Creating a buyer person should be the basis of any marketing strategy you make.
The problem is that many times due to ignorance, we do not know what a buyer persona is and what are the differences between the target audience and the target market.
In addition, when making a Social Media Plan or a Digital Marketing Plan one of the most critical points is to create a buyer persona.
Think that all the actions you carry out should be focused on the target of a company.
Otherwise, you will be impacting the wrong audience, and you will be throwing away time and money.
But do not worry either, because we’re also going to see:
- How to meet your customer online
- What is the buyer person?
- Segmentation criteria.
- How to create content that interests your buyer people?
- How to identify your client’s purchase intention
But first of all let’s see what differences there are between buyer, target audience and marketing target.
What is a buyer persona?
Definition of Buyer Person: a buyer persona is a fictitious representation of your target.
Thanks to this tool you will be able to know better your target audience and design strategies and actions aimed at them.
Basically, a buyer persona is like a profile stereotype tab of your ideal client to which we will assign:
- A name
- The sociodemographic aspects (age, gender, place of residence, academic level, income level, culture, marital status, etc.).
- Your personality.
- Your behavior
- His objectives
- And their behavior in social networks.
This analysis of the buyer persona will help us determine:
- In what social networks.
- In what schedule.
- With what tone to speak to him.
- With what copy to address us.
Ideally, you have a template for buyer persona by the profile that you identify because it is normal to have different motivations and desires.
Also, remember that your target audience consists of current and/or potential customers and customers of the competition.
What is the target audience of a company or target in marketing?
To understand what the target audience is first, you have to understand what market segmentation is.
The segmentation of the market basically consists of dividing the market to which a company is directed in small groups or segments.
After making this division what is done is to select which segments we are going to address.
And these segments are our target audience or the target in marketing.
That is a group of people who have needs that we can cover with our products and/or services.
So if you want to know how to define your target audience, the first thing you’ll have to do is determine which segments you want to go to.
What types of the public are there?
When it comes to creating our marketing strategy, we must also be clear about which generation we are targeting.
Depending on the generation of our target audience we will have to adapt our message to them.
We usually talk about these types of target audience:
- The Baby Boomers (1946 – 1964)
- The Generation X (1965 – 1978)
- Generation Y or Millennials (1979 -1996)
- Generation Z (As of 1995)
If you want to know more information about them, we recommend you read this post.
Why it is so important to define my target audience
Before seeing how to make a buyer persona, I want you to be clear about why it is so important to define the target audience of a company.
Knowing your ideal client is essential to be able to correctly satisfy their needs and design a series of contents focused on them.
When we speak of the audience, we are talking about a specific and concrete concept.
For example, imagine that you sell organic food products.
It will not be enough for you to say that your target is made up of current and potential buyers who are interested in organic products.
You have to go further and specify, an example of the target of a company would be:
My target audience is made up of men and women from 25 to 35 years old who live in urban areas, who are worried about their health, practice sports on a regular basis and usually go to ecological restaurants on Saturdays.
This can be one of the targets.
But then you will have to define different buyer people to optimize your actions in social networks.
However, in the offline environment with demographic information could be sufficient.
But the good (and the bad) of the digital world is that you can measure everything.
Therefore, you can not limit yourself only to these variables, and you must go more in-depth.
It has gone from studying men and women from 25 to 35 years old, who live in urban areas, to generate fictitious portraits of the target audience, which reflect the personality, interests, and behavior of people.
To understand it better, imagine a cake.
The audience is not just the audience that you have as the central core.
Your target will be all the pieces of the cake you want to reach.
This simple graphics will allow you to see that you do not have to reach 100% of the public.
What would result in an excess cost because it is impossible or very difficult to have the ability to create ads to reach everyone?
The important thing is that you create strategies for these targets and that, instead of trying to reach 100% you go for example to 60% but with a much lower budget and more optimized.
