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Author: Luis Harris

Types of buyer persona in marketing

There are different types of buyer person because the buyer person may not always be the person who makes the decision to buy the service or product. These are the 3 types that there are:

  1. Decider . This is the most common type of buyer persona, especially in B2C businesses. It is about the person who makes the final purchase decision.
  2. Prescriber . The type of buyer person prescriber is the person who recommends the product or service to the final buyer. This can be very clear with the example of a doctor recommending which medicine to take, but the end buyer is the patient.
  3. Influencer . This type is about the people who can condition the opinion of the final buyers, influence whether the product or service is perceived as good or something negative. Knowing this, that is, your right influencers for your company is essential to know who to contact to get a collaboration.

Buyer persona creation process

Discover how is the process of creating the archetype of an ideal client, with these simple steps you can define it in a simple way.

  • Gather the necessary information .

The first step in the creation process is to collect the necessary data. It consists of finding the solution to the questions you need to solve. You can do it with the information from your existing database, take surveys or questionnaires, ask your sales team for information of interest, research social networks or Google trends.

  • Data processing and organization .

By having the necessary information, you must group it in detail and define the most recurring data, its objectives, concerns, demographics, lifestyle. This will help you to have a well-defined information to help you define it well and design the marketing strategy of your company.

In addition, it is important to have a good organization of the data to visualize everything clearly.

  • Transform the information into a complete profile of your ideal client .

It’s time to name it, give it a picture, fill in your demographics, your goals, the challenges you face, how you can help, and the marketing message you need. By creating a profile with all the information, you will have created your buyer persona.

Why is it so important

Some surveys confirm that defining the buyer persona helps increase the duration of the visit on the website, the income generated by marketing and a higher email open rate. In fact, 93% of companies that exceeded or reached their annual revenue milestones segmented their audience database with a buyer persona.

Defining this archetype of the ideal customer helps to ensure that all the actions involved are adapted to the needs and motivations of your target audience, from the acquisition, the purchase process and even the service. These are some of the reasons why it is so important to define the buyer persona for your business:

  • They allow you to generate the right content

Any content marketing strategy must be based on the personality of your buyers. This requires you to know what kind of content they like to consume, for how long, where they find it, what they share, and how often.

It allows you to attract the attention of the target audience with the content, attract quality traffic that is interested in your product or service and generate persuasive sales texts.

  • You know where to find your target audience

By having your buyer persona model, you have the necessary information to know how they interact, such as which social networks they use or where they prefer to consume the content.

This can help you focus on generating content only on the social networks you use and in the appropriate format, such as a blog or podcast. It allows you to design an effective marketing strategy and know what actions you must take to achieve the objectives.

  • Facilitates internal company communication to have a consistent brand message .

Building a buyer persona helps the internal processes of the company, it will even facilitate collaboration between different areas. Each individual on the marketing or sales team must know the ideal client archetype, from writers, videographers, directors or community manager .

Key objectives of an online marketing plan

Goals are an important part of any online marketing plan, both long-term and short-term. It is recommended that they be SMART objectives : specific, measurable, achievable, relevant and defined over time. This will help you better organize yourself so they are easy to reach.

Take a look at some of them, these are the 5 most common , although there are many more:

  • Launch a new product . This objective is very common to prepare the launch of a new product or service, at a key moment for any company and you need a good marketing plan to succeed in the market.
  • Improve return on investment . Return on investment, also known as ROI, is an essential metric in marketing since it is in charge of measuring whether the investment in advertising is paying off.
  • Increase the income of the company . When the company aims to increase economic benefits, designing a marketing plan is essential. Actions can be targeted to reduce costs, increase revenue, or achieve both.
  • Introduce the business in new markets . This is an objective similar to the launch of a new product, but it is necessary to take into account the consumption or cultural differences in the markets, local or international, to which you want to access.
  • Capture new customers or retain current ones . These are two of the most common goals. To achieve them, it is necessary to determine well the actions and steps to be carried out, as well as the tools and methods. For example, make a social media plan to attract new customers.

How to create a marketing plan step by step

Carrying out a marketing plan is easy if you know what actions you must do to design it. These are the steps to follow to build it.

Know your ideal clients

To design a good digital marketing plan it is essential to know your target audience, this will help you to be clear and well defined who you are addressing. In addition, it will allow you to establish the appropriate actions to connect with them and be able to achieve your goals.

The best tool to know your ideal client is to create a buyer persona for your product or service . This is an ideal client archetype, it is a semi fictitious representation that includes demographic data, their motivations, needs or pain points.

Carry out an analysis of your situation

Many companies start with a SWOT analysis , analyzing weaknesses, threats, strengths and opportunities.

  • Weaknesses . Know the internal aspects of the company that can be a disadvantage against the competition, even those that you want to improve.
  • Threats . This part consists of analyzing the external factors that endanger the company in order to identify them and be able to get the plan to take them into account to design actions that can minimize them.
  • Strengths . Define those internal aspects that stand out from the competition as a competitive advantage. Analyze your strengths.
  • Opportunities . Investigate external factors that can be beneficial to your company.

Competitor analysis

Identify your competitors, understand exactly how they operate and their performance in the SERP or social networks. Spying on the competition is not bad, on the contrary, it brings out your inner detective because he can provide you with information of great value for your online marketing plan.

For example, you can analyze their social media strategy, how they communicate with the target audience, the advertising actions they carry out, the price of their services or even the sales process they carry out.

Plan of action

You know your ideal clients, the internal situation of your company, you have an analysis of your competition and set clear objectives, but what now? It is time to establish the actions that you are going to take to achieve your goals.

To do this, it is advisable to resort to the “4 Ps of marketing” to be able to clearly organize and classify your actions.

  1. Product strategy . Analyze the product or service of the company at a generic level to know all the changes that occur over time in the product life cycle.
  2. Price strategy . Here the information obtained from the competition is very useful. It consists of defining the prices of a launch, considering if it is necessary to make changes in the current price, deciding the strategy of promotions and offers. In addition, it is important to take into account campaigns such as Christmas or summer, for example.
  3. Sales and distribution strategy . Useful to make a change in the customer experience or to improve any weakness detected in the investigation. In addition, it is important to evaluate the state of distribution channels to include new ones, find other suppliers, improve delivery times or even reduce shipping costs.
  4. Promotion and communication strategy . The actions necessary to publicize your company’s brand, both online and offline, including analyzing the consumption habits of the target audience.

Measure your results

The last but not least step is to measure the results of your marketing plan in real time. On many occasions, this is a step that most companies do not take, however, it is a big mistake since it is essential to know the evolution of the strategy.