Last week I told you about the Buyer Persona and the main definitions that revolve around this marketinian concept. In that first part, they are already drawn, beyond the pure concept, of what strategy must be built and implemented in order to execute a good inbound and outbound marketing campaigns. We must remember that the buyer persona is based above all on defining our ideal target audience and above all, the buyer!
To begin, there are three pillars to draw the buyer persona strategy:
1 – We must know our buyers in a deep and real way: our ambassadors will be able to draw them better if our content strategy is very well defined and aligned with the solutions, products and / or services we offer. Or another way to do it is to be able to approach those leads or our clients in which we can establish trust and launch a survey or free opinions about what we offer. The sample does not have to be huge. Sometimes small data can tell us a lot, as Martin Lindstrom suggests in his book Small Data. In short, whenever we have the opportunity, we ask our clients, even if it is 1 to 1, with calls, interviews, etc.
2 – If it is very difficult for us to be able to carry out a good analysis of our buyer person, we can before process the first point that I mentioned above: draw our buyer person with the following questions:
A) Identify it quickly, with basic attributes (position and the
solution we offer to your problems)
B) Your demographic profile, such as age, place of residence, etc.
C) Professional / personal situation: depending on our service /
product (B2B or B2C), we will identify your position, married,
single, children, salary, etc.
D) Online habits: the type of content you share, write, search, etc.
and so we send you what really interests you.
E) Perhaps you have special wishes and / or challenges that we can
identify from your professional or personal life and the questions
that we can ask you to show you the real interest you may have,
whether from holidays to better organising your commercials
F) If we can detect some characteristics that we can identify in
order to anticipate the needs it may have, then we can gain a lot in
attracting the client or, at least, capturing it as a potential client
and feeding their potential needs (lead nurturing)
3º Deep understanding of the customer is the first great skill of any successful company. The more you know your audience, the more likely it is that a value proposition will be designed that responds to customer priorities. The customer profile provides the essential and general information about the “customer” problems. Above all, this is the basis for making a final segmentation and defining the target markets in which you want to act.
All these strategies, methods, questions will facilitate the development of our Buyer Persona and thus define the strategy through the creation of personalised content, e-books, webinars, events, fairs, follow-up of leads, closing of sales and their loyalty, etc. and thus they become identifiable clients, whether potential or current. The definition and ideation phases focus on people. Once this is done and a design concept is potentially created, it has to be iterated, specifically to make them fit in the sense of the business model we have (= services and / or product we offer). This is where you can become a real customer profile and you are no longer a buyer person.