This is a tool used by inbound marketing salespeople to better understand customers and prospects, and based on this greater knowledge, develop valuable content.
How to create Buyer Personas?
With this tool we analyze the profiles of ideal buyers through a 4-stage process:
How to create Buyer Personas?
Defining the “Who”
Establish a name for the Buyer Persona that clearly identifies it and is easy enough to remember and share with the team. For example, in the campaign that led to Obama being elected president for the first time, one of the Buyer Personas that the advertising team analyzed was the so-called “Daytona Man,” referring to a voter profile that was characterized by being a fan of car racing.
Another element that makes up this stage is the research into the buyer's profile background: their work, their education, their family.
Demographic data such as gender, age, and area of residence are also considered at this stage, as well as income.
Finally, their behavior as a client or prospect is analyzed, as well as the communication style preferred by each buyer persona.
Analyzing the “What”
In the “What” stage we must analyze what goals and challenges our buyer is motivated to achieve and how we can help them achieve them.
How to create Buyer Personas?
Source: Thesocialpeople.net
Establishing the “Why”
In this stage we will analyze the reasons that mobilize our buyer for or against our product/service, understanding their pain points and also their objections.
Defining the “How”
In the last stage (How) we will define our positioning strategy and marketing message, considering the way in which we are going to communicate our solution to each buyer and also defining our elevator pitch: a compelling, short, memorable message that demonstrates why our solution is what our buyer needs.
There are also Negative Personas , which are consumer profiles that we vietnam mobile number do not want to attract in our campaigns because they are not interesting or are detrimental to the business. In B2B, for example, it is known that the cost of dealing with a prospect is sufficiently high given the level of personalization required, so it is vital to make an advanced filter of the profiles with which we interact in the commercial process.
How to create Buyer Persona cards
Do extensive audience research: In-depth interviews, Google Analytics data, social media, etc.
Identify your customers' pain points: Find out what their most important concerns are, what things they need to resolve most urgently, what problems they have.
Also identify their gain points: Think about their goals, aspirations and motivations.
Understand how your brand can help those customers achieve their goals and overcome their pain points: Think about the product and how it solves those customer needs and problems. Describe it in detail.
Capture the information on personal archetype cards.
In this post on Alexa's blog you will find some examples and ideas on how to capture information in cards>>
We see then that the Buyer Persona is a tool that helps us to plot the course and better understand our clients and prospects, understanding their pain points and their context, in order to solve their needs based on our products and services. In this way, you will be able to better focus your marketing actions, putting the client at the center of all your actions.