Many online stores have an e-commerce blog , but their entrepreneurs and managers don't really know who their target audience is, so they just create and publish random content hoping to attract more customers. However, there is a tool capable of directing the right content to the right people: the Buyer Persona (BP).
As I write in the article " Buyer Persona for e-commerce ", the BP is – literally – the "buyer personality" or, in other words, it is the archetype of the "ideal customer" as professionals working in Digital Marketing agencies often say.
You can also create this ideal customer archetype, that is, a BP for your e-commerce blog. Here are some tips for doing this:
– Make it clear what your segment is:
Let's say you have an online store where you sell articles for comic book creators. Therefore, the segment of people for whom you should write on your e-commerce blog is just comic book creators, which excludes CAD designers, architects and other professionals who work with design.
– Use Big Data to get information:
Observe all the data that comes to you via statistics software from your virtual store, from your blog, from your Digital Marketing tools, that is, from your Big Data. Interpret this data in order to find out more and more about your target audience. Understand what your target audience members want, what their fears and frustrations are, find out what they need so that you can soon create content for your blog and fit your e-product descriptions to your e-consumers.
– Recognize the stages of the Buyer’s Journey:
In the article “The relationship between the Consumer Buying Journey and its virtual store” I explain that the Buyer's Journey has at least 5 stages. In each of these phases there is a type of client with different desires and fears. This basically means that each of these stages must contain a different BP as they represent different target audiences.
– Create a character with profile:
Based on the previous data, define the profile of each BP. Let's say that one of your BPs is a newcomer to the comics business, who is in the first phase of the Buyer's Journey. In this case, your profile description could be this: Benício de Sousa, 18 years old, is 2 months away from finishing a comic book course at a drawing school in São Paulo. He is in doubt whether to buy a graphics tablet to draw directly on the computer or whether to buy a kit of pencils, pens and accessories to draw the old-fashioned way, that is, on paper. He is afraid of not finding a place to work in this field. What he most wants for the long-term future is to work for a big company like Marvel or DC Comics.
– Make the character palpable:
Create an avatar for BP. This avatar can be a photo, a drawing or a doll, it doesn't matter. The important thing is that BP can be seen as a real person. If you followed this walkthrough, the BP you generated now has a name (Benício de Sousa), a profile, and a physical appearance. It represents a whole group of visitors to your e-commerce blog and your online store. It is thinking exclusively about this group (which has the same characteristics as Benício) that you will produce the content for your e-commerce blog.
Remember that the Buyer's Journey has other stages. Those at a more advanced stage think, desire and have different fears than those at the beginning of the journey. So stay tuned, recognize the profile of each of your consumers before creating content and trying to sell them something!
