Buyer Person: What is and how to create it in five steps

Muchas empresas dedican gran cantidad de esfuerzo, tiempo y dinero a trabajar una estrategia de marketing que les sirva para atrapar al público sin tener en cuenta que lo más importante es partir de un retrato lo más exacto posible de esa audiencia a la que buscan atraer.

There is a tool with which to define that audience in detail, something that will allow us to a better point with our campaigns and messages.If you want to learn to connect your products and services with your potential customers, keep reading and discover what a Buyer person is and how to create it in five steps

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What is a Buyer person?

A Buyer Person is a fictitious representation of the target audience of a company through which we can know in detail its audience to create marketing strategies as oriented as possible from their needs.It is, therefore, a way of better understanding who we are going and interact with the public we want to sell our products and services.

Do you think the same person has a Michelin star restaurant located in the most expensive neighborhood in Madrid than a lifetime bar of a Galician village?Does the same public consume the cinema in the original subtitled version of Filmin and each Marvel production in Disney +?The answer is evident ...

What is the Buyer person for?

The study of trends, behaviors and patterns of the potential public allows us to create a marketing strategy based on objectives, challenges and Pain Point (pain points in Spanish or, what is the same, those problems facingthe audience and that we could solve with our products or services)

Understanding their motivations and Pain Point through the Buyer person is key to understanding both what makes them happy and what they need to solve.Once we are clear, we will know what content to create, how and where to share it, as well as how to improve our presence.Think about the Buyer person as a compass that tells you where to direct your business.

For example, Zara's target could be a young, modern and elegant woman who is usually faithful to the store, age between 18 and 35 years, who lives in the big cities and has middle income.However, a Buyer person of the same brand would tell us the story of a woman with a face, name and surname that we would define her studies, personality traits, with what celebrities and belief systems she identifies, what their successes and hits have beengreater challenges, as well as their purchase habits, fears and vital expectations.

Types of Buyer Person

Another of the differences that you must identify in relation to a Buyer person is its influence when making a purchase, there are the following types you should attend:

Purchase decision

It is the person who makes the final purchase decision, being the most popular case.

Prescriber

The prescriber is a profile with authority that recommends a product.It would be the pharmacist who advises a product instead of another or a saleswoman that you ask to help you choose a cosmetics or other product.

Influencing

We talk about those people who can determine the purchase disposition of a third party, both for good and for evil.Here the famous influencers would enter, which we should keep in mind to carry out some collaboration with them, since their influence is increasing in the purchase habits of their audience.

Advantages of creating a Buyer Person

Now that you have understood what a Buyer person is and what types of Buyer person you can design, let's see the benefits you can get when using an increasingly important tool in any online marketing campaign, especially inbound marketing:

How to create a Buyer Person?

Now we want you to understand how you could create Buyer person in five steps, with ideas that you will have to work and dedicate the necessary time.Let's go there!

Step 1: Define your needs

The first step to design a good Buyer person goes to know what you need to know to define your ideal client.Remember that information is power and how much more information collects, the better you can define your Buyer Person.

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The questions you ask about your Buyer Person must go from general areas to personal issues.Here are some examples:

Step 2: Collect information about your customers

Once you have clear your needs and know in which fields you need information, start collecting everything you know about your customers.

Check all your sources

First of all, review and consult in depth all the sources in which you have information about them.In your database you will find the demographic data and details about the personal situation of your customers.This will help you better define people who are interested in your product.You already have a base to start working!

Contrasts with the sales team

A marketing team does not work optimally if it is not in contact with the sales.Either a team works a sales team if the marketing does not work with him.Both departments must go hand in hand, and every company aware of the inbound methodology must understand it.

Your company's sales team is the one who is most in contact with the customer.No one will know what profile your audience has better.He is the one who talks to her and knows her strengths and weaknesses.Human contact will give you an important added value, beyond the data.

