Chii chinonzi Mutengi? Nei Uchiida? Uye Unovasika Sei?

Mutengi Munhu

Nepo vatengesi vachiwanzoshanda kuburitsa zvemukati izvo zvese zvinovasiyanisa uye zvichitsanangura zvakanakira zvigadzirwa zvavo nemasevhisi, ivo vanowanzopotsa mucherechedzo pakuburitsa zvemukati zveumwe neumwe mhando yemunhu ari kutenga yavo chigadzirwa kana sevhisi.

Semuenzaniso, kana tarisiro yako iri kutsvaga sevhisi nyowani yekushandira, mushambadzi anotarisana nekutsvaga uye shanduko dzinogona kutariswa mukuita nepo mutungamiriri weIT angave akatarisa pazvinhu zvekuchengetedza. Zvakakosha kuti iwe utaure kune vese - uye kazhinji zvinoda kuti iwe unangise chimwe nechimwe nenjere dzakasarudzika uye zvemukati.

Muchidimbu, ndezve kukamura mameseji ekambani yako kune yega yeiyo mhando ye tarisiro iwe yaunoda kutaura nayo. Mimwe mienzaniso yemikana yakarasika:

  • Kutendeuka - Kambani inotarisa pane zvirimo izvo zviri kunyanya kutariswa pane yavo saiti pane kuzivisa iwo manasi ari kunyatso kutyaira shanduko. Kana 1% yevashanyi vesaiti yako ikashanduka ikava vatengi, iwe unofanirwa kunongedza iyo 1% uye uone kuti ndivanaani, chii chakavamanikidza kuti vatendeuke, wozoona matauriro aungaita kune vamwe vakaita saivo.
  • Industries - Chikuva chekambani chinoshandira maindasitiri mazhinji, asi izvo zvakajairika pane yavo saiti zvinongotaura kune mabhizinesi zvakawandisa. Nekusava neindasitiri mune yavo yemukati hutongi, tarisiro iri kushanyira yavo saiti kubva kune yakatarwa chikamu haigone kufungidzira kana kubata kuti ipuratifomu ichavabatsira sei.
  • nzvimbo - Zvemukati mekambani zvinotaura zvakanangana nemhedzisiro yebhizinesi yavo yavakapihwa neplatform asi inoregedza kusarudza kuti chikuva chinobatsira sei chinzvimbo chebasa mukati mekambani. Makambani anoita zvisarudzo zvekutenga pamwe chete, saka zvakakosha kuti chinzvimbo chega chega chakakanganiswa chinoziviswa.

Panzvimbo pekutarisa pane yako marita, zvigadzirwa, uye masevhisi ekuvandudza hutongi hwezvinyorwa zvinomisikidza imwe neimwe, iwe pachinzvimbo tarisa kukambani yako kubva pameso emutengi wako uye nekugadzira zvemukati uye mameseji zvirongwa izvo zvinotaura zvakananga kurudziro yavo yekuve mutengi weako brand.

Chii chinonzi Buyer Personas?

Mutengi manas ndezvokunyepedzera mazita anomiririra mhando dze tarisiro dziri kutaurwa nebhizinesi rako.

Brightspark Consulting inopa izvi infographic yeBBB Mutengi Munhua:

Mutengi Persona Mbiri

Mienzaniso yeVatengi

Chinyorwa chakafanana Martech Zone, semuenzaniso, inoshandisa akawanda mansi:

