Zicabange unesitolo se-inthanethi esithengisa izinto zikagesi. Nsuku zonke, amakhasimende ahlukahlukene avakashela iwebhusayithi yakho: umfundi wasekolishi ofuna ikhompyutha ephathekayo yesikole, umzali useshela ingane yakhe ikhonsoli yakamuva yokudlala, kanye nomthandi wezobuchwepheshe ofuna ukuthuthukisa isistimu yakhe yokuzijabulisa yasekhaya. Ngalinye lala makhasimende linezidingo nezintandokazi ezahlukene. Ukuze umakethe ngempumelelo isitolo sakho esiku-inthanethi, udinga ukuqonda laba bantu abahlukile, kulapho abantu abathenga khona bengena khona.
Izici zomthengi kukhona amaphrofayili anemininingwane amakhasimende akho afanelekile. Bakusiza ukuthi ulungise imizamo yakho yokumaketha ukuze ufinyelele abantu abalungile ngomlayezo olungile. Lokhu okuthunyelwe kwebhulogi kuzokuqondisa ohlelweni lokudala abantu abathengi abaphumelelayo usebenzisa ulimi olulula, ukuxoxa izindaba, kanye nezibonelo zomhlaba wangempela.
Okuqukethwe
Yini umthengi persona?
Yini engena kumuntu womthengi?
Umhlahlandlela wesinyathelo ngesinyathelo sokudala abantu bomthengi
Imicabango yokugcina
Yini umthengi persona?
I-buer persona imelela i-semi-fictional yekhasimende lakho elifanelekile ngokusekelwe ocwaningweni lwemakethe kanye nedatha yangempela mayelana namakhasimende akho akhona. Kubandakanya ulwazi lwezibalo zabantu, amaphethini okuziphatha, izisusa, imigomo, nezinselele. Kucabange njengomlingiswa osendabeni - umuntu ngamunye uxoxa indaba ehlukile yokuthi angobani amakhasimende akho nokuthi yini ayidingayo.
Yini engena kumuntu womthengi?
Ukudala i-buer persona enemininingwane kuhlanganisa ukuqoqa nokuhlela imininingwane ethile mayelana namakhasimende akho afanelekile. Nazi izinto ezibalulekile ezingena ku-comprehensive buyer persona:
- Imininingwane yabantu
- Igama: Nikeza umuntu wakho igama eliyinganekwane kodwa elihlobene
- Ubudala: Cacisa iminyaka yobudala noma ibanga lobudala
- Ubulili: Khomba ubulili, uma kufaneleka
- Isimo sakho somshado: Phawula ukuthi abashadile, bashadile, noma bashadile
- Izingane: Faka phakathi ulwazi mayelana nokuthi banazo yini izingane neminyaka yazo
- Indawo: Bonisa ukuthi bahlalaphi (idolobha noma isifunda)
- Ulwazi lochwepheshe
- Umsebenzi: Chaza isihloko somsebenzi wabo kanye neqhaza labo
- Indzawo: Cacisa imboni abasebenza kuyo
- Ileveli yolwazi: Qaphela izinga labo lesipiliyoni (izinga lokungena, ileveli emaphakathi, ephezulu)
- Imali engenayo: Bandakanya izinga labo lemali engenayo noma ibanga lomholo
- Umlando Wezemfundo
- Izinga lemfundo: Qaphela izinga eliphakeme kakhulu lemfundo abaliqedile (isikole samabanga aphezulu, iziqu ze-bachelor, iziqu ze-masters, njll.)
- Inkundla yemfundo: Uma kufanele, yisho indawo abafundela kuyo
- Ulwazi lwezengqondo
- Imigomo: Chaza izinhloso zabo zomuntu siqu nezomsebenzi
- Izinselele: Chaza izithiyo noma amaphuzu ezinhlungu ababhekene nazo
- Amanani: Khomba izimiso zabo eziyinhloko nokuthi yini ebaluleke kakhulu kubo
- Okokuzilibazisa nezintshisakalo: Faka phakathi izinto abazithandayo, abazithandayo, nemisebenzi abayijabulelayo
- Indlela yokuphila: Chaza indlela yabo yokuphila, okuhlanganisa izinqubo zansuku zonke nokuziphatha
- Ulwazi lokuziphatha
- Ukuthenga ukuziphatha: Chaza imikhuba yabo yokuthenga, okuhlanganisa nendlela abacwaninga ngayo nokwenza izinqumo
- Ukuziphatha ku-inthanethi: Qaphela izinkundla zabo eziku-inthanethi abazithandayo kanye neziteshi zenkundla yezokuxhumana
- Ukusetshenziswa kobuchwepheshe: Faka ulwazi kumadivayisi abawasebenzisayo kanye ne-tech-savviness yabo
- Ukwethembeka komkhiqizo: Chaza ukwethembeka kwabo kumabhrendi athile noma ezinhlotsheni zemikhiqizo
- Izisusa kanye nezimbangela
- Izisusa: Khomba ukuthi yini ebashukumisela ukuba bathenge (isb., ukunethezeka, intengo, ikhwalithi)
- Okubangela: Qaphela izehlakalo noma izimo ezibangela izinqumo zabo zokuthenga (isb, izinsuku zokuzalwa, amaholide, umsebenzi omusha)
- Okuqukethwe okuncamelayo
- Izinhlobo zokuqukethwe: Khomba izinhlobo zokuqukethwe ezincamelayo (amabhulogi, amavidiyo, amaphodikasti, njll.)
