{"id":1730,"date":"2015-02-25T21:14:05","date_gmt":"2015-02-26T00:14:05","guid":{"rendered":"http:\/\/sh-pro102.teste.website\/~quali640\/br\/?p=1730"},"modified":"2015-02-25T21:14:05","modified_gmt":"2015-02-26T00:14:05","slug":"voce-sabe-o-que-sao-buying-personas","status":"publish","type":"post","link":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/","title":{"rendered":"Voc\u00ea sabe o que s\u00e3o buying personas?"},"content":{"rendered":"<p><em>Luca Venturini<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Um conceito relativamente novo e tamb\u00e9m muito importante para todas as \u00e1reas do marketing s\u00e3o as buying personas<em>. <\/em>Estamos falando de personagens inventadas pelas empresas para representar o tipo de pessoa que compra seus produtos, servindo de par\u00e2metro para o desenvolvimento de solu\u00e7\u00f5es espec\u00edficas (e efetivas) a cada um.<\/p>\n<p>\u00c9 como se a organiza\u00e7\u00e3o segmentasse seu pr\u00f3prio p\u00fablico-alvo, investigando os consumidores com comportamentos e necessidades semelhantes, e aglutinando-os sob um mesmo guarda-chuva, que \u00e9 uma buying persona.<\/p>\n<p>Calma, a gente desenha: suponha que uma empresa que fabrica m\u00f3veis funcionais de alum\u00ednio deseje criar uma estrat\u00e9gia de conte\u00fado utilizando seus perfis em redes sociais. \u00c9 interessante que tal empresa identifique de duas a cinco buying personas que podem ser consumidoras de seus produtos.<\/p>\n<p>Vamos assumir que foram identificadas as seguintes buying personas:<\/p>\n<p>&#8211; Dona Regina: mulher de 40 anos; casada; classe m\u00e9dia alta; deseja mobiliar o quarto de seu \u00fanico filho; entende bastante de mob\u00edlia.<\/p>\n<p>&#8211; Marcel\u00e3o: jovem de 25 anos; solteiro; classe m\u00e9dia; quer mobiliar seu quarto; n\u00e3o entende nada de mob\u00edlia.<\/p>\n<p>&#8211; Carlos Camargo: executivo bem-sucedido de 60 anos; casado; quer mobiliar seu escrit\u00f3rio; entende um pouco de mob\u00edlia.<\/p>\n<p>Como essas tr\u00eas personagens possuem caracter\u00edsticas bem distintas, mesmo que todas fa\u00e7am parte do p\u00fablico-alvo da empresa, o conte\u00fado direcionado a cada uma delas deve ser pensado de forma diferente.<\/p>\n<p>Baseando-se nas necessidades, m\u00eddias mais acessadas e outras vari\u00e1veis significativas, a empresa poderia pensar nas seguintes a\u00e7\u00f5es de conte\u00fado para uma semana de trabalho:<\/p>\n<p>&#8211; Dona Regina: Post no Facebook sobre cinco m\u00f3veis funcionais espec\u00edficos para quartos de crian\u00e7a;<\/p>\n<p>&#8211; Marcel\u00e3o: Fotos de quartos decorados com m\u00f3veis funcionais de alum\u00ednio, no Instagram;<\/p>\n<p>&#8211; Carlos Camargo: Texto no LinkedIn explicando quais s\u00e3o as vantagens econ\u00f4micas e pr\u00e1ticas em substituir m\u00f3veis est\u00e1ticos de madeira por m\u00f3veis funcionais de alum\u00ednio.<\/p>\n<p>Cada conte\u00fado foi feito quase sob medida, levando em conta quais aspectos potencializariam as chances de as buying personas darem like, compartilharem, comprarem, visualizarem ou qualquer que seja o objetivo da empresa.<\/p>\n<p>Em suma, as buying personas nada mais s\u00e3o do que refer\u00eancias. S\u00e3o a empresa pensando como o consumidor pensa. E entrar na cabe\u00e7a do consumidor \u00e9 uma das chaves para um marketing bem feito.<\/p>\n<p>&nbsp;<\/p>\n<p>Fonte:<br \/>\n<em>Curso de Marketing de Conte\u00fado da ComSchool<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Luca Venturini &nbsp; Um conceito relativamente novo e tamb\u00e9m muito [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,5],"tags":[13],"class_list":["post-1730","post","type-post","status-publish","format-standard","hentry","category-blog","category-email-marketing","tag-buying-personas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Voc\u00ea sabe o que s\u00e3o buying personas? - Qualit\u00e0 Comunica\u00e7\u00e3o<\/title>\n<meta name=\"description\" content=\"Aprenda o que \u00e9 esse conceito t\u00e3o fundamental para o marketing digital.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Voc\u00ea sabe o que s\u00e3o buying personas? - Qualit\u00e0 Comunica\u00e7\u00e3o\" \/>\n<meta property=\"og:description\" content=\"Aprenda o que \u00e9 esse conceito t\u00e3o fundamental para o marketing digital.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/\" \/>\n<meta property=\"og:site_name\" content=\"Qualit\u00e0 Comunica\u00e7\u00e3o\" \/>\n<meta property=\"article:published_time\" content=\"2015-02-26T00:14:05+00:00\" \/>\n<meta name=\"author\" content=\"romano\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"romano\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/\"},\"author\":{\"name\":\"romano\",\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/#\\\/schema\\\/person\\\/b9b4b91b9e561dd43c832ec78023e522\"},\"headline\":\"Voc\u00ea sabe o que s\u00e3o buying personas?