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After a brief introduction to LinkedIn on my previous post, I would like to introduce you to a term frequently used in marketing and social media: buyer persona.

Once the company establishes the core value of the service or product that it sells, the second step would be identifying the company’s buyer persona in order to plan any strategy on social media (Scott , 2013).

Base on the buyer persona institute, a buyer persona is a prototype of a real buyer who helps us to create our strategies and decision in order to attract the real buyer that match with our product.                                                                                                                         The buyer persona will help us to create the perfect strategy to influence the buyer (Anon., 2014).

The purpose of creating the buyer persona is to find out and understand the way of thinking of your buyer and, additionally, shape the content (Handley and Chapman, 2011).

Basically, the company should define the age range of its buyer persona, his/her key responsibilities, major concerns, need and wants and, last but not least, the key purchase drivers (Stull, and al., 2011).

It doesn’t have to end there, however each profile of company’s buyer persona is different and it should match the company’s requirements.

Once you have identified your ideal buyer, you should follow the KISS formula (Keep it straight and simple), first of all, you need to have a direct contact with the buyer.In order to establish direct contact, you have to know when and how you can reach the buyer.             The second necessary step to reach your buyer is to attract his mind by engaging a direct problem that he’s facing but also to fix an affordable price for your service/product based on his segmentation (sandeen, 2013).

Rothman (2013) stated that there are three main buying stages.                                                                                                             The first stage is called early stage, it’s where your potential future buyer is doing a research but without any influences.                     The second one is the mid stage, where your potential buyer starts to raise some interest to your brand. The last one is called the late stage, where your potential buyer is almost your future client, you should provide to the customer your price list and maybe at the end sign with him.

According to Sashi (2012) with the help of the buyer persona, once you have identified your customer behaviors and attracted them, it’s easier to get their engagement and to get loyalty and build a relation.

Let’s talk about the things you shouldn’t wish to repeat. In the traditional way of collecting customer data, we were used to collect data coming not directly from the buyer but via others persons.

You should now collect data from the source directly; you need to communicate with them and show your interest.

Now that you create your buyer persona, let see precisely what the benefits are for the company. Dyer (2014) said that the benefits were a boost in the Return on investment and a helping hand in planning your objectives (O’Brien, et al., n.d.).

Like in every marketing strategy, you should get back for what you invest on it; it will help you to get in an easier way considerations about your consumer but also to target them more easily in the future.

However, according to Hepburn (2010), the main disadvantage of the buyer persona is that he/she is not a real reflection of the reality; the buyer persona is an imitation of the authentic person.

To conclude this post, you should have a look on the profile picture just below, you can see on how you could start to draw your buyer persona. Again there is no official profile for your buyer persona; you need to base it on your need.

 

So what are you waiting to work on your buyer persona?

 

 

Bibliographie                

Anon., 2014. The Buyer Persona Institute. [Online] Available at: http://www.buyerpersona.com/what-is-a-buyer-persona [Accessed 4 Avril 2014].

Dyer, P., 2014. Social media today. [Online] Available at: http://socialmediatoday.com/pamdyer/2157411/buyer-personas-keys-content-marketing [Accessed 2 Avril 2014].

Handley, A. a. C. C. C., 2012. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks. s.l.:John Wiley & Sons.

Hayden, B., 2012. Pinfluence: The Complete Guide to Marketing Your Business with Pinterest. s.l.:John Wiley & Sons.

Hepburn, S., 2010. Media emerging, strategic marketing and public relations. [Online] Available at: http://www.mediaemerging.com/2010/03/30/buyer-personas-to-guide-content-strategy-good-idea/ [Accessed 2 Avril 2014].

Lincoln, S. R., 2009. Mastering Web 2.0: Transform Your Business Using Key Website and Social …. s.l.:Kogan Page Publishers.

Needles, A. B., 2011. Balancing the Demand Equation. s.l.:s.n.

O’Brien, E., Clifford , S. & Southern , M., n.d. Knowledge Management for Process, Organizational and Marketing Innovation: Tools and Methods. 1 st ed. 2010: IGI Global.

Rothman, D., 2014. Lead Generation For Dummies. s.l.:John Wiley & Sons.

sandeen, P., 2013. Petersandeen. [Online] Available at: http://www.petersandeen.com/introduction-to-buyer-personas/ [Accessed 2 Avril 2014].

Sashi, C., 2012. « Customer engagement, buyer-seller relationships, and social media ». In: Managing decision. s.l.:s.n., pp. 253 – 272.

Scott , D. M., 2013. The New Rules of Marketing & PR.. 4th ed. s.l.:Wiley.

Stull, C., Myers, P. & David, M. S., 2011. Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs. s.l.:John Wiley & Sons.

 

 

 

 

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  1. lolitavertiy says :

    Dear Audrey,

    Thank you for the interesting post about buyer persona! I completely agree with your statement that buyer persona will help the company to create its strategy and help within decision-making process as all the business have to be customer orientated. There is also interesting definition of buying persona: it is an archetype; a compound picture of the real people who use your services or might do so, based on what you have heard and learned during the direct interview with real customers (Content Marketing Institute, 2012). What we can learn from this definition is that the key point is to talk with your real clients in order to avoid generic ideas about buyers. (Dyrsmid, 2014)

    You are talking about KISS model, however, it would be nice if you go in depth within this framework as it can be useful not only for business but also for social media.

    As for the buyer persona, there are different tool that can help to create your buyer persona such as: Google Keyword Tool, Google Trends, Google Insights, social media monitoring, and demographic and psychographic sources. While you combined all the data gathered you could have a clear picture in your mind about the target demographics (Content Marketing Institute, 2013).

    There are also some common mistakes that companies do while creating the buyer persona, for example gathering the facts about companies’ buyers by talking to employees. The other mistake is to getting distracted by irrelevant data by gathering information that does not really help or debate with colleagues about whether the buyer persona is a man or woman, there are much more factors to look at. One more common mistake is to develop too many buyer personas and last but not least conducting script interviews with customers (Content Marketing Institute, 2012).

    I also agree with you that buyer persona is a positive and becoming crucial trend in any kind of businesses nowadays. Furthermore, when the buyer persona created correctly, it helps to deliver a real competitive advantage to companies.

    Thank you very much one more time for interesting post!

    Below you can find some web pages related to buyer persona that are interesting to look at:

    Content Marketing Institute, (2012). Developing A Buyer Persona? Avoid These 4 Common Mistakes. [online] Available at: http://contentmarketinginstitute.com/2012/08/4-common-persona-mistakes-to-avoid/ [Accessed 2 Jun. 2014].

    Content Marketing Institute, (2013). Create Precise Buyer Personas With SEO Data: A 10-Step Guide. [online] Available at: http://contentmarketinginstitute.com/2013/07/create-precise-buyer-personas-seo-data/ [Accessed 2 Jun. 2014].

    Dyrsmid, T. (2014). 10 Things You Need to Know About Creating a Buyer Persona Template. [online] Business 2 Community. Available at: http://www.business2community.com/marketing/10-things-need-know-creating-buyer-persona-template-0808919#!UuSVi [Accessed 2 Jun. 2014].

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