  • Susan, Chief Marketing Officer - Sue ndiye anoita sarudzo kana zvasvika pakutenga tekinoroji kubatsira kushambadzira kwekambani yake. Sue anoshandisa kuburitsa kwedu kune ese maviri ekutsvaga uye ekushandisa ekutsvaga.
  • Dhani, Mutungamiriri Wekutengesa - Dhani ari kuvandudza matekinoroji ekushandisa zvakanaka maturusi ekushambadzira kwavo uye anoda kuenderera mberi neazvino uye makuru matekinoroji.
  • Sarah, Muridzi weDiki Bhizinesi - Sarah haana mari yekubhadhara dhipatimendi rekushambadzira kana agency. Vari kutsvaga maitiro akanakisa uye maturusi asingadhuri ekuvandudza kushambadzira kwavo pasina kutyora bhajeti yavo.
  • Scott, weKushambadzira Technology Investor - Scott ari kuyedza kuchengeta ziso kune zvazvino kuitika muindastiri yaanoisa mairi.
  • Katie, Mutengesi Wemukati - Katie ari kuenda kuchikoro cheKushambadzira kana Ruzhinji Rwehukama uye anoda kunyatsonzwisisa indasitiri iyi kuti awane basa rakakura kana apedza kudzidza.
  • Tim, iye Anopa Kushambadzira Technology - Tim anoda kugara akatarisa kumakambani emubatanidzwa ayo aanogona kusangana nawo kana kukwikwidza masevhisi.

Sezvatinonyora zvatatumira, tiri kutsvaga kuona kuti tiri kutaurirana zvakananga kune vamwe veava vanhu. Muchiitiko cheichi posvo, angave aDan, Sarah naKatie vatinotarisisa.

Iyi mienzaniso, chokwadika, haisi iyo yakatsanangurwa vhezheni - iwo angori ongororo. Iyo chaiyo persona profil inogona uye inofanirwa kuenda zvakadzama mukunzwisisa kune zvese zvinhu zveiyo persona's ... indasitiri, kurudziro, chimiro chekuzivisa, nzvimbo, jenda, muhoro, dzidzo, ruzivo, zera, nezvimwe. kujekesa kutaurirana kwako kuchave kwekutaura kune vako vanotarisira kutenga.

Vhidhiyo pane Mutengi Munhu

Iyi yakanaka vhidhiyo kubva Marketo tsananguro yemunhu mutengi anovabatsira kuti vazive maburi mune zvirimo uye nemabatiro echokwadi vateereri vanogona kutenga zvigadzirwa zvako kana masevhisi. Marketo anopa zano anotevera maprofayiri akakosha anofanirwa kugara achiverengerwa Mutengi Persona:

  • Name:  Iri zita rinogadzirwa rinogona kuita kunge risina musoro, asi rinogona kubatsira kubatsira timu yekushambadzira kukurukura vatengi vavo uye nekuita kuti iratidzike pakuronga maitiro ekusvika kwavari
  • Age:  Iyo zera kana zera renji yemunhu anotendera kuti unzwisise chizvarwa-chakatarwa hunhu.
  • Nharaunda:  Ndezvipi zvavanofarira? Chii chavanofarira kuita munguva yavo yekusarudzika? Aya marudzi emibvunzo anogona kubatsira kuumba dingindira rezvinyorwa zvavanogona kusangana nazvo.
  • Kushandisa Midhiya:  Mapuratifomu enhau uye chiteshi chavanoshandisa chinoita kuti vasvike sei uye kupi.
  • Mari:  Mari yavo uye zvimwe zvemari zvinoenderana nemhando yezvigadzirwa kana masevhisi aanoratidzwa uye nemutengo wemitengo kana kukwidziridzwa kungaite musoro.
  • Hunhu hweBrand:  Kana vachida zvimwe zvigadzirwa, izvi zvinogona kupa mazano ekuti ndeapi mhando yezvinhu zvavanopindura zvakanaka kwazviri.

Dhawunirodha Maitiro Ekugadzira Iyo Mutengi Persona uye Rwendo

Nei Uchishandisa Mutengi Munhu?

