The buyer people: the first step of your inbound marketing strategy

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The wealth of information on the network has created a paradigm shift in sales: the important thing now is people, their needs, their desires and their problems, and not your product or service. Whoever offers a personalized and timely response to these people will become your reference.

In this article, we ‘ll help you take the first step: create fictitious profiles of your ideal clients, those who call buyer persons . This point is key, because if you do not develop your buyer good people will not know what actions to take, who to go or what I do now.

Define your buyer person will provide a first list of keywords with which to work. It may seem unimportant and be tempted to skip any steps to move faster, but we recommend you follow the instructions to the letter. Inbound marketing is a very powerful and effective tool when used well, but I recommend you do not try to skip steps, because this is a system that thousands of companies are already getting great results.

Creating buyer persons

To define the profile of your ideal client or your buyer person I recommend taking paper and pen (or a spreadsheet) and define the following characteristics. Remember that this is a fictitious profile, but that does not mean you should not be specific. Give it a name that makes sense and evaluates other features based on your experience or client target that you would like to go:

  • Personal profile . Name, company and job function, seniority, education, hobbies, sex, age, income, location and how to use the Internet.
  • Objectives (what you value) . Personal goals, career goals and other objectives.
  • Difficulties . What difficulties or obstacles often found personally (eg,  lack of time) and professionally (for example, having to consult their responsibility, schedules).
  • Solutions . How to solve your business problems. What services or products you offer to help solve or overcome their difficulties or problems?
  • Keywords and weaknesses . What words people use your buyer when looking for information? Are you aware that your services or products can meet your needs? Where look for information (for example, your contacts in Google)?
  • Real conversations : If you’ve talked to real customers, can include any comments you have made about your service or product that is representative of your customers.
  • Objections . Identifies the most common reasons why a person would not proceed with the sale process.
  • Elevator pitch . Given everything you know about your person, write a description of a minute describing the solutions you can provide for each of their problems or needs.
  • Questions you may have the individual buyer . If your buyer person make a call to inquire, what questions would you ask?

You should look out for a maximum number of profiles to start working (which go refined over time); a number between 2 and 4 is a good start. Once made all this information, you’ll start working on the plan content Based on the keywords that you’ve collected on the forms.

You have already defined the buyer persons for your inbound marketing strategy? Tell us in the comments.