All companies need to reach their audience, connect with them according to their nature or values, and, above all, make them aware of their products or services. In addition, we must convince them that our offer is the best option compared to the competition. To do this, it is essential to optimize the communication of content so that it is effective.
There is a fundamental figure that, once analyzed and defined, will help align the company’s communication with the needs of its audience. This is the figure of the buyer persona .
If the company plans its communication strategy around the needs of the buyer persona and adapts its offer, content and tone to this, it will be communicating appropriately and will have an easier time converting users into customers.
What is a buyer persona ?
A buyer persona is a fictitious figure in which companies project the characteristics that their potential client would have, on various levels. The objective is to know this ideal client in as much detail as possible and adjust business communication to this profile. This information is obtained through different means, such as focus groups , surveys or market studies.
This process allows companies and their marketing teams to “humanize” the image of their target consumer , thereby defining their communication or marketing campaigns in greater detail and precision. By knowing which user they are targeting and what circumstances surround them, companies can correctly direct their communication, content and marketing campaigns.
Defining the buyer persona is key to business
As we can see, correctly profiling the ideal user interested in our offer is key to the company’s communication success, as it will allow:
Knowing their needs: this study will allow us to know what this user profile expects from a product or service. In this way, the company will be able to improve its value proposition and communicate it more effectively.
Knowing what doubts or points of friction they have regarding the product or service and what questions they will need to find answers to in order to purchase it. This will allow us to generate content so that, without leaving the website or landing page, the user can resolve those doubts. We will also know their purchasing motivations and we will be able to use them as a sales argument.
Generate messages on the appropriate We bring you an wonderful and verified database that is a blend of right good quality, professional entries to support your business enterprise desire shop on the way for B2B Sales Leads. After all, the goal is to build a world where no mistake remains in your database. And also, we update our database weekly. We have the world largest data of websites by which our database is high quality (volume) to provide you. channels and in a language that suits the user’s way of communicating. Depending on the user profile, the company can generate content on the most appropriate channel for the user, depending on the objective.
This will allow you to attract users at different stages of the conversion funnel and keep them identified or aligned with the brand as they move forward in their purchasing decision.
How to know who your buyer persona is : obtaining data to create their profile
In order to create an accurate profile of the buyer persona, reliable data and information are needed, which can be obtained in different ways:
Study current customers: current consumers of the product or service are a good starting point. Through surveys, interviews or forms on the website we can obtain the data to create this ideal profile. This information can be further granulated from the user interest reports provided by the Google Analytics tool. In addition, in Google Search Console it is possible to check how users who reach the company’s pages search, what is most visited… This will give many clues about what content to create and how to focus it.
Competitor analysis: As long as the competitors you choose for this purpose have a certain track record in the sector, it can be a good idea to analyse their website and determine who they are targeting, what content and language they use, and what formats they use.
Sales team: This is usually the part of the company that has the most contact with the consumer, so it can provide key information about customer characteristics.
Google Analytics can contribute as a data source to build our buyer persona
How to create a buyer persona in 6 steps
To create the buyer persona profile , the company must use the data previously obtained and create the profile of that ideal client:
1. Demographic data
Gender and age: by assigning an age range and a gender, it is possible to define the language styles and forms of communication that will achieve the most engagement from the user. Remember that the objective is to maximize the effectiveness of communicative actions.
Geographic location: where the user lives or is located will influence their interests, lifestyle, or the current or social issues that interest them most.
Family situation: this circumstance will largely determine your interests, priorities and consumption possibilities.
Income: will determine the purchasing power and therefore the possibility of a higher or lower purchase ticket.
Educational level: the studies that the user has completed.
2. Employment status
When defining the buyer persona ‘s situation in the professional field, we must take into account whether it is a professional client (if we offer a B2B product or service ) or whether it is an end client (in the case of a B2C business) in order to adapt our communication to their profile, both in terms of content topics and the type of language used.
Psychosocial profile
The relationship between the company and the user will be closer and longer lasting the more their values and points of view coincide.
It is important for the company to have defined which social group its buyer persona belongs to and what opinions they tend to have on different social issues. This will allow the company to maintain communication aligned with these positions and for the user to identify more easily with the brand or company.
Defining the user’s life goals is another key point, as it allows us to know what they hope to achieve on a personal and/or professional level and adapt our messages to contribute to this.
4. Pain points
Identifying the buyer persona ‘s pain points is the next step. It’s about knowing the problems, concerns or challenges that the ideal client faces.
The information searches you will carry out, or the products or services you will purchase, will be aligned with the objective of solving these pain points.
Therefore, its detection is key to:
Align ourselves psychologically with our buyer persona and share objectives.
Define the product and its characteristics: what problem or need it must solve and how.
Plan the company’s communication agenda .
Generate communication with the right tone and message to solve these challenges. As we mentioned before, one way to determine how users search is through the Google Search Console tool, which will collect and identify the searches through which users reach the company’s website. In these searches, it is possible to detect the presence of specific pain points.
Returning to the car rental company example, you could use customer research combined with surveys to discover that one of their motivations is the flexibility of the service during the holiday and the goal is to explore the place in a comfortable and carefree way.
In this case, the company can create a purchase argument aimed at the buyer persona that focuses on the comfort of the vehicles, their reliability and the peace of mind that this guarantees during the trip.
Competitive advantages may include the different price options and features of the range of vehicles or the delivery and collection service at the airport.
6. Points of friction: counter-objections
The company must take into account the friction points that the buyer persona may encounter during the purchase decision process. Identifying them will allow the generation of content that neutralizes this friction. This will prevent the user from leaving the website to look for this information and abandoning the purchase idea.
Returning to the previous example, a customer who is considering renting a vehicle for their holidays may have various doubts or uncertainties that prevent them from hiring. Let’s imagine that, during the study of their profile, we determine that one of their main concerns is the quality and maintenance of the vehicles. The reason is that a malfunction of the vehicle, once hired, will surely affect their travel experience.
Influential buyer persona : these are profiles that whatsapp number database influence, in a positive or negative way, the decision-making of themain buyer persona . These influencers can be family members, friends or any other person whose opinion is taken into account by the final buyer.
Returning to the example of the car rental company. If the rental america email list service is more of a holiday rather than long-term service, a possible negative buyer persona would be users who live in that holiday location all year round. They probably won’t consider renting vehicles on a daily basis or pay those rates, but if they need to rent a vehicle, they will do so through a long-term service, such as leasing. They would be the negative buyer persona of the rental company.
In summary: study, define, plan and communicate
To optimize business communication and adapt it as much as possible to the potential client, gather data, study and define your buyer persona profile in detail . Plan what content they need to find in relation to your service or product and how they are most likely to consume it.
