{"id":6099,"date":"2021-06-14T15:07:22","date_gmt":"2021-06-14T12:07:22","guid":{"rendered":"https:\/\/darc-advertising.com\/?p=6099"},"modified":"2024-10-26T21:25:39","modified_gmt":"2024-10-26T18:25:39","slug":"persona","status":"publish","type":"post","link":"https:\/\/darc-advertising.com\/es\/persona\/","title":{"rendered":"\u00bfQu\u00e9 es Buyer Persona?;"},"content":{"rendered":"
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\u00bfQu\u00e9 es Buyer Persona?;\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Buyer Persona es una representaci\u00f3n semirrealista de su cliente ideal. Su cliente \u00abobjetivo\u00bb. Se crea a partir del conjunto de elementos que componen su cliente medio o, mejor a\u00fan, un cliente \u00abobjetivo\u00bb. La informaci\u00f3n recopilada nos ayuda a crear y analizar el estilo y el tipo de clientes que ya tiene, pero tambi\u00e9n a crear desde cero un nuevo cliente persona al que le gustar\u00eda llegar en el futuro.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00bfPor qu\u00e9 es importante su creaci\u00f3n y uso?;\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Su creaci\u00f3n es incre\u00edblemente importante para poder segmentar el mercado. Nos permite clasificar a sus clientes en distintos grupos y, al conocer sus diferentes motivaciones y h\u00e1bitos de compra, podemos dirigirnos mejor al grupo que m\u00e1s nos interesa.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Identificar las necesidades y deseos de los clientes\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Al evaluar los objetivos y las necesidades de sus compradores, tendr\u00e1 una mejor idea de lo que sus clientes potenciales buscan de su empresa y de la informaci\u00f3n y las respuestas que buscan. Comprender las motivaciones de tu persona es vital para elegir c\u00f3mo vender y qu\u00e9 tipo de oferta hacer.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Adem\u00e1s, le lleva a desarrollar nuevos productos o servicios para resolver otras necesidades que pueda tener. Por \u00faltimo, te ayudar\u00e1 a determinar qu\u00e9 materiales de marketing y ventas crear en tu sitio web, correos electr\u00f3nicos, blog y redes sociales.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Comprensi\u00f3n del comportamiento de compra\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Entender c\u00f3mo compran algo sus clientes le ayudar\u00e1 a saber d\u00f3nde y cu\u00e1ndo encontrarlos. Tal vez tenga una persona que investiga 95% en Internet antes de dirigirse a una empresa. Saber esto le ayudar\u00e1 a obtener de antemano informaci\u00f3n relevante sobre lo que est\u00e1 buscando, para que pueda dirigirse a ella de acuerdo con sus deseos.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Personaliza el contenido seg\u00fan el estilo de medios que m\u00e1s utilices (por ejemplo, Tik Tok frente a Facebook).\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Saber d\u00f3nde pasan el tiempo estas personas en Internet y en el mundo te da una idea de c\u00f3mo comunicarte con ellas, c\u00f3mo llegar a nuevos clientes, qu\u00e9 tipos de contenidos crear y d\u00f3nde y c\u00f3mo promocionarlos.<\/span><\/p>

Por ejemplo, no puedes dirigirte al p\u00fablico de LinkedIn de la misma manera que te dirigir\u00edas al p\u00fablico de TikTok. Sin embargo, puedes tener personas en ambas.\u00a0<\/span><\/p>

As\u00ed que ser\u00eda bueno tener campa\u00f1as estructuradas de forma diferente que se dirijan a cada p\u00fablico por separado pero que ofrezcan la misma soluci\u00f3n.\u00a0\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Contenidos espec\u00edficos\n\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00bfHablar\u00edamos de la misma manera a un ejecutivo de banca de 50 a\u00f1os y a un fan\u00e1tico del f\u00fatbol de 18? \u00bfSe utilizar\u00edan las palabras \u00abdestrozar\u00bb y \u00abcontra\u00bb en un anuncio para estos dos grupos? Por supuesto que no. El contenido debe \u00abhablar\u00bb a su oyente. Siempre que sepa qu\u00e9 es importante para ellos, podr\u00e1 planificar su estrategia en torno a ese eje. Todo el contenido que creemos debe ir dirigido a una de tus Personas y contener informaci\u00f3n que ELLAS encuentren importante. Recuerda que el hecho de que t\u00fa, como empresario, creas que la informaci\u00f3n que proporcionas es \u00fatil no significa necesariamente que tus clientes lo hagan. Si no la encuentran \u00fatil, no la consumir\u00e1n.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Crear una lista de clientes\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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La creaci\u00f3n de listas de clientes con atributos espec\u00edficos facilitar\u00e1 el marketing por correo electr\u00f3nico al utilizarlas. Si separas tus contactos en funci\u00f3n de tus personas, cuando crees una campa\u00f1a dirigida a personas espec\u00edficas, podr\u00e1s enviar correos electr\u00f3nicos a esa lista de clientes y as\u00ed darles informaci\u00f3n directamente sin que tengan que buscarla por su cuenta.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u00bfEn qu\u00e9 nos basamos?;\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Parte de la informaci\u00f3n que necesitamos para crear un Buyer Persona\u00a0<\/span><\/p>

