Qu’est-ce qu’un buyer persona ? Pour mieux comprendre vos clients Grâce au buyer persona, vous aurez la possibilité de comprendre réellement qui sont vos clients, quels sont leurs besoins pour y répondre facilement et rapidement.
Avec une analyse très précise sur les motivations et les freins de votre client cible, vous serez à même de pouvoir lui offrir ce dont il a besoin. En effet, utiliser la technique des buyers personas, est un excellent moyen pour les entreprises de pouvoir comprendre le parcours de leurs clients, notamment en e-commerce, et cela, dans n’importe quel secteur d’activité. Pour construire ou adapter votre stratégie marketing inbound. Développer des buyer personas en 5 étapes. Un buyer persona décrit votre client idéal.
Il représente tout un segment de votre clientèle et apporte une réponse à la question « qui est mon client et qu’est-ce qui le motive ? ». En utilisant des buyer personas, vous pouvez concentrer vos efforts sur un seul point : attirer et convertir les bonnes personnes et entreprises. Car quel chef d’entreprise veut consacrer de l’argent et de l’énergie à des groupes-cibles qui n’achèteront jamais ses produits et ne recourront jamais à ses services ? Aucun. Le créateur initial des buyer personas, Tony Zambito, définit les personas comme : « des archétypes, basés sur de la recherche, de : qui sont nos clients,ce qu’ils essaient d’atteindre,quels objectifs stimulent leur comportement,comment ils pensent,comment ils achètent,pourquoi ils décident d’acheter quelque chose. » Grâce aux personas, il est plus facile de placer le client au centre de votre communication.
ÉTAPE 1 : Qui sont mes clients ? ÉTAPE 2 : Déterminez le canal Quelques conseils : How to Create a Buyer Persona Map. Buyer personas.
Creating potential customer profiles is often enough to make even the best marketer freeze in their tracks – and realize how little they really know about their prospects. If this sounds like you, don’t worry. And even if you’ve never created a buyer persona in your life, today’s article will help make sense of the process by giving you a sort of “map” to follow. Let’s take a closer look. Starting Fresh: Getting the Basics The very first step in your map is going to be the core information about your customer. GenderAge rangeJob titleJob responsibilitiesSalaryRegion You can likely get that much from the data stored in your CRM. I’d also recommend “humanizing” the persona with a name and image. Learning from Example For our example here, we’ve chosen to work with Lucy, a marketing director in her late 40s. Her job primarily entails lead generation, sales management, and gathering competitive intelligence.
Now, to liken this back to a map concept, we’ve got our starting point. Customer and user journey maps. The basics of customer and user journey maps We explain what customer journey mapping is, why it is important and how you can use it for your own needs.
We also offer some customer journey map examples that you can use as inspiration towards the end of this article. Lets get started right away: In this video we’re going to talk about what a journey map is, how it can be used in your organization and what value it provides: If you are looking for more detailed information, take a look at the rest of this article. Here we will provide you with the most important information about journey maps and how to work with them. What is a customer journey map? Journey maps visualize the experiences a customer (or user, or employee, citizen etc.) has over a certain time. What is customer journey mapping? Customer journey mapping makes intangible customer experiences visible and facilitates a common and empathic understanding between all team members. Why is customer journey mapping important? 1. 2. Target Marketing and Market Segmentation. Target marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of the customers whose needs and desires most closely match your product or service offerings.
It can be the key to attracting new business, increasing sales, and making your business a success. The beauty of target marketing is that aiming your marketing efforts at specific groups of consumers makes the promotion, pricing, and distribution of your products and/or services easier and more cost effective and provides a focus to all of your marketing activities. For instance, suppose a catering business offers catering services in the client’s home. Instead of advertising via a newspaper insert that goes out to everyone, the caterer would first identify the target market for its services. Demographic Segmentation Demographic grouping is based on measurable statistics, such as: GenderAgeIncome levelMarital statusEducationRaceReligion Sources.