What is a buyer persona?
The buyer persona is a representation of the ideal customer of a company or marketing campaign . It is an “identikit” that is profiled based on amazon database sociodemographic and psychological characteristics, customer behaviour data, as well as the relationship they establish with the brand’s products or services and the buyer journey they follow.
This representation allows us to understand more precisely the public that the company or advertising campaign is targeting in order to personalize the message. Unlike the target audience, which is a more general representation of a market segment, the buyer persona condenses the characteristics of the ideal client, making it a much more personal and humanized profile .
Why is it so important to create a buyer persona?
Understanding the customer. The process of creating a buyer persona allows you to delve deeper into the needs, problems, expectations, concerns and motivations of a segment of the target audience in order to convert them into customers.
Identify the appropriate communication channels. Knowing your audience's online behavior and communication preferences allows you to choose the ideal channels to reach them.
Personalize content. Having a clear buyer persona profile helps to identify the type of content and formats that most interest that audience in order to ensure that it resonates with their values and concerns.
Offer “à la carte” solutions. Having different buyer personas allows you to design different communication strategies, prices or even practically “à la carte” products and services that are more attractive to each customer segment.
Greater effectiveness in marketing actions. Focusing marketing and sales efforts on a buyer persona improves the effectiveness of actions, generates more qualified leads and streamlines the lead nurturing process, which reduces acquisition costs and increases return on investment.