{"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\/pt\/blog\/create-a-buyer-persona-for-targeted-marketing\/","title":{"rendered":"Crie um Buyer Persona para o marketing direcionado"},"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\">Conte\u00fado<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e281f63e9b8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/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-69e281f63e9b8\"  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\/pt\/blog\/create-a-buyer-persona-for-targeted-marketing\/#What_is_a_Buyer_Persona\" >O que \u00e9 um 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\/pt\/blog\/create-a-buyer-persona-for-targeted-marketing\/#Buyer_Personas_Marketing_to_People_Not_Numbers\" >Buyer Personas Marketing para pessoas, n\u00e3o 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\/pt\/blog\/create-a-buyer-persona-for-targeted-marketing\/#What_Makes_Up_Buyer_Personas\" >O que comp\u00f5e o Buyer Personas?<\/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\/pt\/blog\/create-a-buyer-persona-for-targeted-marketing\/#How_Can_an_Online_Business_Utilize_Buyer_Personas\" >Como uma empresa on-line pode utilizar o 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\/pt\/blog\/create-a-buyer-persona-for-targeted-marketing\/#Buyer_Personas_Deliver_Results\" >Personas do comprador geram resultados<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>\u00c9 prov\u00e1vel que voc\u00ea se dedique bastante \u00e0 formula\u00e7\u00e3o das decis\u00f5es que afetam o seu marketing. Voc\u00ea sabe que o planejamento \u00e9 a parte mais importante do marketing ao decidir quanto dinheiro gastar para mapear seus KPIs. Isso \u00e9 especialmente verdadeiro quando se trata de pequenas empresas, on-line ou n\u00e3o. Ent\u00e3o, por que voc\u00ea n\u00e3o v\u00ea os resultados que deseja?<\/p>\n\n\n\n<p>A resposta simples \u00e9 que voc\u00ea provavelmente n\u00e3o est\u00e1 falando com ningu\u00e9m - n\u00e3o diretamente. Seu p\u00fablico nunca chega a ver esses planos incr\u00edveis se concretizarem. Nas palavras infames de Travis Bickle, do filme de 1976 <em>Motorista de t\u00e1xi<\/em>: Est\u00e1 falando comigo?<\/p>\n\n\n\n<p>Quando voc\u00ea est\u00e1 oferecendo servi\u00e7os ou tentando persuadir um estranho de que sua solu\u00e7\u00e3o funciona, saber com quem est\u00e1 falando faz a diferen\u00e7a. Sem uma compreens\u00e3o profunda do seu p\u00fablico-alvo principal, voc\u00ea pode acabar direcionando leads que n\u00e3o respondem (e at\u00e9 mesmo irritados).&nbsp;<\/p>\n\n\n\n<p>Se estiver com dificuldades para elaborar uma diretriz, temos seu novo termo favorito:<em> buyer personas. <\/em>Nesta publica\u00e7\u00e3o do blog, vamos ajud\u00e1-lo a entender por que voc\u00ea precisa incorporar buyer personas em seus planos de marketing e como isso pode transformar seus neg\u00f3cios.<\/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>O que \u00e9 um 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>Uma buyer persona \u00e9 um modelo do cliente ideal. Ela abrange seus pontos problem\u00e1ticos, prefer\u00eancias sociais, h\u00e1bitos e hobbies, e o que sua empresa pode fazer para chamar a aten\u00e7\u00e3o deles. A persona cria um exemplo vibrante de uma pessoa real que est\u00e1 procurando o que voc\u00ea est\u00e1 oferecendo.&nbsp;<\/p>\n\n\n\n<p>Sem buyer personas, \u00e9 prov\u00e1vel que voc\u00ea esteja falando para um p\u00fablico que n\u00e3o precisa do que voc\u00ea tem e n\u00e3o conhece ningu\u00e9m que precise.