Buyer Persona and customer profile: E-commerce Marketing tools
E-commerce Marketing has several terminologies and it is important to know how to distinguish them so that you can reach a better understanding of how the process of promoting a product, service or brand works and thus sell more.
Therefore, my idea for this article today is to expose the main differences between Buyer Persona and customer profile and show where and how each of these terminologies should be used, check it out:
• Customer Profile:
It's about obtaining personalized information about a customer. A customer profile can include, for example, their name, email, address, age, gender, profession, social media behavior, number of purchases, number of times they abandoned a shopping cart in an online store, the amount ( Average Ticket ) they usually spend per month on e-commerce sites, the number of times they access your online store per day, week or month, their customer lifecycle and loyalty, among other things.
Note that all this information is individual, that is, it refers to the same person. This can help you, as an e-commerce administrator , to offer the right product, at the right time, in the right way, and in the exact quantity to each customer individually, which will reduce cart abandonment and increase sales. To understand better, also read the post " How to use Customer History to sell more in your online store? ".
• Buyer Persona:
It's about obtaining data that refers to a specific group of customers who share similar characteristics and transforming that data into a persona that represents the entire group. In the article " Buyer Persona for e-commerce " I explain where to acquire this information and how to bring the project to life.
Basically, you will select the information in common of a certain niche or segment of e-commerce consumers and transform it into a character that, in turn, can have an age, a name, an income, a gender (male or female) , a profession, a marital status, a religion, a region where you live, a life goal, a type of housing (house or apartment, for example), a specific behavior.
This character, which could be a doll or a drawing, should be exposed so that the entire E-commerce Marketing and sales team can view it and get ideas for approaches and promotions with a view to increasing sales in the virtual store.
A Buyer Persona can also be used to create an audience interface for a content medium. Rest assured, it's easier for the writer to produce texts when they visualize and mentally understand the general characteristics of the audience. Access and read " 5 tips for creating a Buyer Persona for your e-commerce blog " and stay informed.
So, a customer profile is something individual, while a Buyer Persona is a character based on collective data. Both resources allow you to improve your e-commerce marketing performance and increase your revenue at the end of the month. Continue studying customer profiles and Buyer Personas to evolve and become an " e-commerce outlier ".
