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Ungalukhetha Kanjani Uhlaka Lwabantu Bakho Umthengi

I-buer persona iyinhlanganisela ekunikeza isithombe esinemininingwane ecebile yezethameli oziqondise ngokuhlanganisa ulwazi lwezibalo kanye nolwazi lwezengqondo kanye nemininingwane bese uyethula ngendlela okulula ukuyiqonda. 

Ngokombono ongokoqobo, abantu bomthengi bakusiza ukuthi ubeke izinto ezibalulekile kuqala, unikeze izinsiza, uveze izikhala futhi ugqamise amathuba amasha, kodwa okubaluleke kakhulu kunalokho yindlela abathola ngayo wonke umuntu kwezokukhangisa, ukuthengisa, okuqukethwe, ukuklama, kanye nentuthuko ekhasini elifanayo, ezihambayo. ohlangothini olufanayo, uzama ukufinyelela endaweni efanayo. 

Ngamagama asobala, lokhu kusho ukuthi abantu bomthengi bahlinzeka:

  1. Focus
  2. Ukubeka
  3. isiqondiso

Noma amaqembu ahlukene esebenzisa amathuluzi namaqhinga ahlukene ukwenza imisebenzi yawo, abathengi bayasiza ukuqinisekisa ukuthi yonke leyo mizamo yomuntu ngamunye iyaphelelisana, ayiqhudelani.

Ukuze kusebenze, abantu abathengayo kufanele:

  • Bonisa izingxenye ezibalulekile zesisekelo samakhasimende akho
  • Thuthukiswa kusukela ekuhlanganiseni okuqinile kocwaningo, ukubhekwa okuqondile nolwazi, kanye nolwazi lomuntu ngamunye
  • Bhekana namaqiniso
  • Faka phakathi izidingo, amadrayivu, okugqugquzelayo, ukuziphatha okungenzeka, nezinye izici ezenza kube lula ukukuqonda
  • Hlela ngohlaka oluhlobene ngokuqondile nomkhiqizo noma isevisi yakho

Inqubo yangempela yokudala i-buer personas iyingxenye yobuciko, ingxenye yesayensi - ubuciko iluphi uhlaka olukhethayo ukuchaza nokuhlukanisa abantu bakho; isayensi yizo zonke izici, ukuthambekela, nezici ezihlotshaniswa nalezo zinhlobo zabantu.

Ukukhetha uBuyer Persona Framework

Ziningi izindlela zokuqoqa amakhasimende akho, kodwa uhlaka oluhle kufanele ngaso sonke isikhathi lubonise imininingwane yebhizinisi lakho — ukuthi uthengisa ini, uyithengisa kanjani, nokuthi kungani amakhasimende akho eyithenga.

Ezimweni eziningi, lokhu kusho ukusebenzisa enye yalezi zimiso zokuhlela ezilandelayo:

  1. Sebenzisa Amacala
  2. Amaphuzu Ubuhlungu
  3. Amamephu Ohambo
  4. Ukuthenga Ama-trigger
  5. Ukuphakanyiswa kwexabiso
  6. Izindlela Zokuphila/Izigaba Zokuphila

Iyiphi esebenza kangcono? 

Izimo zokusebenzisa, izindawo zobuhlungu, kanye nezinto ezibangela ukuthenga zidumile ebhizinisini ukuya ebhizinisini (B2B) abantu; izimo zokusebenzisa, amamephu ohambo, kanye nezindlela zokuphila/izigaba zokuphila zidumile kubhizinisi kuya kubathengi (B2C) futhi ngqo kumthengi (DTC) abantu.

Nakuba ungakwazi ukukhetha umgomo wakho wokuhlela ngaphambi kokwenza ucwaningo lwekhasimende lakho, kunethuba lokuthi uzolibuyekeza noma ulishintshe ngokuhamba kwesikhathi, ikakhulukazi uma okutholile kuveza okuthile okumangazayo noma okungalindelekile.

