Definir el buyer persona, target o público objetivo de una marca, es el primer paso que hay que dar antes de crear una estrategia de marketing digital que la impulse en el competitivo mundo de Internet.
Esto, no solo es importante, es ¡imprescindible!, porque si no se sabe de quien se quiere captar la atención, no existirá un foco que oriente el desarrollo de la estrategia de marketing y se estarán disgregando los esfuerzos.
Existen muchos factores que intervienen en el momento en que alguien elige una marca por encima de otra y esto es muy necesario tenerlo presente al momento de determinar el público que se pretende alcanzar (y cautivar) con las diversas estrategias y campañas de marketing diseñadas para tal efecto.
¿Qué es buyer persona en marketing digital?
El buyer persona también conocido como target, es la representación ficticia de lo que para una marca es su cliente ideal.
A este conjunto de personas o target, es que se deben orientar los pasos relacionados con la puesta en marcha de las estrategias y campañas diseñadas para colocar, impulsar y posicionar un producto o marca en la web.
Dicho de otra manera, el buyer persona es el faro que guía hacia donde deben orientarse los esfuerzos y estrategias de marketing digital de una marca.
Dato curioso: Existe un tipo de público objetivo también conocido como buyer persona negativo, que es la representación de lo que precisamente no quieres que sea el cliente. Esto se hace para excluir audiencia indeseada.
¿Por qué es tan importante definir el buyer persona?
La extraordinaria importancia de determinar muy bien el público objetivo al que se pretende orientar una estrategia de marketing digital, se puede resumir en cinco puntos claves que ayudarán muchísimo a alcanzar la meta:
- Al definir el buyer persona, será más sencillo plantear y fijar objetivos en la estrategia de marketing que se vaya a desarrollar.
- Los recursos, el tiempo y el dinero empleados no serán malgastados, porque todas las acciones estarán encaminadas de forma consciente.
- Mientras más se conozca al público objetivo, más claras serán sus verdaderas necesidades y preocupaciones al tiempo que se le ofrecen soluciones.
Esto, a la larga generará una sensación de cercanía con la marca que les resultará muy difícil ignorar.
- Conocer los canales de comunicación más convenientes para hacer vida social con los clientes potenciales.
Cada buyer persona suele preferir algunos canales por encima de otros, así que de esta manera se sabrá dónde encontrarlos.
- La ventaja esencial: el producto cumplirá la función por la cual fue creado, porque llegará a quienes de verdad lo necesitan.
Tipos de buyer persona
Dependiendo de en qué fase del proceso de decisión de compra esté la persona, es decir, desde que es consciente de la necesidad de adquirir un producto hasta que finalmente hace la compra, se habla de distintos tipos de buyer persona o público objetivo:
- El influenciador: son aquellos que a través de su opinión y comentarios influencian a otras personas al momento de tomar la decisión cuando están pensando hacer una compra.
- El prescriptor: son aquellas personas que recomiendan un producto basados en su propia experiencia, como por ejemplo el peluquero que aconseja usar a sus clientas tal o cual champú o el entrenador físico que sugiere tomar cierta marca de proteínas porque “a él le ha dado buenos resultados”.
- Decisor: Es aquella persona que finalmente toma la decisión final de hacer la compra y es a ella a quien idealmente apuntan todos los dardos, aunque como ya sabemos todo depende también de en qué etapa del recorrido esté el comprador.
¿Cómo se determina el público objetivo?
Dado que el público objetivo representa al individuo o conjunto de personas a quienes se desea realmente llegar cuando se hace marketing digital de una marca determinada, es increíblemente importante conocer la mayor información posible del mismo.
Para lograr esto, seguir esta serie de pasos resulta fundamental:
- Definir su perfil demográfico: sexo, edad, localización geográfica. Los datos demográficos, son los primeros datos que se deben recabar pues con ellos se les da una forma a esa figura borrosa que constituye en un principio el buyer persona.
- Definir el perfil sociocultural: este punto resulta imprescindible conocerlo, pues el nivel económico, el educativo, el idioma, los valores, las tradiciones, etc. Que habla ese público objetivo sirven determinar la o las lenguas en que deben ser implementadas las campañas, entre otras cosas.
- Definir el perfil digital del target: ¿Qué tipos de dispositivos usa para entrar a Internet: laptop, teléfono inteligente, computadora, tablet?, ¿en qué redes sociales tiene abierto un perfil?, ¿cuánto tiempo dura conectado?, ¿qué tipos de palabras clave usa al momento de realizar sus búsquedas por Google?
- No todo el mundo lo hace, pero en realidad es bastante recomendable que se apliquen tantos filtros como sean necesarios para conocer lo más a fondo posible cómo es el público objetivo al que se desea alcanzar con la estrategia de marketing.
Estas, son algunas de esas preguntas que se pueden hacer para tener una idea de las áreas de interés del target:
- ¿En qué trabaja?
- ¿Cuáles son sus retos principales?
- ¿Qué tipo de contenido consume, revistas, blogs, libros, documentales, etc.?
- ¿A través de qué redes sociales se mantiene en contacto con sus seres cercanos y conocidos?
- ¿Practica algún deporte?
Todas estas son preguntas a respuestas que aportarán múltiples ideas al momento de definir el público objetivo de una marca para una estrategia de marketing digital.
No tener definido a quién se quiere llegar con una estrategia de marketing, es como esparcir perfume por el balcón esperando que todo el vecindario se embriague con el olor. Lo mejor es distribuir inteligentemente los esfuerzos y para esto, definir el buyer persona es el primer paso que hay que dar.
¿Qué pasa cuando no definimos el Buyer Persona?
42 respuestas
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