Search externally

In addition to your data and the experience of the sales team, you should contrast external sources such as LinkedIn groups or social networks in which your customer usually spends time.Nor do you stop blog articles, webinars or more popular resources, since they will allow you to see what content they look for.

If you still don't have customers, you can go to the pages, social networks and blogs of your competition and investigate who comments.Find out who they are, what blogs they have and learn.In addition, you can look for your clients and the audience that you would be interested in having.Write down what they like, who follow and what do they share.

Step 3: Concrete the key points

You already have all the information you need: the time has come to profile your bum.All information is useful, but focuses the data so that they answer the questions you have asked during phase 1.As soon as you answer all the questions about your personal situation, goals and objectives, it generates an interaction between your Buyer person and your product.

Point out the possible reluctance that separate your client from your proposal and find the opportunities that can lead you to solve their needs.In this phase you must be clear about your strengths and weaknesses to define the strategy.

Step 4: Build your Buyer Person

Design a fictional portrait of your ideal client with a clear and practical format, understandable for your team and for the rest of the company.Name the person, expose the data in an orderly manner and determine, with accuracy and clear ideas, how your Buyer Person will develop in your conversion funnel.

Step 5: Share and do not stop improving

The Buyer Person is a reference for the entire company.When you finish defining it, share it with the rest of the organization in order to offer the best customer service.Listen to all suggestions of improvement that can make you, especially if someone who has a usual contact with your client does it.

And, above all, do not stop improving your Bumer Person.Follow the evolution of your product and your customers, consult all informed and keep attentive to novelties next to the sales department.What serves you today can stop doing it tomorrow.

Buyer person examples

To finish understanding how to put into practice the elaboration of a Buyer person, we will work two examples, imagining that your business was a training project called Robotic for Kids that tries to sell the practical teaching of basic concepts of science, technology, engineering and mathematics to the youngest in Barcelona.

We can differentiate two types of audiences that we must take into account when carrying out a strategy.While educational centers are a focus where to centralize the sale of service, the standard of foot interests us in the pressure it can do when suggesting that they have us and the follow -up they can do of our activity in social networks,where we will position ourselves as experts in the sector.On the other hand, fathers and mothers interested in our work are an audience that we must also value as potential readers of our blog and possible conversationalist in social networks.

Innovative Laura

Director of an educational center

Highly valued by his classmates, he is in charge of more than 15 teachers who encourage the comprehensive training of students.It represents the educational administration in the center and sends the approaches, aspirations and needs of the educational community.

Live in Barcelona, married to two daughters.In his free time he enjoys traveling, doing sports and reading novels.

He is 45 years old, with more than 15 years of experience as a teacher.

She has a degree and has made a master's degree in emotional intelligence.

I use social networks daily and likes to find information of interest in new didactic methodologies.He is aware that the traditional education system must be updated to adapt to the new times.

Antonio Entrepreneur

In charge of an independent clothing store

Autonomous and Entrepreneur, founded a textile store in the Passeig in Gràcia five years ago that today plans to open replicas in Madrid and Bilbao.After working for several years as a dependent in a multinational in the area, he decided to take the step of creating his own brand in which he works with alternative international signatures.

He lives in Barcelona with her boyfriend and has a three -year -old boy.He loves the fashion world, he is signed to entrepreneurs and hates having someone with little talent and passion over.

He is 35 years old, with five experience in the textile sector.

Superior Patronage and Fashion Technician, made an additional SME management course.

He takes care of the social networks of his business because he does not know how to delegate and prefers not to do so at the moment.His brand is part of himself and takes care of everything he can.Prefer telephone calls to emails.His free time passes by taking care of his son and spending time to his partner.

BUYER PERSON TEMPLARY

Now that you are clear about the concept, it is time to practice and create your own Buyer Person.The most comfortable option to do it is to concentrate all your information on a template where you can work.We leave you five options for you to choose which one you are most comfortable with:

Check out everyone and remember that the important thing is that you can work with it in the easiest way, so try to complicate you.You like the post?We would love to read your opinion in the form of a comment.

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