{"id":287,"date":"2019-04-02T11:14:40","date_gmt":"2019-04-02T15:14:40","guid":{"rendered":"https:\/\/www.varibase.com\/blog\/?p=287"},"modified":"2023-11-30T10:11:42","modified_gmt":"2023-11-30T15:11:42","slug":"persona","status":"publish","type":"post","link":"https:\/\/varibase.com\/blog\/persona\/","title":{"rendered":"Persona Marketing 101"},"content":{"rendered":"\n[et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbHero Section\u00a0\u00bb _builder_version=\u00a0\u00bb3.22.3″ custom_padding=\u00a0\u00bb0|0px|0|0|false|false\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb3.25″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb custom_margin=\u00a0\u00bb-60px|auto||auto||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0|0px|false|false\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.0.3″ text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb]

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\u00a0Persona Marketing 101<\/span><\/p>\n

 <\/p>\n

Avant de vous lancer dans une campagne marketing, il y a de nombreuses \u00e9tapes pr\u00e9alables. Constituer votre persona<\/span>\u00a0en est une.<\/span><\/p>\n

 <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbBlog\u00a0\u00bb _builder_version=\u00a0\u00bb3.22.3″ custom_padding=\u00a0\u00bb0|0px|25px|0px|false|false\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb][et_pb_row module_class=\u00a0\u00bb et_pb_row_fullwidth\u00a0\u00bb _builder_version=\u00a0\u00bb3.25″ width=\u00a0\u00bb100%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb\u00a0\u00bb width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb max_width_phone=\u00a0\u00bb\u00a0\u00bb max_width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb make_fullwidth=\u00a0\u00bbon\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_blurb image=\u00a0\u00bbhttps:\/\/varibase.com\/blog\/wp-content\/uploads\/2018\/12\/persona.png\u00a0\u00bb content_max_width=\u00a0\u00bb800px\u00a0\u00bb admin_label=\u00a0\u00bbLe 11 f\u00e9vrier dernier Varibase a particip\u00e9 au Sommet Customer Journey qui avait lieu \u00e0 la grande biblioth\u00e8que nationale.\u00a0\u00bb _builder_version=\u00a0\u00bb4.0.3″ header_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font_size=\u00a0\u00bb32px\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb border_color_all_image=\u00a0\u00bb#ffffff\u00a0\u00bb]

SOMMAIRE<\/strong><\/span><\/h2>\n

1. Qu\u2019est-ce qu\u2019un persona ?<\/span>
2. \u00c0 quoi \u00e7a sert ?<\/span>
3. Comment en cr\u00e9er un ?<\/span>
4. Pourquoi cr\u00e9er vos buyers personas ?<\/span><\/p>\n

1. Qu\u2019est-ce qu\u2019un persona ?<\/strong><\/span><\/h2>\n

Un persona est un personnage imaginaire, cr\u00e9\u00e9 de toute pi\u00e8ce qui correspond aux crit\u00e8res du consommateur id\u00e9al de votre marque. <\/span>Le mot vient du latin est un d\u00e9riv\u00e9 du verbe personare, qui veut dire r\u00e9sonner\/retentir, et d\u00e9signe un masque de th\u00e9\u00e2tre qui a pour but de porter la voix. P<\/span>ar d\u00e9finition, c’est un avatar, client qui int\u00e9resse fortement votre entreprise soit une repr\u00e9sentation parfaite du prospect id\u00e9al.<\/span>
Le profil d’un persona contient des informations tel qu’un nom, un pr\u00e9nom, une photo, l’\u00e2ge, le m\u00e9tier (ou statut social), la personnalit\u00e9 et tous les autres facteurs qui peuvent se r\u00e9v\u00e9ler utile comme ses habitudes sportives ou alimentaires, des caract\u00e9ristiques d\u00e9mographiques, sociales et psychologiques. Plus celui-ci est d\u00e9taill\u00e9, le mieux vous l’utiliserez.\u00a0<\/span>Un persona est donc un outil marketing pour servir des objectifs pr\u00e9cis.<\/span><\/p>\n

2. \u00c0 quoi \u00e7a sert ?<\/strong><\/h2>\n

Il sert \u00e0 cr\u00e9er des sc\u00e9narios. Il vous permet surtout de ne pas perdre de vue les besoins et objectifs de campagne.\u00a0<\/span>Cr\u00e9er un persona permet de concentrer vos efforts marketing sur les besoins et les envies de votre client\u00e8le cible.\u00a0<\/span>En le d\u00e9finissant, vous allez identifier la personne que vous voulez atteindre gr\u00e2ce \u00e0 vos contenus personnalis\u00e9s.\u00a0<\/span>Vous ne voulez pas simplement attirer une personne lambda vers votre site, vous voulez attirer le prospect id\u00e9al qui correspond \u00e0 votre offre, et plus votre persona est d\u00e9crit de mani\u00e8re pr\u00e9cise, plus votre strat\u00e9gie sera optimale.<\/span><\/p>\n

3. Comment en cr\u00e9er un ?<\/strong><\/span><\/h2>\n

> Statistiques<\/strong><\/span>
Prenons Facebook Insights, par exemple. En analysant l’interaction de votre audience avec vos publicit\u00e9s, le type de contenu selon vos publications et l\u2019engagement vous pourrez dessiner un profil type qui vous aidera \u00e0 cr\u00e9er votre persona selon le type de produit. De plus, Facebook Insights vous permet d\u2019aller chercher des donn\u00e9es bien pr\u00e9cises d\u2019utilisateurs sp\u00e9cifiques, telles que le sexe, l\u2019\u00e9tat de la relation, l\u2019entreprise, la ville, etc. Mais il existe bien d\u2019autres sources encore, telles que LinkedIn Insight, Twitter Insights, Google Analytics, mais \u00e9galement les sondages en ligne.<\/span><\/h3>\n