For example, a restaurant may have different profiles of the target audience each day of the week.
The audience in the morning may be different than in the afternoon, and this may differ from the target of the night.
Not to mention already the difference between the public of weekdays and the weekend.
This is a very clear example of why it is essential to know in depth your buyer person and be able to offer specific content with different message and tone.
Now, how to segment a market?
The answer is through hyper-segmentation based on creating a buyer persona.
How to create a buyer person or define your target audience in marketing
How old are you? Do you study or work? What do you study? Where do you work? Where do you live?
This was the series of questions that we used to ask to define the target.
Right now, those data are no longer enough to make a digital marketing strategy.
This is where the buyer person comes into play.
The buyer persona is the starting point on which the content strategy of your project will be based and always depending on the stage of the purchase cycle in which it is located.
What is the use of creating content if it is not directed to your target audience?
For inbound marketing strategies to be successful, they must be focused on the right audience.
Creating valuable content is the basis of inbound marketing.
But these contents must be created under a previously defined strategy to attract your potential customers to you and subsequently convert them into customers.
How to define my buyer persona
First of all is that you ask yourself a series of questions that make you reflect on who is your ideal client.
Some of them could be:
- Do you have a well-defined target audience?
- Why can your products or services interest you?
- What type of product or service is most suitable for the different types of target?
- What can you offer them that your competitors do not?
- What doubts could you have about your products or services?
- What other products directly or indirectly related to yours consume?
- What are your challenges, desires and motivations?
- What is the best way to get to segment A, B or C?
- In what social networks is it present?
- In which do they spend more time?
- At what time do you connect more?
- What are the most appropriate channels to reach them?
- What content do you find most interesting?
- How is your personality?
- And his buying behavior?
Ideally, you should answer these questions for each buyer you have defined because it is what will allow you to optimize your editorial calendar later.
In the end, create a buyer person you can summarize in 4 key questions:
- What the potential client does,
- What do you need,
- What worries you,
- How can you satisfy your need?
Once you have reflected on the previous questions, it is time to determine the segmentation criteria of the target audience.
These segmentation variables mainly can divide into four:
- Sociodemographic factors
- Personal Factors
- Online behavior factors
- Purchasing behavior factors
The buyer person is not always the person to whom you are going to have to direct to sell your product or service. For example, think about what your buyer persona is men and women of 70 years of age. How are you going to address them if few will use the internet? You have to think, who makes the consumption decision? The son!
How to locate pain points (pain points) of your buyer person
When it comes to creating a content strategy, one of the most important things is to locate the pain points of your buyer persona.
Now, what are pain points?
The pain points are those problems, challenges, concerns, curiosities, interests and even motivations that your ideal client wants to satisfy.
That is if you know the point of the pain of your client you will know their driver.
Or what is the same, you will know the motivation that drives you to do a certain search and then make the purchase.
Determine the pain points of your buyer person will be decisive for:
- Empathize with your target audience and know their problems.
- Compose the text of your web page and capture landing and sale
- Use attractive copies.
- Set the content strategy of your blog.
- Offer solutions to your pain points and avoid objections.
There are different ways to locate the pain points of your buyer persona.
- If your company has a sales department, it is essential that you form them to understand the motivations and desires of your customers.
- Make online surveys to your current and potential customers.
- Interview your clients directly and ask them about their problems and motivations.
To make it clearer take a look at this example:
Imagine a company that is dedicated to designing inbound marketing strategies.
This company will be directed to people or companies whose pain point is that they do not know how to capture leads in an efficient way and treat them later until converting them to clients.
After defining the pain of the buyer persona, the company must know what type of searches its target audience performs to seek information about their problems or motivations (which would be the equivalent of the awareness phase).
One way to know the words by which they find you on Google is to go to Search Console and select:
“Search Traffic” ➜ “Search Analysis,” and in addition to seeing which words are found by Google, we can see the clicks they have made, the impressions, the CTR and the average position of that word.
