What is a buyer persona and how to define it through a workshop

What is the Buyer Persona?

A buyer persona is a semi-fictitious representation of your ideal customer which is defined through the analysis of a company's real customers and market research techniques.

In reality, a buyer persona is a portrait that represents a specific segment.

To define it, it is necessary to identify not only the demographic and geographical data of the buyer persona but also their interests, motivations and frustrations.

Why is it important to define buyer people of a company?

The definition of a buyer persona is essential for any marketing department, and the better defined you are and the more internalized you are within the entire team, the better your marketing actions will be developed. But not only that: The entire company must know them clearly.

It depends on the business, it will be necessary define more than one buyer persona, especially if there are several target markets or the products are designed for more than one type of buyer. In the vast majority of companies, more than one buyer persona will have to be defined, although this does not mean that some companies, due to business interests, will want to focus their communication efforts on a specific one.

Understand who you are communicating for it is essential not only to create content, but to communicate the product through calls, email, etc. All actions that involve the minimum contact with the customer or potential customer.

How to define a Buyer Persona: The workshop

A workshop in a company involving several departments is an agile and efficient way of working for the definition and understanding of the buyer persona. And it will be a step prior to defining both a company's content strategy and for the creation of a new website, among others. Any digital strategy must be supported by a good definition of the right buyer persona.

Who should be involved in the workshop

To carry out a workshop, it is enriching that people from different backgrounds participate departments:

• Marketing
• Business Development
• Sales
• Customer Care

Key points before defining a Buyer Persona

In addition, for a good definition, these data must be taken into account, which will provide valuable information in the workshop:

• What are the competitors
• What marketing actions They are carried out
• How is categorize information of products and services on the web
• What information do we have about target markets Actuals

Parameters for defining a Buyer Persona

1. Profile

• Age
• Geography
• Languages
• Professional profile
• Background
• Devices
• Social networks
• Behavior

Source: https://xtensio.com

2. Frustrations and challenges

What motivates the user to become informed, what problems they face and what are their challenges. This step is essential to understand the user deeply.

3. Benefits and Goals

Identify what we can provide to the user, what the user of our company will value in order to transmit it correctly. To do this, we have to align the value of our product/service with the goals of the buyer persona.

4. Motivations

Being aware of those factors that the buyer persona values positively when making decisions will be very useful for us to establish communication.

5. Dudas

Unlike motivations, it will be important to analyze what negative factors influence decision-making; what doubts or barriers may arise between the buyer persona and our type of product or service.

Final step: Define the buyer persona's customer journey

Finally, we must define the customer journey of each buyer persona and thus go deeper into understanding how it acts according to each moment. Not to do so would be to miss the opportunity to be effective in our strategy, it would be like devising a campaign and not executing it.

El The customer journey has different phases, each of them as important as the others, with a very specific buyer persona objective. Defining each of these phases for our buyer personas and doing a simulation will be the The first step to a good digital strategy.

Would you be interested in doing a workshop at your company What do buyer personas work for? Write to us.