If it is in marketing or sales, it could think that it knows his clients rather well.
Perhaps you work with them every day and you have done it during years. Although it is possible that the familiarity arrives with time, this familiarity can also come with suppositions.
To assume that it understands the problems of its clients and their motivations can damage its business. Not to really know that their clients can aggravate their potential clients described, to create unsatisfied clients and to cause that its company loses of view who is its ideal client.
The solution? Buyer Person.
A Buyer Person is a semi-fictitious figure that captures the needs, objectives and landlords of behavior of its real ideal clients (and potentials).
A person is a history. You create a person using information on the general behavior of a subgroup of his clients. With a person, it give a name, a face and a history him storyable to these common attributes. (It does not omit the step to appoint his people and to give them expensive using the file photography, really)
The people cause that the data of clients difficult to digest are comprehensible. She can use them to easily incorporate this specific information in her daily work. A thing is knowledge that many of our patients are young with injuries related to the sport, but is much more powerful to have a detailed plan envelope how to satisfy the needs with a specific type of client based on an investigation on its unique point of view.
When you create people, it considers this information:
Demographic and biographical details: it compiles excellent standard information for his base of clients. If her organization is B2C, the familiar information could be useful to compile it; but, if its company is a B2B, it is possible that it does not find much value in the information compilation on the three children of his client and a called cat Fred.
Objectives: What problem has your person? What want to obtain and what it would do them successful?
Motivation: Why they are trying to solve this problem? It is a personal or professional problem?
Difficult points and challenges: Which are the majors challenges that her person faces to solve this problem? Which are their more frequent complaints?
Habits search: if it is trying to attract new clients in line, decÃ³mo needs to have one better idea use Internet and how they look for information.
It analyzes all this information compiled by means of surveys and interviews to real clients to create his personal histories.
The people can transform your business.
The people are a central aspect of inbound marketing. Outbound marketing takes place when it looks for new clients actively, whereas inbound marketing is to create content that it attracts new clients. In order to create the content that the clients wish, it needs to discover what is what they want. The People are a useful tool to help it to plan the content because she creates them using the information of her real clients.
She avoids the temptation to create people for each client to whom she can sell. In her place, only concentrate yourself in the clients to whom she wants to sell, those are her ideal clients. She considers where she is his organization and which are their goals for the future. What type of clients will take to you there? You have some client who sees himself thus right now? Study them to learn how you can attract similar clients.
An of life real person: Soccer Mom Stacie
Recently we developed people for a medical orthopaedist. Through telephone and digital interviews, we focused in the three hearings objective as part of a campaign of inbound greater marketing to help to create content that speaks to them directly to its patients and to establish lasting relations with them.
One of those people is Mom Soccer. These are their statistics:
- She is the mother of an athlete of 10 to 18 years.
- His son experiences frequent injuries related to the sport.
- She normally needs an appointment quickly
- She is a great user of social networks and is active on Facebook, Twitter and Instagram.
- Its process of investigation begins with the recommendations of its friendly, relatives and the website of insurances. She confirms what they have told him with the investigation of Internet.
- Its main motivation is to obtain attention of quality for the injury of its son.
Using the real feedback of the patients, we learned that one of the greatest hearings (and one in that they wanted to focus) was the mothers of soccer, parents of children who practice sports. Now, it knows how this client sees itself, what problem has, what resources need to solve it and where it is the best place to announce.
To create Buyer Person is a money and time reversal, but the results and the understanding of their business are worth the pain. To meet its ideal clients and the form in which they want to buy means stronger campaigns of marketing for you.