Digital marketing: defining your business personas

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Anyone who studies and/or works in marketing has heard about defining personas in a company. This concept began to take shape in the 1960s, when researchers sought to discover the attributes associated with brands, understanding how psychology could help in understanding this projection process. This ended up being adopted by marketing . However, nowadays many people end up having ideas about personas that are completely different from what this concept really is.

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Definition of Personas:

Quite simply, personas are a way of conceptually extrapolating vietnam whatsapp data the results of demographic research on a brand's consumers. Demographic data on these consumers is processed from user analyses on the web and also from marketing research. This concept is associated with concrete data on specific consumers or potential consumers in a company's industry.

Persona means a character that has attributes of an organization's ideal consumer, which will represent the psychological and physical characteristics of this target consumer. This data is collected from qualitative and quantitative research. Another term that is widely used is a company's target .

Using Personas in Content Marketing:

The concept of persona gained prominence after its use in content marketing, which began to become more evident and is now used in most strategic marketing plans. The importance of knowing the consumer in depth, understanding all of their attributes and interests, is becoming increasingly evident.

Personas in the B2C market :

For companies that work with end consumers, it is important to know the habits and attributes of consumers, going beyond the direct relationship with the products they offer. To do this, some topics are essential to divide the information in defining personas:

1 – Personal history: this topic will answer questions about the consumer’s primary characteristics, such as: age, sex, name, where they were born, profession, etc.

2 – Professional history: here the company must understand the professional profile of its consumers, in addition to answering questions such as: what is your dream job? What was your last job? How did you get to your current position?

3 – Current situation: this topic will address more general questions about the consumer’s current situation, which will also include consumption habits. Therefore, answer questions such as: does the consumer have many or few friends? What is their social life like? Does the consumer like to travel? Is the consumer single, in a relationship or divorced?

4 – Education: important elements about the consumer’s education: did he go to college? Did he go to high school? Does he like studying?

5 – Finances: this topic will analyze the consumer’s relationship with the money they earn and their behavior in relation to consumption: are they in debt? Are they a consumerist? Are they a consumerist? What are the determining factors for the purchase decision?

6 – Motivations and feelings: the consumer’s psychological and behavioral traits will be defined: are they introverted or extroverted? Are they very affected by external judgments? Do they like to take risks or are they more cautious? Are they optimistic or pessimistic?

Personas in the B2B market:
Defining personas in B2B will be very different from B2C because a persona is not built based on private and personal habits and interests, which does not influence professional decisions or their purchasing intention. In B2B, the questions will follow a different path. Seeking to understand their relationship with work and how they deal with a company's product and the change that this acquisition can bring to the company. See the examples below:

What is the company's current goal and what would be important to achieve it?
What is preventing or accelerating this process?
What is the buyer's perception regarding the change that this acquisition can bring to their work?
Who do they turn to when they need information or professional advice?
What could make this acquisition unnecessary?
Any company that creates brand personas will have a great way to build a closer relationship with consumers, using the same language and behavior common to the target audience of their product.

However, it is possible to create brand personas that do not direct this voice to a specific character, but create a personality for the brand to be able to interact in these environments that are conducive to relationships with the consumer.