For example, in the recognition phase of the need, the interested person can ask questions on Google such as “what is inbound marketing” “how to do inbound marketing.”
When you locate keywords directly related to the pain of your buyer persona is when you will get higher conversion rates
Once you have identified the words by which they find you, it is important that you optimize your page or article with CTA and registration forms that call the attention of the visitor and leave your information to be later fed with information.
Define your elevator pitch
Well, you know who your ideal client is what the keywords you feel most identified with are and what are those pain points that make you want to change your situation.
This is where you must show that your product or service can change you from situation A (where it is) to situation B (where you want to be).
How to do it?
Thanks to the elevator pith.
That is, you must create a speech (or sales page) by which you make your buyer see that you are the best solution to solve your problem.
Example of how to create a buyer persona or target of a company with Facebook Insight
Everything in life is much clearer with an example, right?
So let’s see how to get to know your target audience thanks to Facebook.
One of the things that I like the most when advertising on Facebook is that it allows us to know our target in a very detailed way.
And after this, we can thank Audience Insight (a function that does not usually get all the performance that is possible).
To access this tool, you will have to go to the Ads Manager on Facebook and select Public statistics.
Here you will be given three options:
- All on Facebook
- People connected to your page
- A personalized audience
We are going to choose Everyone’s on Facebook, and we are going to think that we are a Marketing School and that we want to sell a Community Manager Course.
The first thing that we will have to do is to know how the people that may be interested in this course are.
What we are going to do is add interest to the term Community Management.
Only with that, we can already know in more detail the demographic variables of the people.
We know that:
- 64% are women, and 36% are men.
- From 25 to 54 years is the most interested age group. Mostly from 34 to 44.
- 43% are married, 31% are single, and 23% have a relationship.
- 70% have a university education.
If we analyze the geographic variables, we can also find the cities where there is more interest.
In this case, X, Y, and Z are the cities where there is greater interest in the Community Manager.
But also we can also know where the interest is growing the most.
For this, you only have to select the blue square.
We can also analyze your behavior and know your interests.
For example, we can know how they behave on Facebook if you select an activity.
But you can also know what other interests they have and know what other Facebook pages and categories they like.
In this practical way, we could start to make the fictional portrait of our ideal audience.
4 Variables when building a content strategy focused on your buyer persona
The four variables that will determine if your content strategy is correctly oriented to your ideal client and its phase in the purchase process are:
- Product and/or service
- Buyer Person
- Keyword Research
- Pain Points
To develop a content strategy focused on your buyer, you will need a product and/or service that solve the needs, motivations and concerns of your ideal customer and you will have to analyze keywords that are oriented to the different phases of the customer’s purchasing process.
If you are able to combine these four variables, you will be able to create different types of content depending on the stage of purchase where your target audience is.
To make it clearer, look at this example:
Imagine a Business School that is dedicated to training and one of its products is a Master in Digital Marketing.
The first thing that the company should consider before trying to attract students and advertise will be to define the buyer who may be interested in a Master.
To do it faster imagine that the Business School identifies three types of buyer person who may be interested in doing a Digital Marketing Master:
- University students.
- Intermediate workers.
The next step will be to define the central pain (what would motivate people to do the master).
And from that point of pain would a keyword analysis oriented to a content strategy that was based on answering the doubts of your target audience …
If the company has more than one product (as is normal), the vertical axis will refer to the importance of the product with respect to the total.
That is to say, the one that more billing provides to the company will be the one that you will have to represent in the upper part of the vertical axis.
In this case, 50% of its target audience would be made up of middle managers and the rest would be university students and unemployed.
This is a very simple way to visualize the profiles that you are interested in and focus your efforts on those that will provide you with the highest return on investment.
If you have limited resources and you have to choose the type of content for your buyer persona, it is advisable to choose the one with the most volume.
But if the parts of the pain were divided equally:
What theme would you choose?
