Vamos criar uma buyer persona em três passos simples para que a sua marca possa conhecer e definir melhor quem é o seu cliente ideal
If you are still confused about the concept of buyer persona, it's a sign that you are not paying attention to our latest posts! Take a minute of your time and read more about the importance of creating this character here (hyperlink).
Now that we've told you what a buyer persona is and the positive influence it can have on how you outline your business strategy, perhaps it's time to introduce you to the 3 simple steps you should follow to start creating it.
1. Data collection
Unsurprisingly, first, you must collect data. As we mentioned in the last article, the buyer persona, despite being fictitious, gathers real personal characteristics of customers that are certainly of interest to your brand.
It is in this character of proximity to the reality of its market that its potential and importance for a company lies. Thus, data collection should be done through interviews, both with customers you already have and with people who may eventually join that range. Understand that the attention your interview or questionnaire will receive will depend, of course, on how you ask the questions. It is important that these are concise and able to provide us with valuable information without boring those who are or may be our customers in the future.
Here are some topics you can explore:
- Demographic information: age, gender, marital status, family characteristics (for example, whether or not they have children), professional area and place of residence are examples of quick questions you can ask that will allow you greater precision regarding the focus of your marketing online and offline.
- Consumer habits and what triggers them. Knowing what leads your audience to seek the type of solutions your company offers can, naturally, help you promote your work in the best way.
- "What are your priorities regarding your consumer habits?"
- "Under what circumstances would you seek our services?".
- Barriers identified by clients. It is important to be aware of the aspects that make up your business and that may, even unconsciously, deter some customers. Therefore, questions such as "what would prevent you from choosing our brand?" or "what criteria guide your decision when choosing one brand over others?" may be a good idea.
- Strive to know your customers. Question their interests, hobbies, how they interact with the digital environment, their content preferences, etc. Only then will you be able to make the possible and necessary adjustments to your offer.
2. Data analysis
Now that the data is collected, look for common aspects among the information received. To do this, and moving on to a second step, proceed to its analysis.
At this stage, it is important to make a content selection, without ever losing information. Get rid of only the aspects that you consider to be in excess. This will allow you to better define your profile.
This search for data that marks a trend or pattern can result in more than one persona. This simply means that your business is aimed at more than one audience. What you need to do if this happens is to strive to outline your strategy according to all of them, or differentiate and work on niche strategies, which lead to a greater proximity between the brand and each consumer.
3. Get to work!
With the analysis finally done, it is time to start composing the persona itself. This third step is the one in which the knowledge you retained from the previous ones will be put into practice.
Do your best to personify your character as much as possible, always based on real data, of course. Give them a name, profession, marital status, routines and personal interests...
Always keep in mind that this is the client who, in the final analysis, will guide your strategy, so it is essential that you gather as many real characteristics as possible.
Now that you have defined your ideal customer, remember that the market is in constant change. It is important to stay attentive to the trends that govern it and to make the changes you deem necessary with regard to defining your audience.
