Buyer Persona VS Audience Persona

What is the difference between a Buyer Persona and an Audience Persona? Both are elements used in Digital Marketing strategies to better define and connect with the target audience. However, many global experts tell us that the Buyer Persona is no longer enough; now companies need to define the Audience Persona, and here we explain the differences.

A Buyer Persona is a fictional profile of the ideal customer for a brand. It is used to better understand customers as individuals and create advertising campaigns that are more personally targeted to a specific demographic segment. The idea is to focus on the personal needs and desires of this individual customer.

To establish a Buyer Persona, market research is conducted to identify common patterns among customers, especially behavior patterns, problems, specific desires, and needs. With this information, a fictional character that represents the ideal customer is created, defining their ambitions, desires, and even their possible daily routine.

Audience Persona: Creating Effective Communities in Digital Marketing

An Audience Persona is a fictional representation of an audience or specific collective that functions as a public for the company. This allows for the creation of more effective communication strategies. While the Buyer Persona focuses on a single customer and their purchasing process, the Audience Persona focuses on a broad group of people who share common characteristics.

Why is it necessary to create the Audience Persona? Because marketing and social media are no longer about addressing an isolated user. Now, everything is managed through communities and groups that generate a sense of belonging among their members. The Audience Persona defines those common patterns that make them members of the same collective.

The Audience Persona helps brands create communities and generate groups that feel proud to belong to the customer group of a specific product, while the Buyer Persona focuses on the individual purchase process of each member of that group. Both are necessary for an efficient strategy.

Building a Successful Audience Persona: Step-by-Step Guide

How do you create an Audience Persona? There are steps that can be followed to gather and analyze relevant information about the audience you want to represent. Here, we summarize the steps we consider necessary to create this profile:

  • Identify the objectives: It is important to be clear about why you want to generate the Audience Persona. For example, to create an effective advertising campaign or to improve communication with the followers of a brand.
  • Identify demographic characteristics: Information should be gathered about the demographic characteristics of the audience, such as age, gender, geographical location, education, marital status, and income level.
  • Identify psychographic characteristics: In addition, the psychographic characteristics of the audience, such as interests, values, beliefs that define them as a collective, should be considered.
  • Identify purchasing behaviors: It is important to know the purchasing behaviors of the audience, such as purchase frequency, the channels they use, the doubts they discuss among themselves when deciding on a product.
  • Identify communication channels: It is necessary to identify the preferred communication channels of the audience, where the members of a community interact more with each other. Groups, broadcast channels, Twitter circles, communities on Patreon or Discord, Telegram channels.
  • Create a fictional profile: With the collected information, a fictional profile of the audience can be created, which includes information such as age ranges, location, predominant professions among its members, common interests, the way they talk to each other, the type of humor.

By following these steps, you can define an Audience Persona that allows for a better understanding of the audience and the creation of more effective advertising campaigns and communication strategies. It is important to remember that the profile is fictional, but it should still be based on data and not on assumptions or stereotypes.

When your brand manages to define an Audience Persona profile, it can create content strategies that help to generate communities and also choose the communication channels in which these people can interact with each other and also with the brand.

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