If you know a little about digital marketing, you've probably heard the term person.
It is very common in the day-to-day life of companies, and plays a fundamental role in creating assertive content. But do you really know what is persona? Keep reading and understand everything about the subject!
Persona: what is it?
If you wanna know what does persona mean, know that it is nothing more than your ideal customer. It will bring together all the characteristics of the main buyers of your product or service. In other words, person It's exactly that person you want to reach with your brand!
Understand that despite the person being based on real data and characteristics, it is a fictional representation. In other words, it is not a real person.
Knowing your target audience makes it easier to notice a pattern among them and, therefore, create a representation of your brand. person. By the way, target audience is different from persona, you know?!
The target audience is a “whole”. A group to which the brand directs its advertising and marketing resources. person It is a way to treat your ideal client in a personalized way.
And to find out who yours is person, you need to understand your customers' day-to-day lives:
- What do they do during the day? And on weekends?
- What do they work with?
- Do they have a hobby? Which one?
- Do they have children? Are they married? Single?
- What types of information do they consume?
- What places do they frequent?
- What are this person's pains and needs?
Well, these are just some of the questions that will allow you to discover the characteristics of your client and, thus, create one or more people for your business.
The interesting thing is that the term was created in 1983 by Alan Cooper, a software designer and programmer, but it has never been so current!
And if you know How Inbound Marketing Works, you must understand that in addition to knowing what is a persona, it is essential to apply this concept in practice to achieve success in digital marketing.
What is a persona in digital marketing and how important is it?
To be successful in digital, it is very important to understand what is persona in marketing.
There has never been so much talk about the humanization of brands as there is today, and having a person is essential in this aspect.
And if you already know the importance of digital marketing, you probably know that without the creation of the person It is difficult to create quality content.
This is because, knowing who your customer is, you will be able to interact with them in a much more personalized way, attributing value to what you are offering and creating much more assertive strategies and content, saving time and money.
Knowing what to say to your client, and where to say it, will make your chances of success much greater!
Want to see an example? We have already highlighted several times the importance of content marketing, and the use of blog as part of your strategy to sell more.
However, there is no point in having a blog, creating several e-books and lives, if the brand does not know who it is talking to and what that person wants and needs to consume.
The creation of person will guide all your digital marketing actions, from the topics that will be addressed that month to the brand's communication channels. That's why it's so important to set aside time to build the person of your brand.
Examples of personas
Now that you already know what it is person, how about starting the process to find out person or people of your brand?
To do this, it is essential to base yourself on data, not guesses! Find out who the customers are that consume your product or service the most and conduct research to understand their daily lives.
It can be in person or online (you can use a form for this), and you can use the same questions as those above. It is important that the conversation is not “rigid” and that it gives the client space to talk and bring new ideas.
Here are some other important information tips you can get:
- Age?
- City where you live?
- Level of education?
- If you work, what position do you hold?
- What is this person's routine like? What are their habits?
- What are your main goals?
- What are the biggest challenges in this person's life?
- Does she use social media? Which ones?
- What are the topics of interest?
After analyzing the data obtained, it is time to structure your persona with the help of your marketing team.
There is no rule for the amount of people, because when structuring it, there may be more than one. However, be careful with the quantity, so as not to make a mess!
As you get to know your consumer better, your person can change, evolve, so constant review is necessary.
Take a look at an example of a persona:
Marina, 23 years old. She has just graduated in Advertising and Propaganda, is single and lives with her parents in São Paulo. Her monthly income is R$2.800.
He works at an advertising agency as a Junior Designer during business hours, and is always up to date with the latest news in the digital world.
She spends most of her day on her cell phone, which is her main tool for consuming content. Her most used social networks are Instagram, WhatsApp, TikTok and YouTube.
In her free time, she loves spending time with friends and traveling, but always prioritizing more accessible places.
She wants to one day reach a senior position in her profession and become a reference in design. To do this, she knows she needs to stay up to date in the market and, despite having time, the financial aspect still weighs on her when it comes to taking courses in her field.
Now that you know what are personas, and its importance for the success of your digital marketing strategies, it's time to dedicate yourself to discovering who your ideal client is!
And of course, if you need help with this, count on GS2 Marketing Digital!