- Imithombo yolwazi: Qaphela ukuthi ngokuvamile bayaphi ukuze bathole ulwazi (i-Google, inkundla yezokuxhumana, ukushicilelwa komkhakha)
- Izingcaphuno zangempela
- Izingcaphuno zekhasimende: Faka phakathi izingcaphuno zangempela ezivela ezingxoxweni zamakhasimende noma izinhlolovo ezithwebula izimo zengqondo zabo nezinto ezibakhathazayo
- Izingcaphuno zekhasimende: Faka phakathi izingcaphuno zangempela ezivela ezingxoxweni zamakhasimende noma izinhlolovo ezithwebula izimo zengqondo zabo nezinto ezibakhathazayo
- Izinketho zomkhiqizo/zesevisi
- Imikhiqizo/amasevisi ancanyelwayo: Chaza izinhlobo zemikhiqizo noma amasevisi abawathandayo nokuthi kungani
- Umbono womkhiqizo: Qaphela umbono wabo ngomkhiqizo wakho nezimbangi zakho
Umhlahlandlela wesinyathelo ngesinyathelo sokudala abantu bomthengi
- Cwaninga izethameli zakho
- Thola izici ezifanayo
- Dala amaphrofayili anemininingwane
- Sebenzisa ama-personas ukuqondisa amasu okuthengisa
Masingene sijule esinyathelweni ngasinye.
Isinyathelo 1: Cwaninga izethameli zakho
Isinyathelo sokuqala ekudaleni abantu bomthengi ukuqoqa ulwazi mayelana namakhasimende akho amanje kanye nalawo angaba khona. Lolu cwaningo lungenziwa ngezindlela ezahlukene:
- Izibalo zewebhusayithi: Sebenzisa amathuluzi afana ne-Google Analytics ukuze ulandelele ukuthi ubani ovakashela iwebhusayithi yakho, ukuthi bavelaphi, nokuthi yimaphi amakhasi abawavakashelayo
- Imininingwane yemidiya yezokuxhumana: Amapulatifomu afana ne-Facebook ne-Instagram ahlinzeka ngezibalo ezibonisa izibalo zabantu nezintshisekelo zabalandeli bakho
- Inhlolovo nohlu lwemibuzo: Thumela izinhlolovo ohlwini lwakho lwe-imeyili noma abalandeli benkundla yezokuxhumana. Buza imibuzo mayelana nezibalo zabo, ukuziphatha kokuthenga, kanye nezinto abazithandayo.
- Izingxoxo: Yenza izingxoxiswano zabantu ngabanye namakhasimende akho aphambili ambalwa. Lokhu kunganikeza ukuqonda okujulile ekukhuthazeni kwabo namaphuzu obuhlungu.
Isinyathelo sesi-2: Thola izici ezifanayo
Ngemva kokuqoqa idatha yakho, bheka amaphethini nezici ezivamile phakathi kwamakhasimende akho. Waqoqe ngokusekelwe kuzici ezifanayo ezifana neminyaka, ubulili, imali engenayo, indlela yokuphila, ukuziphatha kokuthenga, nemigomo.
Isibonelo sokuthi lokhu kungase kubukeke kanjani enkampanini ethengisa izinto zikagesi kungaba ukuthi izethameli ziwela emaqenjini amathathu amakhulu:
- Abafundi baseKolishi: Abantu abaneminyaka engu-18-24, abafuna amakhompyutha aphathekayo athengekayo kodwa anamandla nama-smartphone esikole kanye nenkundla yezokuxhumana
- Bazali: Abantu abaneminyaka engu-30-45, abafuna ama-consoles emidlalo yakamuva namagajethi okufundisa ezingane zabo
- Abathandi bobuchwepheshe: Abantu abaneminyaka engu-25-40, asebejwayelene namathrendi ezobuchwepheshe, abafuna ukuthuthukisa izinhlelo zabo zokuzijabulisa zasekhaya namadivayisi ahlakaniphile asekhaya.