&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>Personas do comprador: Marketing para pessoas, n\u00e3o para 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>Quando os leads se tornam n\u00fameros, seus m\u00e9todos se tornam rob\u00f3ticos (afinal, \u00e9 isso que os rob\u00f4s entendem). Voc\u00ea procura recriar abordagens de alcance que funcionaram para outras empresas sem chegar ao verdadeiro <em>cora\u00e7\u00e3o <\/em>de marketing. Um bom marketing faz duas perguntas (n\u00e3o importa o produto), servi\u00e7o ou neg\u00f3cio: <em>Com quem estou falando, <\/em>e<em> como minha solu\u00e7\u00e3o pode ajud\u00e1-los?<\/em><\/p>\n\n\n\n<p>Para come\u00e7ar, uma persona simplesmente descreve seu comprador e o que ele est\u00e1 fazendo no momento e, em seguida, d\u00e1-lhe um nome. Vamos chamar nosso comprador em potencial de Sally Online.&nbsp;<\/p>\n\n\n\n<p>Uma buyer persona \u00e9 um perfil detalhado de um comprador fict\u00edcio, portanto, deve incluir tudo o que um cliente potencial seu pode ser e fazer. Por exemplo, Sally Online tem 30 e poucos anos e tem uma empresa de marketing on-line que est\u00e1 tentando expandir. Ela trabalha durante o dia como especialista em SEO e passa a maior parte do dia criando reputa\u00e7\u00e3o de links. Sally sabe o que um encurtador de links faz e sabe por que precisa dele.&nbsp;<\/p>\n\n\n\n<p>Sally passa a maior parte do tempo no computador e frequenta sites como o Instagram (ela \u00e9 uma pessoa visual), o Twitter (ela tem uma capacidade de aten\u00e7\u00e3o curta) e v\u00e1rios sites de streaming. Todas essas informa\u00e7\u00f5es nos ajudam a entender os melhores lugares e maneiras de abordar Sally, par\u00e1-la em seu caminho e convenc\u00ea-la a se converter.<\/p>\n\n\n\n<p>Quando estiver criando suas pr\u00f3prias buyer personas, considere as fun\u00e7\u00f5es mais importantes de um comprador:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Quem s\u00e3o eles (seja espec\u00edfico)?<\/li><li>Quantos anos eles t\u00eam?<\/li><li>O que os leva a agir?<\/li><li>Quais s\u00e3o seus pontos problem\u00e1ticos?<\/li><li>Onde eles passam a maior parte do tempo?<\/li><li>Que tipos de decis\u00f5es eles t\u00eam permiss\u00e3o para tomar para sua 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>O que comp\u00f5e o 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=\"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>As personas do comprador lhe d\u00e3o clareza, e isso abre uma s\u00e9rie de oportunidades, inclusive a oportunidade de encontrar os leads certos onde eles se sentem mais confort\u00e1veis. Voc\u00ea gasta tempo e dinheiro na gera\u00e7\u00e3o de leads - n\u00e3o quer desperdi\u00e7\u00e1-los em tentativas fr\u00e1geis de converter uma parede de tijolos.<\/p>\n\n\n\n<p>As Buyer Personas abranger\u00e3o uma variedade de t\u00f3picos, todos revelando informa\u00e7\u00f5es sobre seus leads e todos adaptados \u00e0s suas necessidades espec\u00edficas, mas provavelmente incluir\u00e3o:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Pontos de dor<\/strong><\/p>\n\n\n\n<p>O que faz o comprador de seus sonhos arrancar os cabelos de frustra\u00e7\u00e3o? Que problemas impedem o sucesso dele, diminuem sua estabilidade emocional ou o deixam desesperado? Quais desses problemas se encaixam em uma solu\u00e7\u00e3o que voc\u00ea pode oferecer?<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Entretenimento e m\u00eddia preferidos<\/strong><\/p>\n\n\n\n<p>Dependendo do fato de sua empresa ser B2B ou B2C, isso pode parecer muito diferente para voc\u00ea e para um concorrente. Qual \u00e9 o caminho que seus leads normalmente usam para obter e fornecer informa\u00e7\u00f5es? Isso pode ser qualquer coisa, desde blogs e podcasts at\u00e9 anima\u00e7\u00f5es de quadro branco e whitepapers. Uma lista de seus canais de m\u00eddia social preferidos e hashtags relacionadas \u00e0s suas prefer\u00eancias tamb\u00e9m \u00e9 fundamental. Todas essas informa\u00e7\u00f5es informam quando e onde voc\u00ea pode apresentar sua mensagem aos seus clientes potenciais.