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Inbound marketing is based on the following strategy: knowing your audience well . Doing so allows you to offer them exactly what they need at any given time.
This makes inbound marketing a non-intrusive technique, since it is the customer who will be interested in your product or service. In traditional marketing, outbound marketing , all efforts were focused on chasing customers by extolling the benefits of a particular product.
Inbound marketing aims to do exactly the opposite: to make the customer fall in love with the product. And how do you achieve this? By implementing a marketing strategy that attracts potential customers, offering them relevant content and providing them with value at each stage of their journey as buyers (the customer journey ).
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As you can see, knowing your customer well is essential in inbound marketing , and that is why there are several concepts related to it that are probably familiar to you: target audience, ideal customer and buyer persona.
Although, as we say, all three are related to knowing the customer, they are not the same and have substantial differences. It is important that you understand well what they are and what we mean by each of these concepts, since they are often confused.
Below we explain each of the concepts, in order of detail in terms of customer knowledge: from the most general to the most detailed.
Buyer Persona Template
Page Contents
1. What is the Target Audience in marketing?
2. Delimit your target audience:
3. Example of a client or target audience
4. What do we consider an ideal client?
5. The buyer persona in Inbound Marketing
6. Guide your content strategy
7. Advantages and Benefits of creating a Buyer Persona
8. How to identify your target audience?
9. Differences between Target Audience and Buyer Persona
10. Why is it important to have your buyer persona identified?
1. What is the Target Audience in marketing?
The target audience, also known as target, is the most generic of the categories. As a definition of target audience, we can say that they are a group of people to whom our product is directed, and it is defined based on various sociodemographic factors, such as age, sex, economic level, educational level and consumer habits.
This is a rough classification , an approximation that will not allow you to personalize the needs of your clients. However, it is at the base of the pyramid in terms of knowledge of your client.
It is the starting point and therefore, defining your target audience is the first thing you have to do in your inbound marketing strategy , in order to be able to carry out an analysis, create and subsequently define your buyer persona.
2. Delimit your target audience:
The aspects that you must consider to define your target audience, also called target client, are mainly the following:
Sex
Age
Location
Training / educational level
Socioeconomic level
Training
Consumption habits
3. Example of a client or target audience
An example of the target audience is the following: if you have a brand of natural cosmetics for men, your target audience could be men between 30 and 55 years old, with medium-high purchasing power an brazil telegram phone number list d higher education, who care about their appearance and have healthy consumption habits.
That is, you define only the general characteristics of a group, but it helps us to better understand who our consumer will be.
4. What do we consider an ideal client?
The ideal client, or, using Anglo-Saxon terminology, Ideal Customer Profile , is the definition of your perfect client: the product you offer is 100% adapted to their needs . That is why they identify with your brand and are committed to it, purchasing from it frequently and being an ambassador for it.
Sounds good, right? In short, this is your “dream customer.” Identifying them is key, as it will allow you to offer personalized messages and content, thus avoiding wasting energy and resources attracting those who do not have this profile to your brand.
In addition, you will obtain basic information about your client, such as what they are like, where you can find them, and what language and channels to use when you contact them.
Having your ideal client well defined will allow you to do the following:
Create appropriate content
Optimize your advertising campaigns
Design your products or services better
Improve conversion
Improve sales
Ideal Client Example
An example of an ideal customer, continuing with the men's natural cosmetics brand, is a man between 30 and 55 years old and of a medium-high socioeconomic level, who allocates a high monthly budget to purchasing your products. The product fully satisfies their need for natural cosmetics, and that is why they recommend it to people around them with similar concerns.
How to define your target audience
It is very important to know how to define and be very clear about who your ideal client or consumer is, because it does not always have to be him or her; the one who decides to opt for the service or products you offer; this will depend on the type of profile of your clients.
Profile Types, within the purchasing process
Depending on the role they play in the purchasing process, consumers can be classified according to one type of profile or another; there
