BUYER PERSONA: What it is, how it is defined and free template
We will begin this article by differentiating the concepts of Buyer Persona and Target Audience.
Buyer Person vs target or Target Audience
When talking about the target audience, reference is made to the group of people to whom a brand, product or service is directed. It refers to those people who are looking for what a certain company offers. On the other hand, the buyer persona is a document that reflects an image of your ideal customer, based on real data related to the behavior of your customers.
There is no doubt that the target audience of a company is key to the development of marketing strategies, products and services. In addition, the creation of content aimed at attracting new customers is influenced by the Buyer Persona.
In the production of the content of our company’s website, blog or social networks, a very important element must be taken into account at all times: the Buyer Persona, that is, the definition of the ideal client, with the typical characteristics of a buyer. .
To create or establish a Buyer Persona for our company, some aspects of interest must be considered and even answer some basic questions, such as: What type of customers will be interested in our products or services?
Subsequently, we can use this valuable information in a productive way so that all the actions and decision-making that we carry out are directed towards that profile.
Next, we will present a MINI GUIDE on the importance of the BUYER PERSONA, what it is for, what benefits it brings to our business, how it can fit into our digital marketing strategy and we offer you the possibility of getting a free buyer persona template. Here we go…
What is a Buyer Persona
When we talk about Buyer Persona, it is a “fictional character” that is designed based on certain characteristics of the consumer (sex, age, needs, customs, behavior, social stratum, among others), in order to find the ideal client for our products, services or the brand in general.
We must add that, for the same product or service offered by a company, different profiles of suitable clients can be created.
Remember that the Buyer Persona is based on exhaustive research on the profile of the ideal client, in order to obtain more detailed information that will serve the benefit of the company.
To define it, you must even have contact with the company’s target audience, in order to carry out a good analysis and identify the characteristics of potential buyers.
If you have an established client base, this will be the ideal starting point to begin your analysis and search for the ideal client.
Remember that, although in said database there are different profiles of individuals or companies, some of them can easily be your Buyer Persona.
What is the Buyer Persona for?
In this way, we will be able to plan the most relevant content, define the type and channel of communication with our clients and the best solutions that respond to their needs or preferences.
By being clear about our Buyer Personas for the business, we will be able to design the strategies and content that will be included in the marketing campaigns.
And it is that, knowing the needs and preferences of buyers, it will be easier to design a digital marketing strategy adapted to Buyer Personas.
In addition, it is also of great help to guide the company’s offer of services and products, the conversion funnel or leads, sales monitoring, and any action we take in our business.
On the other hand, Buyer Personas allow us to better understand current and potential customers, customizing content and inbound marketing tools.
The Buyer Persona is also widely used to help segment our Facebook Ads campaigns. Get to know our Facebook Advertising service where we can help you create your Buyer Persona