{"id":5047,"date":"2020-08-27T18:21:59","date_gmt":"2020-08-27T18:21:59","guid":{"rendered":"https:\/\/prettylinks.com\/?p=5047"},"modified":"2020-08-27T18:22:01","modified_gmt":"2020-08-27T18:22:01","slug":"create-a-buyer-persona-for-targeted-marketing","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/es\/blog\/create-a-buyer-persona-for-targeted-marketing\/","title":{"rendered":"Crear un Buyer Persona para el Marketing Dirigido"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenido<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69dea32a06336\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69dea32a06336\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/es\/blog\/create-a-buyer-persona-for-targeted-marketing\/#What_is_a_Buyer_Persona\" >\u00bfQu\u00e9 es un Buyer Persona?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/es\/blog\/create-a-buyer-persona-for-targeted-marketing\/#Buyer_Personas_Marketing_to_People_Not_Numbers\" >Buyer Personas Marketing para personas, no para n\u00fameros<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/es\/blog\/create-a-buyer-persona-for-targeted-marketing\/#What_Makes_Up_Buyer_Personas\" >\u00bfQu\u00e9 es un comprador persona?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/es\/blog\/create-a-buyer-persona-for-targeted-marketing\/#How_Can_an_Online_Business_Utilize_Buyer_Personas\" >\u00bfC\u00f3mo puede un negocio en l\u00ednea utilizar los Buyer Personas?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/es\/blog\/create-a-buyer-persona-for-targeted-marketing\/#Buyer_Personas_Deliver_Results\" >El comprador persona da resultados<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Lo m\u00e1s probable es que usted dedique mucho trabajo a formular las decisiones que afectan a su marketing. Sabe que la planificaci\u00f3n es la parte m\u00e1s importante del marketing a la hora de decidir cu\u00e1nto dinero gastar para trazar sus indicadores clave de rendimiento. Esto es especialmente cierto cuando se trata de peque\u00f1as empresas, en l\u00ednea o no. Entonces, \u00bfpor qu\u00e9 no ve los resultados que desea?<\/p>\n\n\n\n<p>La respuesta es sencilla: probablemente no est\u00e9s hablando con nadie, no directamente. Tu p\u00fablico nunca llega a ver c\u00f3mo se materializan esos incre\u00edbles planes. En las infames palabras de Travis Bickle de la pel\u00edcula de 1976 <em>Taxista<\/em>: \u00bfMe hablas a m\u00ed?<\/p>\n\n\n\n<p>A la hora de ofrecer servicios o intentar convencer a un desconocido de que su soluci\u00f3n funciona, saber a qui\u00e9n se dirige marca la diferencia. Sin un conocimiento profundo de tu p\u00fablico principal, podr\u00edas dirigirte a clientes no receptivos (e incluso molestos).&nbsp;<\/p>\n\n\n\n<p>Si le cuesta elaborar una directriz, tenemos su nuevo t\u00e9rmino favorito:<em> buyer personas. <\/em>En esta entrada del blog, le ayudaremos a entender por qu\u00e9 necesita incorporar buyer personas a sus planes de marketing, y c\u00f3mo hacerlo puede transformar su negocio.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_a_Buyer_Persona\"><\/span><strong>\u00bfQu\u00e9 es un Buyer Persona?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1066115466-1024x683.jpg\" alt=\"\" class=\"wp-image-5049\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1066115466-1024x683.jpg 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1066115466-300x200.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1066115466-768x512.jpg 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1066115466-1536x1024.jpg 1536w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1066115466-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Un buyer persona es una maqueta del cliente ideal. Abarca sus puntos d\u00e9biles, preferencias sociales, h\u00e1bitos y aficiones, y lo que su empresa puede hacer para captar su atenci\u00f3n. El personaje crea un ejemplo vibrante de una persona real que busca lo que usted ofrece.&nbsp;<\/p>\n\n\n\n<p>Sin buyer personas, es probable que se dirija a un p\u00fablico que no necesita lo que usted tiene y que no conoce a nadie que lo necesite.&nbsp;<\/p>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Buyer_Personas_Marketing_to_People_Not_Numbers\"><\/span>Comprador Persona: Marketing dirigido a personas, no a n\u00fameros<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"757\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1184187261-1024x757.jpg\" alt=\"\" class=\"wp-image-5050\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1184187261-1024x757.jpg 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1184187261-300x222.