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Do you know the importance of a buyer persona in your business? It is a fundamental step when creating a digital marketing strategy, as it will allow you to achieve better results. The main objective of creating it is to have a clear idea of who your ideal customer is. It consists of understanding their tastes, needs, and preferences, which is a combination of sociodemographic and psychological variables.

In this article, we explain in detail the importance of knowing your buyer persona so that your marketing strategies can achieve better results.

How to Build a Buyer Persona?

There are no strict steps or a single way to define it. You can have one or multiple ideal customer profiles. You can identify these profiles through surveys, interviews, or interactions with customers who have shown interest in your products/services.

If a Buyer Persona is not defined, your strategy may reach the wrong audience. By identifying it, you will know which media and language to use to reach your target customer and offer what they are looking for.

By analyzing the following aspects in detail, you will have a profile that helps you better understand your customers. Here are some tips to create your buyer persona. Let’s get started!

Choose Basic Demographic Data:

Age
Marital status
Occupation
Geographic location
Social class
Education

Behavior

Keywords they might enter into search engines. If you want to learn more about this, check out this post: how to do keyword research
Content of interest
Pain points and motivations
Specific behavior on the website

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Buyer Persona vs Target

It is easy to confuse them since they have similarities. The target is defining a general audience thinking about potential users interested in your company.

When creating a Buyer Persona, you segment according to their needs and go beyond age or income. It should even answer questions like: What do they need? What are their concerns? Do they have hobbies? What places do they frequent? But most importantly, how can I help them?

The buyer persona will help you to:

Improve your communication
Segment by behaviors and interests
Improve results
Generate valuable content for the target audience

Practical Example:

Target: Men and women, aged 30 to 35, single, graduates, with an average monthly income of $1,800,000, interested in starting their own business and everything related to the economy.
Buyer Persona: Carlos is 32 years old, a graduate, and has always worked in various companies. He plans to continue developing professionally and is interested in starting his own e-commerce business.