give notoriety to your article.
Now, consider this same article focused on a friend who asks you for the recipe. Your initial perspective for the article will surely change, as you will take into account circumstances that you would not have normally considered , such as whether your friend knew the dish beforehand or not, whether he prefers to use too much salt or not enough, whether he likes vinegar to enhance dishes or even if he hates anything that sounds like vegetables…
both articles are based on the same premise and have value within a content strategy, but the second one is totally different from the first one in that you know who you are addressing and, above all, the needs of who will read it. The same thing happens when we create our buyer persona.
This way, we can craft messages that speak directly to our potential customers, using their language and addressing their specific concerns, maximizing the impact of our marketing campaigns and allowing us to connect more authentically and effectively with our target audiences.
The 5 steps to build our buyer persona
we speak in the singular, but there can be as many buyer personas as there are types of clients and needs that your company covers . The important thing is that when you face the creation of content (articles for blogs, posts on social networks, video tutorials, etc.), you do it thinking of the ideal reader, the one who sooner or later clicks on “contact” and becomes your best client. You can create a template of your buyer persona that helps you identify it, for this:
#1 collect data
according to hubspot's definition of buyer persona , it is a "semi-fictional representation of your ideal client." that means that even if we give it an unreal identity, it must be based on reality. And there is nothing more real than data .
For this reason, the first thing to do is to delve into the information we already have from existing clients, and compare it with other possible sources of information such as sample interviews, web forms, the impressions given to us by our sales team and a fundamental part of online marketing: web analytics.
Tools like google analytics allow us to know the age, place of origin, gender and other interesting data of everyone who accesses our page, which, when compared with the rest of the information, can help us to get to know our fervent followers in more depth (or to understand the reasons for those who are not).
#2 order the sample
you now have all the data that defines your page visitors on the table . The next step is to group them in such a way that they are most similar to one of them. Thus, if with the data collected in the sample we realize that we attract 80% of women, we will already know the gender of our main buyer persona.
In addition, it is essential to analyze other key factors, such as age, place of residence, interests and purchasing behaviors. This initial segmentation will help you identify common patterns that can define the most relevant profiles. Organize this information in such a way that you can build a clear and coherent profile, avoiding scattered or inconsistent data that hinders the creation of an effective buyer persona that is representative of your real audience.
