Buyer persona: what it is and how to create it
Posted: Tue Dec 10, 2024 10:42 am
Consumers play a leading role in companies, so companies must understand each of their needs, preferences and expectations when buying and selling products and/or services and their marketing strategies.
If you are interested in getting involved with potential clients and their relationship with sales, studying the Higher Degree (FP) in Marketing and Advertising in Madrid from the European University, as well as its online modality, will train you with an academic program where you will be able to develop analytical and marketing management skills.
What is a buyer persona?
The buyer persona or user persona is a construction overseas chinese in canada data of the ideal client for a company. This figure is intended to understand the needs, concerns and other details of the client in order to better understand the products or services offered by a company.
The buyer persona is a fictitious representation created from real data obtained from user experience, market research , and demographic information, among other data extraction procedures. It is therefore a very useful tool for thinking about the ideal client as a real person, with problems, ideals, and tastes.
Types of buyer personas
The buyer persona can be classified into different categories.
Decision-making buyer persona : This is the most conventional form of buyer persona. These are direct consumers, meaning they come to the brand directly to find a solution to their problem.
Prescribing buyer persona : is the person who recommends the purchase of a product or service. This type of buyer persona can influence the purchasing decision of others.
Influential buyer persona : is a person whose opinion influences the purchasing decision of other customers, whether negative or positive.
Negative buyer persona : refers to those customers who have no intention of consuming certain products or services, but show interest in some marketing campaigns or actions.
Difference between buyer persona and target audience
The target audience of a company is a group of anonymous people whose demographic data such as sex, age and place of residence, among others, are known in order to develop well-segmented marketing strategies and advertising campaigns . All of this data is complemented with other data from current clients obtained from market research or social networks to segment potential clients.
On the contrary, the buyer persona represents a unique individual with specific and detailed data that reveals the motivations and challenges of the ideal client to whom marketing strategies and actions are directed.
How to make a buyer persona
Below we indicate the steps to follow to create a buyer persona.
Name your buyer persona: naming your buyer persona will allow you to personalize the profile and identify it, especially if the company has different profiles.
Include demographics: Demographics are essential for creating a buyer persona profile, so you should start with age, gender, social class, and geographic location.
Indicate your employment and family situation: the family and employment status of consumers largely determines their needs, so it is important to specify the buyer persona's marital status, whether they have children, their profession and their annual salary.
Define goals, challenges and dreams: the value of the buyer persona lies in that it delves into aspects that go unnoticed by traditional marketing profiles, so it is essential to understand what challenges, goals, expectations and dreams that ideal client has.
Detect their problems and concerns: As important as knowing the buyer persona's goals and challenges is determining their main problems, concerns and worries, as these help discover how the product or service can meet their needs.
Determine their behavior on the Internet: analyzing the buyer persona's usual behavior in the digital environment is essential to know through which channels it is possible to connect with that segment of the public, what their interests are, what type of content they consume or how they buy.
Example of how to create a buyer persona
The buyer persona of the prototype client who takes out life insurance, according to Unespa, could be:
Juan is 39 years old and lives in Ávila. He is a computer engineer and works for a software design company earning a gross salary of 30,000 euros per year. He is married, has a small child and has recently taken out a mortgage.
He dreams of starting his own software company and having more time to spend with his family. However, he is worried about his son's future and that his wife will not be able to pay the mortgage if something happens to her, since she is the main breadwinner of the family.
You often use the Internet to carry out transactions and purchases, so you feel more comfortable purchasing products online. Look for an insurer you can trust and a life insurance policy without fine print.
If you are interested in getting involved with potential clients and their relationship with sales, studying the Higher Degree (FP) in Marketing and Advertising in Madrid from the European University, as well as its online modality, will train you with an academic program where you will be able to develop analytical and marketing management skills.
What is a buyer persona?
The buyer persona or user persona is a construction overseas chinese in canada data of the ideal client for a company. This figure is intended to understand the needs, concerns and other details of the client in order to better understand the products or services offered by a company.
The buyer persona is a fictitious representation created from real data obtained from user experience, market research , and demographic information, among other data extraction procedures. It is therefore a very useful tool for thinking about the ideal client as a real person, with problems, ideals, and tastes.
Types of buyer personas
The buyer persona can be classified into different categories.
Decision-making buyer persona : This is the most conventional form of buyer persona. These are direct consumers, meaning they come to the brand directly to find a solution to their problem.
Prescribing buyer persona : is the person who recommends the purchase of a product or service. This type of buyer persona can influence the purchasing decision of others.
Influential buyer persona : is a person whose opinion influences the purchasing decision of other customers, whether negative or positive.
Negative buyer persona : refers to those customers who have no intention of consuming certain products or services, but show interest in some marketing campaigns or actions.
Difference between buyer persona and target audience
The target audience of a company is a group of anonymous people whose demographic data such as sex, age and place of residence, among others, are known in order to develop well-segmented marketing strategies and advertising campaigns . All of this data is complemented with other data from current clients obtained from market research or social networks to segment potential clients.
On the contrary, the buyer persona represents a unique individual with specific and detailed data that reveals the motivations and challenges of the ideal client to whom marketing strategies and actions are directed.
How to make a buyer persona
Below we indicate the steps to follow to create a buyer persona.
Name your buyer persona: naming your buyer persona will allow you to personalize the profile and identify it, especially if the company has different profiles.
Include demographics: Demographics are essential for creating a buyer persona profile, so you should start with age, gender, social class, and geographic location.
Indicate your employment and family situation: the family and employment status of consumers largely determines their needs, so it is important to specify the buyer persona's marital status, whether they have children, their profession and their annual salary.
Define goals, challenges and dreams: the value of the buyer persona lies in that it delves into aspects that go unnoticed by traditional marketing profiles, so it is essential to understand what challenges, goals, expectations and dreams that ideal client has.
Detect their problems and concerns: As important as knowing the buyer persona's goals and challenges is determining their main problems, concerns and worries, as these help discover how the product or service can meet their needs.
Determine their behavior on the Internet: analyzing the buyer persona's usual behavior in the digital environment is essential to know through which channels it is possible to connect with that segment of the public, what their interests are, what type of content they consume or how they buy.
Example of how to create a buyer persona
The buyer persona of the prototype client who takes out life insurance, according to Unespa, could be:
Juan is 39 years old and lives in Ávila. He is a computer engineer and works for a software design company earning a gross salary of 30,000 euros per year. He is married, has a small child and has recently taken out a mortgage.
He dreams of starting his own software company and having more time to spend with his family. However, he is worried about his son's future and that his wife will not be able to pay the mortgage if something happens to her, since she is the main breadwinner of the family.
You often use the Internet to carry out transactions and purchases, so you feel more comfortable purchasing products online. Look for an insurer you can trust and a life insurance policy without fine print.