Isinyathelo sesi-3: Dala amaphrofayili anemininingwane
Manje, udala amaphrofayela anemininingwane eqembu ngalinye. Nikeza amagama abantu bakho, futhi ufake imininingwane eminingi ngangokunokwenzeka mayelana nezibalo zabo, ukuziphatha, ukugqugquzela, imigomo, nezinselele zabo.
Emaqenjini amakhulu okukhulunywe ngawo esinyathelweni sesibili, ibhizinisi lizobe selidala abantu abathathu abangabukeka kanje:
- Umfundi Sam
- Ubudala: 20
- Umsebenzi: Umfundi weKholeji
- Isimo sakho somshado: Single
- Imigomo: Thola amakhompyutha aphathekayo athengekayo, asebenza kahle kakhulu nama-smartphone ukuze uwafunde futhi uhlale uxhumekile
- Izinselele: Isabelomali esinomkhawulo, esisindwe yizinketho, sifuna inani elingcono kakhulu lemali
- Izisusa: Hlala unolwazi ngobuchwepheshe, thuthukisa ukukhiqiza kwezifundo, jabulela inkundla yezokuxhumana kanye nemidlalo
- Umzali uBrianna
- Ubudala: 35
- Umsebenzi: Umphathi wephrojekthi
- Isimo sakho somshado: Ushadile unezingane
- Imigomo: Zitholele amakhonsoli akamuva emidlalo namagajethi okufundisa ezingane zabo
- Izinselele: Ukuthola amagajethi afanele iminyaka yobudala, aphephile, futhi ahehayo, ikhwalithi yokulinganisa kanye nentengo
- Izisusa: Gcina izingane zijabulile futhi zifundile, qinisekisa isikhathi somndeni esiyikhwalithi, yenza izinqumo zokuthenga ezihlakaniphile
- UTechi Tom
- Ubudala: 28
- Umsebenzi: Unjiniyela kanjiniyela
- Isimo sakho somshado: Single
- Imigomo: Thuthukisa izinhlelo zokuzijabulisa zasekhaya futhi uhlanganise amadivaysi ahlakaniphile asekhaya
- Izinselele: Ukuhambisana namathrendi athuthukayo ngokushesha, ukuthola amadivaysi ahambisanayo, ukwenza ukuthuthukiswa okungabizi kakhulu
- Izisusa: Thola ukusethwa kwekhaya okuphambili, jabulela ubuchwepheshe bakamuva, hlala ngaphambi kwamathrendi
Isinyathelo sesi-4: Sebenzisa i-personas ukuqondisa amasu okuthengisa
Uma usunobuntu bakho, ungase uzibuze, yini elandelayo? Ungazisebenzisa ukuze ulungise amasu akho okumaketha ukuze ubhekane nezidingo ezithile nokuthandwayo kwabantu okubalulwe kulaba bantu. Lokhu kuqinisekisa ukuthi imilayezo yakho ihambisana nezethameli zakho ozihlosile.
Isibonelo:
- Ukuze Umfundi Sam, U-Jake udala iqoqo lamakhompyutha aphathekayo avumelana nesabelomali nama-smartphone futhi usebenzisa i-Instagram ne-TikTok ukuze abonise ukubuyekezwa kwemikhiqizo namavidiyo we-unboxing. Uphinde anikeze izaphulelo zabafundi kanye nokukhushulwa kokubuyela esikoleni.
- Ukuze Umzali Pat, U-Jake ugqamisa amakhonsoli amageyimu alungele umndeni namagajethi okufundisa, futhi wabelane ngamathiphu okukhetha amadivayisi afanele iminyaka yobudala. Ugcizelela izici zokuphepha futhi ahlanganisa amadili emindeni.
- Ukuze UTechi Tom, u-Jake ulinganisela amasistimu okuzijabulisa asekhaya asezingeni eliphezulu namadivayisi ahlakaniphile asekhaya, wabelana ngokuqhathaniswa kwemikhiqizo enemininingwane nemihlahlandlela yokusetha, futhi usongamela ama-webinars kumathrendi akamuva ezobuchwepheshe.
Imicabango yokugcina
Ukudala ama-buer personas asebenzayo kuyisinyathelo esibalulekile ekuqondeni izethameli zakho kanye nokuhlanganisa imizamo yakho yokumaketha. Ngokulandela ukucwaninga izethameli zakho, ukuhlonza izici ezifanayo, ukudala amaphrofayili anemininingwane, nokusebenzisa abantu ukukuqondisa amasu akho, ungaqinisekisa ukuthi ukumaketha kwakho kuhlangana nabantu abalungile.
Khumbula, abantu bomthengi abamile. Njengoba ibhizinisi lakho likhula futhi lithuthuka, abantu bakho kufanele, nabo. Zibuyekeze njalo ngedatha emisha nemininingwane ukuze zihlale zihambisana nezidingo ezishintshayo zezithameli zakho nokuncamelayo.
