{"id":16173,"date":"2019-03-07T10:05:15","date_gmt":"2019-03-07T13:05:15","guid":{"rendered":"https:\/\/servidor.reportei.com\/?p=16173"},"modified":"2022-06-22T23:22:51","modified_gmt":"2022-06-23T02:22:51","slug":"what-is-and-how-to-create-a-marketing-persona","status":"publish","type":"post","link":"https:\/\/reportei.com\/en\/what-is-and-how-to-create-a-marketing-persona\/","title":{"rendered":"What is and How to Create a marketing Persona"},"content":{"rendered":"

A good digital marketing strategy is based on the audience you want to reach: those who advertise in an untargeted way are losing money where there is no interest and at the same time failing to reach who has everything to become a customer. <\/span><\/p>\n

Think about it. When we surf the internet we are bombarded with lots of information, including advertising, which makes it impossible to assimilate everything we see. (For this there are algorithms, right?)<\/span><\/p>\n

Realizing this, the current marketing \u2013 that puts the customers as the protagonist \u2013 uses an increasingly personalized approach, which is why we hear so much talk about <\/span>buyer persona<\/b>, a tool that has already become indispensable in any <\/span>successful strategy<\/span>.<\/span><\/p>\n

However, before we talk about <\/span>what a persona is<\/b>, we must differentiate three common terms that pop up when it comes to recognizing the public of a company: <\/span>target audience, ideal customer and persona<\/b> (buyer person).<\/span><\/p>\n

What is your target audience?<\/span><\/h2>\n

The target audience is a sample of potential consumers of a product or brand, gathering their demographic, socioeconomic, and behavioral information. In this survey, <\/span>general information about the group<\/b> is given, such as age, gender, educational background, purchasing power, location and consumption habits.<\/span><\/p>\n

Example of Target Audience<\/span><\/h3>\n

Women, aged between 25 and 35 years, living in the state of Minas Gerais, with higher education and income between R$3.000 and R$ 5.000. They already own their home and now are planning to finance a vehicle.<\/span><\/p>\n

What is an ideal client<\/span><\/h2>\n

The ideal customer or ICP (Ideal Customer Profile) is a description that <\/span>sums up your best customers<\/b>, the one who has already bought or constantly buys the products, identifies with and is engaged to your business. <\/span><\/p>\n

The data to assemble an ideal customer profile are level of engagement with the brand, frequency of purchase, how much you recommend the product, average purchase ticket.<\/span><\/p>\n

Example of an ideal client<\/span><\/h3>\n

Woman located in the southeast region of the country. They knew the product soon after the launch and have been customers for about two years, with a purchase cycle of an average of 3 months. They have already evaluated the product on the site and follow the social networks of the company. Average tickets of R$300.<\/span><\/p>\n

What is persona<\/span><\/h2>\n

The buyer persona is a fictional character. However, its <\/span>information is constructed from real data<\/b>, which allows a <\/span>more humanized and personalized representation of the buyer<\/b>.<\/span><\/p>\n

While the target audience and ideal client are constituted in a generalist way, representing broad plots, the persona presents personal and psychological characteristics that represent a smaller group with similar qualities and behaviors. <\/span><\/p>\n

Some of the buyer persona\u2019s data are name, position, professional challenges, aspirations, lifestyle and personal beliefs, what media they use, a moment of purchase day in which they are. <\/span><\/p>\n

Example of a persona<\/span><\/p>\n\n\n\n\n\n\n\n\n\n\n\n
Persona 1<\/span><\/td>\n<\/tr>\n
Name<\/span><\/td>\nLuciana Almeida<\/b><\/td>\n<\/tr>\n
Personal Information<\/span><\/td>\n24 years old, Communication undergraduate student.<\/span><\/td>\n<\/tr>\n
Professional information<\/span><\/td>\nLuciana works at home, she conciliates her college, work placement and freelancer work.<\/span><\/td>\n<\/tr>\n
Medias <\/span><\/td>\nShe uses Instagram, Twitter, and Facebook. Reads Folha de Sao Paulo News, Rock Content, Resultados Digitais, and HubSpot’s blogs<\/span><\/td>\n<\/tr>\n
Aspirations<\/span><\/td>\nGet enough clients to open a company and become a reference in Digital Marketing.<\/span><\/td>\n<\/tr>\n
Pains and Need <\/span><\/td>\nClose sales, organize bills, create and analyze reports from social media, organize herself to research and write blog posts about different topics, come up with action plans so her clients’ bills can be always better<\/span><\/td>\n<\/tr>\n
How can we help <\/span><\/td>\nWith Reportei, wasting time with reports of social media from each client won\u2019t be necessary, consequently, there will be more time to write blog posts and analyze the results. The shared content from Reportei can also help better results and indicators understanding.<\/span><\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

The importance of defining a persona<\/span><\/h2>\n

Now that you already know <\/span>what a persona<\/b> is, you must have understood how it helps to target the right strategy to reach the aimed people and thereby get the expected (or even greater) return from the company.<\/span><\/p>\n

The creation of personas<\/b> is a <\/span>fundamental step<\/b> on <\/span>digital marketing strategy<\/b> since from this you will determine, among others:<\/span><\/p>\n