The objective, in fact, cannot be to indiscriminately hit all the players that operate in the reference market for the company. Instead, messages should be addressed only to subjects who have certain characteristics (role, age, sector of the company in which they work, etc.) and specific interests and behaviors.
So how can we establish who the right target of corporate content is? To correctly define the figures to intercept, we can rely on Buyer Personas , real personifications of the reference user to whom we want to address advertising messages. In simple terms, it is a representation , however hypothetical and generic, of the company's ideal customer , from which we will start to define the potential buyers of our products and services.
A famous buyer persona
In 1942 in via Rattazzi in Alba, Piedmont, a man opened a sweets laboratory where he mainly used hazelnuts to prepare his delicacies because they were particularly abundant at that time (full Second World War) and had a sufficiently low cost. The pastry shop, which today has 78 consolidated companies worldwide, 22 factories and distribution in over 160 countries is the daughter of Pietro Ferrero, from whom the main company took its name, Ferrero precisely. Mr. Pietro's secret? Valeria , a figurative transposition of the mother who does the shopping, the grandmother, the aunt, the consumer who can decide in just one moment whether your product will become famous in the world or will fall into oblivion. In short, the buyer persona of Ferrero .
The steps for developing a Buyer Personas
Analyze the data
To be able to intercept people's needs, it is necessary to be able to respond to their needs . It is therefore essential to start from an analysis phase , which can be carried out both through the use of tools, such as interviews and questionnaires, and through Analytics and the analysis of conversations within social media. A very important source of data is the experience of the sales team: being in daily contact with buyers and potential buyers allows you to collect information regarding the needs and requirements of the subjects to whom the marketing activities will be addressed .
After the analysis, it is time to put the information collected into practice, re-adapt it and re-elaborate it according to a very specific scheme. The metrics that will be taken into consideration france telegram data generally concern 3 topics: solutions offered, company target and reference figures.
Check the solutions offered
Before thinking about who the buyer persona to propose your product to could be, you need to think about the solutions you are going to offer. Each of them could in fact have a very distinct subject of reference. It will be necessary to carefully analyze what the specific features of the solution to be proposed are , what the characteristics are that differentiate it from others on the market and what the competitors are that operate in the same scenario in which the company operates.
You will then get an assessment of what the actual strengths and weaknesses are, trying to focus all communication on the former and putting the latter in the background.
Choosing the company target
In a second moment, we proceed with the analysis of the companies potentially targeted by the proposed solution. We will take into consideration the sector, the company size, the turnover, the geographical position and any particular needs, such as some obligations related to legal regulations. The objective is to establish which are the most attractive companies , dividing them into subgroups based on the sector and/or size. This will allow the development of different engagement methods , both in terms of the tools used and the time horizon of the start and end of each campaign.