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1184187261-768x567.jpg 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1184187261-1536x1135.jpg 1536w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1184187261.jpg 2014w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Cuando los clientes potenciales se convierten en n\u00fameros, los m\u00e9todos se vuelven rob\u00f3ticos (al fin y al cabo, eso es lo que entienden los robots). Intentas recrear enfoques de captaci\u00f3n que funcionaron en otras empresas, sin llegar al verdadero problema. <em>coraz\u00f3n <\/em>del marketing. El gran marketing plantea dos preguntas (independientemente del producto), servicio o negocio: <em>\u00bfCon qui\u00e9n hablo? <\/em>y<em> \u00bfc\u00f3mo puede ayudarles mi soluci\u00f3n?<\/em><\/p>\n\n\n\n<p>Para empezar, un personaje simplemente describe a su comprador y lo que est\u00e1 haciendo en este momento, y luego le da un nombre. Llamaremos a nuestro comprador potencial Sally Online.&nbsp;<\/p>\n\n\n\n<p>Un buyer persona es un perfil detallado de un comprador ficticio, por lo que debe incluir todo lo que un cliente potencial suyo podr\u00eda ser y hacer. Por ejemplo, Sally Online es una treinta\u00f1era con un negocio de marketing online que est\u00e1 intentando hacer crecer. Trabaja como experta en SEO y pasa gran parte del d\u00eda creando reputaci\u00f3n de enlaces. Sally entiende lo que hace un acortador de enlaces y por qu\u00e9 lo necesita.&nbsp;<\/p>\n\n\n\n<p>Sally pasa la mayor parte del tiempo en su ordenador y frecuenta sitios como Instagram (es una persona visual), Twitter (tiene una capacidad de atenci\u00f3n corta) y varios sitios de streaming. Toda esta informaci\u00f3n nos ayuda a comprender los mejores lugares y formas de acercarnos a Sally, pararla en seco y convencerla de que se convierta.<\/p>\n\n\n\n<p>Cuando elabore su propio buyer persona, tenga en cuenta las funciones m\u00e1s importantes de un comprador:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u00bfQui\u00e9nes son (especifique)?<\/li><li>\u00bfQu\u00e9 edad tienen?<\/li><li>\u00bfQu\u00e9 les impulsa a actuar?<\/li><li>\u00bfCu\u00e1les son sus puntos d\u00e9biles?<\/li><li>\u00bfD\u00f3nde pasan la mayor parte del tiempo?<\/li><li>\u00bfQu\u00e9 tipo de decisiones pueden tomar para su empresa (B2B)?<\/li><\/ul>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Makes_Up_Buyer_Personas\"><\/span>\u00bfQu\u00e9 es un comprador persona?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"506\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-918583724-1024x506.jpg\" alt=\"\" class=\"wp-image-5051\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-918583724-1024x506.jpg 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-918583724-300x148.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-918583724-768x379.jpg 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-918583724.jpg 1458w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>El comprador persona le da claridad, y eso abre una variedad de oportunidades, incluida la oportunidad de conocer a los clientes potenciales adecuados donde se sienten m\u00e1s c\u00f3modos. Usted invierte tiempo y dinero en la generaci\u00f3n de prospectos y no quiere malgastarlo en intentos endebles de convertir a un muro de ladrillos.<\/p>\n\n\n\n<p>Los Buyer Personas cubrir\u00e1n una variedad de temas, todos revelando informaci\u00f3n sobre sus clientes potenciales y todos adaptados a sus necesidades espec\u00edficas, pero lo m\u00e1s probable es que incluyan:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Puntos de dolor<\/strong><\/p>\n\n\n\n<p>\u00bfQu\u00e9 hace que el comprador de tus sue\u00f1os se tire de los pelos por la frustraci\u00f3n? \u00bfQu\u00e9 problemas dificultan su \u00e9xito, disminuyen su estabilidad emocional o les llevan contra la pared? \u00bfCu\u00e1les de esos problemas encajan en una soluci\u00f3n que puedas ofrecer?<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Entretenimiento y medios de comunicaci\u00f3n preferidos<\/strong><\/p>\n\n\n\n<p>Dependiendo de si su empresa es B2B o B2C, esto puede ser muy diferente para usted que para un competidor. \u00bfCu\u00e1l es la v\u00eda que suelen utilizar sus clientes potenciales para obtener y dar informaci\u00f3n? Puede ser cualquier cosa, desde blogs y podcasts hasta animaciones de pizarra y libros blancos. Tambi\u00e9n es fundamental disponer de una lista de sus canales preferidos en las redes sociales y los hashtags relacionados con sus preferencias. Toda esta informaci\u00f3n le indica cu\u00e1ndo y d\u00f3nde puede hacer llegar su mensaje a sus clientes potenciales.