{"id":2020,"date":"2021-05-01T16:30:12","date_gmt":"2021-05-01T16:30:12","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=2020"},"modified":"2021-05-09T21:03:41","modified_gmt":"2021-05-09T21:03:41","slug":"buyer-persona-i-potrosacko-putovanje","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/inbound-marketing\/buyer-persona-i-potrosacko-putovanje\/","title":{"rendered":"The Buyer Persona and the Buyer\u2019s Journey"},"content":{"rendered":"
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The Buyer Persona and the Buyer\u2019s Journey<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Since the Inbound<\/em> methodology is oriented toward your customers and potential buyers, it is important to know who this audience should be. You do not want your audience to complete your goals exclusively on your website; instead, you need people with the best chance to become leads<\/em>, and ultimately, your satisfied customers. The \u201cright\u201d people are your ideal customers, the right person is your Buyer Persona<\/strong><\/em>.<\/p>

Creating the Buyer Persona<\/em> helps you better understand your customers. It makes it easier to target your content, product or service. Depending on the nature of your business or the size of your company, you can create multiple Buyer Personas<\/em>. To create a Buyer Persona<\/em>, all your teams need to work together to obtain as much specific data as possible.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Creating your Buyer Persona helps you better understand your customers.<\/span><\/p><\/blockquote>

A Buyer Persona<\/em> is a semi\u2011fictional, generalized representation of your ideal customer based on their defined demographics, interests, education and job position. This is part of the customer\u2019s journey<\/a>, based on empirical data, interviews and educated guesses.<\/strong><\/p>

The Buyer Persona also helps you identify your ideal buyer\u2019s problems, goals and thoughts while decision making. Defining your Buyer Persona will help you reach your desired audience and create the content relevant this audience.<\/p>

Not every buyer is your ideal buyer. Some of them will not buy your product or service. If you try to sell your product to the wrong person, you may come across criticism, facing negative comments and reviews on social media. Creating a Buyer Persona<\/em> helps your marketing activities! Knowing your target audience allows you to adapt your instructive materials accordingly. It also helps you with contact segmentation when sending targeted emails.<\/p>

Just like there is your ideal buyer, there is also a reverse negative of the Buyer Persona<\/em> \u2013 the Exclusionary Persona<\/em>. This represents the person who is not in your target audience. This Exclusionary Persona<\/em> may be a person who does not understand the benefits of your service or product; a person who browses your content purely for research purposes; and persons who find your product or service too expensive, etc.<\/p>

HOW TO CREATE A BUYER PERSONA<\/em>?<\/strong><\/p>

A Buyer Persona<\/em> can be created in various ways: research, surveys, interviews with the target audience, etc. When creating your Buyer Persona<\/em>, let all your employees participate in the process. Each department can contribute by offering collected data, metrics and insights.<\/p>

When the necessary research is conducted, you will have a lot of information at your disposal, which should be utilized as soon as possible. Locate similarities and reoccurring patterns in the feedback from your respondents.<\/p>

In conducting interviews, the most challenging step is finding people who are willing to talk to you. Focus on existing buyers (both those with positive and negative customer experiences), potential buyers, persons who have recommended you on social media (these can be your partner, colleagues, social media contacts, etc.).<\/p>

Finally, make sure your Buyer Persona<\/em> has a name. For example: Designer Ana; Doctor Mario \u2013 this way your employees will be able to picture them.<\/p>

Your Buyer Persona<\/em> will not always stay the same. Its characteristics and profile will change as the market changes, and with it the needs of consumers, as well as your own products and services.<\/p>

This is the reason why it is important to continuously collect and update data: after time, you will be able to compare them and, in turn, adjust the profile of your Buyer Persona<\/em>.<\/p>

THE BUYER\u2019S JOURNEY<\/strong><\/p>

The Buyer\u2019s Journey is defined as the process that prospective customers go through to make a purchase decision for a product. It is called a \u2018journey\u2019<\/em> because each individual buyer finds themselves in a different place in the process preceding purchase.<\/p>

The Buyer\u2019s Journey consists of three stages: awareness\u2014consideration\u2014decision. The Buyer\u2019s Journey must be presonally tailored according to the stage your buyer persona is in, but also to how each stage is adapted to the Buyer Persona<\/em>.<\/p>

THE AWARENESS STAGE<\/strong> implies when a potential buyer experiences symptoms of a problem or opportunity that they may face. During this phase, the buyer tries to understand, frame and give a name to their problem.<\/p>

THE CONSIDERATION STAGE<\/strong> is when the potential buyer has clearly defined their problem or opportunity. The buyer is committed to understanding all available approaches to solving their defined problem or opportunity.<\/p>

THE DECISION STAGE<\/strong> implies when the potential buyer has now decided on a solution strategy or method. They are compiling a list of available vendors or products which suit their strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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