Consumer behavior has changed a lot in recent years, especially due to the expansion and access to digital technologies. If a customer before would go to your company to obtain more information about your services or products, today he does this whole process on the internet.
Only when he is in the decision stage does he contact your brand for more specific information, which in a way makes it difficult to attract and convert more customers to your company.
The way to stand out in this digital environment and capture new customers is to develop more assertive marketing strategies. For this, the use of personas is vital for you to reach your audience and achieve better results.
And given that a persona is essential to your strategy, the big question is: do you know how to build one? If you are starting to invest in Content Marketing, this is the right post for you! Continue reading and discover the importance of creation of a person and how to develop yours.
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Personas or Buyer Personas are semi-fictional characters of your ideal customers, created based on real data collected by your company. This data can be:
As you can imagine, this is data that we don't always have at hand. After all, do you know your client's psychographic data? Therefore, to create your persona, you need to invest in in-depth research on what customers think, feel, hear, see, say and do.
With the advancement of data analysis and artificial intelligence tools, it has become possible to create even more accurate personas, using insights derived from big data to understand student behaviors and preferences.
It is normal that when we talk about personas, some people get confused with the target Audience and in case you don't know the difference between them, that's fine, we're here to explain, okay?
First, you need to keep in mind that these are very different concepts. That's right, personas and target audience are NOT synonymous.
In summary, the target audience presents broader information and invests in more general definitions, speaking about a broader portion of your audience.
The persona, as we mentioned in the previous topic, is more personalized, specific, detailed and humanized, and therefore the need for different data to build it as close to your ideal client.
Now that the difference between the two is clear, we want to ask you a question: did you know that there is more than one type of persona? Continue reading and learn about the four types of existing personas in the next topic.
In addition to the Buyer Persona, there are other types of personas that can be built by your company. Do you know what they are? In total, we can divide it into four classifications:
Next, we'll address each of them and explain how the four types of personas work in practice.
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As we talked about in the topic above, the Buyer Persona is the representation of your ideal client. This type of persona is the most used within companies, mainly to guide the Content Marketing, customer service and sales teams.
The main objective of Buyer Persona production is to analyze and discover consumer behavior, pain points, goals and stipulate possible solutions throughout their buying journey.
You know those people who only consume your content online? Whether on social networks, websites, applications or even in a blog like this, there are customers who consume their materials 100% online.
And to represent this public, there is the Audience persona, which represents the user's profile, taste and behavior on the Internet. The purpose of this persona is precisely to accompany your potential customers online.
So, if your focus is on increasing traffic to your website or consolidating your brand in the digital environment, you should bet on creating this persona.
And who said that personas are only referring to your customers? In fact, there are also personas focused on the company's profile, as is the case of Brand Persona.
The purpose of creating this persona is to bring your company closer to your potential client and align their profile and vision, making it even more humanized.
Maybe this is a new term for you, but this type of persona is what precedes the Buyer Persona. It's like an initial version, a prototype of the persona, as the name suggests.
However, unlike Buyer Persona, this type is built based on brainstorming within the company, without as much data or specifications.
Now that you've understood what personas are and what their types are, it's essential to know how to develop one for your company. With that in mind, we have prepared a checklist with some tips for you to put into practice and produce your buyer persona:
If you are looking for tips to increase sales, know that personas can be used in sales strategies marketing digital to make them even more assertive.
The use of well-defined personas also facilitates the personalization of communication in email marketing campaigns and social networks, increasing engagement and conversion rates.
In practice, how to give someone a gift: if you know the person in depth, you know exactly what they need; if you don't know, it's hard to define what will please or not.
For example: if you know that one of the barriers for a lead to complete the purchase is the cost of products or services, you can present alternatives such as special discounts or installment options.
If, on the other hand, the difficulty is which product to choose, once you meet the potential customer, you can nurture them with email marketing and give them all the necessary information so that the lead can make an informed decision.
Always thinking about the personas before executing any attraction strategy, you are able to convert more leads into customers, saying exactly what they need to hear, when they need to hear it.
When it comes to sales techniques, personas help you understand what the customers' objections are when choosing a company and so you can invest in marketing actions to get around them.
This is the case, for example, of customers who are reluctant to purchase such a service because of a comment on social media.
In the sales process, the seller can highlight at the time of negotiation that the company has years of experience and is a reference in the sector, emphasizing that its products are used throughout Brazil. In addition, your brand can also use testimonials from other customers as a selling point.
The great contribution of personas to marketing and sales strategies lies in understanding what customers need and providing them with solutions that help them make better decisions during their journey.
When you become a reference for what they need, when purchasing that service or product, your company always comes first.
After a potential customer becomes a lead, it's time to qualify them and for that we have the right content for you! Did you like this subject? Then check out our post on: what is Inbound Marketing and how to prospect?
Target audience is a broad segmentation — for example, “young adults aged 18–24 interested in digital products.” A persona, on the other hand, is a detailed and semi-fictional character built from real data, with a name, goals, behavior, pain points and more. It humanizes your strategy and improves message targeting.
Not at all. Personas can guide your sales team, improve customer service, and help product development. When everyone on your team understands who you’re talking to, every point of contact becomes more strategic and aligned.
If your persona is based on real data (from CRM, interviews, and behavior tracking) and your team can actually use it to guide communication, content creation, and sales conversations — then yes, it’s well built! Personas should evolve over time as you learn more about your audience.
Absolutely. Most businesses — especially those in education, tech or B2B — have different customer profiles with distinct motivations and objections. Just be careful not to create too many personas at once. Start with one or two and grow as needed.
Yes. When you speak directly to someone’s needs, fears or goals, the connection is stronger — and conversions go up. Personalized emails, targeted campaigns, relevant blog posts... they all perform better when backed by a clear understanding of who you’re talking to.