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</script>{"id":40237,"date":"2021-08-13T07:56:25","date_gmt":"2021-08-13T07:56:25","guid":{"rendered":"https:\/\/www.liftingroup.com\/expertise\/buyer-persona-the-key-piece-for-any-inbound-marketing-strategy"},"modified":"2022-06-29T09:17:14","modified_gmt":"2022-06-29T09:17:14","slug":"buyer-persona-the-key-piece-for-any-inbound-marketing-strategy","status":"publish","type":"expertise","link":"https:\/\/www.liftingroup.com\/en\/expertise\/buyer-persona-the-key-piece-for-any-inbound-marketing-strategy\/","title":{"rendered":"Buyer Persona, the key piece for any Inbound Marketing strategy."},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row][vc_column]<script>jQuery(function($){$(\"header#header\").addClass(\"transparent-header\");$(\"main#main\").addClass(\"main-with-transparent-header\");});<\/script>[\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221; css=&#8221;.vc_custom_1575023690772{margin-bottom: 45px !important;}&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]\n<h3>\u00bfC\u00f3mo construir tu Buyer Persona?<\/h3>\n<p><span style=\"font-weight: 400;\">En este art\u00edculo os detallaremos la figura del <\/span><strong>Buyer persona<\/strong><span style=\"font-weight: 400;\"> y porque es tan importante para cualquier estrategia <\/span><strong><a href=\"https:\/\/www.liftingroup.com\/agencia-inbound-marketing\">Inbound Marketing<\/a><\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> Antes de entrar en materia, y como ya hemos ido comentando en art\u00edculos pasados, el <\/span><strong><a href=\"https:\/\/www.liftingroup.com\/agencia-inbound-marketing\">Inbound Marketing<\/a><\/strong><span style=\"font-weight: 400;\"> se basa en intentar llegar al cliente de una manera no intrusiva, atray\u00e9ndolo a trav\u00e9s de contenidos y acciones que puedan resultar interesantes y que le aporten un valor a\u00f1adido.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para que una estrategia de <\/span><strong>Inbound Marketing<\/strong><span style=\"font-weight: 400;\"> funcione es necesario antes de todo conocer a qui\u00e9n nos estamos dirigiendo y qu\u00e9 queremos ofrecerle para que est\u00e9 se sienta atra\u00eddo. Una vez entendido este concepto es cuando aparece la figura del <\/span><strong>Buyer Persona.<\/strong><\/p>\n<h3>Entonces, \u00bfQu\u00e9 entendemos por Buyer persona?<\/h3>\n<p><span style=\"font-weight: 400;\">El<\/span> <strong>Buyer Persona<\/strong><span style=\"font-weight: 400;\"> es la representaci\u00f3n de un modelo de cliente ideal o para identificar aquellos que podemos tener, adem\u00e1s hay que tener en cuenta que no siempre existe un solo Buyer, sino que puede haber m\u00e1s de uno ya que cada persona cuenta con gustos y caracter\u00edsticas diferentes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para poder entender de manera real cu\u00e1les son o pueden ser los <strong>comportamientos<\/strong> de nuestro cliente, deberemos hacer un previo an\u00e1lisis para recoger la m\u00e1xima informaci\u00f3n posible. La informaci\u00f3n recogida, ayudar\u00e1 a generar contenido de calidad e inter\u00e9s para que el usuario te encuentre y al mismo tiempo, se acabe convirtiendo en cliente.\u00a0<\/span><\/p>\n<h3>Qu\u00e9 hay que saber para la construcci\u00f3n del Buyer Persona<\/h3>\n<p><span style=\"font-weight: 400;\">Definir un Buyer persona es sin\u00f3nimo de <strong>especificar qui\u00e9n es nuestro cliente<\/strong> y dejar de generalizar, se trata b\u00e1sicamente de crear una representaci\u00f3n personificada de un segmento dentro de nuestro p\u00fablico objetivo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para la <strong>creaci\u00f3n <\/strong>de cualquier Buyer Persona hay que tener claro algunos <\/span><strong>conceptos b\u00e1sicos<\/strong><span style=\"font-weight: 400;\"> que te ayudar\u00e1n en el proceso de <\/span><strong>construcci\u00f3n<\/strong><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><u>Necesidad <span style=\"font-weight: 400;\">o preocupaci\u00f3n<\/span><\/u> (pain<span style=\"font-weight: 400;\">): es lo que le preocupa o que pueda llegar a necesitar esa persona y como tu producto o servicio puede adaptarse a sus necesidades. Hace referencia a los problemas y desaf\u00edos a los que se puede enfrentar el cliente diariamente. Estas necesidades o deseos no resueltos son los que pueden provocar emociones negativas en el cliente.