{"id":15650,"date":"2020-03-23T13:23:14","date_gmt":"2020-03-23T12:23:14","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=15650"},"modified":"2022-08-07T10:13:56","modified_gmt":"2022-08-07T08:13:56","slug":"como-crear-un-buyer-persona","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/como-crear-un-buyer-persona\/","title":{"rendered":"C\u00f3mo crear un buyer persona: ejemplo y paso a paso"},"content":{"rendered":"

Un buyer persona<\/a> es la representaci\u00f3n de un potencial cliente ficticio de tu producto: tu cliente ideal<\/strong>. Se trata de una ficha que re\u00fane todas las caracter\u00edsticas que conforman el perfil de tu cliente, de modo que puedas analizar los canales y m\u00e9todos por los que llegar a \u00e9l.<\/strong><\/p>\n\n

Con esta herramienta pr\u00e1ctica<\/strong> podr\u00e1s indagar con profundidad los detalles de tu target y, en consecuencia, actuar de la manera \u00f3ptima para convertir los potenciales clientes en ventas<\/a>. Aprender a c\u00f3mo definir el buyer persona<\/strong> es de vital importancia y te ayudar\u00e1 a mejorar tus resultados.<\/p>\n

Buyer persona paso a paso<\/h2>\n

\u00bfC\u00f3mo crear un buyer persona? Respuesta f\u00e1cil: con informaci\u00f3n de calidad y buen trabajo. Para llegar a definir satisfactoriamente uno o m\u00e1s perfiles de potenciales clientes ficticios, deber\u00e1s basar tus suposiciones en informaci\u00f3n de calidad e intentar organizarla de la mejor manera posible.<\/strong> Vamos a verlo paso a paso:<\/p>\n

1. Clarifica tus necesidades<\/h3>\n

No hay ninguna f\u00f3rmula m\u00e1gica con la que conseguir un buyer persona perfecto, este ser\u00e1 un trabajo de prueba y error en el que cuanto antes definas tus necesidades y objetivos m\u00e1s eficiente ser\u00e1 tu trabajo.<\/p>\n

En esta fase deber\u00e1s poner negro sobre blanco respecto a la informaci\u00f3n sobre la que te quieres basar para construir tu buyer persona.<\/strong> \u00bfEntrevistar\u00e1s a clientes? \u00bfA cu\u00e1ntos? \u00bfUsar\u00e1s estudios previos? \u00bfAnalizar\u00e1s el mercado a partir de investigaciones de terceros?<\/p>\n

La \u00fanica manera de crear un buyer persona es recopilando informaci\u00f3n sobre tus clientes o los clientes de productos y\/o mercados similares. <\/strong>Para ello, los m\u00e9todos que puedes usar son infinitos.<\/p>\n

2. Obt\u00e9n informaci\u00f3n<\/h3>\n

Una vez definidas las fuentes de informaci\u00f3n<\/strong> (entrevistas o estudios externos) y determinados todos los par\u00e1metros<\/strong> que analizar (edad, sexo, intereses, informaci\u00f3n laboral, de consumo, etc\u00e9tera), tu trabajo se deber\u00e1 centrar en conseguir tantos datos (de calidad) como puedas.<\/strong><\/p>\n

Nuestra recomendaci\u00f3n es que consultes distintas fuentes e intentes obtener la informaci\u00f3n m\u00e1s diversa posible<\/strong>.<\/p>\n

3. Analiza en detalle<\/h3>\n

Cuando hayas recopilado todos los datos, tu labor ser\u00e1 la de organizarlos y estructurarlos. De este modo, deber\u00e1s aislar los datos discordantes, analizar tendencias, elementos compartidos entre clientes, etc\u00e9tera.<\/strong><\/p>\n

El resultado de todo ello deber\u00e1 ser uno o varios perfiles que puedan englobar el m\u00e1ximo de caracter\u00edsticas posibles<\/strong> de los descartados.<\/p>\n

4. Construye el perfil<\/h3>\n

Con la informaci\u00f3n estructurada, solo te quedar\u00e1 relacionar los datos obtenidos con tu producto <\/strong>y crear una relaci\u00f3n de consumo entre ellos. Lo cual quiere decir, que deber\u00e1s de crear un perfil de cliente ideal y su relaci\u00f3n con el producto.<\/p>\n

En este apartado te recomendamos que seas lo m\u00e1s espec\u00edfico posible<\/strong> y concretes toda la informaci\u00f3n que puedas, aunque pueda parecer irrelevante.<\/p>\n

5. Feedback y actualizaci\u00f3n<\/h3>\n

El buyer persona nunca es un perfil est\u00e1tico e inamovible al paso del tiempo<\/strong> y, para perfeccionar al m\u00e1ximo todo el potencial de la herramienta, deber\u00e1s pedir feedback a compa\u00f1eros para optimizar sus caracter\u00edsticas y actualizarlo a lo largo del tiempo.<\/p>\n

6. Aplicar la informaci\u00f3n recabada<\/h3>\n

Si hemos hecho bien nuestro trabajo, tendremos una idea clara de qu\u00e9, cu\u00e1ndo y c\u00f3mo le interesa a ese potencial cliente un determinado producto o servicio. Esto nos servir\u00e1 para hacer estrategias puntuales m\u00e1s personalizadas, como campa\u00f1as de email marketing<\/a>.<\/p>\n

Ejemplo de buyer persona<\/h2>\n

A continuaci\u00f3n, vamos a imaginarnos c\u00f3mo ser\u00eda un buyer persona simple de una librer\u00eda:<\/p>\n

    \n
  1. Nombre:<\/strong> Mar\u00eda.<\/li>\n
  2. Background:<\/strong> periodista freelance. Madre. Ha trabajado en distintos pa\u00edses. Vive en una ciudad.<\/li>\n
  3. Datos demogr\u00e1ficos: <\/strong>entre 40 y 45 a\u00f1os. Ingresos entre 1500 y 2000 \u20ac.<\/li>\n
  4. Aspectos relevantes: <\/strong>uso en crecimiento de redes sociales y disminuci\u00f3n del tiempo de lectura. Inter\u00e9s por ensayos de pol\u00edtica, econom\u00eda e historia. Estilo de vida de movilidad permanente.<\/li>\n
  5. Sus retos:<\/strong> desconexi\u00f3n con amistades y familia por nuevas obligaciones. Carece de tiempo para leer como hac\u00eda antes. Cada vez m\u00e1s, prefiere lecturas cortas, variadas y que sienta de \u00abobligada lectura\u00bb (recomendaciones directas).<\/li>\n
  6. Sus metas: <\/strong>trabajar de manera indefinida como editora en un peri\u00f3dico.<\/li>\n
  7. \u00bfQu\u00e9 necesita? <\/strong>Recomendaciones y ayuda para leer m\u00e1s asiduamente.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Un buyer persona es la representaci\u00f3n de un potencial cliente ficticio de tu producto: tu cliente ideal. Se trata de una ficha que re\u00fane todas las caracter\u00edsticas que conforman el perfil de tu cliente, de modo que puedas analizar los canales y m\u00e9todos por los que llegar a \u00e9l. Con esta herramienta pr\u00e1ctica podr\u00e1s indagar […]<\/p>\n","protected":false},"author":22,"featured_media":15649,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1497],"tags":[],"class_list":["post-15650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"\nC\u00f3mo crear un buyer persona: ejemplo y paso a paso<\/title>\n<meta name=\"description\" content=\"\u00bfC\u00f3mo crear un buyer persona? 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