How to define your buyer persona?

Client modeling work fell under the purview of the user experience experts. Their objective was to identify how consumers used their product. Today, the establishment of a buyer persona has become a must for a promotional campaign. The persona encompasses all the specifics of an audience. Here is a guide to establish an archetype of user for your marketing strategy.

Start with the questioning

The definition of the buyer persona raises a reflection on the commercial cycle of clients. The operation goes through tedious procedures starting with questioning. In order to do this, a brainstorming session is necessary with the sales and marketing teams. The idea is therefore to draw up an exhaustive checklist to help establish a socio-demographic profile of the client. To do this, try to define the customer's gender, age, education, status and consumption habits. Complete with professional information, such as: training, career path, sector of activity, type of company, etc. In addition, you need to look at the characteristics that set your audience apart from the rest of the population. The checklist should include all the information that does not match the profiles, in other words, the negative persona. In short, the evaluation grid includes all the elements that are likely to identify your prospects. If you encounter any difficulties in this task, consult for more details.

Identifying search channels

Then comes the phase of data collection on the basis of the questionnaires. The methodology makes use of professional techniques, including interviews, surveys, questions and direct discussion. The tool to be used must meet 2 characteristics: adaptation and structuring. These criteria are the cornerstone of a good and efficient marketing strategy. In some cases, the sales team may take care of answering the questions itself. However, this method can be misleading, because presumptions are often unfounded. In order to avoid misinformation, a qualitative study is required. It should be stressed that this is by no means a creative work based on fantasy. Therefore, there is no room for chance. Using a single channel is not enough, because there are thousands of prospects. Social networks are therefore rather effective, because they contain valuable and easily exploitable information. In addition to user accounts, comments, photo and video content are very useful. Note that the task is not only the responsibility of the business unit. Therefore, it is important to call on the entire marketing team to speed up the process. At the end of an individual investigation, invite each employee to express his or her customer vision.

Assimilate the data into your inbound marketing strategy

The collection of information is part of an inbound marketing strategy. In contrast to outbound marketing, outbound marketing is the art of attracting customers to buy your products or request your services. In addition, establishing a standard profile helps to identify the needs and expectations of your audience. Also, the information allows you to create relevant landing pages and dynamic communication brochures. It facilitates the development of a personalised e-mailing campaign. As part of a promotional approach, it helps to develop a persuasive argument. The inbound marketing approach is inseparable from a BtoB (Business to Business) canvassing campaign, in which professionals are the first target. A detailed understanding of the issues is therefore essential to achieve their resolution. In a classic person-free content creation strategy, the campaign always borders on sterile self-promotion (where talking about oneself without putting the consumer first). On the contrary, knowing the marketing target allows you to better focus on the problems of your targets. You can thus propose the right solutions to their problem and create strategic content with high added value.

Keeping profiles up to date

Consumer expectations and habits change in real time. Similarly, communication channels are constantly changing, as a result of technological innovation. That's why it's vital to keep data up to date. In the spirit of business intelligence, you need to be on the lookout for possible changes. The change of a buyer persona in his buying cycle must be immediately notified in your marketing strategy. Moreover, updating is not done in a hurry. It must be done with the utmost care to avoid mistakes. Here again, social networks can be of great help in identifying new trends. You don't have to get stuck on the classic tools you've used before. You are free to invest in new search channels as long as they meet the qualification criteria. The Internet also offers a wide range of software to enrich your user data.

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