It’s a commonly used term in inbound marketing, but what does it mean?

Well, a buyer persona is an archetype of the ideal customer we envision for our company. It helps us better understand our audience, their needs, preferences, and fears, so that we can create compelling and truly useful content for them.

That’s why it’s crucial to have a well-defined buyer persona. However, to achieve this, we need to gather a lot of information to properly align our strategy and content, choosing the right communication channels through which we will convey our message.

The information needed pertains to their biographical, demographic, circumstantial, and psychological profile.

Personal: hobbies, people who influence their decisions, what makes them happy, their goals, motivations, etc. Online behavior: which social media platforms they use, if they make online purchases and what types of products, where they seek information, how frequently they do it, their reference pages, online activity hours, etc. Work behavior: responsibilities, challenges, major influences, etc.Relationship with our company: how they became aware of us, reasons for hiring or purchasing from us, how they discovered us, what they value most about our company, their interaction with the brand, etc.

Now, to gather all this information, we need to conduct surveys that will gradually shape our buyer persona. It’s sufficient to conduct 4 to 5 interviews for each persona we are creating.

Once we have it well-defined, our strategy will completely transform, allowing us to reach the right people effectively.