Discover what a persona is, what the differences are and how to practically build yours and increase sales through digital marketing.

If you’re new to digital marketing, you’ve probably been asked: Do you have a defined persona? Who is your target audience?

But today, we are going to clarify your doubts about what a persona is in digital marketing and how it can become the basis for the success of your online business.

 

1. What is a Persona?

 

It is important to keep in mind that a persona is nothing more than a fictional representation of a company's ideal customer.

Let's say your niche is selling shoes and your sub-niche is selling to women who wear shoes over 37.

Note that Persona can be defined in this way:

 

• A 22-year-old woman
• Single/couple
• Living in a metropolitan area
• Minimum monthly income of 1 salary
• Difficulty finding shoes this size.

 

With this information in hand, it's easier to avoid spam when using email marketing, target ads to people who are genuinely interested in your product, save money, boost organic traffic, and grow your list of qualified leads.

If you still have questions about how to define a persona in digital marketing, see the topic below:

 

2. How do I find the ideal person for my company?

First of all, know that people can vary from company to company and product to product, so don't copy anyone, but do the work of choosing and defining your persona accurately so that you have the opportunity to get qualified leads and possibly close some sales.

You must first analyze your product/business and then find out what sets you apart from your competitors.

Create a list of “people” who would be interested in your business, and then use an email marketing strategy to reach that list. Digital presence is also important.

A well-planned persona in digital marketing becomes a powerful weapon to make money. Below you will find some of the many benefits of a defined persona

 

3. Advantages of creating a persona

 

• Qualified customers
• Increase in the number of closed sales
• Better exploitation of customer interests
• Adapting the language to people with the selected profile

Bonus for you who got this far:

So, let’s see the difference between a person and a target audience, a question that bothers many people, but today we are going to enlighten your mind as we help you understand all the differences.

Persona: the specific type of “person” in your company

Target audience: the type of “set” of people who qualify for your business

Why create a personality?

 

Creating personas is an essential step in a digital marketing strategy to drive results: we create personas to send the right message to the right people, and thus increase the chances of success.

 

Without a defined persona, in some cases your strategy can get lost and you may find yourself speaking Portuguese to those who only understand Greek. Or promoting cuts of meat to vegetarians. Or offering a product designed for class A to class C. There are many examples!

 

We list some reasons that prove the importance of creating personas for your business:

• Determine the type of content you need to achieve your goals;
• Set the tone and style of your content;
• Help design marketing strategies, introducing the target audience;
• Define the topics you should write about;
• Understand where potential users look for your information and how they want to consume it.

 

Questions that help define a person

Once you understand what a persona is, what their benefits are to your business, and have gathered some preliminary information, you will need to focus on the profile of your typical customer.

 

That said, this process should be guided by the majority of your customer base to answer a few questions that will help define the behavioral profile of your persona:

 

Who is your potential customer? (physical and psychological characteristics of the person responsible for the purchase)

What topics are you interested in in your industry?

What are the most common activities he/she performs (personally and professionally)?

What is your level of education? What are your challenges and obstacles?

What type of information do they consume and in which vehicles?

What are your goals, difficulties and challenges?

If B2B products, what type of company buys your solution? And what is the role of the buyer?

Who influences your decisions?

 

Creating a persona or multiple personas can be a difficult task and not very effective at first. However, if you know the right questions to ask, this step is easier than you think. Then, you just need to use this information productively so that every action and decision-making is directed towards that profile.

 

In short: you need to think about what the person responsible for purchasing your product or service is looking for in your industry. Think about topics that might interest them, such as issues related to your industry that they encounter on a daily basis.

 

Once this process is complete, you will have a good amount of raw data about potential consumers.

 

How to conduct interviews to create personas?

If you have the opportunity, the best way to define your personality is through customer interviews. This way, you avoid “guessing” about the internal perception of the company.

 

Select people, prepare a script to conduct the interviews, and think through your ideal approach.

 

Selection of people:

• Pay attention to who is most active on your social networks, especially those who interact most frequently;
• If you analyze the person's profile and positions, you will already have some data and knowledge;
• Look at your customer database and select those who check in with you most frequently or consume the most of your products;
• If your product or service is new, ask people who might fit your potential customer profile for information.
• Build a scenario of questions:
• Think about basic data questions to create the personas above;
• Think of a conversation format that is fluid and doesn’t just consist of questions;
• Leave space for the respondent to comment on other topics, as they may provide interesting information;
• Be prepared for opportunities to acquire knowledge and opportunities to discover key points for building different profiles.
• Approach:
• Write a private message with a personal profile and introduce yourself;
• Discuss the purpose of the contact and propose a conversation to learn more about your purchasing habits;
• If possible, offer a prerogative at the end as a way of thanking them;
• Contact can be long distance or in person, as it is important to obtain information that is considered important.