Buyer personas: what they are and how to define them

Buyer personas what What are buyer personas? How can identifying. Them correctly help you in your marketing strategy? Defining buyer personas will allow us to get to know our customers in depth , create appropriate content for each phase of the buyer’s journey, and track leads from the acquisition stage to their delight, enriching each of the interactions we have with them. To delve into the subject, we will start from the beginning:

 

What is a buyer persona.

A buyer persona is, according to HubSpot ‘s definition , a semi-fictional representation of our ideal (or potential) client built from demographic information, behavior, needs, and motivations. Knowing our buyer personas helps us singapore whatsapp number data the audience we want to attract and convert and, above all, to humanize and understand our target audience in greater depth.

 

The importance of buyer personas.

Knowing and defining our buyer personas more accurately  allows us to better understand our current and potential customers , understand their real needs and concerns , create relevant  content specific demographics you can also use dynamic distribute it throughout the stages of the buyer’s journey. Addressing all these phases successfully is only possible if we have a complete view of  our customer’s biographical, demographic, psychological and circumstantial profile.

The better we define our buyer personas, the better we can track our leads , sales , and any other activity related to customer acquisition and retention .

Having a broad understanding of our prospects and clients, their goals, challenges, motivations and online behaviour, both on a personal and professional level, will allow us to optimise the way we develop our products and define our services.

Types of buyer personas.

It is important to know the different types of buyer personas, since sometimes our ideal client may not be the one who makes the purchase decision. Buyer personas what In these cases, we should focus all our efforts on those people who do have the decision-making capacity and, in addition, have the necessary financial means to cover the expenses derived from the service or purchase of products.

Taking this into account, we can differentiate three buyer persona profiles :

• The Decider:  is the person who can anhui mobile phone number list the final decision on the purchase. We see this especially in B2C models. 
• The Prescriber:  is the person who recommends the product or service to their closest circle and on their social networks.
• The Influencer:  is that person who, with his or her opinion, positively or negatively conditions the purchasing decision.

 

Negative buyer personas.

If we have seen that the buyer persona is the representation of our ideal client, the negative or ‘exclusive’ buyer persona is that user profile that, for certain reasons, is not desirable for our strategy.

A negative buyer persona may sometimes correspond to our target. Buyer personas what Stand out for being a person who strongly identifies with the values ​​of our brand, but even so, this profile does not interest us for reasons such as economic reasons (an acquisition cost that is too high), behavioural reasons (they only what they are information as a learning method without completing the sales funnel), certain intrinsic needs or circumstances, or post-sales criteria (they are not loyal to the brand, dissatisfied customers after a purchase or with a high rate of incidents or complaints).

Identifying negative buyer personas is just as important as knowing. The ideal client and we must take it into account in our Inbound.  Marketing strategy and campaigns since it allows us to optimize the performance of our campaigns.