{"id":89,"date":"2016-04-11T18:01:02","date_gmt":"2016-04-11T18:01:02","guid":{"rendered":"http:\/\/nacao.digital\/blog\/?p=89"},"modified":"2022-09-08T10:17:49","modified_gmt":"2022-09-08T13:17:49","slug":"post-2-da-serie-sobre-inbound-definindo-buyer-personas","status":"publish","type":"post","link":"https:\/\/nacao.digital\/blog\/post-2-da-serie-sobre-inbound-definindo-buyer-personas\/","title":{"rendered":"Como definir buyer personas?"},"content":{"rendered":"<p class=\"last-modified\"> <b> <i> Este conte\u00fado foi atualizado em: 08\/09\/2022 <\/i> <\/b> <\/p><p>No primeiro post dessa s\u00e9rie, <a href=\"http:\/\/www.nacao.digital\/blog\/blog\/o-que-%C3%A9-inbound-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">explicamos o que \u00e9 o Inbound Marketing<\/a>. Se voc\u00ea prestou aten\u00e7\u00e3o, entendeu que o Inbound em sua ess\u00eancia \u00e9 a mistura de dois ingredientes: conte\u00fado e contexto.<\/p>\n<p><!--more-->Tenho certeza de que voc\u00ea j\u00e1 viu pe\u00e7as publicit\u00e1rias fant\u00e1sticas, que n\u00e3o tinham nada a ver com voc\u00ea. Se voc\u00ea der uma\u00a0voltinha pela sua timeline no Facebook, vai encontrar algu\u00e9m que n\u00e3o fez a tarefa de casa e est\u00e1 te mostrando algo completamente sem relev\u00e2ncia. Esse \u00e9 um dos pontos chave do inbound: contexto. Nesse post, vamos mostrar os passos que voc\u00ea precisa dar para ter <a href=\"http:\/\/conteudo.nacao.digital\/guia-completo-de-inbound-commerce\/?utm_source=site&amp;utm_medium=materialeducativo&amp;utm_content=guiainboundcommerce&amp;utm_campaign=guiainboundcommerce\" target=\"_blank\" rel=\"noopener noreferrer\">sucesso com Inbound<\/a> Marketing, partindo da defini\u00e7\u00e3o do p\u00fablico-alvo, ou como n\u00f3s chamamos, Buyer Personas.<\/p>\n<h2><strong>O que s\u00e3o Buyer Personas?<\/strong><\/h2>\n<p>Buyer Personas s\u00e3o personagens semi-fict\u00edcios, criados com base em dados reais e conhecimento de mercado, que definem o comportamento, desafios e objetivos de um cliente.<\/p>\n<h2><strong>Os passos para\u00a0criar um buyer persona<\/strong><\/h2>\n<h3><strong>1. O que voc\u00ea vai perguntar na pesquisa<\/strong><\/h3>\n<p>Voc\u00ea precisa saber quais perguntas s\u00e3o relevantes para o seu nicho de mercado. Al\u00e9m das perguntas sobre o comportamento demogr\u00e1fico, recomendamos algumas perguntas universais como: Como o sucesso do seu trabalhado \u00e9 mensurado? Quais s\u00e3o os seus maiores desafios? Quais s\u00e3o seus maiores objetivos?<\/p>\n<h3><strong>2. Determinar como voc\u00ea vai fazer a pesquisa<\/strong><\/h3>\n<p>Existem v\u00e1rias maneiras de se fazer isso:<\/p>\n<ul>\n<li>Enviando uma pesquisa aos seus clientes atuais<\/li>\n<li>Entrevistando os seus clientes atuais<\/li>\n<li>Conversando com pessoas da sua empresa, que conhecem o cliente<\/li>\n<li>Procurar palavras-chave do mercado nas redes sociais<\/li>\n<li>Buscas no LinkedIn<\/li>\n<\/ul>\n<blockquote><p>Com quantas pessoas eu devo falar?\u00a0Com quantas voc\u00ea precisar para descobrir uma tend\u00eancia clara dentre as respostas.<\/p><\/blockquote>\n<h3><strong>3. Compilando as respostas<\/strong><\/h3>\n<p>Voc\u00ea precisa de organiza\u00e7\u00e3o para poder visualizar tudo em um lugar s\u00f3. Assim os dados v\u00e3o fazer muito mais sentido. Recomendamos o uso de ferramentas que ir\u00e3o facilitar a sua vida, como o Excel, <a href=\"https:\/\/evernote.com\/intl\/pt-br\/\" target=\"_blank\" rel=\"noopener noreferrer\">Evernote<\/a> e <a href=\"https:\/\/trello.