<\/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>O que faz com que os l\u00edderes de seus sonhos se levantem de manh\u00e3, v\u00e3o para o trabalho e deem o melhor de si? Por que eles fazem o que fazem? E quando eles fazem isso? Saber o que motiva seus clientes potenciais - e o que voc\u00ea pode fazer para aproveitar essa motiva\u00e7\u00e3o - d\u00e1 \u00e0 sua estrat\u00e9gia de marketing uma enorme vantagem. Falar com as pessoas em um n\u00edvel que elas possam entender e se relacionar \u00e9 sempre uma vantagem!<\/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>Como uma empresa on-line pode utilizar o 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>Equipes de marketing gigantescas em todo o mundo usam personas de compradores para aumentar as convers\u00f5es, manter seus or\u00e7amentos no caminho certo e vencer. Como uma pequena empresa pode fazer o mesmo?<\/p>\n\n\n\n<p>Mesmo sem uma equipe enorme, voc\u00ea pode usar suas buyer personas elaboradas para manter o fato mais importante de qualquer campanha de marketing em primeiro plano: seus clientes potenciais, leads e clientes s\u00e3o seres humanos.&nbsp;<\/p>\n\n\n\n<p>Fa\u00e7a um exerc\u00edcio criativo para ajud\u00e1-lo a v\u00ea-los dessa forma. Escreva uma hist\u00f3ria r\u00e1pida sobre sua persona. Encontre algumas imagens de banco de imagens para dar-lhes um rosto. Desenvolva uma programa\u00e7\u00e3o simulada para o dia dela. Pense fora da <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Link de afiliado da caixa\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">caixa<\/a>Fa\u00e7a tudo o que puder para se ajudar a ver seu comprador como uma pessoa real e viva. Se voc\u00ea tiver uma equipe, tente criar essas personas em conjunto.&nbsp;<\/p>\n\n\n\n<p>\u00c9 essencial usar personas de compradores que voc\u00ea criou especificamente para sua empresa, em vez daquelas criadas por outra pessoa. Voc\u00ea quer que a persona aborde a personalidade e os pontos problem\u00e1ticos que se encaixam perfeitamente em sua marca e em suas necessidades.<\/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>Personas do comprador geram 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>O marketing \u00e9 um processo desafiador quando feito \u00e0s cegas. Para obter sucesso, \u00e9 preciso dedica\u00e7\u00e3o, tempo e muita pesquisa. O marketing sem personas de compradores e pesquisas \u00e9 apenas gritar as virtudes de sua empresa para uma parede de tijolos.&nbsp;<\/p>\n\n\n\n<p>Voc\u00ea est\u00e1 gritando para quem quiser ouvir que seu neg\u00f3cio vale a pena, mas n\u00e3o est\u00e1 fazendo nada para provar isso \u00e0s pessoas certas. Crie buyer personas divertidas e detalhadas e voc\u00ea come\u00e7ar\u00e1 a converter os leads que sempre sonhou obter!&nbsp;<\/p>\n\n\n\n<p><em>Voc\u00ea usa personas de compradores? Que tipos de caracter\u00edsticas voc\u00ea acrescenta \u00e0s suas? Deixe-nos saber nos coment\u00e1rios abaixo!<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00c9 prov\u00e1vel que voc\u00ea se dedique bastante \u00e0 formula\u00e7\u00e3o das decis\u00f5es que afetam o seu marketing. Voc\u00ea sabe que o planejamento \u00e9 a parte mais importante do marketing ao decidir quanto dinheiro gastar para mapear seus KPIs. Isso \u00e9 especialmente verdadeiro quando se trata de pequenas empresas, on-line ou n\u00e3o. Ent\u00e3o, por que...<\/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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