Literally, " buyer persona " means "buyer personality," but most people who work in Digital Marketing prefer to define it using the term "ideal customer."
This is because the buyer persona is not a real person, but the representation of an entire target audience formed by customers who have similar characteristics and behaviors.
Therefore, to develop this ideal customer archetype (which represents an entire target audience) it is necessary to collect information from:
• Data and accesses, sales, rejections, etc., of the e-commerce platform;
• Customer satisfaction surveys carried out by your company;
• Interviews with customers and with competitors' customers;
• Market Research carried out by other institutions;
• Demographic information;
• Behavior and actions taken by customers during the day;
• Values, life goals and problems they have been facing;
• Customers' objections to the purchase of your product;
• Data from keyword analysis tools;
• Data from website and blog access statistics tools;
• Data on email marketing accesses, clicks and conversions;
• Statistical data from ERP systems.
Finally, any kind of statistical information is welcome during this process, which, in turn, is not static. Remember that customer desires, behaviors and characteristics change, so you need to collect new information periodically.
To make the buyer persona more tangible, it's worth using creativity. For example, how about buying an inflatable doll, placing it in the middle of your e-commerce company's office or your Digital Marketing agency 's office , and sticking – with post-it notes – the target audience's statistics on it?
You will also be able to draw it somewhere, give it a name, a photo and insert the information through graphics so that it is clearly visible to all employees and salespeople in your company.
Among the main advantages of developing buyer personas for your target audiences are the facts that you will be able to generate more relevant advertising, avoid wasting time and resources trying to sell products that people don't need at the moment, and improve your sales funnel.
