What is a buyer persona and why is it important to your business?

Every day it becomes more important to design appropriate plans that help your brand grow. As well as it is important to implement the necessary strategies, according to the type of business you manage. On this point you can learn more in I won. That is why the concept of buyer persona is also necessary in order to expand your products or services.

A buyer person is the ideal of client that you have built to acquire your products or services. In other words, you will be able to build this projection based on their online behavior, their sociodemographic, personal or professionals, and you can improve this archetype much more from the relationship that you manage to establish between the potential buyer and what you brand offers.

This is of vital importance since one of the fundamental points that sustain the Inbound Marketing, is the fact of being able to generate content that contributes value, capable of awakening the curiosity of the public you want to approach, and having an idea of ​​the buyer persona profiles, it is essential in order to determine what doubts they present, what interests they have, and the ways in which they use to cover their requirements.

Another factor that is also important to know about the buyer person, and that manages to differentiate one from another, is the pain or pain. Although this translation "pain" seems imprecise, the truth is that it refers to concerns or needs that the buyer person can present, and that we can solve through what our brand offers.

One of the greatest aspects that we can know is pain or pain, which presents the ideal client, because through this we will be accessing your driver, or what motivates you to carry out a specific search through Google, or what can encourage you to make a purchase in our business.

For this reason, it is essential that the image we build of the buyer persona is clear. In order to achieve this, it is necessary to collect enough information, which in addition to helping to generate accurate content, will also work to implement the strategies of content in general, and even the image we give to our identity, as well as the dissemination channels that will serve effectively to reach our potentials customers.

Some of the aspects that we need to know to draw the image of our buyer persona are the following:

• Personal: that is, what people are influential when making their decisions, what hobbies do they have, what motivations they have, what worries them or worries them, what makes them feel happiness, what objectives they have within the market, among other
• Online conduct: This refers to which is the network, or the social networks to which you resort most frequently, which products you buy online and with how much regularly, where do you go for information, what pages do you prefer, what time of day you are usually online and interact more in the networks.
• Labor sphere: What functions does he fulfill in his work, what personalities motivate him to be better every day, what are his challenges.
• Correlation with our company: In other words, from what moment, or how did you establish contact with our brand, what products or services you have contracted with us, what do you value most about our company, among others.

The buying process and the importance of the buyer persona

When we talk about the purchase process, it is important to keep in mind the concept of funnel, or funnel, since it is another of the key terms in Inbound Marketing. And at this point it is necessary to clarify the distinction between funnel commercial and funnel of marketing, which perform similar functions, although at different times, during the sales process.

Regarding the process of funnel This begins as soon as an opportunity has been identified with a potential client and ends when the prospect has become a real client.

Instead, the process of funnel marketing precedes the process of funnel commercial. That is, the funnel Marketing begins with the implementation of a marketing strategy, and ends when the opportunity appears before the potential client.

Therefore, the idea of ​​funnel adequately clarifies how these processes occur, while it raises the creation of strategies advertising that guide customers towards opportunities, through various moments, and whose main stages are the following:

• Start of the funnel: which refers to the highest part of said funnel, in which are the advertising strategies that the brand will implement.
• The middle of the funnel: in which there is the moment of analysis and evaluations to make these opportunities real.
• The bottom of the funnel: which, as its name indicates, is located in the lowest part, and in which the she refers to being able to visualize the results, or clients that have ceased to be potential to become real.