\u00a0<\/span><\/li>\n<\/ul>\n<p><strong>Conocer la preocupaci\u00f3n o pain de tu buyer te ayudar\u00e1 a:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><strong>Empatizar<\/strong> <span style=\"font-weight: 400;\">con tu p\u00fablico objetivo y por ende conocer sus problemas<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Ofrecer <\/span><strong>soluciones<\/strong> <span style=\"font-weight: 400;\">a sus necesidades o puntos de \u201cdolor\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Establecer una <\/span><strong>estrategia<\/strong> <span style=\"font-weight: 400;\">de contenidos para tu blog<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><u>Ganancias del cliente (gain<span style=\"font-weight: 400;\">):<\/span><\/u> este concepto es lo opuesto al pain, pues las ganancias hace referencia a todos esos elementos que se suman a la calidad de vida del cliente<span style=\"font-weight: 400;\">. A grosso modo, hacen que la vida del cliente sea m\u00e1s f\u00e1cil y m\u00e1s conveniente.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><u>Alegr\u00edas del cliente:<\/u><span style=\"font-weight: 400;\"> hace referencia a los resultados y beneficios que quieren los clientes.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><u>Motivaci\u00f3n (drive<span style=\"font-weight: 400;\">):<\/span><\/u> es lo que lleva a la persona a tomar sus <strong>decisiones<\/strong> <span style=\"font-weight: 400;\">o incluso a realizar la <\/span><strong>compra final<\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong> Al fin y al cabo se trata de entender qu\u00e9 es lo que hace que el cliente compre en un sitio y no en otro. Este es el momento de ponernos en la piel del cliente y saber que le impulsa a hacer una determinada b\u00fasqueda en Google.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Estos conceptos son muy importantes y decisivos para la construcci\u00f3n del Buyer pues si somos capaces de conocer el \u201cpain\u201d o \u201cnecesidad\u201d del cliente, podremos llegar a conocer sus motivaciones y asegurarnos un puesto en su <\/span><strong>mind set.\u00a0<\/strong><\/p>\n<h3><\/h3>\n<p><span style=\"font-weight: 400;\">Pero cuidado, aunque el buyer persona sea definido como el cliente ideal, es importante tener en cuenta que no siempre tiene porque ser el comprador final, pues existen varios tipos de clientes ideales que hay que tener en cuenta:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Decisor<\/strong>: es aquella persona que s\u00ed toma la decisi\u00f3n final de compra. Sobre todo enfocado a productos B2C, directamente al consumidor.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Prescriptor<\/strong>: es aquella persona que recomienda el producto o servicio.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Influenciador<\/strong>: es aquella persona que como bien dice el nombre, es capaz de influenciar las decisiones de compra a trav\u00e9s de su propia opini\u00f3n.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Ap\u00f3stol<\/strong>: es aquel cliente satisfecho con el servicio o producto, dispuesto a hacer un boca boca positivo y a generar recomendaciones hacia tu marca o empresa.<\/li>\n<\/ul>\n[\/vc_wp_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default custom-width video-post&#8221; css=&#8221;.vc_custom_1628232359172{margin-top: 3% !important;background-color: #f5f5f5 !important;}&#8221;][vc_column el_class=&#8221;not-max-width&#8221;][vc_single_image image=&#8221;44620&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row el_class=&#8221;font-size-text-default&#8221; css=&#8221;.vc_custom_1628232434256{margin-bottom: 45px !important;}&#8221;][vc_column css=&#8221;.vc_custom_1578494990562{padding-top: 2% !important;}&#8221;][vc_wp_text]<span style=\"font-weight: 400;\">No hay que olvidar que la funci\u00f3n principal del\u00a0<\/span><strong>Buyer persona<\/strong><span style=\"font-weight: 400;\"> es llegar a entender las necesidades de nuestros clientes, qu\u00e9 es lo les motiva a realizar la compra, que es lo que realmente quiere. No hay que confundir con el concepto del target pues este se centra m\u00e1s en definir el p\u00fablico en funci\u00f3n de aspectos como sexo, edad o poder adquisitivo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Una vez aclarado estos conceptos, necesitaremos reunir mucha m\u00e1s informaci\u00f3n, que nos ayudar\u00e1 a crear el contenido con el enfoque adecuado as\u00ed como la estrategia de contenido de forma global, la imagen de marca y la selecci\u00f3n de canales donde planteamos la difusi\u00f3n. <strong>\u00bfDe qu\u00e9 informaci\u00f3n estamos hablando?