Sebenzisa Amacala

Icala lokusebenzisa incazelo emfushane echaza ukuthi kungani, kanjani futhi/noma umuntu esebenzisa umkhiqizo noma isevisi ethile. Izikesi zokusetshenziswa zingamadivayisi ozimele adumile wabantu bomthengi ngoba asebenza cishe kuzo zonke izimo. Umgomo ngezimo zokusebenzisa iwukukhetha okungenani izibonelo ezimbili, futhi ngokuvamile phakathi kwezibonelo ezintathu neziyisihlanu ezihlukile nezikhombekayo— uma ungakwazi ukuhlonza noma yiziphi izici ezibalulekile izinhlobo ezahlukene zabasebenzisi abafana ngazo, njengezibalo zabantu, izigaba zempilo, imisebenzi, ukukhetha kwendlela yokuphila, izimo zengqondo, izinhlangano ezisebenzisana nabo, ukuziphatha, njll., lapho-ke udinga ukubuyekeza izimo zakho zokusebenzisa noma khetha idivayisi yokwenza uzimele ehlukile.

Power Personas Frameworks Amakhasi Okusebenzela - Sebenzisa Amacala

Amaphuzu Ubuhlungu

Amaphuzu obuhlungu ayizinkinga eziqhubekayo noma eziphindaphindayo eziphazamisa noma ezicasula abazoba amakhasimende. I isixazululo ihlezi ingumkhiqizo noma isevisi yakho. Isihluthulelo sokusebenzisa amaphuzu ezinhlungu nabantu bomthengi ukukwazi ukuhlobanisa ngalinye nesethi ehlukile yezimpawu zezibalo kanye/noma zengqondo. Ngomqondo obanzi, kunezinhlobo ezine zamaphuzu obuhlungu, asukela kokuhlangenwe nakho kuya kokukhona:

  • Physical
  • Ingqondo
  • Uzwela
  • Engokomoya

Uma amaphuzu akho obuhlungu echazwa kabanzi kakhulu, ungase uphele namaqembu amakhasimende empeleni afanayo; uma zichazwe kancane kakhulu, ungase ugcine unamakhasimende angangeni kunoma yiliphi iqembu.

Power Personas Frameworks Amakhasi Okusebenzela - Amaphuzu Obuhlungu

Iqhinga elilodwa ukuhlanganisa amaphuzu ezinhlungu nohlaka lwesibili, njengezimo zokusebenzisa noma izigaba zempilo.

Amamephu Ohambo

Imephu yohambo iwukuchazwa okuyingcaca kwenqubo umcabango odlula kuyo ukuze ube umthengi. Amamephu ohambo angacaciswa, kodwa ngokuvamile alandele izinyathelo ezifanayo eziyisisekelo:

  1. Qaphela isidingo
  2. Cwaninga futhi uhlole izinketho (okubaluleke kakhulu ku-B2B; akubalulekile kangako ku-B2C)
  3. Khetha
  4. Sebenzisa umkhiqizo/isevisi
  5. Phinda usebenzise umkhiqizo/isevisi noma uyishintshe

Uma amamephu esetshenziswa njengedivayisi yokwenza uzimele yabantu abathengi, kubalulekile ukwazi ukuhlonza izici ezibalulekile lezo endaweni ngayinye ethile okungenzeka zibe nazo ngokufanayo, njengezibalo zabantu, izehlakalo zempilo nezigaba, imisebenzi, izimo zengqondo, izinhlangano ezisebenzisana nazo, ukukhetha kwendlela yokuphila, njll. 

Power Personas Frameworks Amashidi Okusebenzela - Amamephu Wohambo

Uma ungakwazi ukuhlonza noma yikuphi kwalokhu kucacisiwe, kufanele ukhethe enye idivayisi yokwenza uzimele noma uhlanganise amamephu ohambo nedivayisi yokwenza uzimele yesibili.

Ukuthenga Ama-trigger

I-trigger yokuthenga umcimbi obonisa inhloso noma inzalo eyengeziwe ngekhasimende. Ngoba izibangeli zingaba ijenerikhi (ikakhulukazi uma ziyidijithali), zingaba nzima ukuzisebenzisa nabantu.

Okubalulekile wukukhetha izibangeli ezihlobene nezici ezithile, ezingakhonjwa noma ukusebenzisa izibangeli ngokuhlangana nohlaka lwesibili oluhlobene nezici ezithile, ezingakhonjwa. Uma ungakwazi ukuhlonza izici eziyisisekelo, awukwazi ukuhlunga amakhasimende akho ngamaqembu ahlukene.

