{"id":6684,"date":"2017-09-12T11:50:36","date_gmt":"2017-09-12T11:50:36","guid":{"rendered":"https:\/\/www.im.education\/blog\/?p=6684"},"modified":"2021-05-27T10:04:59","modified_gmt":"2021-05-27T10:04:59","slug":"buyer-persona-esencial-papel-las-estrategias-marketing","status":"publish","type":"post","link":"https:\/\/www.im.education\/blog\/buyer-persona-esencial-papel-las-estrategias-marketing\/","title":{"rendered":"La Buyer Persona y su (esencial) papel en las estrategias de marketing"},"content":{"rendered":"<p><span style=\"font-family: 'Arial','sans-serif'; color: #333333; background: white;\">En un marco econ\u00f3mico donde la competencia es feroz y el abanico de opciones para el usuario roza lo inabarcable, se antoja fundamental conocer al detalle al cliente potencial para nuestro producto. Existen numerosas maneras de saber m\u00e1s sobre posibles nichos de mercado, siendo la figura del <\/span><b><span style=\"white-space: pre-wrap;\">buyer persona<\/span><\/b><span style=\"white-space: pre-wrap;\"> una de las t\u00e9cnicas al alza de la actualidad. <\/span><\/p>\n<p><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #333333; background: white;\">El t\u00e9rmino se ha vuelto habitual en el lenguaje del Social Media Manager moderno, pero, \u00bfqu\u00e9 es exactamente una <\/span><b>buyer persona<\/b>? La representaci\u00f3n ficticia de nuestro cliente ideal construido gracias a varios datos esenciales que hemos recopilado previamente, como su situaci\u00f3n demogr\u00e1fica, su comportamiento y sus necesidades. La finalidad es definir al mil\u00edmetro la relaci\u00f3n empresa-usuario. <\/span><\/p>\n<h2 style=\"margin: 0cm 0cm 0.0001pt; background: white; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Motivos para confeccionar un buyer persona<\/span><\/b><\/span><\/h2>\n<p>\u00a0<\/p>\n<p>La configuraci\u00f3n de nuestro modelo de usuario nos proporcionar\u00e1 tres ventajas con efecto inmediato en nuestras estrategias y, sobre todo, en nuestros bolsillos:<\/p>\n<p style=\"margin: 0cm 0cm 0.0001pt; background: white; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Conocer a nuestra audiencia<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Saber cu\u00e1ndo, d\u00f3nde y c\u00f3mo quiere recibir informaci\u00f3n sobre nuestro producto o servicio es fundamental para desarrollar nuestras futuras campa\u00f1as de marketing.<\/span><\/span><\/p>\n<p style=\"margin: 0cm 0cm 0.0001pt; background: white; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Mejora en la comunicaci\u00f3n<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Comprender la naturaleza de nuestro p\u00fablico, adem\u00e1s de sus necesidades, nos permitir\u00e1 transmitir mensajes m\u00e1s efectivos y satisfactorios. <\/span><\/span><\/p>\n<p style=\"margin: 0cm 0cm 0.0001pt; background: white; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Menos gasto, m\u00e1s beneficio<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Si sabemos qu\u00e9, c\u00f3mo y a qui\u00e9n vender, definiremos con mayor precisi\u00f3n nuestra campa\u00f1a, lo que se traduce en menor inversi\u00f3n y en mayores beneficios a corto plazo. <\/span><\/span><\/p>\n<p>\u00a0<\/p>\n<h2 style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">\u00bfQu\u00e9 tipo de datos necesitamos para hacer un retrato robot de nuestro cliente potencial?<\/span><\/b><\/span><\/h2>\n<p><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Cuantos m\u00e1s datos tengamos sobre nuestra comunidad, m\u00e1s exhaustivo ser\u00e1 nuestra buyer persona<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Podemos fijar infinidad de par\u00e1metros para este trabajo, aun as\u00ed, existen varios elementos que debemos incluir necesariamente:<\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Informaci\u00f3n demogr\u00e1fica<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Edad, sexo, lugar de residencia, etc.<\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Situaci\u00f3n econ\u00f3mica<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Puesto de trabajo, econom\u00eda familiar, posibilidad econ\u00f3mica para gastar en nuestros productos.<\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Particularidades<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Rasgos que identifiquen a nuestro personaje. Aqu\u00ed se incluyen, por ejemplo, actitudes concretas, lenguaje y actitud f\u00edsica delante de un dispositivo.<\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Afinidades y conducta. <\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">\u00bfQu\u00e9 hace en su tiempo libre? \u00bfCu\u00e1les son sus gustos personales? Cuando lleva a cabo una acci\u00f3n, ya sea comercial o no, \u00bfc\u00f3mo la realiza?<\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Canales habituales<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Cu\u00e1les son sus m\u00e9todos habituales para comunicarse, comprar, realizar todo tipo de consultas, etc.<\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Motivaciones<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. Qu\u00e9 lleva a nuestro cliente potencial a comprar un producto. <\/span><\/span><\/p>\n<p style=\"background: white; margin: 0cm 0cm 15pt; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Objetivos y soluciones<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. \u00bfQu\u00e9 busca concretamente? \u00bfQu\u00e9 podemos hacer nosotros como empresa para ayudarle a conseguir dicha meta?<\/span><\/span><\/p>\n<h2 style=\"margin: 0cm 0cm 0.0001pt; background: white; text-align: left;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: black;\">\u00bfC\u00f3mo podemos obtener la informaci\u00f3n para crear a nuestra buyer persona?<\/span><\/b><\/span><\/h2>\n<p>\u00a0<\/p>\n<p><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Encuestas personales o grupales.<\/span><\/b><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\"> El contacto directo brinda una informaci\u00f3n m\u00e1s fiable, aunque es una modalidad que requiere un periodo de tiempo muy prolongado.<\/span><\/span><\/p>\n<p style=\"margin: 0cm; margin-bottom: .0001pt; text-align: justify; background: white;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Entrevistar a nuestros clientes.<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\"> Por norma general, esta v\u00eda se lleva a cabo a trav\u00e9s de llamadas telef\u00f3nicas. Tambi\u00e9n formularios por correo.<\/span><\/span><\/p>\n<p style=\"margin: 0cm; margin-bottom: .0001pt; text-align: justify; background: white;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Redes sociales<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">. En la era de la comunicaci\u00f3n global se hace indispensable utilizar estas herramientas para lograr datos.<\/span><\/span><\/p>\n<p style=\"margin: 0cm; margin-bottom: .0001pt; text-align: justify; background: white;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">An\u00e1lisis de nuestra web.<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">\u00a0P\u00e1ginas m\u00e1s visitadas, \u00edndice de rebote, contenidos m\u00e1s descargados\u2026<\/span><\/span><\/p>\n<p style=\"margin: 0cm; margin-bottom: .0001pt; text-align: justify; background: white;\"><span style=\"white-space: pre-wrap;\"><b><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Conocer a nuestros competidores.<\/span><\/b><\/span><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\"> Observar los puntos fuertes y d\u00e9biles de su comunicaci\u00f3n para moldear la comunicaci\u00f3n con nuestros clientes.<\/span><\/span><\/p>\n<p><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">La construcci\u00f3n de una <b>buyer persona<\/b><\/span> es la opci\u00f3n m\u00e1s completa y efectiva para trabajar campa\u00f1as m\u00e1s precisas y, en un periodo m\u00e1s breve de lo que podamos imaginar, m\u00e1s beneficiosas para nuestros intereses econ\u00f3micos y de marca.<\/span><\/p>\n<p><span style=\"white-space: pre-wrap;\"><span style=\"font-family: 'Arial','sans-serif'; color: #2e1232;\">Si deseas aprender en profundidad todas las caracter\u00edsticas que componen una estrategia de captaci\u00f3n, fidelizaci\u00f3n \u00a0o conversi\u00f3n, te recomendamos darle un vistazo a nuestro<strong> <a href=\"https:\/\/www.im.education\/formacion-comunicacion-digital\/\">C<\/a><\/strong><\/span><a href=\"https:\/\/www.im.education\/formacion-comunicacion-digital\/curso-estrategias-marketing\/\"><b>urso T\u00e9cnico Superior en Estrategias de Marketing de Contenidos.<\/b><\/a><\/span><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un marco econ\u00f3mico donde la competencia es feroz y el abanico de opciones para el usuario roza lo inabarcable, se antoja fundamental conocer al detalle al cliente potencial para nuestro producto. Existen numerosas maneras de saber m\u00e1s sobre posibles nichos de mercado, siendo la figura del buyer persona una de las t\u00e9cnicas al alza &#8230; <a title=\"La Buyer Persona y su (esencial) papel en las estrategias de marketing\" class=\"read-more\" href=\"https:\/\/www.im.education\/blog\/buyer-persona-esencial-papel-las-estrategias-marketing\/\" aria-label=\"Leer m\u00e1s sobre La Buyer Persona y su (esencial) papel en las estrategias de marketing\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":3,"featured_media":6701,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-6684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-de-actualidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Buyer Persona y su 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