Persona is a semi-fictional character, created based on characteristics and data from real customers, which is intended to represent a consumer who would be ideal for a business or company. Thus, these data and characteristics cover the behavior, history, challenges, demographic data and objectives of this ideal client.
For marketers, asking about a company's target audience is part of their routine. But there is a reason, after all, the importance of knowing who you are selling to is enormous. If you know your consumer, it becomes easier create relevant content for him.
Therefore, this is where the persona creation feature comes in. Well, it is from this that we can think about producing material for social networks, websites or blogs. Defining this customer with the main characteristics of whoever buys is fundamental.
Therefore, creating a persona will be of great help when planning marketing strategies in a company. And so, it will be even better if this representation is accurate.
Okay, but what is a persona? Let's explain!
Persona is nothing more than a semi-fictional representation of what an ideal customer would be for your business. In other words, marketers create a character based on real customer data, including characteristics and behaviors. Furthermore, they also structure an entire personal story, with challenges, objectives and motivations.
So, for create a persona, you need to be in touch with your audience, analyzing them. In this way, this makes it possible to identify characteristics in common between several people.
However, this persona does not need to be classified only by numerical data, such as gender, age and region. It must have as its essence the habits and preferences of your customers. And remember: if you have a customer base, it can help a lot at this stage.
This is not the time to focus only on satisfied customers. By studying dissatisfied customers, you can understand new points of view about your company. Use this information to your advantage.
Now, let’s explain the importance of having a persona.
We create personas so we can better segment the audience, and with that, create specific messages and campaigns for each one. This way, the right speech will reach the right person, increasing the chances of attracting them, or even converting them.
As they say, when you try to talk to everyone, you end up talking to no one, and here it's no different. When you define a persona for your business, it becomes possible to talk better to your audience.
Therefore, there are a few reasons why persona creation resources exist, and some of them are:
But don't forget, persona and target audience are different things!
In short, the target audience can be defined as being a part of society, where your efforts to sell a product or service are focused. It is more comprehensive and general, with common characteristics, but not going into many details.
Now, the persona, as we say, is a more specific, detailed and personalized representation of the ideal customer for your business. Here, a more complex profile is outlined, thus defining an identity.
We will give you examples of each one:
However, remember that you don't need to choose between one strategy or another, using both in your planning can bring more results. One strategy does not replace the other!
Before creating your persona, it is very important to know how to define the audience that will be reached with your brand's content. Therefore, it is extremely important to take into account the type of model of your business, which can be either B2B (Business to Business) or B2C (Business to Consumer).
There are several differences when dealing with each of these audiences. Because, in addition to language and approach, the construction of the persona is also shaped by the sector's internal processes.
The persona creation process must be done calmly, analyzing research results, studying your audience and detailing the profile according to the information.
Now that you have more information about what a persona is and how to create one for your business, it’s time to understand the difference between these two terms.
These terms are often used when defining the fictional representation of the ideal customer. Therefore, it is created to help the marketing sector better understand who its consumer is, what they need and what they want.
This model is also created in the structure of a semi-fictional character. However, here the challenge is different.
Therefore, this character will be the “face” and “voice of the brand”, at this moment it is where the construction of the brand's language is created, establishing its way of expressing itself based on its persona.
With these two definitions, we can see that both are important for building a good marketing strategy. While the buyer persona ensures that your brand deeply understands the needs of the public, the brand persona will allow you to create unique communication with customers, setting your business apart from competitors.
Once your team is connected with your persona, they are ready to be put to the test by helping to optimize communication. Now, you can start planning strategies related to the customer's purchasing journey.
Use the persona's profile to create content that is relevant and attracts the attention of potential consumers. If you want to improve even further, your company can pursue marketing automation.
Now that you know what personas are, how they work and how to create them, you can start applying them in your strategy planning. Remembering that they have a function as an instrument, therefore, use them in order to obtain the best possible result.
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