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Motivadores<\/strong><\/p>\n\n\n\n<p>\u00bfQu\u00e9 hace que los l\u00edderes de tus sue\u00f1os se levanten por la ma\u00f1ana, vayan a trabajar y den lo mejor de s\u00ed mismos? \u00bfPor qu\u00e9 hacen lo que hacen? \u00bfY cu\u00e1ndo lo hacen? Saber qu\u00e9 motiva a sus clientes potenciales -y qu\u00e9 puede hacer para aprovechar esa motivaci\u00f3n- proporciona a su estrategia de marketing una enorme ventaja. Hablar a la gente a un nivel que puedan entender y con el que puedan relacionarse es siempre una ventaja.<\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Can_an_Online_Business_Utilize_Buyer_Personas\"><\/span>\u00bfC\u00f3mo puede un negocio en l\u00ednea utilizar los Buyer Personas?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1151928476-1024x683.jpg\" alt=\"\" class=\"wp-image-5052\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1151928476-1024x683.jpg 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1151928476-300x200.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1151928476-768x512.jpg 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/08\/iStock-1151928476.jpg 1254w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Los grandes equipos de marketing de todo el mundo utilizan los buyer personas para aumentar las conversiones, controlar sus presupuestos y ganar. C\u00f3mo puede hacer lo mismo una peque\u00f1a empresa?<\/p>\n\n\n\n<p>Incluso sin un gran equipo, puede utilizar sus buyer personas para mantener el hecho m\u00e1s importante de cualquier campa\u00f1a de marketing en primer plano: sus clientes potenciales, clientes potenciales y clientes son seres humanos.&nbsp;<\/p>\n\n\n\n<p>Realiza un ejercicio creativo que te ayude a verlos de ese modo. Escribe una breve historia sobre tu personaje. Busca im\u00e1genes de archivo para ponerles cara. Desarrolla un horario simulado para su d\u00eda. Piense fuera de la <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Enlace de afiliaci\u00f3n de Box\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">caja<\/a>y haga todo lo posible por ayudarse a s\u00ed mismo a ver a su comprador como una persona real y viva. Si tienes un equipo, intentad crear estos personajes juntos.&nbsp;<\/p>\n\n\n\n<p>Es esencial que utilices buyer personas creadas espec\u00edficamente para tu empresa en lugar de las creadas por otros. Es importante que el personaje tenga la personalidad y los puntos d\u00e9biles que mejor se adapten a tu marca y a tus necesidades.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Buyer_Personas_Deliver_Results\"><\/span>El comprador persona da resultados<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>El marketing es un proceso dif\u00edcil cuando se hace a ciegas. Para alcanzar el \u00e9xito, se necesita dedicaci\u00f3n, tiempo y mucha investigaci\u00f3n. El marketing sin personas compradoras ni investigaci\u00f3n no es m\u00e1s que gritar las virtudes de tu negocio a una pared de ladrillos.&nbsp;<\/p>\n\n\n\n<p>Est\u00e1s gritando a todo el que quiera escucharte que tu negocio merece la pena, pero no est\u00e1s haciendo nada para demostr\u00e1rselo a las personas adecuadas. Crea personajes compradores divertidos y detallados, \u00a1y empezar\u00e1s a convertir los clientes potenciales que siempre so\u00f1aste!&nbsp;<\/p>\n\n\n\n<p><em>\u00bfUtilizas buyer personas? \u00bfQu\u00e9 tipo de rasgos a\u00f1ade a los suyos? H\u00e1ganoslo saber en los comentarios.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Lo m\u00e1s probable es que usted dedique mucho trabajo a formular las decisiones que afectan a su marketing. Sabe que la planificaci\u00f3n es la parte m\u00e1s importante del marketing a la hora de decidir cu\u00e1nto dinero gastar para trazar sus indicadores clave de rendimiento. Esto es especialmente cierto cuando se trata de peque\u00f1as empresas, en l\u00ednea o no. Entonces, \u00bfpor qu\u00e9...<\/p>","protected":false},"author":23642,"featured_media":5048,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[51,11],"tags":[192],"class_list":["post-5047","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-marketing","tag-marketing-strategies"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Marketing is a challenging process when done blindly. 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