{"id":1781,"date":"2019-02-03T14:15:19","date_gmt":"2019-02-03T19:15:19","guid":{"rendered":"http:\/\/www.atyourbusiness.com\/blog\/?p=1781"},"modified":"2019-02-10T20:02:31","modified_gmt":"2019-02-11T01:02:31","slug":"the-difference-between-in-persona-buyer-personas-and-internet-personas","status":"publish","type":"post","link":"https:\/\/www.atyourbusiness.com\/blog\/the-difference-between-in-persona-buyer-personas-and-internet-personas\/","title":{"rendered":"The Difference Between In-Persona Buyer Personas and Internet Personas"},"content":{"rendered":"\n

<\/h2>\n\n\n\n

<\/h2>\n\n\n\n

One of the most interesting things about the internet is the creation of online and offline personalities. People tend to have internet personas that they keep on Facebook or other social media and different personas that they share with those closest to them in private.<\/p>\n\n\n\n

Marketers need to understand this because people will take a different attitude toward a brand when they\u2019re online vs. offline. Mastercard found in its research that there are internet personas<\/a> that influence the buying process. <\/p>\n\n\n\n

As a marketer, you also have to be aware of the buying process in person and how you can effectively market to both personas.<\/p>\n\n\n\n

Read on to learn more about the differences between these personas and how you can create your own buyer personas.<\/p>\n\n\n\n\n\n

The Evolution of Offline and Internet Personas<\/h2>\n\n\n\n

It used to be that we would have a work persona and a private persona. They\u2019d be separate personalities that we\u2019d share in our workplace to keep things professionals and things we\u2019d share at home in private.<\/p>\n\n\n\n

When social media came about, these worlds didn\u2019t just collide, but they merged. Facebook\u2019s founder, Mark Zuckerberg, noted that he didn\u2019t believe in two different personalities<\/a> for work or private life. He considered them to be one and the same. <\/p>\n\n\n\n

While the line between public and private identities merged thanks to Facebook, how people present themselves online evolved.<\/p>\n\n\n\n

It\u2019s more likely that you\u2019ll find people who are actively sharing appearing to be happy or people who are just looking at what others are posting. Either way, they\u2019re less happy<\/a> when they\u2019re using social media often. <\/p>\n\n\n\n

These personas can impact how people buy. You can then create an entire digital marketing strategy around these personas. If you want to know more about this, check out this website<\/a>!<\/p>\n\n\n\n

How People Shop Online and Offline<\/h2>\n\n\n\n

When people shop online, they start with product research. They\u2019ll look up the product first. Let\u2019s say that someone is searching for a stick vacuum. They may look up \u201cthe best vacuum for small spaces,\u201d or \u201cthe best stick vacuum.\u201d<\/p>\n\n\n\n

They\u2019ll also search for stick vacuums on Amazon as more people are looking there first instead of Google.<\/p>\n\n\n\n

No matter where they start their product research, they want to find a few good options to research further. They\u2019ll look up product reviews, and bestsellers.<\/p>\n\n\n\n

Once the narrow down some options, they\u2019ll visit manufacturer websites, and they\u2019ll revisit Amazon. They\u2019ll continue to evaluate stick vacuums for 25 days and then make a buying decision.<\/p>\n\n\n\n

Shopping offline is a different experience. What will happen is that people will turn to online search, but they\u2019ll look for \u201cvacuum stores near me\u201d and then shop at that vacuum store in person.<\/p>\n\n\n\n

When making a buying decision, they may look at a few models and ask the staff of the vacuum store what the best model for them is.<\/p>\n\n\n\n

They tend to value the personal connection, privacy and feeling the product in their hands before they buy.<\/p>\n\n\n\n

Why is this important? A retailer with a brick and mortar store and an ecommerce store will need to create buyer personas for each instance. The intent behind the search is different.<\/p>\n\n\n\n

An ecommerce only business will create internet personas based on how people shop online. In this case, target each step of the buying process.<\/p>\n\n\n\n

A Buyer Persona Example<\/h2>\n\n\n\n

When you create a buyer persona for the internet or offline purchases, the end result is the same. You\u2019re creating a fictional character who you are targeting. Here\u2019s an example of a buyer persona.<\/p>\n\n\n\n

Julia is a 37-year-old small business owner with an infant daughter. She owns an upscale consignment shop, which has been open for about a year. Julia is up on the latest trends and styles. She\u2019s married and she and her husband just celebrated her third wedding anniversary.<\/p>\n\n\n\n

They live in a small house just outside of an urban area. Their THI is about $75,000. Outside of her business and family, she spends time writing fiction and painting, which satisfy her creative urges. She\u2019s involved in her community as well  – she\u2019s an active member of the local business community.<\/p>\n\n\n\n

She\u2019s always on the go and doesn\u2019t always have the time to do deep cleaning around the house. She\u2019d rather spot clean throughout the week because it\u2019s easier She wants a lightweight vacuum that she can take out when she has a few minutes to clean up around the house.<\/p>\n\n\n\n

You can see that you\u2019re getting deep into the motivations as to why someone would want your product or service. <\/p>\n\n\n\n

How to Create Your Own Internet Personas<\/h2>\n\n\n\n

Creating a buyer persona for the internet is easy when you ask yourself the right questions.<\/p>\n\n\n\n

  • What is your product or service?<\/li>
  • What does it do?<\/li>
  • How does this solve your target market\u2019s problem?<\/li>
  • What\u2019s your customer\u2019s name?<\/li>
  • Where do they live?<\/li>
  • Are they married?<\/li>
  • How old are they?<\/li>
  • Where do they go for information?<\/li><\/ul>\n\n\n\n

    Now, pretend they\u2019re standing in front of you. What are they wearing? Where are they going? What is their demeanor? What are their values?<\/p>\n\n\n\n

    Put it all together like you\u2019re putting together their life story. Congratulations, you now have a buyer persona.          <\/p>\n\n\n\n

    After You Create Your Personas<\/h2>\n\n\n\n

    When you create your offline and internet personas, you then want to create marketing messages around them.<\/p>\n\n\n\n

    To effectively create messaging for each persona, you can put yourself in the shoes of the customer at each step of the buying process.<\/p>\n\n\n\n

    You can determine how they research products online and position your company to be front and center when they\u2019re searching online.<\/p>\n\n\n\n

    Going back to the stick vacuum example, you can reach your prospective buyers by creating blog posts around certain search terms, like \u201cThe Ultimate Stick Vacuum Review.\u201d<\/p>\n\n\n\n

    Creating Buyer Personas for Every Type of Purchase<\/h2>\n\n\n\n

    There\u2019s no doubt that the internet changed how people buy products, whether they buy in person or online.<\/p>\n\n\n\n

    Creating internet personas can help you reach potential customers when they\u2019re researching products and when they\u2019re ready to buy.<\/p>\n\n\n\n

    Want more great marketing tips? Check out these articles about . Or, check out some  to help you boost sales.<\/p>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    One of the most interesting things about the internet is the creation of online and offline personalities. People tend to have internet personas that they keep on Facebook or other social media and different personas that they share with those closest to them in private. Marketers need to understand this because people will take a […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[],"_links":{"self":[{"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/posts\/1781"}],"collection":[{"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/comments?post=1781"}],"version-history":[{"count":3,"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/posts\/1781\/revisions"}],"predecessor-version":[{"id":1867,"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/posts\/1781\/revisions\/1867"}],"wp:attachment":[{"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/media?parent=1781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/categories?post=1781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.atyourbusiness.com\/blog\/wp-json\/wp\/v2\/tags?post=1781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}