Buyer person, the key part of Inbound Marketing

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INBOUND MARKETING · 07 / 07 / 2015

Before you start your Inbound Marketing Strategy, you have to take into account a number of fundamental aspects to achieve success. How I told you in the previous article, I was talking about what is Inbound Marketing and why using it, we have to focus on providing value to our customer, and not exclusively in increasing sales. Therefore, one of the first steps to follow when you implement the Inbound Marketing in your company is to define your buyer person.

What is the buyer person?

It’s a semi-fictitious representation of our potential consumer based on a number of variables: demographic information, behavior, needs and motivations.

This is the key part of inbound marketing that Will condition our marketing campaign. You don’t need any traffic to your website, you need the correct traffic, and therefore, all the actions that we plan should revolve around this figure. Depending on the characteristics and needs of our buyer person, the campaign will have a certain form and use a series of messages and channels. Therefore, it is important to devote the first effort to define correctly who is your buyer person. If you talk to the bunch, you’ll be unable to get effective campaigns.

Why is it useful to define the buyer person?

Knowing our users will allow us to be more clear about what kind of content they consume, what platforms they are in and what exactly they need from us. This will help us create the perfect content based on your needs and interests and publish it on the platforms where we know you are. Once this happens, it is much easier to create tactics that help to turn them into leads and finally into clients. Broadly speaking, we can determine as advantages of having our buyer defined person: to increase the level of knowledge we have of our clients, the possibility of defining new lines of business and the improvement of the communication with the client, that It will be a greater effectiveness of marketing actions.

How to create our buyer person?

When it comes to creating our ideal customer, we have to do these 3 steps:

1. Research:

We cannot base our buyer’s definition on assumptions. The research takes quite a while, but once done we will be able to achieve success. How can you find this information? You will need to collect relevant data by means of research tools, market studies, surveys, interviews and insights of your databases.

If you already have a company, start by interviewing your regular consumers or prospective customers, and even your workers. Your regular customers will be perfect for your research, because they have already bought your products and are loyal to the company. They can give you a lot of clues about what you’re doing wrong or well. Above all, always focus on the why? Or the motives of your buyer person, more than in their actions.

What do we want to know about our buyer person?

  • Behavioral aspects: What kind of social networks you use, types of content you consume, sources of information you turn to, time spent On the Internet, devices from which you connect, etc.
  • Demographic aspects: Sex, age, location, marital status, profession, social class, education, etc.
  • Demographic aspects: Sex, age, location, marital status, profession, social class, education, etc.

2. Identification of trends:

Once you have done the research, you must process the data, search for relevant insights and organize them. This will help you find trends, patterns and similarities among your customers that will help you build the ideal customer archetype.

3. Create a profile:

This is the final step, once you have all the necessary information collected you can create a profile prototype with information about how your buyer is person. You can even include what kind of actions you would do to help him.

It builds a kind of robot portrait, with its own name and even a photograph. Adding specific features and personality to what used to be a population segment will help you create a mental image and focus on who you have to address. Try to summarize the key points of your buyer person as in an elevator pitch, in a short paragraph that allows you to define in less than a minute.

Profile Buyer Person-Inbound Marketing

Aspects that matter when creating the Buyer Person.

A series of tips:

    • Do not develop too many buyer person. Within your company you can have more than one buyer person depending on your services, but if you create too many variables, your message will become diluted again.
    • It’s Important to interview your sales team. If your strategy is blended with theirs, the experience will be much more complete and teamwork improves the lead generation and the closing of sales.
    • Constantly Test The assumptions you have created for your buyer person. Trends can change and your buyer may stop being on the same channels or start to become interested in new content. Keep your guard down!
    • Do not fall into obviousness, ie, do not be too generic when defining your buyer person. Try to go further and create a story around them. Also, don’t trust your wisdom about your customers and the market you’re moving in, also investigate.
    • Also define your buyer negative people. In addition to identifying the ideal shopper profile, it will be important to identify those who are not. It’s worthy investing time to dismiss them from our strategy. It will allow you to save expenses for each lead and customer and improve the productivity of your sales team. We can identify them based on customers who contribute low return of investment, unsatisfied customers, customers with excessive acquisition cost, etc.

In the next article we will talk about the Buyer Journey, another of the main variables when it comes to creating an Inbound Marketing strategy.

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