How to create a buyer persona? buyer persona are at the heart of Inbound Marketing strategy, also known as “attraction marketing”.
And to attract users to your website, the content you publish should be unique, relevant, and tailored to your target audience.
Having a clear understanding of how to create your buyer persona is key to achieving it.
¿Qué es un buyer persona?
Before creating marketing content it is essential to know your target audience (or buyer persona) to attract the right users to your website.
That's why it's important to create different profiles that represent your ideal customers.
Based on these, you can create personalized content for each of them (from 3 to 5 profiles). At the same time, improve the quality of your website traffic and generated leads, avoiding users who do not belong to your target audience.
Buyer personas help you humanize, understand, and improve your current (and potential) customers and help them.
It is important to know what they need, their interests, concerns, and why they like your brand, products, or services.
Steps to know how to create a buyer persona
Phase 1: Gather information about your customers
Before creating your buyer persona, it is necessary to collect information about your current, potential, and prospect customers to know who they really are. How to do it?
- Analyze your database (CRM) to see how they consume your information.
- Ask your sales and service team everything they know about your customers.
- Interview your real and/or potential customers in person or by phone.
- Create a form on your website with questions to obtain key customer information.
With this collected information, you will be able to determine your ideal customer profiles.
Phase 2: Information Processing
Now that you have a lot of information about your current and potential customers, you need to group it in detail: demographic data, identifiers, their goals and challenges, their concerns…
The goal is to detect behavioral patterns and similarities between the responses obtained. Also, they will allow you to decipher what your sales message should be.
Phase 3: Organize information in a template
The best thing is to create a template to organize all processed information.
Next, we've prepared a template example for you. You can customize it based on the information you have. After that, give it a name.
Phase 4: Create multiple buyer personas
You cannot represent your ideal customer in a single buyer persona profile. We advise you to create between 3 and 5 profiles to have several personalized contents.
The role of the buyer persona in a company's content marketing strategy is so decisive that it more than deserves the time and effort to have them clearly defined.
If you want to create your ideal buyer persona, contact us