Power Personas Frameworks Amashidi Okusebenzela - Amamephu Wohambo

Ukuphakanyiswa kwexabiso

Ukusebenzisa isiphakamiso sakho senani noma I-value prop njengedivayisi yokufaka uzimele ye-buer personas ingenye yezindlela ezidla isikhathi zokudala abantu bomthengi. Ezimweni eziningi, kusho ukuxhuma inani lemvelo lomkhiqizo noma isevisi yakho nezidingo ezibalulekile zomuntu bese uhlobanisa lezo namasethi amancane amakhasimende akho angakhonjwayo.

Inkampani ye-Bain & Company Izakhi Zephiramidi Yenani kuyindlela enhle yokuqonda kangcono i-value prop yakho.

izakhi ze-bain co value pyramid

Izindlela Zokuphila / Izigaba Zokuphila

Ukuphila futhi izigaba zokuphila ziyinhlanganisela yezichasiso zezibalo ezingasetshenziswa ukukhomba isethi ehlukile yabantu, njenge:

  • Ubulili
  • Ubudala
  • Isizukulwane
  • Isigaba Sokuthuthuka (usana, ubuntwana, ubuntwana obuphakathi, ubusha, ubudala, ubuntwana obuphakathi, noma abavuthiwe)
  • Isimo sakho somshado
  • Usayizi Womndeni
  • Imali Yekhaya
  • Indawo
  • Imfundo
  • yokuvinjezelwa
  • Futhi nokuningi…

Ukuzisebenzisa njengethuluzi lokufola labantu bomthengi kwesinye isikhathi kuthathwa ngokuthi “kujwayelekile kakhulu,” kodwa kungaba wusizo kakhulu. 

Okubalulekile wukuqinisekisa ukuthi kukhona ukuxhumana okucacile phakathi komkhiqizo noma isevisi yakho nanoma iyiphi imibandela ethile oyisebenzisayo ukuchaza indlela yakho yokuphila noma isigaba sempilo.

Power Personas Frameworks Amashidi Okusebenzela - Izigaba Zokuphila / Izindlela Zokuphila

Ukusebenzisa i-Buyer Persona Framework yakho

Uma usuyibalile imininingwane yohlaka lwakho, inqubo yokulusebenzisa ukuze wakhe abantu bomthengi wakho iqondile ngezinyathelo ezilandelayo:

  1. Hlanganisa ucwaningo lwakho lwekhasimende ukuze uthole isithombe esihle, sisonke sesisekelo samakhasimende akho.
  2. Sebenzisa uhlaka lwakho ukuze uhlunge futhi uhlunge ikhasimende lakho libe ngamaqembu ngamanye 
  3. Thola izimfanelo nezici amalungu eqembu ngalinye afana ngazo
  4. Hlanganisa futhi uhlanganise lezi zinto ezivamile futhi uzihlanganise zibe abantu bomthengi ngamunye
Power Personas Framework Process

Isinyathelo 1: Hlanganisa ucwaningo lwakho kanye nemiphumela

Uma wenze ucwaningo olusemthethweni, cishe uzoba namashadi, amagrafu, amathebula, nesifinyezo esibhaliwe esivela ethimbeni lakho labacwaningi, kanye namaspredishithi ambalwa agcwele izindlela, ama-medians, ranges, quartiles, k-means cluster, njll.

Uma wenze ucwaningo lwakho uwedwa, cishe kusho ukuthi uzoba nezithombe ze-iPhone zezikhathi zakho zokugibela ezimhlophe.

Kunoma ikuphi, umbono uwukuba kumephu lokho okwaziyo ngamakhasimende akho, ikakhulukazi imininingwane yokuthi angobani, kungani, nini, futhi kanjani, kanye nanoma yini enye ehlobene ngokuqondile nomkhiqizo noma isevisi yakho.

Isinyathelo sesi-2: Sebenzisa Uhlaka Lwakho Ukuze Uhlele futhi Uhlunge Amakhasimende NgamaQembu

Uma usuwenze imephu isisekelo samakhasimende akho, sebenzisa uhlaka lwakho ukuze uhlunge amakhasimende akho abe ngamaqembu ahlukene ngokusekelwe kulokho ahlangabezana nakho.