Seinotsanangurwa neiyo infographic pazasi, kushandisa munhu wevatengi akaita nzvimbo 2 kusvika ku5 dzinobudirira nekutarisa vashandisi. Kutaura zvakananga kune chaiko vateereri mune ako akanyorwa zvemukati kana vhidhiyo inoshanda zvakanyanyisa mushe. Iwe unogona kutoshuvira kuwedzera yekumenyu menyu pane yako saiti yakanangana neindasitiri kana basa chinzvimbo manas.

Uchishandisa mutengi manas mune yako email chirongwa inowedzera kudzvanya-kuburikidza mitengo paemail ne14% uye shanduko mitengo ne10% - kutyaira ka18 mari yakawanda kupfuura kutepfenyura maemail.

Chimwe chezvishandiso zvakakosha mushambadzi zvekugadzira mhando dzeashambadziro dzakanangwa dzinoguma nekuwedzera kutengesa uye shanduko - senge rudzi rwunoonekwa mune iyo Skytap - ndiye mutengi persona. Kuti udzidze zvakawanda nezve izvo munhu mutengi ari uye nemabatiro avanogona kuita yako yekushambadzira mhedzisiro, tarisa iyo Imwe Grain's nyowani infographic - Target Yakawanikwa: Iyo Sayenzi yeKuvaka Mutengi Munhu.

Mutengi personas anoita kuvaka kushambadzira kugona, kuenderana uye kushanda pamwe neunifomu tarisiro vateereri kana uchitaurirana nevangangodaro vatengi kuburikidza nekushambadzira, kushambadzira kushambadzira, kana mukati meako zvemukati marongero ekushambadzira.

Kana iwe uine mutengi persona, unogona kuzviisa izvo kune yako timu yekugadzira, kana yako agency, kuti uvachengetedze nguva uye kuwedzera mukana wekushambadzira kushanda. Chikwata chako chekugadzira chinonzwisisa mataoni, maitiro, uye nzira yekuendesa - pamwe nekunzwisisa kuti vatengi vari kutsvaga kupi kumwe.

Mutengi Munhu, kana akaiswa kumepu kune iyo Kutenga Nzendo, batsira makambani kuti aone zvisipo mumazano avo emukati. Mumuenzaniso wangu wekutanga apo nyanzvi yeIT yaive nehanya nekuchengetedzeka, ikozvino kwechitatu-bato ongororo kana zvitupa zvinogona kuverengerwa mukushambadzira uye kushambadza zvinhu zvekuisa nhengo yemutambi kurerukirwa.

Maitiro Ekugadzira Mutengi Munhu

Isu tinowanzo kutanga nekuongorora vatengi vedu varipo tobva tashanda nzira yedu kudzokera kune vanhu vakawanda. Kuyera munhu wese hakune musoro… rangarira vazhinji vevateereri vako havazombotengi kubva kwauri.

Kugadzira personas kungangoda kumwe kutsvagisa kwakanyanya pamusoro pehukama mepu, ethnographic research, netnography, tarisa mapoka, analytics, ongororo, uye data remukati. Kazhinji kazhinji kwete, makambani anotarisa kumakambani ehunyanzvi ekutsvagisa misika anoita huwandu hwevanhu, firmagraphic, uye kuongororwa kwenzvimbo kwevatengi vavo, vanobva vaita akateedzana ehunhu uye huwandu hwekubvunzurudza nevatengi vako.

Panguva iyoyo, mhedzisiro yacho yakakamurwa, ruzivo rwakamisikidzwa, munhu wega wega akatumidzwa zita, zvinangwa kana kufona-ku-chiito zvakaziviswa, uye chimiro chakavakwa.

Mutengi Personas anofanirwa kudzokororwa uye kugadziridzwa sezvo sangano rako rinoshandura zvigadzirwa nemasevhisi uye richiwana vatengi vatsva izvo zvisingaite zvakasarudzika mumunhu wako wazvino.

Maitiro Ekugadzira Mutengi Munhu

Unofungei?

Nzvimbo iyi inoshandisa Akismet kuderedza spam. Dzidza kuti sei deta yako inoshandiswa.