You should look for that factor that may, to a greater or lesser extent, interest the different types of buyer person.
The other variable that you will have to take into account when determining the content strategy will be the volume of searches and the level of competition of the keywords.
Because maybe you do the job of defining the points of pain and you see clearly the subject, but after doing the keyword research you can see that there is not enough search volume or there is too much competition.
When you have all the types of buyer person and pains (the reason why they will end up buying you) you have to think:
Would it make sense to make a blog that spoke of X (pain 1) and in which also talked of Z (pain 2)?
The more things you can encompass better.
But remember that the blog has to have its own identity and you can not put in the same bag all the themes if they do not have a relationship with each other.
In this case, you could, for example, include the countries to find employment and improve employability and talk about the advantages and career opportunities that can have you having a Master.
20 Tools to create a buyer persona
Very well, we have already seen all the concepts that you should know in depth.
But surely now you’re wondering how to find out my buyer persona.
We will see different tools that are sure to help you.
1. Google Analytics
Google Analytics is a tool with tremendous potential if you know how to squeeze it.
To extract information about your visitors you must select Audience, and you will obtain a series of data from the visits you receive to see if it has a relationship with the buyer that you have built or not.
- Sex (knowing the% of the genre can help you find the most appropriate tone for your messages)
- Segments of age.
If you have e-commerce and you sell for example online shirts and you see that you have more visits from Valencia is a factor that can guide you when focusing your ads campaigns.
While if you select the section of Acquisition, it will show you how people have come to your website and knew:
- With the bounce rate you can check which post you liked the least.
- With the number of page views, you can see which post they like the most.
- You can check which social network gets more traffic.
A good way to take advantage of this data is to make a table with the keywords that most seek you, which are your favorite themes and which pages are the most visited. It is a good way to know the interests of your buyer persona.
It is a very interesting tool to analyze the demographic information of your own audience and those of the competition.
Alexa provides you with a projection (it serves to have a global idea, it is not an exact data) about the traffic of a web.
For example, we are referring to Marketing and Web of Hub Spot what has much more traffic than our blog, and therefore we see more variety of data such as:
- From which country the visits to the web come from.
- Gender male or female.
- Education (They have not gone to university, higher education, postgraduate and university).
- The location of navigation (home, school, work).
3. Google Adwords: Keyword Planner and Display Planner
Google provides you with two wonderful tools so that you can know more information about your individual Buyer.
With the Keyword Planner, you will be able to locate which words are most wanted by your target audience and the search trend.
While with the Display Network Planner just by entering the keyword you want, you can access the user profile that is interested in that topic. For example, I have searched for digital marketing master, and you will be able to know:
- Related Keywords
- Monthly search for the keyword.
- The sex of the interested people.
- The ages included.
- Related interests
- The device used to search for information.
These are the best data to optimize campaigns and direct your potential customers, do not you think?
4. Google Trends
Google Trends serves much more than to know trends (usual use). And it is that many times you do not get all the potential you have.
For example, if you are a company or a university that is dedicated to training and offers Community Manager courses you can search for this word in Google Trends and see where in Sweden this word is most searched and what other searches are related.
It is also very useful to segment your buyer person by geography and know what other related searches can do.
If you want to know how to get more out of this tool we recommend this post in our blog on Google Trends.
5. Empathy Map
The empathy map is a handy graphical tool to make a correct segmentation of your ideal client.
The empathy map allows you to put yourself in the place of your ideal client.
If you want more information about this tool, here is a post that explains what the empathy map is and how to use it.
I also leave you a video that explains how to make and use an empathy map in a very simple and brief way.
Buzzsumo is a tool that is usually used as a content healing strategy to get ideas from the most shared posts of your competition and a specific topic and then write about it but adding more value.
But, you can also use it to see what content is the most shared of your blog by your followers and thus know what can work better.
