Buyer person: why should every marketer or should he develop it in his work?

Frequency guide to publish on Social Networks

Video marketing to power! 7 tips to post videos on Facebook that will make your audience fall in love

Tags

In the previous article we develop the importance of Storytelling for image building and branding , and also to strengthen the relationship with our customers / audience (among other things, obviously). But … we salteamos something fundamental to know and define our Person Buyer before producing any content.

I started this article referring to the storytelling, because the design of individual buyer, also involves storytelling from our buyer or ideal customer. And not enough a simple segmentation based on age, place of residence, or socioeconomic status , it is necessary to know the story that crosses our buyer , and that we obtain qualitative data and more profound through the who, what, when, how, where and why.

It is essential to understand that the person buyer (BP), provides a great backdrop and insights that will help align the efforts of the different areas or aspects of our business, focus and coherence to the decisions related to product development, marketing strategies, communication actions, sales messages, brand message.

Now means a little more importance?

That is, besides knowing “count” brand respecting the characteristics and nature of each social network, or know perhaps what size should have a picture, a video, a cover, or publishing schedule, it is important to know if what we are offering as a solution, selling, communicating and how we do it , it fits right in lack, the desire, the ideal and the need of people interested in us as customers.

This step that salteamos us is the same that many novice marketers, entrepreneurs, people who decide to start their project, also forget (I include myself, so I write this blogpost!).

I imagine that many have been in front of the computer thinking:

¿ Why is so low ROI , why there is so little interaction , because it does not work content in social networks, why the actions of promotion are not attractive , why there are few conversions , why, why, why ? … FRUSTRATION.

We spent hours and hours reviewing the strategy of marketing / social media , we question whether the resources selected and tactics have been the most successful, but … once we get the following questions in relation to our customers …? :

Example:

It is well as our customers want us to get closer ? Is our customers and better process information about our product ? It is we treat the topics that will help persuade and generate positioning in your head? Are the attributes of my product feature that really seduces and represent a solution for my customers?

Define the buyer person, “consumer” person, marketing person, user person, (there are many more synonyms), is the most important strategy before and unfortunately most forgotten. Perhaps that is why efforts in investment, marketing, communication, etc., look like they are never enough.
So it seems, no?

The error , as Pam Moore says in this article very interesting in which evualúa the relationship of the audience with the brand and product, is to start with tactics and not knowing our audience, our ideal and real consumer. Knowing what mobilizes, what things you produce that click in his head and heart to make a decision, what are the real needs behind the purchase of a product, why worry keeps you awake at night, etc., it is what will help us to define the strategy and way to reach them.

The Buyer Persona is a tool that works as an axis and turning point that will guide future decisions. If we reach deep enough into this work, we get a competitive advantage invaluable.

In today’s article we will develop: What is Buyer Person ?, What is its importance ?, How to design a person buyer ?, What benefits does use in inbound marketing and how it influences defined in the cycle purchase?

Before proceeding with the item, for me it is important to clarify that the design of the buyer person (BP) is actually quite complex. Usually it is a task for marketers who possess formal knowledge to guide research, conduct interviews, questionnaires and process the information gathered, to obtain a finished, thorough and successful Buyer Person profile. Obviously, this involves money, and not everyone has a margin within budget to put a team of professionals working at this point. Therefore, from Postcron we propose an orientation so that at least we can put together a sketch profile Buyer Person, and advance more successful way in the following strategic steps.

Now if, let ‘s get started!

1- What you are buyer person and why is it important?

I will share with you the definition by Tony Zambito , father and prophet of this tool:

Buyer People are archetypes made from research , and through representations defined who are the buyers, who are trying to achieve, what goals are those that mobilize and determine their behavior , how they think, how they buy, why they take those purchasing decisions, where to buy and when to make the decision to purchase.

Related literature indicates that through this exercise of definition and design Buyer Person should be detected between 3 to 5 profiles of buyers, so the challenge is no longer to please one, but several.

1.1 What are the benefits of developing Buyer People?

I think very well as presents the advantages this article , let ‘s look at the most important and major:

Increase the return on investment (ROI) realized in strategic marketing activities: investments in marketing activities become profitable as they are based on behavior and previously studied from the profile obtained from BP.

Facilitate the planning and design objectives: the BP provides information and context needed to design marketing messages, sales messages, and content sharing.

Allows to develop a strong brand message and successful: know who, how and what to transmit, allows the message is not lost or diluted in an audience that is not what interests us, and what will not get anything.

On sales….

Likewise, the development of BP let us know what triggers that touch or activate our audience to engage them are in a serious process of purchase.

Social media … To

know in detail the profile of each BP is critical because it simplifies the task of making decisions related to basic aspects of a content strategy , because with a deep understanding of each person can be specified Buyer:

1- What topics developing

2- What channels of social media to be present to meet the BP.

3- What formats do develop to better assimilate our content

What 4- language used for each BP (This is basic)

5- What times are best for each BP

6- where they spend their hours online reading: Ideal to know Where do guest blogging , for example.

7- What devices to use: desktop, smartphones, tablets, etc. You need to know if it’s worth making an entire digital strategy, including mobile content.