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trello<\/a>.<strong><strong><br \/>\n<\/strong><\/strong><\/p>\n<h3><strong>4. Definindo o buyer persona<\/strong><\/h3>\n<p>Agora \u00e9 hora de juntar tudo que voc\u00ea j\u00e1 compilou e criar o seu Buyer Persona. Aquele cliente ideal, que te d\u00e1 20% do trabalho e 80% do faturamento. 4 pontos chave para te guiar:<\/p>\n<ul>\n<li>O personagem deve ser fict\u00edcio, mas dentro da realidade<\/li>\n<li>Sempre tenha uma persona principal<\/li>\n<li>Concentre-se nos motivos por tr\u00e1s das atitudes do Buyer Persona<\/li>\n<li>Conte a hist\u00f3ria completa do personagem<\/li>\n<\/ul>\n<blockquote><p><strong>Dica importante: buyer personas n\u00e3o s\u00e3o cargos, nem mercados, nem pessoas reais espec\u00edficas. Se voc\u00ea chegou a esse resultado, comece novamente.<\/strong><\/p><\/blockquote>\n<h2><strong>Conclus\u00e3o<\/strong><\/h2>\n<p>Alguns detalhes no processo de defini\u00e7\u00e3o do Buyer Persona podem n\u00e3o parecer importantes, mas s\u00e3o! A cada etapa do processo voc\u00ea vai aprender mais sobre a pessoa que voc\u00ea procura encantar. Aqui na Na\u00e7\u00e3o Digital, como ag\u00eancia de Inbound Marketing, dependemos muito do trabalho feito nessa fase, ainda mais porque lidamos com muitos p\u00fablicos diferentes. <strong><strong><br \/>\n<\/strong><\/strong><\/p>\n<p><a href=\"http:\/\/conteudo.nacao.digital\/guia-completo-de-inbound-commerce\/?utm_source=site&amp;utm_medium=materialeducativo&amp;utm_content=guiainboundcommerce&amp;utm_campaign=guiainboundcommerce\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-1560\" src=\"http:\/\/nacao.digital\/blog\/wp-content\/uploads\/2017\/12\/cta-inbound-commerce.png\" alt=\"\" width=\"633\" height=\"327\" srcset=\"https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2017\/12\/cta-inbound-commerce.png 1200w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2017\/12\/cta-inbound-commerce-300x155.png 300w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2017\/12\/cta-inbound-commerce-768x397.png 768w, https:\/\/nacao.digital\/blog\/wp-content\/uploads\/2017\/12\/cta-inbound-commerce-1024x529.png 1024w\" sizes=\"(max-width: 633px) 100vw, 633px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este conte\u00fado foi atualizado em: 08\/09\/2022 No primeiro post dessa s\u00e9rie, explicamos o que \u00e9 o Inbound Marketing. Se voc\u00ea prestou aten\u00e7\u00e3o, entendeu que o Inbound em sua ess\u00eancia \u00e9 a mistura de dois ingredientes: conte\u00fado e contexto.<\/p>\n","protected":false},"author":8,"featured_media":90,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[312],"tags":[348],"post_series":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Como definir buyer personas?<\/title>\n<meta name=\"description\" content=\"Acesse o conte\u00fado dispon\u00edvel no blog da Na\u00e7\u00e3o Digital e entenda o conceito de buyer personas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nacao.digital\/blog\/post-2-da-serie-sobre-inbound-definindo-buyer-personas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" 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