Buyer Persona is one of the most important pillars of our strategy. As we all know, if the foundation is not strong, everything that is placed on it will face the danger of collapse. That is why we can say that, by developing a correct buyer person, we are already on the right track to success.
What are buyer personas?
In digital marketing, we talk a lot about Buyer Personas especially when we start to define strategies. This term is used to designate the virtual entities that we create to represent the different groups of clients we want to address.
Essentially, it includes the names, characteristics, and personalities that were previously only part of the population. Thanks to buyer personas, we have a clearer understanding of how to connect and convert this type of audience into a customer. It allows us to specify a summary so that the whole team can understand at a glance the needs and types of content that must be generated for each type of client.
How are they created?
Remember, typical users do not exist. You have many, but they are all different. Only through much simplification can we group them together. To create a buyer persona, you must fully understand the people you are trying to portray and know how to synthesize them into a credible and consistent personality. This requires an immersive process, which generally translates into interviews with our targets.
Where you live? How do you consume the content? What is your most interesting topic? Who and what affected them? What can you contribute? How long should you spend? What challenges do you face every day?
Once you have all this information, use it and tell a story that defines it so that you can not only give it a first and last name, but also give it personality. It is important that you can define the keys to your buyer persona in an elevator pitch . In a short paragraph, you can define the keys of the buyer persona in 30 seconds. It will help you interview clients, past clients (whether they are satisfied with you or not), and potential clients to find facts that you don’t know about each client.
The importance of empathy
Compassion is one of the most necessary skills in any current marketing discipline. Marketing today is more human-centric than ever, so if you don’t know who you are, you won’t be able to create anything with them. You should always keep in mind that your clients may have different perspectives than yours. Understanding this is an important step in gaining attention, interest, desire, and then taking action. Building a buyer persona based on your understanding of the buyer persona will only lead you to one of the most common mistakes in this process.
A content marketing strategy will only be successful if you do extensive product and market research to correctly identify and define the buyer’s personality. Don’t forget common sense and always put yourself in the customer’s shoes with the help of an analogy tool called empathy.