TIP 1:

If you want, you can start right now and download ESTA form, which is what we use in Postcron to quickly define and organize these aspects . There is nothing complex. In Postcron we like simple, practical and time – saving.

BUYER PEOPLE - CONTENT STRATEGY - Google Spreadsheets

2- How to design a buyer profile person?

Well, this point is quite delicate, because as we said earlier, to make it professionally, would have to hire a specialist . How many do we do this, what then propose is a much simpler alternative , through a check list that can be used to not skip any important aspect to complete the profile of BP.

Usually the collection of qualitative information relating to the buying behavior and buyer, is carried out through interviews and questionnaires. Ideally , go to the source, and the source is our client. You have to talk to them.

Basically, the aim of the questions that will enable us to answer the following concerns everyone, regardless of the size of the company, we have:

a-What is the best way to reach and communicate with our customers?

b- How do we attract and retain their interest?

c- How we can help and provide value in your life?

d- How can we influence in making purchasing decision?

2.1 – STEPS

One: determine how many consumer profiles the company has

For this first instance, ideally it s entarse with people in the company or those involved in the project, who have contact with customers , buyers, subscribers. In this way, together they can identify what are the main most common profiles corresponding to consumers who have mostly company.

Two: creation. Naming and complete demographics

It is recommended for each individual buyer, assign a name and picture of the ideal consumer representing this BP. The goal is to try to humanize the most of this resource , even if not as accurate data:

Name:

Age:

Geographic location

Status:

Family Conformation:

Education:

Labor Condition:

Title or job role:

Annual income:

TIP 2:

Using the tools of analytic your website, Google and social networks.
Take advantage of these resources to learn about sex, age, location. Analyzes where the most customers are. Analyzes the database of newsletters, use social networks, and studies closely to your customers.

Do not forget to review these help Google indicating step by step how to get reports of your audience – public:

Information you can get with these reports: click here
How to enable the report: click here .
FAQ and step by step to configure the various reports of “public” in Google.

Three: to deepen the buyer qualitative data person

Basically these would be the aspects to develop:

TIP 3:

Uses a form with questions.

You want to start now?
Download the following check list with more than 75 questions that will deepen your understanding of your customers and enhance the profile of BP . Several must adapt to the reality of your product or company, but is an excellent resource that will help them shape their Buyer People and begin this work now, without having to think what to ask or how to design the questionnaire. Remember that the ideal is not to invent the answers, nor deduct. Although time consuming, and for the health of its future strategy, consult the true sources of information: their own customers.

HubSpot, the following article provides several examples of different buyer persons, organizing aspects of the profile summarily and oriented to meet professional needs. You can also also be modeled these forms:

EXAMPLE PERSON BUYER HUB

Kissmetrics, moreover, proposed in this article development profile, based on data obtained from SEO reports. In the next tip, you will find how you can too.

BUYER PERSON SEO

3- buyer buying cycle + person + content strategy

1- Take awareness of the need or problem

2- Consideration : finding solutions, information regarding options,

3- Purchase .

Look at the chart below by Savvy Panda , which develops the “Buyer Journey” and how it fits the Inbound Marketing in each of the steps of purchase.

Inbound-marketing-buying-cycle-savvypanda

To deepen the design of individual buyer, and develop a social media content strategy that fits each sales scenario and the characteristics of each profile uses the following tip:

TIP 4: SEO

Use the information that gives you the tools analytics Google to analyze information SEO and know how customers are looking for solutions, find your product and approach your brand, as to know what devices used to access that information, and What format is your preference. All this information can be obtained from the SEO reports in Google Analytics.

How?

– Download all keywords and phrases that your clients use: checks the help of Google to find out how to access this information (Traffic Sources> Search Engine Optimization.)

– In this link , you’ll get a breakdown of what you get in every SEO report and determine what information you can take advantage of each. (This other link can also help)

– Finally, through this article you’ll know what techniques are recommended to analyze the above information

Before concluding:

Now that you have your Buyer people, and know what they need, how to convey the message of your product and brand …

you Have clear exactly what the objectives of your content strategy ?

If not, you spent the last tip so you can finish complete this task well:

TIP 5: choose from the following list of goals, which one needs attention today:

Raise brand awareness and position a particular product
Build brand awareness and position the name of a company
Increase potential customer base
Increase conversions
make sales
Establish a debate about a product problem or particular topic
Demonstrate professionalism, experience in a category, a business or a team in realción a subject.
Become a reference and voice of authority in a particular market.
Increase profits, sales and profits.

To close the idea:

As we said earlier, the importance of the buyer person resides in its power to penetrate and align the different areas of the company , and to know the profile of our ideal buyer, their shortcomings, their dreams, their points of objection, which makes happy, etc., enable better product development, better sales strategy, adjusting the brand message and product to sensitive issues and emotional triggers of our customers. Likewise, it also allows guide and determine precise content strategy that will accompany and complement each of these actions. The individual buyer will allow us to select formats, topics, words, channels, etc., which will be most suitable for use in each scenario purchase, according to each person ‘s profile or buyer.