> Brainstorming<\/strong><\/span>
Pour cr\u00e9er un premier persona, r\u00e9unissez vos coll\u00e8gues et d\u00e9taillez votre persona selon ses traits de caract\u00e8res. Id\u00e9aliser un \u00eatre, pourquoi pas lui donner des habitudes que vous aimeriez avoir. Listez des traits de caract\u00e8re, utilisez m\u00eame certains de vos traits r\u00e9els que vous aimez \u00e0 propos de vous-m\u00eame. Le r\u00e9sultat de ce brainstorming vous donnera une liste qui vous permettra de cr\u00e9er votre persona selon ses traits de personnalit\u00e9.<\/span><\/h3>\n

> Visuel<\/strong><\/span>
Le dessin peut aussi faciliter la cr\u00e9ation d\u2019un persona ! Dessinez son look, sa d\u00e9marche, l\u2019endroit o\u00f9 il va prendre son caf\u00e9, avec qui\u2026 Dessiner votre persona va vous aider \u00e0 vous souvenir \u00e0 quoi il ressemble et les \u00e9tapes de sa cr\u00e9ation. Par exemple, si celui-ci fait du crossfit mais est fan d\u2019Hello Kitty, vous pouvez la dessiner en train de lever des poids, en pleine extension de mouvement avec des chaussettes du c\u00e9l\u00e8bre chat.<\/span>
Si votre persona est un vacancier qui aime la cr\u00e8me glac\u00e9e, dessinez ses v\u00eatements, son expression, une glace \u00e0 la main.<\/span>
Bien \u00e9videmment, aucun cours de dessin n\u2019est requis. Le but est simplement d’ancrer ce persona dans votre subconscient et d\u2019y faire r\u00e9f\u00e9rence le plus facilement lors de prise de d\u00e9cision strat\u00e9gique.<\/span><\/h3>\n

> Les questions \u00e0 se poser pour cr\u00e9er un persona Marketing
<\/strong>L\u2019\u00e9laboration du portrait de base de votre persona passe pour ces grandes th\u00e9matiques : son identit\u00e9 bien s\u00fbr – incluant des informations g\u00e9n\u00e9rales, son r\u00f4le, ses d\u00e9fis, l\u2019industrie pour laquelle il travaille et ses objectifs personnels et m\u00eame ses pr\u00e9f\u00e9rences d\u2019achat ou ses origines ethniques par exemple.<\/span><\/h3>\n

<\/span><\/p>\n

4. Pourquoi cr\u00e9er vos buyers personas ?<\/strong><\/span><\/h2>\n

Les objectifs sont multiples, cela vous permet de :<\/span>
– Prioriser les efforts de d\u00e9veloppement<\/span>
– Rationaliser les d\u00e9cisions<\/span>
– Avoir un simple outil de communication, clair et explicite<\/span>
– Comprendre votre cible et cr\u00e9er de l\u2019empathie envers votre audience<\/span>
– Se pencher v\u00e9ritablement sur le besoin des utilisateurs et de ne pas rester uniquement dans le discours<\/span>
– Recenser les besoins r\u00e9els et pr\u00e9cis des utilisateurs. Cela vous permettra de r\u00e9aliser un produit simple et adapt\u00e9 et non un fourre-tout de fonctionnalit\u00e9s<\/span><\/p>\n

Vous avez ici les premi\u00e8res cl\u00e9s pour constituer vos persona marketing. Si vous avez besoin d\u2019aide, n\u2019h\u00e9sitez pas \u00e0 nous contacter<\/span><\/span><\/strong><\/a>.<\/span><\/p>\n

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Soyez curieux !<\/h2>\n

Nous vous proposons r\u00e9guli\u00e8rement les meilleurs articles, livres blancs et infographies en lien avec le marketing relationnel, le parcours client, la donn\u00e9e et l’analytique.<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_contact_form captcha=\u00a0\u00bboff\u00a0\u00bb email=\u00a0\u00bbzn5wy2rn@robot.zapier.com\u00a0\u00bb title=\u00a0\u00bbAbonnez-vous \u00e0 l’infolettre\u00a0\u00bb custom_message=\u00a0\u00bb%%email%%||et_pb_line_break_holder||||et_pb_line_break_holder||\u00a0\u00bb use_redirect=\u00a0\u00bbon\u00a0\u00bb redirect_url=\u00a0\u00bbhttps:\/\/blog.varibase.com\u00a0\u00bb success_message=\u00a0\u00bbMerci pour votre inscription.\u00a0\u00bb submit_button_text=\u00a0\u00bbJe suis curieux\u00a0\u00bb _builder_version=\u00a0\u00bb4.0.3″ title_level=\u00a0\u00bbh3″ 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Varibase<\/strong><\/p>\n

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Montr\u00e9al : +1 (514) 871 0775
Paris :\u00a0+33 6 74 95 58 08<\/p>\n

\"Logo\u00a0\u00a0\"Logo<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb3.25″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_contact_form captcha=\u00a0\u00bboff\u00a0\u00bb email=\u00a0\u00bbcontact@varibase.com\u00a0\u00bb title=\u00a0\u00bbFormulaire de contact\u00a0\u00bb custom_message=\u00a0\u00bb%%name%%||et_pb_line_break_holder||%%email%%||et_pb_line_break_holder||%%message%%||et_pb_line_break_holder||\u00a0\u00bb use_redirect=\u00a0\u00bbon\u00a0\u00bb success_message=\u00a0\u00bbMerci pour votre message. 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