7. Facebook Insights and Facebook Audience Insights
Facebook Insights is another great tool to get to know your audience on Facebook first-hand.
It provides us with information such as:
- Demographics: age, gender, country, city, language.
- Actions on the page: You can see if how many clicks (depending on the information you provide) on “How to get there,” phone number, on the website or CTA of the page.
- The hours of greatest connection of your followers to optimize the publication of content.
Facebook Insights is used to analyze the audience of your Fan Page, but if you want to go a step further, you can use Facebook Audience Insights with which you can get to know your potential audience better.
The difference between Page Insights and Audience Insights is that with this last one you will be able to know the entire audience of Facebook and not only that of your Fan Page.
This tool is tremendous because you can make a true hypersegmentation of your buyer persona and know:
- Emotional situation.
- Important events.
8. Twitter Analytics
If you go to Twitter Analytics and select audiences you will be able to know much more information about your followers in order to optimize future campaigns.
You can know the following data to create the profile of your buyer persona:
- Demographic data: gender, languages, country, region.
- Lifestyle: the main interests of the people in your audience.
- Type of device.
- Your tweets that have had the most impact, so you can get an idea of what kind of content your audience likes most.
Followerwonk is also often used to analyze the Twitter profiles of the competition.
But it is also exciting to analyze your own audience and obtain the following data:
- The location of users.
- Hours of greatest activity of your followers.
- The most used words in the biography by your users.
- The social authority of your followers.
- The antiquity of your Twitter accounts.
With TweetDeck, you can monitor keywords related to the products or services you offer and see what people talk about them to detect their needs and offer a solution.
You should also monitor your brand to know at all times what your audience says about you and to be able to answer them at all times.
With these two uses, you will be able to know first hand the interests and the needs to cover your buyer person and know what you can offer them.
11. Downloadable Contents
Downloadable content such as ebooks, guides or templates are wonderful sources of information to get to know your audience.
For example, you can have a blog in which you have identified several targets.
Imagine that your audience is made up of Community Managers and Social Media Managers for whom you have a different buyer persona created.
For example, you can create several ebooks, one for community managers and one for social media managers and see how many people have downloaded it.
12. Groups, Communities and Forums
Groups, communities and forums are a place where you can get a lot of information about what your target audience needs.
I recommend that you look for groups on Facebook and LinkedIn that are related to your products or services and analyze what they ask.
Look at this example from the Facebook group that I joined recently.
He has used the group to create a survey to understand better the needs and goals of the people who are part of the group.
What better way to know the needs and desires of your buyer person than to ask him, right?
13. Interviews and Questionnaires
Interviews and questionnaires are tools to get to know your very powerful client.
Two useful tools to do questionnaires are Google Forms and Survey Monkey, and if you later want to exploit the data in a more professional way, I recommend that you analyze them with the SPSS program.
Look at this example in which Copy Blogger sends an email to their subscribers to learn more about them and improve their email marketing strategy.
14. Search directly on Google
Another way to identify the needs of your target audience is to look directly at Google for words related to your brand.
For example, you can search for the word buyer persona with a question mark or in the form of a question “what is buyer person,” and you will find searches related to the term.
Also, if you go down to the bottom of the search engine, you will get more searches related to those words.
15. Comments on blogs
You should not only analyze the comments that you leave on your blog in the form of questions.
I recommend you also check the comments left on your competition’s blogs to identify their doubts and be able to answer them or get ideas for a future post in which you respond to this type of ideas.
16. Forms in your blog
Another way to know more details of your buyer is through forms in exchange for downloading the content of value to them.
You should be careful with the number of boxes you put on the form because, the more boxes you have to fill in, the more likely you are that they do not.
17. Email Marketing
The email marketing campaigns can also be used to meet your target better.
The personalization of email marketing will allow you to know the users directly and exclusively.
There are different types of emails.
Ideally, you analyze the openings of your emails based on the different topics you send to see what kind of emails they like the most.
