Buyer persona: Knowing well the public we are addressing can be our trump card in the market. In this article, we tell you how the buyer persona is a fundamental marketing tool to identify the interests, fears, and needs that our clients share.
Thanks to the digital transformation processes of the last decades —which have driven technological revolutions such as big data— today, companies can collect an enormous volume of information about their customers at an unprecedented speed, and perform sophisticated analyzes in real-time.
However, in times of hybrid work, it is useless to accumulate masses of customer data to show, for example, correlations such as “73% of customers say they prefer product A to product B”. While this type of information is essential for making decisions, the correlation approach can lead companies in the wrong direction.
The truth is that today’s customer does not want to be besieged by countless products; he wants to feel understood and receive relevant information that will help him live and do his job better and better.
Therefore, we must study our audience, in order to know their motivations for progress and what they hope to achieve in a given circumstance. Knowing our clients and their needs well can be our trump card in the market.
In other words, today it is imperative to focus our marketing on the audience and to know the personalities of our clients.
To do this, you must put yourself in the customer’s shoes and build ‘ user narratives’. These are stories that contain not only information and details such as age or gender but also the reason why clients need our services.
All this has nothing to do with guesswork. It is precisely the opposite: to have a solid base of knowledge about our customers and users. And for this, we use forms, surveys, metrics, and data. In addition, it is important to remember that buyer persona profiles vary depending on the company’s news, so their nature is dynamic.
Update your buyer personas periodically, remember that the main reason for creating them is to identify and satisfy the needs of your customers to improve your service.
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