{"id":443,"date":"2014-04-24T23:58:54","date_gmt":"2014-04-24T23:58:54","guid":{"rendered":"http:\/\/postcron.com\/en\/blog\/?p=443"},"modified":"2017-05-12T19:41:37","modified_gmt":"2017-05-12T19:41:37","slug":"buyer-persona-social-media-strategy","status":"publish","type":"post","link":"https:\/\/postcron.com\/en\/blog\/buyer-persona-social-media-strategy\/","title":{"rendered":"3 things you need to know to develop a Buyer Persona successfully"},"content":{"rendered":"

In the last article we talked about the importance of Storytelling in image building and brand positioning<\/strong>, and also to strengthen \u00a0relationships with our customers\/audience (among other things obviously). But … we skipped something FUNDAMENTAL:<\/strong>\u00a0getting to know and defining our Buyer Persona<\/strong> before actually producing any content.<\/p>\n

\"BUYER<\/center>I’ve started this article by referencing storytelling because the design of buyer persona really involves the storytelling of our buyer or ideal customer<\/strong>. It\u2019s not enough to simply break them up based on age, place of residence, or socioeconomic status<\/em>, but rather we need to know the story behind our buyers<\/a>.<\/strong> We get that from much deeper qualitative data and by asking: who, what, when, where, why, and how.<\/strong><\/p>\n

It\u2019s essential to understand that the buyer person (BP) gives us a great backdrop and lots of insight that\u2019ll help align the efforts<\/strong> of different areas or aspects of our business focus. It\u2019ll also add coherence to decisions related to product development, marketing strategies, communication operations, sales messages, brand message.<\/strong><\/em><\/p>\n

Now do you get why its so important?<\/p>\n

\"BYER<\/center><\/p>\n

What we\u2019re saying is: besides knowing how to “tell” the brand<\/strong> in respect to the characteristics and nature of each social network, or perhaps knowing \u00a0what size a picture, a video, a cover should have, or even the time of publication, it\u2019s really important to know if WHAT we’re offering as a solution, selling, or communicating, and if HOW we\u2019re doing it \u00a0FITS the needs, the desires, and the ideals of the people who we\u2019d like to have as customers.<\/strong><\/p>\n

THIS is the step that we skipped before. It\u2019s the same one that many beginning marketers, entrepreneurs, and people who decide to start their own projects also<\/em> forget (myself included, that\u2019s why I\u2019m blogging about it!).<\/p>\n

I imagine that many of you have sat at the computer thinking:<\/p>\n

\"REVIEW<\/center><\/p>\n

Why is my ROI so low?<\/strong> Why is there so little interaction<\/strong>? Why isn\u2019t my content on social networks working<\/strong>? Why aren\u2019t my promotion actions that attractive<\/strong>? Why are there so few conversions, Why, Why, Why? … FRUSTRATION<\/strong>.<\/p>\n

 <\/p>\n

\"BUYER<\/center><\/p>\n

We spend hours and hours reviewing our marketing\/social media strategy.<\/strong>\u00a0We ask ourselves over and over if the tactics and resources we\u2019ve chosen are right or not. But … Have you ever asked yourself the following questions about your customers…?:<\/strong><\/p>\n

For example:<\/p>\n

Is this how our customers would like us to approach them<\/strong>? Is this how our customers best process information about our product<\/strong>? Are the topics we\u2019re using the ones that\u2019ll help persuade and generate positioning<\/strong>\u00a0in their minds? Are the features of my product that I\u2019m highlighting<\/strong> those that really<\/em> appeal to my customers and represent a solution for them?<\/p>\n

 <\/p>\n

\"STORYTELLING<\/center><\/p>\n

Defining the buyer persona, “consumer” persona, marketing persona, user persona (there are even more synonyms) is actually the most important thing to do before planning a strategy and unfortunately the most forgotten<\/strong>. Perhaps, this is why the efforts in investment, marketing, communication, etc . . . . , always seem like they\u2019re never enough.<\/strong><\/p>\n

At least that’s the way it seems, right?<\/strong><\/p>\n

\"IT<\/center>The error<\/strong>, as Pam Moore says in her very interesting article<\/a>\u00a0(about the relationship of the audience with the brand and the product) is to start with the tactic and NOT with knowing our audience\/ideal consumer.<\/strong> We have to know what moves them, what things generate a click in their heads and hearts and ultimately what prompts them to make decisions, what their real needs behind the purchasing of a product are, what worries keeps them awake at night, etc…<\/strong>\u00a0THIS is what will help us define a strategy and thus, the perfect way to reach them.<\/p>\n

The Buyer Persona is a tool<\/strong> that works like a hub and turning point and that\u2019ll help guide future decisions. If we get deep enough into this task, we\u2019ll obtain an INVALUABLE competitive advantage.<\/strong><\/p>\n

 <\/p>\n

\"MR<\/center>In today’s article we\u2019ll develop the following: What is Buyer Persona? What\u2019s its importance? How do I design a buyer persona? What\u2019re the benefits of using it in inbound marketing? and How does it influence the buying cycle??<\/p>\n

\"BUYER<\/center><\/p>\n

Before continuing with the article, it\u2019s important for me to make it clear<\/strong>\u00a0that designing buyer personas (BP) is actually quite complex. It\u2019s usually a task for specialists who have formal knowledge in<\/strong> guiding research, conducting interviews, questionnaires and processing all the information collected in order to obtain a finished, comprehensive and successful Buyer Persona Profile. Obviously, this involves a lot of money, and not everyone has a margin within their budget<\/strong> to put a team of professionals to work on this. So, here at Postcron, we\u2019re offering a little guidance so that at least you can put together a sketch<\/strong> of your Buyer Persona Profile, and therefore get a successful start<\/strong>\u00a0for the strategic steps that follow.<\/p>\n

Now, Let\u2019s get STARTED<\/strong>!<\/p>\n

1- What\u2019s Buyer Persona and why is it important?<\/h2>\n

I\u2019m gonna share \u00a0Tony Zambito<\/a>‘s\u00a0definitionwith you, the father and prophet of this tool:<\/p>\n

Buyer personas are research-based archetypal (modeled) representations of who<\/strong> buyers are, what<\/strong> they are trying to accomplish, what<\/strong> goals drive their behavior, how<\/strong> they think, how<\/strong> they buy, and why<\/strong> they make buying decisions. (Today, I now include where<\/strong> they buy as well as when<\/strong> buyers decide to buy.)<\/p><\/blockquote>\n

His literature also indicates that while defining and designing Buyer Personas, between 3-5 profiles of buyers should be detected.<\/strong>\u00a0So, the challenge is no longer settling on one<\/em>, but actually several<\/em>.<\/p>\n

 <\/p>\n

1.1 What are the benefits of developing Buyer Personas?<\/h2>\n

I like how this article<\/a> presents the advantages,<\/strong> let\u2019s take a look at the most important ones:<\/p>\n

 <\/p>\n