Defining the persona of any business is one of the basic items to start an assertive marketing and sale’s strategy.
It is essential to have it well defined to know who the company’s target audience will be. So, from there, focus efforts on it.
But the creation of the so-called “buyer persona” needs to take place within some mandatory parameters. Otherwise it won’t be real.
In other words: it is not – and never can be – a task based on guesswork.
As a result, if it happens this way, the company will lose a lot of money.
The world has changed and technology acts decisively within organizations.
At the same time, customers have never had so much information at their fingertips. At all times, they seek to know everything about what they might be interested in buying.
To achieve the best results, whether in marketing or sales, defining the persona is essential.
In this article, we’ve better explained what persona means. We discuss how to create it and why it is crucial for strategic planning in companies.
We will also talk about the difference to the target audience and how this mission of defining it can be optimized.
What is persona?
Persona is a term to represent companies’ ideal customer profile. It serves to help decision making.
In addition, it works in the planning of the marketing sector. And, on top of that, it helps to direct efforts in lead generation.
The concept became popular, without a doubt, due to the application of inbound marketing. After all, it needs to have a solid path to follow in its mission to attract customers for the business.
By better understanding who the company is targeting is it’s easier to produce the right content to impact it.
The goal is to spark interest in her to gain her trust, isn’t it?
So, only with the definition of the buyer persona will you direct efforts to the right target. For those who have the potential to buy what you sell.
The more specific this profile is, the easier it is to identify where this person is. Consequently, on how to reach it, communicate and generate value.
Example of persona
Renato, 55 years old, married, father of three and grandfather of two grandchildren. Owner of a large car dealership network in a large city. He likes good wines and haute cuisine. Your goal is to have more time to take care of your health and play sports.
Why is it important to create it?
The persona supports your digital strategy. That’s because it presents all aspects of a potential customer for your company.
It segments your target audience and attracts potential buyers. Those who are really interested in what you have to offer.
This character is still considered an essential tool for successful strategies. After all, it helps to define which language your company should use in online media.
In addition, it identifies which social networks to use in dissemination. How will the content formats be? How to develop sponsored ad strategies and which keywords to choose.
In short, a marketing campaign only achieves success through the development of detailed personas.
For example, so targeting a lead generation campaign on Facebook Leads Ads.
What is target audience?
Target audience is a much broader concept. In fact, it’s even possible to say it’s generic. Issues behavioral, demographic and socioeconomic also part of it.
As we said, technology has increased the demand on companies. Therefore, generically approaching people who even make good business sense is no longer effective.
The concern in selecting customers is much greater for any business. It is a cutout, a slice of the whole that most interests the company. In this case, the personas.
For example, let’s think of complex sales as Saabs. There, it doesn’t make any sense to just target the target audience. The sale can even occur but the chance of churn is high.
And this happening will affect the companies’ sales forecast. Which, you know, is pretty bad.
Furthermore, it will not be possible to define any future actions. After all, you don’t know if you’ll have it in the box.
Sample target audience
Men, between 50 and 60 years old, entrepreneurs, seek to have a healthy life and exercise more.
Do you see how broad this is?
Persona is not target audience, and target audience is not persona
Look at the difference between them:
- It has its broad and comprehensive definition;
- Does not have a specified character;
- It even addresses tastes, but does not go into depth about behavior and habits;
- Bring only one person who might need what you sell.
Here are all the people who might be interested in what your company offers to the market.
Your potential customers are here for sure. However, who does not have the ideal profile to buy too.
- It has the most specific definition possible;
- It has a specific character;
- Details consumption habits and conduct;
- It brings the ideal consumer to be approached.
The persona is just part of the target audience. It’s the specific cut that really matters. Most of all when related to the product or service you sell.
This needs to be very clear.
The target audience is where you will find your persona. It’s who you’re going to relate to. Who will you sell to and, of course, ensure her success as a customer.
From theory to practice: how to create personas in content segmentation
Talking about segmentation and personas sounds easy. IT’S. Okay. But, respond with the honest:
- Is your content reaching the right people?
Well-written texts are useless if their contents are not attracting a certain audience. If they don’t attract those who have purchasing power.
The initial question that drives the construction of a persona is: “Who am I writing for?”
Think first about who your current customers are. Do you know them thoroughly?
Do they make up very well the audience you’re writing for? Represents who you would like to be receiving your content?
The first step is to interview some customers in detail. Also, approach some potential customers. This helps you to be able to trace a more complete pattern.
After all, anyone who has done business with you is at another stage in the sales funnel. But, calm down there. We will see this later.
When interviewing, focus on relevant information.
Not all data needs to be taken into account for the creation of the buyer persona. However, when defining it, do not ignore some aspects.
When it comes to B2B sales, it’s important to know:
- Which position?
- What function?
- How is the routine?
- What are the benefits?
- What are the existing problems?
- What tools help?
- How is the routine as a whole?
- How big is the company?
- What segment is she in?
- What is the acting time?
- Where does the professional want to go?
- Where does the company want to go?
- Summary of what the person is (history, age, education, family, among others)
- educational and professional trajectory
- What platforms do you usually seek knowledge on?
- What social networks do you use the most?
- Where do you look for qualification?
For example, depending on the segment, there are specific questions about consumption habits. As long as, of course, they dialogue with the solution that will be sold.
But, in short, that’s it. Read, decorate and apply:
- Demographic issues. Sex, income, place of residence, age;
- Objectives issues. What your company seeks is to help the persona identify a problem. It’s finding out how your product can help. To do this, you need to understand your customers’ goals. What do they value and what they dream about;
- Identification of weaknesses. To discover the difficulties of the persona, it is necessary to find the weak points of the clients. Why are your goals not achieved?
- Habit mapping. By knowing where to look for information, you can act effectively with your marketing. Furthermore, by knowing which platforms they are on, it becomes more effective to produce content and invest in these media.
How should targeting be applied?
It is important to keep in mind the search for a pattern in the answers above.
- If you see more than one, it means that maybe your company has more than one persona.
- If you don’t find either, one. Either you didn’t ask good questions or your company doesn’t have a specific type of customer yet.
- In either case, try not to work with too many personas. One or two is ideal, so your team doesn’t lose focus.
Give this persona a name, an image and input data about the context that surrounds it.
In short, make it as humane as possible. Facilitate the mission of those who produce content. Your marketing team needs to see a real person in the persona.
A person with real problems that only your brand can solve.
So put this data in the simplest and most straightforward way. That way, everyone will be clear about who the buyer persona is.
Segmented the personas
Your business will attract readers who are on different parts of the customer journey. Some are new visitors, others are already leads, opportunities, and even customers.
For each person, different content is needed. After all, they are in different purchase stages.
Divide your visitors or your persona into four categories:
By doing this, it is possible to contribute content relevant to each of them.
Segmentation is crucial to working with marketing automation.
Making it clear which stage of the funnel a lead is in helps the sales team achieve as much results as possible.
So, how can we help you?
If you have any questions about the content: TALK TO A CONSULTANT.
Also, enjoy and access two articles that will help your company’s strategies.
The first talks about how to calculate customer satisfaction.
The second covers some tips on how to provide better customer service every day.