What is a Buyer Persona?

A buyer persona or archetype It's a virtual projection about what our potential customer would be like to adapt our strategy to your needs. To create this virtual prototype of our client or potential client, it is necessary to know as much information as possible about that person: behavior, age, motivations, needs, hobbies, etc.

Once you have all this information in your hand, you can start putting yourself in your client's shoes to know what excites them, what they feel and what they need. Empathy is the best ingredient for cooking the recipe that will allow you to grow in a sustained way in the long term, achieve loyal customers and most importantly: Happy.

How do I create my Buyer Persona?

First of all, the most important thing is to identify the real needs of your company in order to build our buyer persona. To create it efficiently, it is necessary to spend time on small details such as: the products that the company currently has, those that are about to be launched, the context of the company, as well as its organization.

Once we have these internal data from our own company, we must follow a path to get to know the inside of the minds of our customers:

1. Information:

This is a very important task, since all the others depend on it and it consists of capturing as much information as possible from our customers. This Big Data can be obtained directly by asking yourself some key questions such as: What does my client say? What are your fears? What exactly do you need? Can I help you?

To answer these questions, we must ask for help from those who are currently our customers to obtain this valuable information that will help us so much to identify patterns that we can then use to build our buyer persona.

There are several ways to achieve them: telephone surveys, focus groups, in-depth interviews and, of course, with the creation of forms.

2. Filtering:

Once you have obtained all the relevant information about your target audience, it's time to put it all together in an orderly manner to begin the Hunt for insights. This stage is crucial because it's where you're going to start putting the pieces of the puzzle together and really getting to know how your customers think and feel.

You have to put on your detective cap and follow the little clues that our clients have been leaving us subconsciously. The ultimate goal is to truly know the weaknesses and strengths of each person in order to try to help them in everything that is in our power. We should be like good friends who listen for later advise and help.

3. Construction:

Here comes the most creative part. It's time to assign a name and an image representative of our buyer persona. This is the starting point for creating a marketing and customer experience strategy to leave those breadcrumbs so that our customers can find us.

Thanks to knowing our audience perfectly, we can adapt to them much better. Our SEO strategy to make it easier to find us on the internet and our product strategy because we know what they need (which may depend on where you are in the buying cycle). On the other hand, We can even adapt the language of communication on social media.

What types of Buyer Personas are there?

Among the many types of buyer personas that we can create, we are going to classify them into 3 main blocks:

The prescribers:

They are those people with some authority to recommend a product or service to another user. They have a strong opinion and it is very important to have them as allies so that we can use them as loudspeakers to publicize our brand.

The influencers:

Here there is a risk that these users may speak ill of our product. But it could be an opportunity to improve it if they're right and the product isn't meeting people's expectations. In this way, they affect other people's buying decisions, both for better and for worse.

The recommenders:

They are those who simply recommend a product or service to another person, but have no real capacity to influence others.

Are Buyer Persona and Target Audience the same thing?

The short answer is no. The target audience must be considered as a more abstract concept, since they are subjects without their own identity. On the other hand, a buyer persona does have their own identity, since we know their name, profession and needs. This way we can empathize with him much better.

A target encompasses values such as gender, age, purchasing power. Very generic data. On the other hand, when we talk about a buyer persona, the information goes much further. We focus on your needs, on what you feel and what you are worried about.

We could conclude that a target audience is only the skeleton and Buyer Persona is the rest of the musculature, including the most important: The mind.

How does having a Buyer Persona impact your company?

Absolutely in everything. Having your buyer persona properly configured is not only important, but also essential. Knowing your customer well is vital and requires you to put them as absolute protagonist of all your present and future actions.

You have to focus on the customer. The customer is king, that must always be kept in mind. And if what you really want is to achieve Build loyalty, making him happy, all you have to do is make an effort to get to know him better and thus offer a service or product so perfect for that user that you can even surprise him.

At IZO we have more than 20 years surprising and Thrilling to our customers. They are our best guarantee and they continue to trust our services to help them achieve better results both outside and inside their companies. We are the leaders in Customer Experience both in Spain and in Latin America. We work every day following the latest market trends to keep growing and offer the best service our client can imagine.

‍