Using Social Media to Communicate With Your Buyer Persona

The term buyer persona has been gradually introduced into the marketing industry; however, that does not mean it is being used correctly. 7 common mistakes when creating your B2C buyer persona. A buyer persona is a semi-fictional character whose behavior, socioeconomic level, interests and other aspects match those of your potential customer. For this reason, your social media marketing efforts should be carried out based on your buyer persona. 

Recommended article: Properly build your B2B buyer persona 

Using a buyer persona on social media creates two types of opportunities for your business: 

The first is that companies generate a noticeable increase in sales, which helps them keep improving according to the results of the objectives set, based on the campaigns run for each type of buyer persona. The second is that using buyer personas helps your business stay ahead of the competition thanks to a clear knowledge of whom you are addressing; therefore, the sooner you adapt buyer personas to your social media strategy, the further ahead you will be. Buyer Persona: The key to the success of your commercial strategy 

Table of contents:  

• Why is the buyer persona important for your social media? 

• How can you use social media to gather data on your buyer persona? 
  

Why is the buyer persona important for your social media? 

You probably think that creating a semi-fictional character is a waste of time, but a well-researched audience helps your marketing team attract and retain potential customers, in addition to seeing more effective results than when launching campaigns to a broad, randomly chosen segment. The 4 most common mistakes when creating your B2B buyer persona 

Make your Buyer Persona memorable for your team, staying informed about the different types of customers, their interests and their buying habits is a great advantage in every aspect of your business. Because through each buyer persona you can generate quality, relevant content for users, so that it guides them through each stage of the buyer's journey and they maintain a loyal relationship. 

How can you use social media to gather data on your buyer persona? 

• Facebook Insights 

This analytics tool gives you different types of data about the people who visit your page and click on your Facebook ads. You can see the demographic data of the Facebook users who actively interacted with your page, study it and classify it according to your buyer personas. The data on the different behaviors they generate helps you better understand the audience that interacts with your existing posts and lets you adjust your message for greater engagement in future posts. Related article: 10 reasons why you need a Buyer Persona and not an Archetype. 

• Twitter Analytics 

Just like Facebook, Twitter shows in its analytics module a detailed breakdown of data on your page's followers, such as gender, geographic location, among others. By obtaining this data, you can compare across platforms to see whether your audience is the same; you may even need to create more buyer personas. 

Twitter Analytics also shows you your audience's main interests, music, entertainment and others, which help you emphasize the objectives when planning a campaign launch. 

Do not forget that the best approach is to create a realistic representation of your database, with information from as many sources as possible. Each platform or social network does not represent your entire audience. For this reason, it is important to monitor the data that each one gives you in order to create the right buyer personas and, through them, the right content.