Buyer persona and its importance in marketing
When we talk about buyer persona , we are referring to the fictitious representation of the ideal client, this must be based on real data on the characteristics and behavior of clients but also delves into other traits such as their environment, personal history, challenges, objectives. and worries.
The buyer persona is commonly confused with the target audience and the big difference between these two is actually quite easy to distinguish. The target audience is the sector of the population to which you want to sell your products or services, while the buyer persona is the personification of the ideal client, more humanized and personalized. An example of this could look like this:
- Target audience: Men and women, ages 23 to 30, who have university studies related to the field of marketing, AB/B+ socioeconomic level, who seek to increase their professional training and travel.
- Buyer persona : Martha is 24 years old and recently graduated from marketing. She wants to develop professionally by doing a master's degree abroad because she loves to travel and always wanted to do an exchange, but her busy schedule did not allow it during university. He is looking for foreign universities that accept foreign students to achieve his goal.
Art by: Liza Ditkovskaya
The creation of a buyer persona is already seen as a fundamental step in creating a marketing strategy, since it helps us better define who we speak to in our communication.
Benefits of the buyer persona
- It helps us segment the target audience much more specifically.
- Contributes to the creation of content.
- Help find potential clients.
- It allows for a correct budget approach.
Now that you know what the buyer persona is and all the benefits it can bring to marketing campaigns, it's time to take action and define your business.
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