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.
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?
I imagine that many have been in front of the computer thinking:
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?
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.
Now if, let ‘s get started!
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.
I think very well as presents the advantages this article , let ‘s look at the most important and major:
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.
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.
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.
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?
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.
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:
Title or job role:
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:
Basically these would be the aspects to develop:
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.
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.
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.
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.
– 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.)
– Finally, through this article you’ll know what techniques are recommended to analyze the above information
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:
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.