Khumbula ukuthi ngisho nangaphansi kwezimo ezinhle kakhulu, lokhu kungaba inselele - ngezinye izikhathi kufanele wenze ukuqagela okuyisisekelo, uqagele ofundile, noma usebenze ngokuphindaphinda okuningi ngaphambi kokuthi uqedele ukuthi ubani oya kuphi futhi ngani.

Uma ungakwazi ukuhlela wonke amakhasimende akho ngokwamaqembu, kungase kudingeke ukuthi uphinde usebenze uhlaka lwakho noma imibandela ewumsuka.

Isinyathelo sesi-3: Thola Izimfanelo Zezibalo zabantu eziyisisekelo kanye/noma zengqondo

Uma usuhlele amakhasimende akho aba amaqembu ahlukene, udinga ukuqhamuka nesethi ehlukile yezici ezikusiza ukuthi uhlukanise iqembu elilodwa kwelinye.

Ukwenza lokhu kube lula, "izindlela ezihamba phambili" ziphakamisa ukugxila ekuhlonzeni izici eziwela ezigabeni ezilandelayo:

  • Izidingo kanye nezidingo
  • Ukushayela kanye Nokugqugquzela
  • Izigaba Zempilo
  • Izimpumelelo namaMilestones
  • Izinketho Zendlela Yokuphila
  • Amazinga Womholo Wasekhaya
  • Amazinga Ezemfundo
  • Class
  • Indawo
  • yokuvinjezelwa
  • Izimpawu Zobuntu Ezihlukile - isb ukusungula izinto ezintsha, ukonga, ukuhlalisana nabanye abantu,” ukucabangela, unembeza, njll.

Njengokuhlela amakhasimende abe amaqembu ahlukene ngokusekelwe kumibandela yohlaka lwakho, ukuhlonza izici ezihlukile kungase kusho ukucabangela, ukuqagela okufundile kanye/noma ukusebenza futhi uphinde usebenze ukukhetha kwakho.

Iqhinga elilodwa ukubheka amaphethini.

Abantu Bamandla - Thola Amaphethini

Yiziphi izimfanelo amalungu eqembu ngalinye afana ngazo? Ingabe babelana ngezibalo zabantu ezibalulekile? I-psychographics ebalulekile? Ingabe ezinye zalezi zici zihlukile? Zingasetshenziswa yini ukwehlukanisa amalungu aleli qembu kwamanye?

Elinye iqhinga liwukubheka ama-denominators aphansi kakhulu: ahlukile (kodwa hhayi ahlukile kakhulu), izici ezisezingeni eliphakeme ezijwayelekile kuwo wonke umuntu ngaphakathi kweqembu elinikeziwe. Nakuba lokhu kungase futhi kuthathe umzamo omncane ngaphambi kokuba ufike ohlwini olufanele lwezinto ezifanayo, kodwa kuvame ukuveza imiphumela emihle.

Isinyathelo sesi-4: Yenza lula futhi Upakishe Abantu Bakho Ngamunye

Manje njengoba usuhlonze izincazelo eziyinhloko zezibalo zabantu nezengqondo zeqembu ngalinye, into yokugcina okumele ukwenze ukufingqa nokuhlanganisa lolu lwazi ukuze udale abantu bomthengi ngamunye.

Amandla Personas Izichazi zokuhlela izithombe

Lokhu ngokuvamile kuyinqubo eqondile: gcina lokho okuhluke kakhulu, okunenjongo kanye/noma okumele, futhi ukhiphe lokho okungekona.

Uma unezincazelo ezimbalwa ezifanayo, uzofuna ukuzihlanganisa; uma ugcina unesethi yezincazelo ezingaphezu kweyodwa ezihlukile zanoma iliphi iqembu elithile, uzofuna ukulihlukanisa libe abantu ababili abahlukene.

Uma usuqedile kufanele ube nesethi ngayinye yezincazelo ezibonisa uhlaka lwakho futhi ezimele izici eziyinhlanganisela zamaqembu akho abalulekile amakhasimende.