\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Los podemos <\/span><strong>segmentar en 4 grandes bloques:\u00a0<\/strong><\/p>\n<h3>Informaci\u00f3n personal<\/h3>\n<p><span style=\"font-weight: 400;\">Aqu\u00ed el an\u00e1lisis debe ser exhaustivo, pues es donde recopilaremos informaci\u00f3n propia de la persona.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aficiones<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Intereses<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Objetivos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Metas<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gustos personales<\/span><\/li>\n<\/ul>\n<h3>Comportamiento Online<\/h3>\n<p><span style=\"font-weight: 400;\">Aqu\u00ed analizaremos c\u00f3mo la persona se comporta en las redes sociales, qu\u00e9 contenidos son aquellos que le gustan, de qu\u00e9 manera interact\u00faa con ellas y qu\u00e9 informaci\u00f3n busca.\u00a0<\/span><\/p>\n<h3>Informaci\u00f3n o comportamiento laboral<\/h3>\n<p><span style=\"font-weight: 400;\">Donde analizaremos a qu\u00e9 se dedica y qu\u00e9 cargo tiene, para entender cuales pueden ser sus retos e influencias.\u00a0<\/span><\/p>\n<h3>Relaci\u00f3n con nuestra marca:<\/h3>\n<p><span style=\"font-weight: 400;\">Aqu\u00ed es esencial saber c\u00f3mo ha conocido tu marca, cu\u00e1les son\u00a0 sus valoraciones o primeras impresiones y c\u00f3mo interact\u00faa contigo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aunque creas que no, es muy importante definir tu cliente ideal\u00a0 s\u00f3lo as\u00ed ser\u00e1s capaz de crear contenido enfocado en atraer a esa persona que de verdad invertir\u00eda su tiempo e inter\u00e9s en tus productos o servicios.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Una vez tengas toda esta informaci\u00f3n ser\u00e1s capaz de dirigir tus estrategias hacia un perfil mucho m\u00e1s concreto y real.\u00a0<\/span><!--more--><\/p>\n<h3>Conclusi\u00f3n | \u00bfQu\u00e9 ventajas puede aportar la figura del Buyer Persona?<\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Te ayuda a conocer en detalle el p\u00fablico al que quieres dirigirte\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Te ayudar\u00e1 a generar contenido de valor adecuado y personalizado para el usuario<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sabr\u00e1s donde encontrar el Buyer Persona<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Te ayudar\u00e1 a la optimizaci\u00f3n de recursos y tiempo\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">No olvides que las personas quieren ser escuchadas, cuando interact\u00faas de manera inteligente con tu p\u00fablico, es cuando podr\u00e1s aumentar el feedback y alcance de tu marca.\u00a0<\/span>[\/vc_wp_text][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The Buyer Persona is the representation of an ideal customer model or to identify those that we may have, it must also be borne in mind that there is not always a single Buyer, but there may be more than one since each person has tastes and characteristics different.<\/p>\n","protected":false},"featured_media":48494,"template":"","expertise_category":[1127,1116],"class_list":["post-40237","expertise","type-expertise","status-publish","has-post-thumbnail","hentry","expertise_category-inbound-marketing-en","expertise_category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Buyer Persona, the key piece for any Inbound Marketing strategy. | Lifting Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.liftingroup.com\/en\/expertise\/buyer-persona-the-key-piece-for-any-inbound-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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