Who am I talking to?
Posted: Sun Dec 22, 2024 6:56 am
We have already talked about it in relation to inbound marketing : the question we must ask ourselves to understand if we are setting up a correct strategy to obtain quality traffic is
Am I addressing anyone in particular? Or am I shouting in the street, maybe to no one?
Defining the ideal interlocutor in digital marketing is possible thanks to the buyer personas technique.
But what is a Buyer Persona?
It is a semi-imaginary representation of my typical customer, based on australia business email list market research and real data on existing customers. The transition occurs from the target , that is, groups of people identified by common characteristics, to the niche , that is, people united by selected characteristics, until arriving at the person , the individual.
To build buyer personas we can use three techniques, which can also be used together, working synergistically. We have collected the advice of @william_sbarza:
1. Consult internal stakeholders
If you are a consultant, consult your client because he knows his own clients, ask questions to the sales department, to those who know the product or service well, to customer care who is in constant contact with their client. Collect all the information possible.
2. Use web tools
Often this technique is used alone, but my advice is to use it after talking to the client, to be able to verify the information collected and then bring new elements on which to base the strategies to adopt on those people profiles. We use everything, from surveys, to data provided by search engines, to search marketing tools and, obviously, the data obtained through web analytics, if a web project already exists.
3. Conduct customer interviews (optional)
This is the most difficult and expensive technique. It takes skills to conduct interviews, to ask the right questions and then know how to listen to the answers. However, this technique has the great advantage of allowing us to create very precise buyer personas, precisely because we will rely on the direct testimonials of customers or buyers who have purchased from us or from a competitor, providing us with invaluable information.
We can thus know what were the motivations that led to this choice and understand the entire customer journey, that is, the entire purchasing process of the person!
Am I addressing anyone in particular? Or am I shouting in the street, maybe to no one?
Defining the ideal interlocutor in digital marketing is possible thanks to the buyer personas technique.
But what is a Buyer Persona?
It is a semi-imaginary representation of my typical customer, based on australia business email list market research and real data on existing customers. The transition occurs from the target , that is, groups of people identified by common characteristics, to the niche , that is, people united by selected characteristics, until arriving at the person , the individual.
To build buyer personas we can use three techniques, which can also be used together, working synergistically. We have collected the advice of @william_sbarza:
1. Consult internal stakeholders
If you are a consultant, consult your client because he knows his own clients, ask questions to the sales department, to those who know the product or service well, to customer care who is in constant contact with their client. Collect all the information possible.
2. Use web tools
Often this technique is used alone, but my advice is to use it after talking to the client, to be able to verify the information collected and then bring new elements on which to base the strategies to adopt on those people profiles. We use everything, from surveys, to data provided by search engines, to search marketing tools and, obviously, the data obtained through web analytics, if a web project already exists.
3. Conduct customer interviews (optional)
This is the most difficult and expensive technique. It takes skills to conduct interviews, to ask the right questions and then know how to listen to the answers. However, this technique has the great advantage of allowing us to create very precise buyer personas, precisely because we will rely on the direct testimonials of customers or buyers who have purchased from us or from a competitor, providing us with invaluable information.
We can thus know what were the motivations that led to this choice and understand the entire customer journey, that is, the entire purchasing process of the person!