If you want to do content marketing , developing Buyer Personas is essential. It is impossible to generate content and create ad hoc products when you do not even know who your customer is, what their wishes are, their fears or those problems that you can help them solve. Buyer Persona is an archetypal representation of your ideal clients (here is a template to make it ). You create it by combining various data from your consumers (obtained from analytics, customer service, Uganda Phone Number List social networks , information from your salespeople, interviews, etc.). As you will see, it is impossible to capture leads without such a document, and therefore it is not feasible to generate conversions. Once we have defined our Buyer Persona, we will come across segments very close to them whom we do not want as customers. They are the Negative Buyer People (sounds better than just telling them Negative People ) Who exactly are they? These are people who are very similar to our ideal client but we do not really want to target. Why wouldn’t you want them? – We were asked in a marketing conference – They are potential after all or not? Imagine that you have a coffee shop and that every week you post a new video on your YouTube channel about some type of coffee that you prepare in the place. Your buyer persona, broadly speaking, could be the people who live or work near your cafeteria, who like its atmosphere, who are lovers of coffee varieties and who also consume online content.
However, beyond that there will be those who comply with all this, but do not want to pay the price of one of your coffees and prefer to buy one from the machine or in a convenience store. Negative Buyer Persona … looks alike … but not what you are looking for. Negative Buyer Persona – Looks like but not what you’re looking for Right and wrong strategies when segmenting It is said that of 100% of the market, 20% will be prone to your brand, 20% will be detractors and 60% will be indifferent. A perfect strategy is to focus on your 20% proclivity, they are your buyer person and you can generate a lot of engagement . An expansion or diversification strategy could contemplate targeting part of the 60% who are indifferent… but ironically, MANY brands try to convince the 20% who are not related to their product. This is the biggest nonsense you can do! Many entrepreneurs fall into the trap of thinking that their product is for everyone. Recognizing that someone may hate our product or that we cannot satisfy a certain group is far from pleasant, as it confronts us with reality: the limitations of our products, the variety of real customers, existing problems and challenges; but it helps us grow and understand who our tribe is (the 20% inclined). Salespeople tend to overlook their real customers and live in fantasy about their customers.
They create communication for theoretical clients (because they identify with or aspire to them) while neglecting real clients. The key here is to spot the problem and take a deep look back at who your product is for, and who it isn’t. Looking from different angles: positive and negative, you will get a more complex view and help you to separate the important from the trivial aspects of your relationship with your real clients. A marketing maxim says: strategy is not knowing what to do, but knowing what NOT to do. Drawing your non-customers, Uganda Phone List Buyer Persona Negativos, will give you a great starting point to create Buyer Personas, as you start by eliminating types of customers that your product or service is not targeting. Concluding, a negative person helps you understand that not everyone will be interested in your offer, so you can better plan for those who will. Plus, you’ll save a lot of stress, frustration, and disappointment down the road (for example, by handling negative customer feedback). So if you want to know who your customer is, start by checking who they are not.