On the other hand, you have to be clear that you can not send the same to your subscribers.
You must know at what point of the purchase process are to offer what they need at the right time.
For this, the best thing is to use an automation tool that allows you to tag the user depending on what he does and in what phase he finds.
We recommend you to read this article in our blog so that you can see everything that an automation tool can bring to your strategy.
18. Studies, Reports and Statistics
Studies on the behavior of people either on the internet or in some other subject are a valuable tool that is not taken into account when identifying the buyer persona.
For example, you can consult the studies of different research organizations or government and get important data such as:
- Schedules to which they connect.
- What social networks do you prefer depending on your age?
- What devices do they use?
- Why they follow brands.
MakeMyPersona is a free HubSpot tool that will ask you a series of questions that you must answer about your buyer persona.
When you have completed all the questions, it will tell you to put an email, and it will send you the template with your buyer defined person.
20. “Jobs To Be Done”
More than a tool is to use another type of methodology to identify your buyer persona.
This methodology is based on identifying the reasons why the client uses your product.
No matter how old you are what your sex is or what you do. What really matters is the use that you give to the product and/or service.
That is, you have to try to find out the motivation that leads that person to use your product.
In this way you can:
- Know the main motivation and therefore find out in a more simple way your point of pain.
- Use the motivations of people in the copies of the ads, so they feel identified with your product and/or service and know that they will meet their needs.
- You will know different uses that can be given to your product and you do not know it (as the case that I mentioned above of the product removes stains) with what you will be discovering new market segments.
Tips and mistakes when defining your buyer person that you should avoid
Finally, I am going to give you a series of tips so that you do not make a series of mistakes when creating a buyer persona that is usually quite usual.
- The buyer person is not always the person to whom you are going to have to direct to sell your product or service.
For example, think that your client is 70-year-old men and women.
How are you going to address them if few will use the internet?
You have to think, who makes the consumption decision?
In this case, it is undoubtedly the son to whom you should address yourself.
- Do not limit yourself to defining your Buyer persona according to studies and tools.
Observe it in person.
Research is the best way to get to know your target audience and understand their behavior.
- Put yourself in the shoes of your ideal client and think about what he needs to cover his needs.
- It is very important that you keep in mind that your buyer is not a static person.
Your objectives and needs will evolve over time, and your product must evolve with them.
For example, if a person buys you a Community Manager course, once you have trained, your objectives will no longer be the same, and you may be looking for more advanced or specialized training.
- Join the forums and groups where your ideal audience participates and pay attention to the topics they speak, their questions and their problems to identify what their needs are and cover them better.
- Analyze why they consume your products, what motivates them and what means they use to reach you.
Monitor keywords related to the products or services you offer to discover their demand patterns.
- Take into account the different types of audiences and establish an order of preference based on your objectives.
- Graphically represent your ideal client to visually see who you have to address and where you should devote more effort.
- Not only identify the target you want to target, but also define the audience you do not want to address to not focus your efforts on them.
- Keep in mind that there are four generations (Generation X, Y, Millennials, and Z) different with different buying behaviors and that you should know to know how to address each of them.
Extra recommendation: Note the negative buyer persona
A negative buyer persona is the representation of those people who are not interested in arriving and therefore, you do not want to sell your products and/or services.
Usually, companies tend to focus only on the buyer people they want to reach, but it is not usual for them to focus on those who do not want to arrive.
And this is just as important to be able to focus your resources and efforts on those people who are really going to have an active interest in your products and/or services.
For example, an Inbound Marketing company such as Inbound Cycle that offers training ebooks for companies can also attract the attention of students who want to improve their training.
But this type of public probably does not interest them at the business level, and they do not want to spend resources on them. Therefore, they assign a locker so that you can select that you are a student and thus offer them a different treatment.
What do you think is the most important when defining the buyer person? How do you identify your buyer persona?