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Understanding the difference: buyer persona vs. target audience
A buyer persona is a representation of the ideal customer for a service or product. It’s created from demographic data . also includes information about their behavior, needs, concerns, and motivations.
Unlike the target audience , which includes a broader segment of society segmented by variables such as gender, age, or purchasing power,
the buyer persona represents a more personalized and humanized profile of the ideal customer.
This profile makes it easier to connect with a specific segment of the target audience, allowing you to determine the most appropriate content and tone to spark their interest and, ultimately, generate sales.
How do different buyer personas influence purchasing?
Once you understand what a buyer persona is and how it differs from one target audience to another, it’s important to know that there are different types, and what are ott platforms? that each has a specific influence on the final purchase.
The existing types are:
- Buyer decision-maker: This is the person who makes the final decision to make the purchase, generally online and in the B2C environment.
- Prescribing buyer persona: This type of buyer persona recommends a product or service to friends, family, or through reviews. They don’t have the power to make the final decision, but they do encourage it to be made.
- Buyer persona influencer: Buyer personas influence consumers’ final purchasing decisions. However, they can do so positively or negatively, depending on their own experience.
- Negative buyer persona: This type never becomes a customer, but directly interferes with marketing campaigns, following distribution channels and even consuming content.
How to create a buyer persona step by step?
To create a, it is necessary to carry out some very specific steps that help us achieve our objectives;
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- Identify relevant information
To create a buyer persona, you must ask yourself what information is relevant to the product or service you’re selling. If it’s a luxury product, for example, purchasing power is an important detail.
However, beyond trust review demographic data, to create this profile it’s important to delve deeper into the professional and personal situation, as well as the behaviors, needs, habits, and goals of that .
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- Gather information
Determine how you will gather the information you need to create the different types of buyer personas. If you have customers, you can conduct interviews or questionnaires to better understand their needs and behaviors, as well as their satisfaction with your products or services.
If you don’t have any customers yet, you can analyze the behavior of the leads in your database.
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- Create the profile
The information you gather will help you profile this learn about their concerns, needs, and daily routines, so you can understand how your product or service can help them. Give them a name, indicate their age, marital status, profession, purchasing habits, the sources they use for information, personal interests, values, and unmet needs.