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

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

But today, we're going to clear up any doubts you may have about what a persona is in digital marketing and how it can become the foundation for the success of your online business.

 

1. What is a Persona?

 

It's 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 years old.

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 in this size.

 

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

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

 

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

First of all, be aware 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 ideal person precisely so that you have the opportunity to obtain qualified leads and possibly close some sales.

You must first analyze your product/business and then discover what differentiates you from the competition.

Create a list of "people" who would be interested in the business, and then use an email marketing strategy to reach that list. A strong digital presence is also important.

A well-defined persona in digital marketing becomes a powerful tool for making 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 sales closed
• Better exploration of customer interests
• Adapting the language to people with the selected profile

Bonus for you for making it this far:

So, let's look at the difference between a person and a target audience, an issue that bothers many people, but today we're going to enlighten you as we help you understand all the differences.

Persona: the specific type of "person" your company wants

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

Why create a personality?

 

Creating buyer 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, thus increasing the chances of success.

 

Without a designated person, in some cases your strategy can get lost, and you might find yourself speaking Portuguese to those who only understand Greek. Or promoting meat cuts to vegetarians. Or offering a product designed for the upper class to the lower class. There are many examples!

 

Here are some reasons that prove the importance of creating personas for your business:

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

 

Questions that help define a person

After understanding what a person is, what their benefits are to your business, and gathering some preliminary information, you will need to orient yourself by the profile of your typical customer.

 

That being 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 they interested in within your industry?

What are the most common activities that 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 through which channels?

What are your goals, difficulties, and challenges?

If you're dealing with B2B products, what type of company buys your solution? And what is the buyer's role?

Who influences your decisions?

 

Creating a persona or multiple personas can be a difficult and ineffective task at first. However, if you know the right questions to ask, this step is easier than you think. Then you just need to use that information productively so that every action and decision is directed towards that profile.

 

In short: you need to keep in mind what the person responsible for purchasing your product or service is looking for in your company's area of ​​expertise. Think about topics that might interest them, such as industry-related issues they encounter daily.

 

Once this process is complete, you will have a good amount of raw data on 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 company's internal perception.

 

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 media, especially those who interact most frequently;
• If you analyze the person's profile and job titles, you will already have some data and knowledge;
• Look at your customer database and select those who check in with you most frequently or who consume the most of your products;
• If your product or service is new, ask for information from people who might fit the profile of your potential customer.
• Constructing a scenario of questions:
• Think about basic data questions to create the personas above;
• Think of a conversation format that flows smoothly and doesn't consist solely of questions;
• Leave space for the respondent to comment on other topics, as they may provide interesting information;
• Being prepared for opportunities to acquire knowledge and opportunities to discover key points for building different profiles.
• Approach:
• Write a private message using your personal profile and introduce yourself;
• Discuss the purpose of the contact and propose a conversation to learn more about their shopping habits;
• If possible, offer a perk at the end as a token of gratitude;
• Contact can be made over a long distance or in person, as it is important to obtain the information that is considered important.