es:<\/span><\/p>

  • datos demogr\u00e1ficos (edad, sexo, ocupaci\u00f3n, nivel educativo, ingresos, direcci\u00f3n residencial, etc.) estatus, etc.<\/span><\/li>
  • intereses de esta persona (deportes, comida, viajes, etc.)<\/span><\/li>
  • los medios de comunicaci\u00f3n que m\u00e1s utiliza (televisi\u00f3n, revistas, Facebook, Instagram, Tik Tok, etc.)<\/span><\/li>
  • contenido preferido (texto, v\u00eddeo, foto, infograf\u00eda, etc.)<\/span><\/li>
  • respondemos a preguntas r\u00e1pidas que nos ayudan a determinar a cu\u00e1l de las Personas pertenece y las recogemos rellenando formularios o hablando con el cliente<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Conclusiones\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Es obvio que una empresa tiene muchos personajes diferentes como clientes, pero es imposible crear una estrategia de comunicaci\u00f3n y contenidos que se dirijan con \u00e9xito a todos ellos. Analizando la base de clientes existente y tras un estudio de mercado en el sector en el que opera una empresa, podemos presentar a nuestro cliente un abanico de opciones para tomar la decisi\u00f3n final sobre cu\u00e1l ser\u00e1 nuestro Buyer Persona. Despu\u00e9s de esto, el Buyer Persona se utilizar\u00e1 en varios aspectos de nuestra estrategia, desde el estilo de redacci\u00f3n publicitaria hasta los medios en los que se gastar\u00e1 m\u00e1s dinero. Esto se traduce en un mayor rendimiento de nuestro esfuerzo de comunicaci\u00f3n, ya que nuestros contenidos y acciones se centrar\u00e1n en atraer a los clientes que el empresario cree que har\u00e1n crecer mejor su negocio.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    \u03a4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 Buyer Persona; \u0397 Buyer Persona \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7\u03bc\u03b9-\u03c0\u03c1\u03b1\u03b3\u03bc\u03b1\u03c4\u03b9\u03ba\u03ae \u03b1\u03bd\u03b1\u03c0\u03b1\u03c1\u03ac\u03c3\u03c4\u03b1\u03c3\u03b7 \u03b5\u03bd\u03cc\u03c2 \u03b9\u03b4\u03b5\u03b1\u03c4\u03bf\u03cd \u03c3\u03b1\u03c2 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7. \u03a4\u03bf\u03c5 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 \u00ab\u03c3\u03c4\u03cc\u03c7\u03bf\u03c5\u00bb \u03c3\u03b1\u03c2. \u0394\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03b5\u03af\u03c4\u03b1\u03b9 \u03b1\u03c0\u03cc \u03c4\u03bf \u03c3\u03cd\u03bd\u03bf\u03bb\u03bf \u03c4\u03c9\u03bd \u03c3\u03c4\u03bf\u03b9\u03c7\u03b5\u03af\u03c9\u03bd \u03c0\u03bf\u03c5 \u03b1\u03c0\u03b1\u03c1\u03c4\u03af\u03b6\u03bf\u03c5\u03bd \u03ad\u03bd\u03b1\u03bd \u03bc\u03ad\u03c3\u03bf \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 \u03c3\u03b1\u03c2 \u03ae \u03b1\u03ba\u03cc\u03bc\u03b1 \u03ba\u03b1\u03bb\u03cd\u03c4\u03b5\u03c1\u03b1 \u03ad\u03bd\u03b1 \u03c0\u03b5\u03bb\u03ac\u03c4\u03b7 \u00ab\u03c3\u03c4\u03cc\u03c7\u03bf\u00bb. \u039f\u03b9 \u03c0\u03bb\u03b7\u03c1\u03bf\u03c6\u03bf\u03c1\u03af\u03b5\u03c2 \u03c0\u03bf\u03c5 \u03c3\u03c5\u03bb\u03bb\u03ad\u03b3\u03bf\u03bd\u03c4\u03b1\u03b9 \u03bc\u03b1\u03c2 \u03b2\u03bf\u03b7\u03b8\u03bf\u03cd\u03bd \u03bd\u03b1 \u03b4\u03b7\u03bc\u03b9\u03bf\u03c5\u03c1\u03b3\u03ae\u03c3\u03bf\u03c5\u03bc\u03b5 \u03ba\u03b1\u03b9 \u03bd\u03b1 \u03b1\u03bd\u03b1\u03bb\u03cd\u03c3\u03bf\u03c5\u03bc\u03b5 \u03c4\u03bf \u03cd\u03c6\u03bf\u03c2 \u03ba\u03b1\u03b9 \u03c4\u03bf \u03b5\u03af\u03b4\u03bf\u03c2 \u03c4\u03c9\u03bd \u03c0\u03b5\u03bb\u03b1\u03c4\u03ce\u03bd […]<\/p>","protected":false},"author":16,"featured_media":6114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-6099","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts"],"acf":[],"yoast_head":"\n\u03a4\u03b9 \u03b5\u03af\u03bd\u03b1\u03b9 \u03b7 Buyer Persona; 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