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How to define your buyer persona: 5 keys to consider

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How to define your buyer persona: 5 keys to consider

If you want to sell something, you have to know who you are selling it to, right? It is useless to create a strategy for a product or service if you really do not know who it is aimed at. That is the objective of the definition of the buyer person . In this article I want to tell you who exactly the buyer person is, why it is important to have it well defined, what are the keys to creating your profile and, finally, some common mistakes that you should avoid.

list_altIndex of contents
Who is the buyer person?
Why is it so important to define the buyer person?
How to define your buyer persona?
What are the keys to define your buyer persona?
Common mistakes to avoid when defining your buyer persona
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Who is the buyer person?
The buyer persona is the ideal client prototype for your product or service . Knowing what he is like, what his digital behavior is, some data from his personal and work life are key to being successful in the VP IT Email Lists strategy.

And it is that creating a fictitious representation of our ideal client will help you better understand your clients and will make it easier for you to find content or actions that reach them and satisfy their needs. It is not about knowing “above” your client. It is about knowing and understanding what their motivations and reflections are , as well as the way they buy your product or service.

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Why is it so important to define the buyer person?
Having identified and defined your buyer persona will allow you to achieve the following objectives:

Get to know your ideal client better.
Define the strategy . It is important to keep in mind that everything goes around the consumer. Therefore, you have to know them perfectly to define what actions you are going to take to attract them, to communicate with them, to offer them the information they need and add value, to sell … The buyer persona is the cornerstone of your strategy.
Know how and where to find your target.
Generate assets : such as through databases, sales, traffic, community …
As you can see, before starting to define how you are going to sell to him, it is essential to understand who you are selling to.

Do you want to create the buyer persona of your company or strategy? Download our customizable template.
How to define your buyer persona?
To define the buyer persona, I consider that there are two key actions: good brainstorming and information gathering techniques (such as, for example, interviews ). But I think it is important to mention that it is not about creating a sociodemographic profile. It is about solving your pain (also called a pain point, which could well be desires, needs, challenges, concerns …) and understanding in what phase of the buyer’s journey (the process that a client goes through since he discovers that has a need until he hires or buys the product or solution) your client is at all times . This way you can Identify the different profiles and you will be able to prioritize what action to launch at each moment and at each profile.

For this, it is convenient that you understand the purchase process of your buyer persona, which we can divide into 3 major phases :

Awareness phase : in this phase, the buyer becomes aware of a pain and identifies a challenge they are experiencing or a goal they decide to pursue. At this point you will decide if the purchase is a priority or not.
Consideration phase : the buyer has decided to prioritize this challenge and assesses the different alternatives to solve it or pursue its objective.
Decision phase: the buyer has chosen one type of solution: he creates a list of offers and suppliers, and decides which one best suits his needs.
How to define buyer persona 5 keys

What are the keys to define your buyer persona?
I consider it important that you ask yourself questions like the ones you will find below to define your buyer persona as deeply as possible:

1. What is your need?
Why do you need your solution?
What product / s or service / s that you offer covers their needs or interests?
Who in the company or what type of profile lives this pain?
In the case of B2B, what is your:
job role
type of company
In the case of B2C, what is your:
marital or family status
professional profile
2. Work or personal conduct and online conduct
In the case of B2B, how is your work behavior ?:
Who do you report to and who do you report to?
Do you have decision-making power?
What is your biggest job responsibility?
In the case of B2C, what is your personal conduct like ?:
What are your main goals and challenges?
What are your main interests and hobbies?
What do you do when you are not at work?
How is your behavior online?
What are the reference information sources? I mean, who do you trust?
How do you learn about your industry?
What social networks or communities do you belong to?
3. Purchase process
Expectations: what results or benefits do you expect to obtain from hiring the solution?
Do you know that there is a solution like yours?
What elements or people impact your decision process?
How long does it take from detecting the need until you end up acquiring your solution?
How is your purchase process?
Decision criteria:
What do you value most about the product or service?
Why would you choose your company?
What is your main competitive advantage?
What would be the biggest objection or barrier to working with you?
What concerns cause me to doubt whether your solutions are the best alternative?
Do you want to learn more about the buying process and the selling process? Access the full PDF!
4. Keywords
These depend on the phase of the process in which your buyer persona is. Therefore, you must prepare the questions corresponding to each of them:

In the awareness phase:
What would you search on Google when faced with the need, the challenge? For example, “how to get qualified leads” or “increase SQL volume”.
In the consideration phase:
What would they google before deciding to buy your product or service? For example, “how inbound Forex Email List works” or “ROI inbound marketing”.
In the decision phase:
How would you search for your product or service in Google once you are clear about what you need? For example, “inbound marketing agency”.
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5. Interests
Knowing your buyer persona better also implies understanding what their interests, professional challenges, what they do in their free time, etc. This will help you define your attraction strategy.

Common mistakes to avoid when defining your buyer persona
Whether due to “customs”, methodologies from the old school or obsolete processes, it is easy to fall into some mistakes that should be avoided when creating the buyer persona. Some of the most common errors that we have come across are:

Think of the buyer persona as something static . Consumers evolve, as well as your product or service, so it is important to be aware of this evolution.
Take for granted that what you believe is the right thing to do . It is possible that, according to your own experiences and experiences, you have created a series of beliefs, totally valid. But they are not the only ones: in this case, empathy will be your great ally.
Forget your negative buyer persona . That is, the person who is the furthest away from your ideal client.
Create too many buyer personas . The best thing is not to try to cover everything from the beginning, but to start with one or two buyer personas and, later, expand the list if we detect new needs and have resources.
Focus on the product. Marketing has evolved to the point where today the product is no longer the center of the strategy, but the customer himself: the customer centric theory.
Not knowing the value of the product you are selling . It’s okay to use a customer centric strategy, but that doesn’t mean you shouldn’t know the value of your product:
Are you clear about your competitive advantage and value proposition of your product?
What is the product or solution?
What is your “value proposition”?
What are the consequences and benefits of its use or implementation in the business or personal life of the buyer?
As you can see, defining the buyer persona is not an easy process. Here I have proposed a kind of roadmap, but it is important that you dedicate the necessary time, since it is the basis of the entire inbound marketing strategy . Defining your buyer persona will allow you to establish each of the steps of your strategy, in terms of attraction , recruitment , nutrition and closure.

Have you had any doubts that you would like to solve to finish fine-tuning the profile of your buyer persona? Would you like to tell me how your buyer persona has evolved and how have you learned from it over time? I’m still here for whatever you need, so leave me a comment and we’ll talk about it!

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