\",\"datePublished\":\"2015-02-26T00:14:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/\"},\"wordCount\":424,\"keywords\":[\"Buying personas\"],\"articleSection\":[\"Blog\",\"Email marketing\"],\"inLanguage\":\"pt-BR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/\",\"url\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/\",\"name\":\"Voc\u00ea sabe o que s\u00e3o buying personas? - Qualit\u00e0 Comunica\u00e7\u00e3o\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/#website\"},\"datePublished\":\"2015-02-26T00:14:05+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/#\\\/schema\\\/person\\\/b9b4b91b9e561dd43c832ec78023e522\"},\"description\":\"Aprenda o que \u00e9 esse conceito t\u00e3o fundamental para o marketing digital.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/voce-sabe-o-que-sao-buying-personas\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"In\u00edcio\",\"item\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Voc\u00ea sabe o que s\u00e3o buying personas?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/#website\",\"url\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/\",\"name\":\"Qualit\u00e0 Comunica\u00e7\u00e3o\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/#\\\/schema\\\/person\\\/b9b4b91b9e561dd43c832ec78023e522\",\"name\":\"romano\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/7f088affeb471ea1c34bd2d9d4cdfb79bcdc7efbcf0f05d2c46420f2dedafb09?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/7f088affeb471ea1c34bd2d9d4cdfb79bcdc7efbcf0f05d2c46420f2dedafb09?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/7f088affeb471ea1c34bd2d9d4cdfb79bcdc7efbcf0f05d2c46420f2dedafb09?s=96&d=mm&r=g\",\"caption\":\"romano\"},\"url\":\"https:\\\/\\\/qualitacomunicacao.com\\\/br\\\/author\\\/romano\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Voc\u00ea sabe o que s\u00e3o buying personas? - Qualit\u00e0 Comunica\u00e7\u00e3o","description":"Aprenda o que \u00e9 esse conceito t\u00e3o fundamental para o marketing digital.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/","og_locale":"pt_BR","og_type":"article","og_title":"Voc\u00ea sabe o que s\u00e3o buying personas? - Qualit\u00e0 Comunica\u00e7\u00e3o","og_description":"Aprenda o que \u00e9 esse conceito t\u00e3o fundamental para o marketing digital.","og_url":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/","og_site_name":"Qualit\u00e0 Comunica\u00e7\u00e3o","article_published_time":"2015-02-26T00:14:05+00:00","author":"romano","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"romano","Est. tempo de leitura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/#article","isPartOf":{"@id":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/"},"author":{"name":"romano","@id":"https:\/\/qualitacomunicacao.com\/br\/#\/schema\/person\/b9b4b91b9e561dd43c832ec78023e522"},"headline":"Voc\u00ea sabe o que s\u00e3o buying personas?","datePublished":"2015-02-26T00:14:05+00:00","mainEntityOfPage":{"@id":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/"},"wordCount":424,"keywords":["Buying personas"],"articleSection":["Blog","Email marketing"],"inLanguage":"pt-BR"},{"@type":"WebPage","@id":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/","url":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/","name":"Voc\u00ea sabe o que s\u00e3o buying personas? - Qualit\u00e0 Comunica\u00e7\u00e3o","isPartOf":{"@id":"https:\/\/qualitacomunicacao.com\/br\/#website"},"datePublished":"2015-02-26T00:14:05+00:00","author":{"@id":"https:\/\/qualitacomunicacao.com\/br\/#\/schema\/person\/b9b4b91b9e561dd43c832ec78023e522"},"description":"Aprenda o que \u00e9 esse conceito t\u00e3o fundamental para o marketing digital.","breadcrumb":{"@id":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/qualitacomunicacao.com\/br\/voce-sabe-o-que-sao-buying-personas\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"In\u00edcio","item":"https:\/\/qualitacomunicacao.com\/br\/"},{"@type":"ListItem","position":2,"name":"Voc\u00ea sabe o que s\u00e3o buying personas?"}]},{"@type":"WebSite","@id":"https:\/\/qualitacomunicacao.com\/br\/#website","url":"https:\/\/qualitacomunicacao.com\/br\/","name":"Qualit\u00e0 Comunica\u00e7\u00e3o","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/qualitacomunicacao.com\/br\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Person","@id":"https:\/\/qualitacomunicacao.com\/br\/#\/schema\/person\/b9b4b91b9e561dd43c832ec78023e522","name":"romano","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/secure.gravatar.com\/avatar\/7f088affeb471ea1c34bd2d9d4cdfb79bcdc7efbcf0f05d2c46420f2dedafb09?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/7f088affeb471ea1c34bd2d9d4cdfb79bcdc7efbcf0f05d2c46420f2dedafb09?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/7f088affeb471ea1c34bd2d9d4cdfb79bcdc7efbcf0f05d2c46420f2dedafb09?s=96&d=mm&r=g","caption":"romano"},"url":"https:\/\/qualitacomunicacao.com\/br\/author\/romano\/"}]}},"_links":{"self":[{"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/posts\/1730","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/comments?post=1730"}],"version-history":[{"count":0,"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/posts\/1730\/revisions"}],"wp:attachment":[{"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/media?parent=1730"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/categories?post=1730"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qualitacomunicacao.com\/br\/wp-json\/wp\/v2\/tags?post=1730"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}