Last Updated on August 5, 2023 by
- Customer Experience , Digital marketing
- buyer personas , SEO Leader Digital Consultant , What does buyer personas mean , digital marketing
It was 1982 when the word Internet was coined: since then, in about 40 years, connected users have gone from zero to 4.4 billion people (about 57% of the global population), thanks to the progress of technology and the spread of connection in fact.
In 2019, surfing online seems obvious: open a smartphone app or browser and in a few seconds you have found the information you need or bought what you need.
It is precisely on the purchasing process that the digital revolution has been like a tsunami of changes: in a few years users (and buyer personas) have gone from being able to browse only the online catalog to being able to buy or book their product and collect it in the store. .
This has led not only to a change in the needs of users and potential customers, but also in companies that have had to review their marketing strategies starting from the typical customer.
What does buyer personas mean?
The buyer personas is an ideal-typical representation of one’s customer who is profiled in terms of gender, age and purchasing habits. These characteristics are not invented in an imaginative way, but are the result of the collection of data and their subsequent analysis from which an ideal consumer model is extrapolated.
It is important to underline that, unlike what happened in the past, digitization in this area has not only created new challenges, but has also provided the tools to overcome them. In fact, outlining the buyer personas of your product (or group of products) is only possible following a careful analysis of the information that comes from the web and that is collected in special tools (for example, Google Analytics).
Precisely for this reason we must remember that it is impossible to define once and for all the buyer personas of your brand as the habits, preferences and attitudes of users change in relation to the stimuli that you send them (for example a new product line) or independent. from you (the appearance of a new competitor).
In any case, it is clear that defining the buyer personas of your product (or group of products) is the first step to create an effective digital marketing strategy that allows your company to concretely achieve its online business goals.
Difference between target and buyer personas
In recent years it is very popular to distinguish between target and buyer personas , underlining how the target identifies a real definition of your potential customer, while the second concept is more approachable to an “ideal” definition that is not very “in the data”. Beyond the labels that are given, it is appropriate to underline a fundamental aspect: regardless of how it is called, every digital marketing strategy must start from the data driven profiling of its real and ideal customer.
How to define your buyer personas?
The first step to define the buyer personas of your business is to imagine it when you make your product; after all, when you decide to start a business (especially online), the first question you have to ask yourself is: who am I addressing?
In this step, the collaboration of the whole team – not only the marketing area, but also the sales area – is essential to make the first phase of brainstorming exhaustive and complete.
Subsequently, we move on to a more technical moment of profiling your buyer personas as we make use of important tools such as Google Analytics: the free tool made available by the Search Engine, is currently one of the most valid tools to control and manage visits to a specific website, in compliance with current legislation in terms of privacy.
From here you can extract important information including:
- Age and gender of your users;
- Geographical origin (whether they come from our country or from abroad);
- Device used between desktop, tablet or smartphone.
From these first hints it is clear that it is necessary that within the team there is a figure who knows how to read these data and based on them knows how to build a digital marketing strategy: in fact, having the data available does not necessarily mean knowing how to use or exploit them to the maximum (recent studies have in fact confirmed that only 33% of companies use the data at their disposal).
The importance of the buyer personas for e-commerce
If the profiling of buyer personas is fundamental for websites of an informative nature and which have a sales funnel that ends offline, on the contrary in e-commerce it constitutes the essential basis of the online sales strategy.
Knowing if the personas you are referring to is a woman rather than a man, if it is a teenager rather than a parent can radically change the way you approach the market segment in which you want to position your brand.
Even more so in this context, if your company has an online business model, you need a professional and qualified figure who not only has the skills to read the data collected from your site, but who also knows how to use them as building blocks. a wall.
SEO Leader, thanks to a better interpretation of the functioning of the Google algorithm and of the existing tools to implement digital marketing strategies, supports its customers in achieving their online goals. Knowing, deepening and measuring only some of the cornerstones of the digital consultant’s philosophy who is not limited to applying pre-established strategic models, but designs them based on your buyer personas.
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