Ukwenza Abantu Bakho Bomthengi Bafinyeleleke Kakhudlwana Futhi Babe nomthelela

Nakuba ungase unikeze ithimba lakho uhlu lwezimpawu ezichazayo ezihlobene nomuntu ngamunye wabathengi bakho, izengezo ezimbalwa ezilula zingenza lolu lwazi lufinyeleleke kakhulu.

Izimpawu Zomuntu Wamandla Ezintweni Eziwusizo

Qala ngokunikeza umthengi ngamunye igama eliyingqayizivele elihlobene nohlaka lwakho lokuhlela - isb 4-Wheel Fred The Off-road Influencer, Thiya Mfundisi, Umklami Wemfashini Ozimele, Njll 

Bese, faka i-bio emfushane ye-bio noma isifinyezo sobuntu esiqondana nezincazelo zakho eziyisisekelo kanye nanoma yiziphi izibalo zabantu. Futhi ekugcineni, engeza isithombe noma umfanekiso lokho kubeka ubuso kumuntu wakho.

Uma usebenzisa umakhi womuntu osebenza ku-inthanethi (noma uzimisele ukuzenzela umsebenzi ngokwakho), ungenza abantu bakho bahehe futhi bagxile kakhulu ngokufaka imininingwane eyengeziwe, njengemikhiqizo nokukhetha kwendlela yokuphila, izinto abazithandayo nezithakazelo, izici ezithile zobuntu, kanye/noma ukuthambekela okungahle kuhlotshaniswe nohlobo lomuntu omchazayo, imikhuba yenkundla yezokuxhumana, izitayela zokusebenzisana, izidingo zokuzibandakanya, izintandokazi zokulandisa, njll.

Ungase futhi ufune ukuhlela imephu yokuzwelana:

Power Personas Ukuzwela Amamephu

Uma usuhlanganise abantu bakho bomthengi, into yokugcina ongayenza ukwabelana nabo ngokuthengisa, ukumaketha, ukuklama nokuthuthukiswa, impumelelo yamakhasimende, nanoma ubani omunye eqenjini lakho odinga ukuqonda kangcono ukuthi uzama ukusebenzelana nobani nokuthi kanjani. okungcono kakhulu ukuhlanganyela nabo.

Isixazululo se-Power Personas

Dala kalula abantu bomthengi abashayelwa yidatha, ama-ICP, amamephu ozwela, nezincwadi zokudlala ezilula zokumaketha nezokuthengisa zezinkundla, izethulo, namaseshini okuhlela amacebo. 

Inkundla yethu ye-AI-powered ithatha ulwazi olulula oluchazayo - noma ngabe utholwe ocwaningweni olusemthethweni noma umuzwa wakho wemvelo, ubuchwepheshe, kanye nokubhekwa komuntu siqu - futhi akuhlaziye ngokuzenzakalelayo kuqhathaniswa neminyaka engama-50 yocwaningo lwezemfundo kwisayensi yobuntu kanye nezomnotho zokuziphatha ukuze kutholakale zonke izici ezifanele, ukuthambekela, nezici bese ehlanganisa imiphumela ngendlela eyenza kube lula ukuyiqonda nokuyenza. 

Ngokungeziwe kumadrayivu abalulekile, izisusa, kanye nemininingwane eminingi yokusebenza okuqondiswe kakhulu, kunenqwaba yeziphakamiso ezisebenzayo nezinamaqhinga eziklanyelwe ukusiza ukumaketha, ukwenza uphawu, okuqukethwe, namaqembu okuthengisa.

Nansi imihlahlandlela, amaphepha okusebenza, nezinye izinsiza. Uma unentshisekelo, Martech Zone abafundi bangonga u-20% ohlelweni lochwepheshe:

Izinsiza Zomuntu Abantu Bamandla

Kirk Enright

U-Kirk Enright ungumsunguli kanye ne-CEO ye Abantu Bamandla, i-automated buyer persona platform for marketing and sales professionals. Waqala umsebenzi wakhe wokukhangisa nokumaketha njengomkopishi kodwa wagcina esexhumene nezindima ezivame kakhulu ekukhangiseni, ekuthuthukisweni kokuqukethwe, ekuthuthukisweni komkhiqizo, ekufakeni uphawu, nasekuboniseni abaphathi.

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