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(infografía)
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¿Sabes cómo crear buyer personas? (infografía)

como crear buyer personas

Imagen: zerogravitymarketing.com

Si habitualmente lees Marketing en Redes, probablemente habrás leído algún post sobre los buyer personas. Y es que el hecho de establecer nuestro público objetivo y tenerlo siempre en mente es absolutamente imprescindible tanto para campañas puntuales como para nuestra estrategia en general. En esta ocasión quiero hablarte sobre cómo crear buyer personas, compartiendo una infografía que me ha llamado especialmente la atención por su buena explicación.

Recordando el concepto… ¿Qué son los buyer personas?

Un pequeño recordatorio antes de entrar más en materia. Los buyer personas son representaciones visuales de nuestro público objetivo, es decir, de aquellos consumidores a los que consideramos como destinatarios de nuestros productos y servicios, basándonos tanto en datos de clientes que ya tenemos y en la observación de su comportamiento como también en estudios de mercado.

Cuando digo ‘representaciones’ es porque el concepto de ‘buyer personas’ se utiliza tanto como sinónimo de público objetivo como también en términos de representación visual fácilmente comprensible y recordable del mismo. Es decir, no solo es el público objetivo en sí mismo, sino que más bien dicho concepto fue inventado como herramienta para tener una imagen clara de nuestros consumidores objetivo a través de diferentes soluciones, como por ejemplo fichas.

¿Cómo crear buyer personas?

Ahora sí. Ya podemos entrar en materia, es decir, en el tema de cómo crear buyer personas de modo adecuado. En este sentido, lo cierto es que en inbound marketing hay muchas formas de abordar la conceptualización y representación de nuestros buyer personas. La idea es doble:

  • Que dicho esfuerzo nos sirva realmente para definir a quiénes les vamos a vender nuestros productos o servicios
  • Que consigamos representar claramente de modo visual a nuestros consumidores objetivo

Evidentemente, el primer punto es el más importante de los dos -o, mejor dicho, es un factor sine qua non-, puesto que el segundo es imposible de hacer si no hemos abordado con éxito el anterior. Es de una lógica aplastante, ¿no crees? Pero la verdad es que el segundo punto también es interesante de hacer e incluso a veces nos proporciona nuevas ideas para afinar el primero, dado que conlleva una reflexión en lo profundo. En realidad, mi consejo que es que se realice todo el proceso, es decir, tanto el primer punto como el segundo.

Por lo tanto,  quisiera dividir la explicación en dos grandes frentes que nos serán necesarios a la hora de crear buyer personas:

1.- Conceptualización de buyer personas

Este frente sirve para saber exactamente quiénes son nuestros clientes actuales y potenciales. ¿Te acuerdas de que antes he hablado de una doble vertiente de la acepción ‘buyer personas’? Pues en este caso nos centramos en intentar averiguar al máximo todo sobre nuestro público objetivo: quiénes son, sus intereses, sus motivaciones, sus preocupaciones, sus problemas no resueltos (que nosotros, la empresa, podríamos solucionar), etc.

¿Cómo podemos obtener esta información? A través de los siguientes recursos:

  • Haciendo uso de mapas de afinidad
  • Analizando con herramientas como Google Analytics para estudiar su comportamiento
  • Utilizando foros, blogs y otros recursos para averiguar más sobre este tipo de compradores
  • Realizando focus groups o grupos focales (técnica cualitativa)
  • Haciendo encuestas. Por ejemplo, mediante la utilización de herramientas online para conocer la voz del cliente
  • Mediante datos internos (por ejemplo, de clientes que ya tenemos ahora mismo, extrapolando con prudencia)

2.- Creación de los buyer persona como representación visual

Si hasta ahora nos hemos centrado en saber quiénes son nuestros clientes actuales y también quienes se podrían convertir en tales en un futuro, ahora ha llegado el momento de construir representaciones de los mismos que sean altamente visualizables y fáciles de recordar. Recuerda que nuestra mente está más preparada para recordar imágenes que para retener palabras en la memoria.

Evidentemente, este segundo punto retroalimenta al primero, como he dicho antes. Además, digamos que todo este proceso debe estar vivo en todo momento, puesto que los clientes potenciales pueden evolucionar.

De hecho, si se construyen buyer personas es para tener presente en todo momento que estamos hablando de personas y, en consecuencia, de seres cambiantes y que viven en constante evolución en todos los sentidos.

Si una empresa consigue comprender cómo evolucionan sus clientes y los consumidores que podrían ser sus clientes pero que todavía no lo son, con toda seguridad estará en una situación de clarísima ventaja competitiva con respecto a otras empresas de su mismo sector.

El proceso es el siguiente:

  • Ponerle un nombre real a la persona (ayuda a tener siempre claro que estamos hablando de personas)
  • Definir un objetivo sobre cómo lo abordarías: por ejemplo, pensando un CTA que podrías utilizar, teniendo en cuenta que dicho CTA debe aportarte el máximo de conversión
  • Repasar la información obtenida en el punto anterior para poder incluir datos sobre aspectos como por ejemplo lo que le motiva, qué problema tiene y cómo podríamos solucionarlo (por qué iba a pagarnos), etc.
  • Crear la ficha de este consumidor objetivo hipotético (digo ‘hipotético’ porque siempre estará en evolución)

 

El proceso de crear buyer personas en infografía

A continuación, una interesantísima infografía que te muestra cómo crear buyer personas, abordando las dos vertientes antes comentadas:

crear buyer personas

Imagen: singlegrain.com

 

Espero que te sea de utilidad. La verdad es que se trata de una infografía muy bien trabajada, ¿no crees? No la he hecho yo, pero, dado que siempre soy partidario del contenido de calidad, te sugiero que la compartas si así lo consideras interesante 🙂


 

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3 Responses to ¿Sabes cómo crear buyer personas? (infografía)

  1. Hola Roger,
    Cada vez más personas son sensibilizados a la necesidad de crear los buyer personas, lo que propones es de lo más correcto. Hoy existen herramientas online que permiten poder detectar unos buyer personas que navegan desde nuestra propia web, he publicado un post tutorial de este tema (http://nicoseosem.com/2015/07/07/como-crear-tus-buyer-personas/) Espero que pueda ayudar los lectores aclarando los 2 putos que planteas.

  2. Hola Nico,

    Gracias por tu aportación. Le echo un vistazo y vamos hablando.

    Saludos 🙂

    Roger

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