An important marketing principle is buyer personas.
In many cases, we don’t realize the amount of data and information we have at our fingertips in digital to better understand the audiences for which we create products, services, and social media content. Studying and knowing your audience also facilitates the lead generation process, which is the way to attract people and convert them into customers by delivering the right message.
What is the purpose of creating Buyer Personas?
You can create Buyer Personas to develop a better understanding of your ideal customer in the following situations:
Develop a good digital and social strategy,
Ensure the right message is conveyed to the audience and create products and services tailored to their needs.
Here is how to create a buyer persona:
Those who already have a digital and social marketing strategy and want to improve it as well as startups and those who need to validate a product
If you already have a social positioning, you can create buyer personas based on data made available in the platform and website insights: Facebook insights, knowing the audience of a page, Instagram insights, knowing the audience who interacts with posts, stories.
Users’ gender and origin are known to Google Analytics, which shows the behaviors they have on your website. Get to know your audience with Facebook Insights.
Facebook Insights can be accessed from your page’s backend.
People and Posts are the sections you should consider. In the People section, make a comparison between People on your page and People Involved.
Under the People Involved section, there is real feedback from those who have shown greater interest in the posts on the page; these are the people who commented and shared.
It is very useful to use Facebook’s Audience Insight tool to understand people’s behavior on the platform and to build audiences for your campaigns.
Investigate how your audience interacts with Instagram Insights. You can analyze static data about:
- Content: Get an overview of gallery posts and stories in terms of coverage and interactions over the past week.
- Activities, how many accounts you reached last week and their types of interactions.
- Audience, account growth, place of origin of followers, age range, gender, as well as the days and times where you can get more interaction.
I recommend Ninjalitics if you’re looking for data on engagement and an analytical view of your Instagram profile.
You can use the free part to analyze the engagement percentage of your account, check the growth, the hashtags and the posts that have received the most comments and likes.
Google Analytics:
Get to know your website’s users
With Google Analytics you can learn how your users behave on your website, such as: geolocation, gender, age, behaviors, and from where they connected. You can also learn which pages have had the most views and conversions.
You can improve your content marketing strategy by knowing your users.
Creating Buyer Personas from scratch
In order to start a business or validate a new product, it is essential to create buyer personas.
What should you do in this case?
The purpose of a questionnaire is to collect as much information as possible about people’s behaviors, their buying and spending habits, their fears, and their tastes related to a product or service. Typeform, a free tool, allows you to customize the templates and make the questionnaire fun for the target audience.
It is possible to share the questionnaire in Facebook groups and LinkedIn profiles.
You can send the questionnaire to your newsletter subscribers if you have a mailing list.
After collecting the data and information, and using the tools I have mentioned, you need to develop a Buyer Persona.
First, identify the person’s main data, such as:
- Name
- Origin and Language
- Age and Gender
- Formation
- Income
- Family
Then ask about behaviors and interests, such as: Do they use their smartphone or computer? Which interests do they have?
The questionnaire can be used to enrich the scheme.
Now, think about your goals:
What kind of product / service would they like most, or how can you help them
What is your goal? What is the best tone of voice?
Creating buyer personas or user profiles can be useful for: develop a Landing page or website create a good social editorial plan create an audience for Facebook and Instagram advertising campaigns validate and test a product or service on an audience segment create a content strategy such as blog posts, videos, podcasts
Creating your own target / audience allows you to better achieve business goals in digital platforms.
Do you want to work with me? Send me an email!
