How to Build and Use Buyer Personas in Marketing
Đã gửi: Thứ 5 Tháng 9 22, 2022 12:55 pmThe notion of Buyer Personas has been democratized and its popularity now extends beyond purely marketing functions. However, the exact definition and concrete application of this concept is not always clear. Building relevant Buyer Personas is not easy, but the effort is worth it. Indeed, this method is still too little used in France while it can significantly increase the effectiveness of your content strategy. Don't worry, you've come to the right place! In this article we explain what a Persona is, and we guide you on its construction. Then, you will discover the concrete uses, and we even present you an example! SUMMARY 1/ What are Buyer Personas? 2/ What about negative Buyer Personas? 3/ How to build your Buyer Personas? 4/ Example of a Buyer Persona 5/ How are Personas used in a webmarketing strategy? 6/ Finally, are Buyer Personas really useful? 1/ What are Buyer Personas.
To use HubSpot's definition, a Buyer Persona is a semi-fictional representation of your ideal customer, based on market research and real data from your current customers. Of course, a Persona is not the representation of just one of your customers. Nor does it claim to represent 100% of your clientele. There may Whatsapp Mobile Number List be several ideal customers and therefore several Buyer Personas. // This is not an average customer profile, but the typical profile that the company in question ideally wants to target and reach. The Buyer Persona is distinct from a market segment because it is not based solely on demographic aspects. Indeed, it also contains behavioral and psychological. This can be, for example, notions of purchasing behavior, but also its objectives, challenges and difficulties.
What about negative Buyer Personas When we talk about Personas for inbound marketing, we often omit a second very important type: negative Personas. // A negative Persona is a typical customer profile that the company does not want to attract. There may be several reasons why you don't want to attract these negative Buyer Personas. For instance : They are not in your target audience, even though they may be attracted to your content. (Typically, students who are interested in your industry). They are too complex to convert into customers afterwards, and waste your sales force's time. (For example, a customer too advanced in his needs for your offer). We generally create negative Personas when we know that our offer cannot respond to the particular problem of certain prospects.
To use HubSpot's definition, a Buyer Persona is a semi-fictional representation of your ideal customer, based on market research and real data from your current customers. Of course, a Persona is not the representation of just one of your customers. Nor does it claim to represent 100% of your clientele. There may Whatsapp Mobile Number List be several ideal customers and therefore several Buyer Personas. // This is not an average customer profile, but the typical profile that the company in question ideally wants to target and reach. The Buyer Persona is distinct from a market segment because it is not based solely on demographic aspects. Indeed, it also contains behavioral and psychological. This can be, for example, notions of purchasing behavior, but also its objectives, challenges and difficulties.
What about negative Buyer Personas When we talk about Personas for inbound marketing, we often omit a second very important type: negative Personas. // A negative Persona is a typical customer profile that the company does not want to attract. There may be several reasons why you don't want to attract these negative Buyer Personas. For instance : They are not in your target audience, even though they may be attracted to your content. (Typically, students who are interested in your industry). They are too complex to convert into customers afterwards, and waste your sales force's time. (For example, a customer too advanced in his needs for your offer). We generally create negative Personas when we know that our offer cannot respond to the particular problem of certain prospects.