To attract people really interested in the products and services offered by your company, design a good inbound marketing strategy. inbound marketing is the ideal solution. You will get the attention of potential customers who match your business target, so it will be much faster, easier and more profitable to convert them into repeat customers.
In order to develop a successful inbound strategy, it is essential that you define precisely who your buyer persona is. buyer personaThis will make it easier for you to make all the decisions and actions to be implemented.
What is a buyer persona
In digital marketing, the buyer persona is the ideal customer of your company, that is, the definition of the customer profile to which to direct digital marketing strategies and actions to increase sales and capture qualified leads as the main objectives.
Accurately defining your buyer persona is a key process for your company, because it will help you to better define products and services, to make digital marketing and advertising decisions, and even when developing the best content.
It is important to note that you can define different types of buyer persona in your business, even for the same product or service, you can have different ideal customers to which you can direct different acquisition and conversion strategies.
Why it is important to define your buyer persona precisely
Defining your buyer persona is very important so that you can send the right message to interested people, which will facilitate the process of converting them into customers of your company.
Let’s look at the main reasons why you should prioritize the definition of the buyer persona for your business.
Increased customer knowledge
By fictitiously defining the ideal customer prototype, you will be able to better understand what their real needs, concerns and expectations are. You will have a deeper and more accurate understanding of their buying behavior, their preferred payment methods, the communication channels they use and other elements that will help you connect with them much more quickly and efficiently.
Ensuring the success of your digital marketing strategies
One of the most interesting benefits of having a good buyer persona definition is that you will achieve better results in your acquisition, conversion and branding strategies. branding.
Knowing your ideal customer will allow you to select and design the best strategies to capture their attention and make them enjoy the best experience in their customer journey, that is, in all phases of the buying process.
Improve content creation
In a good inbound marketing strategy, content is one of the most important elements. If you know your buyer persona well , it will be easier for you to develop content that will be of value to them, so you will attract more people who are interested in what your company has to offer.
Optimize resources
If you have a precise definition of your ideal customer, you will save a lot of costs because you will make the best decisions in many aspects, such as the choice of the right media, abandon inefficient practices or techniques and make better use of the economic resources available for advertising and promotion.
Other benefits
Let’s see other advantages of having a good definition of your company’s buyer persona:
- Select which advertising spaces are the most profitable to invest in.
- Achieve a better relationship between your sales force and customers.
- Improve customer loyalty.
- Get more recommendations and better ratings.
- Optimize the purchasing process.
How to define your company’s buyer persona
To define precisely who your buyer persona is , you must go a step beyond a classification based on geographic, demographic, socio-cultural criteria…
To create the fictitious representation of your ideal customer, you must rely on real information about their behavior, objectives, expectations, challenges and concerns, which will allow you to have a more accurate profile (to really know what their needs are in order to offer them products, services and content that meet them). To accurately define your buyer persona, you must follow a series of steps:
- Know what information you need about your ideal customer, such as their demographics, their personal and work situation, what their goals and objectives are, what problems they face, what their buying behavior is, etc.
- Conduct a market study to gather all the information on their needs, using all available channels, both digital (social networks, websites, data analytics tools, etc.) and traditional (information from sales representatives, surveys, statistical data, etc.).
- Analyze all the information in order to create an adequate profile of the ideal customer.
- Share the definition with the other areas of the company in order to improve customer service, product and service development and sales actions.
What is the customer journey and why should you optimize it?
The customer or buyer journey refers to all the phases that a lead or contact goes through to become a customer of your company, from the first contact, through the purchase decision, to the after-sales service.
If you accurately define your buyer persona, you will be able to optimize their customer journey, thus achieving a higher percentage of leads or contacts that end up becoming customers of your business.
In order to optimize your company’s buyer journey, it is very important to align the work and objectives of your sales team, digital marketing department and customer service, as well as involving other areas of your company (such as the financial area or logistics and transportation). Collaborative work, pursuing the same goal of customer satisfaction, will allow you to offer them the best user experience at all stages of the buying process.
To succeed in your digital inbound marketing strategy , you must prioritize the definition of your ideal customer or buyer persona. Knowing perfectly to whom you want to offer your products or services will allow you to make the best decisions and optimize the customer journey to increase sales and the customer database of your business.
