In the process of creating the branding of the virtual store, defining the persona is one of the main points.
After all, it is through the concept of persona that store owners can understand the ideal customer profile and, with this, develop more assertive actions, products, promotions and launches for those with greater purchasing potential.
If you want to learn everything about the subject, with practical tips on how to create a persona for your e-commerce, keep reading. At the end, we have a super useful tip on how to do this with artificial intelligence tools
What is a persona in digital marketing?
The importance of personas for digital businesses
How to create a persona for e-commerce? 7 tips
How to do persona research
Bonus: how to create a persona on ChatGPT
Example of a persona for e-commerce
What is a persona in digital marketing?
A persona, or buyer persona , is a set of characteristics to define who the ideal customer is for a store or brand. It can be even more specific and represent the buyer of a specific segment within e-commerce , for example.
It is usually a fictional representation of someone , or semi-fictional, when based on research with the store's consumers.
In digital marketing , the development of the persona, or different denmark phone number data types of persona, helps to direct the company's actions according to the identified consumption pattern.
The buyer persona does not need to be unique. Each online store can have as many personas as necessary to cover the different audiences served. But, of course, in moderation: generally, 2 to 3 very detailed persona definitions are enough to establish a digital marketing strategy.
What is the difference between a persona and a target audience?
With everything we’ve explained, you might be wondering what the difference is between a persona and a target audience .
Even though they are close and complementary concepts, each one has a different objective.
The persona, as we said, is the type of ideal customer . It represents a specific person, with a certain background, tastes, personality, and demographics. While the target audience represents a larger portion of buyers in general , with similar characteristics.
If the e-commerce resells sports products, one type of target audience is athletes who practice a certain sport, such as football and volleyball, or water sports.
As an example of a persona in this segment, Carolina, 25 years old, graduated in Physical Education, beginner in tennis, who likes to practice on weekends on a court near her home.
In other words, the target audience is broader than the persona, which must be more detailed.
comparative table between target audience and persona
The importance of personas for digital businesses
Understanding who the ideal customer is for your e-commerce has an impact on several areas throughout the purchasing journey . Therefore, it should be part of your digital marketing strategy. For example, when defining the buyer persona profile, you become more assertive:
Choosing new products: based on the persona's consumption habits, store owners understand which products are of greatest interest and which trends they tend to follow, which helps when selecting new acquisitions for the store.
Create promotional actions: coupons work, but not always. With the ideal buyer profile defined, retailers understand which actions are most interesting according to the persona's consumption habits.
Targeting communication: not all buyers are on the same social network, or usually consume on them. By understanding who the ideal customer is, retailers can select what to communicate, where and when, increasing the chances of reaching the target audience profile.
Understanding the public: knowing their consumption habits, what trends they follow, how they get information and communicate, all of this is part of understanding who buys. Defining the persona also means delving deeper into the store's target audience.
4 ways to use personas in your e-commerce routine
Using personas in the routine of an online store is a strategy that helps to improve marketing, sales and customer service actions effectively.
Here are some practical examples of this, which are common in the day-to-day life of most online stores: