Digital strategy and persona building

digital strategy

In the elaboration of this digital strategy the construction of the persona is a fundamental item. Building a brand reputation, both online and offline, is one of the primary goals of corporate communication. Once a company gains a positive perception from its target audience, it can also achieve business objectives, whether it is retail or service supply, B2B or B2C.

With the advancement of the internet, digital marketing has become one of the biggest sales and brand recognition tools, with new concepts and formulas to reach more and more precisely the desired audience – the famous target audience, or target And from that concept came the persona: a fictional representation of the ideal customer of a business.

Far beyond the intended audience, the persona is based on actual demographics and behavior, and considers clients’ personal history, habits, interests, profession, goals, challenges and frustrations.

Persona x Audience

The most important point in knowing the difference between persona and audience is from the point that both are not synonymous. While the target audience covers a large portion of the population for whom the products or services are intended, the persona represents the ideal customer in a personalized and humane way. See below the difference between both:

  • Target Audience

Women from 18 to 35 years old, residing in São Paulo, interested in classical ballet and jazz, with monthly income from R$ 3,000.00. They are looking for quality dance products and articles.

  • Persona

Maria Eduarda is 24 years old and is a dancer at the São Paulo Municipal Theater and a ballet teacher for children from 6 to 11 years old. She is at the beginning of her career and one day she dreams of being the soloist of the company she dances for. She seeks quality products, technology and value compatible with its purchasing power.

From the customer base, you can investigate who or what the business personas would be and develop more assertive sales strategies to reach those potential customers. Seek to understand how your product or service is perceived in the market, strengths and weaknesses, and how defining the persona can help with this strategic turn.

The importance of defining a persona

It is well known that the ultimate goal of persona creation is, of course, to sell more – be it a product, service or reputation. However, along the way, there are many important steps to converting potential customers.

To build the digital presence of a brand, it is essential to invest in the production of content for blog and social networks. The persona helps determine the best content to achieve these goals, tone of voice, themes, and style of posts.

In addition, the persona helps to understand how the potential consumer seeks, receives, and consumes information, and the most accurate way to design marketing strategies for this ideal customer. It is a key tool for leveraging digital presence, brand awareness and product and service sales.

By Bárbara Christan