{"id":40290,"date":"2019-07-04T15:05:07","date_gmt":"2019-07-04T15:05:07","guid":{"rendered":"http:\/\/earnado.com\/tr\/?p=4326"},"modified":"2026-02-11T18:33:02","modified_gmt":"2026-02-11T15:33:02","slug":"hedef-kitle-persona-olusturma-ornekleri","status":"publish","type":"post","link":"https:\/\/earnado.com\/tr\/hedef-kitle-persona-olusturma-ornekleri\/","title":{"rendered":"Hedef Kitle ve Persona Nedir? Persona Olu\u015fturma Rehberi"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"40290\" class=\"elementor elementor-40290\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-261b8db9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"261b8db9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-49f1a031\" data-id=\"49f1a031\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7fb3f5e4 elementor-widget elementor-widget-text-editor\" data-id=\"7fb3f5e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 08-05-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">G\u00fcn\u00fcm\u00fczde dijital pazarlama stratejilerini uygun \u015fekilde kullanan firmalar, hedef kitlelerini do\u011fru \u015fekilde belirleyerek ve kendi personalar\u0131n\u0131 yaratma hedeflerini ger\u00e7ekle\u015ftirerek dijital platformda \u00fcst\u00fcnl\u00fc\u011f\u00fc ele almaktad\u0131rlar. Bu sayede hedef kitleye ve personaya uygun reklam yay\u0131nlama stratejileriyle do\u011fru \u015fekilde ula\u015fm\u0131\u015f olurlar. Peki \u201c<\/span><b>Persona<\/b><span style=\"font-weight: 400;\">\u201d nedir? Ne i\u015fe yarar? Gelin hep birlikte inceleyelim;<\/span><\/p><h2><span style=\"font-weight: 400;\">Persona Nedir?<\/span><\/h2><p><span style=\"font-weight: 400;\">Persona, ger\u00e7ek kullan\u0131c\u0131 verilerinden \u00fcretilen <\/span><b>temsili m\u00fc\u015fteri profilidir<\/b><span style=\"font-weight: 400;\">. Markalar bu profil sayesinde hedef kitlenin ihtiya\u00e7lar\u0131n\u0131 daha net g\u00f6r\u00fcr; mesajlar\u0131n\u0131 sezgiyle de\u011fil, kan\u0131tla \u015fekillendirir. Sonu\u00e7ta i\u00e7erik, reklam ve \u00fcr\u00fcn kararlar\u0131 daha isabetli hale gelir.<\/span><\/p><p><span style=\"font-weight: 400;\">Bug\u00fcn dijital pazarlamada hedef kitleyi yaln\u0131zca \u201c18\u201335 ya\u015f aras\u0131 kad\u0131n\u201d diye tan\u0131mlamak yeterli de\u011fildir. Ayn\u0131 ya\u015f grubundaki iki ki\u015fi bamba\u015fka motivasyonlara sahip olabilir. Persona olu\u015fturmak, bu g\u00f6r\u00fcnmez farklar\u0131 davran\u0131\u015f, ihtiya\u00e7 ve beklenti d\u00fczeyinde g\u00f6r\u00fcn\u00fcr k\u0131lar.<\/span><\/p><p><span style=\"font-weight: 400;\">Persona, ger\u00e7ek bir insan gibi kurgulan\u0131r. \u0130sim, ya\u015f, meslek, medeni h\u00e2l, ilgi alanlar\u0131, al\u0131\u015fkanl\u0131klar ve hedefler tan\u0131mlan\u0131r. B\u00f6ylece soyut kitle yerine, karar veren \u201csomut bir karakter\u201d \u00fczerinden d\u00fc\u015f\u00fcn\u00fcl\u00fcr.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u00d6rne\u011fin \u201cAli Ko\u00e7, 58 ya\u015f\u0131nda, i\u015f insan\u0131, yurt d\u0131\u015f\u0131nda e\u011fitim alm\u0131\u015f, yo\u011fun i\u015f temposunda h\u0131zl\u0131 ve g\u00fcvenilir \u00e7\u00f6z\u00fcmler arayan, marka sadakati y\u00fcksek bir profil\u201d dedi\u011fimizde; asl\u0131nda tek bir ki\u015fiyi de\u011fil, <\/span><b>bu \u00f6zellikleri payla\u015fan karar verici kitlenin<\/b><span style=\"font-weight: 400;\"> zihniyetini tarif ederiz.<\/span><\/p><p><span style=\"font-weight: 400;\">Persona, benzer davran\u0131\u015f ve ihtiya\u00e7lara sahip kullan\u0131c\u0131lar\u0131n ortak temsilidir. Bu profil kurgusal g\u00f6r\u00fcnse de ger\u00e7ek veriye dayan\u0131r. Ama\u00e7 bir bireyin biyografisini yazmak de\u011fil, o birey \u00fczerinden bir kullan\u0131c\u0131 k\u00fcmesini anlamakt\u0131r.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00d6rne\u011fin e-ticaret sitenizi ziyaret eden herkes ayn\u0131 \u015fekilde d\u00fc\u015f\u00fcnmez. Kimisi fiyat odakl\u0131d\u0131r, kimisi g\u00fcven arar, kimisi h\u0131z ister. Persona, bu farkl\u0131 beklentileri tek \u00e7at\u0131 alt\u0131nda anlamland\u0131r\u0131r. B\u00f6ylece markan\u0131z do\u011fru ki\u015fiye do\u011fru dili kullan\u0131r.<\/span><\/p><p><span style=\"font-weight: 400;\">Dahas\u0131 persona, ekipler aras\u0131nda ortak bir rehber g\u00f6revi g\u00f6r\u00fcr. Pazarlama, sat\u0131\u015f ve i\u00e7erik ekipleri ayn\u0131 kullan\u0131c\u0131y\u0131 konu\u015fmaya ba\u015flar. Bu da da\u011f\u0131n\u0131k mesajlar\u0131 tek \u00e7izgide bulu\u015fturur.<\/span><\/p><h3><span style=\"font-weight: 400;\">Persona Ne \u0130\u015fe Yarar?<\/span><\/h3><p><span style=\"font-weight: 400;\">Persona; reklamdan i\u00e7erik stratejisine kadar pek \u00e7ok karar\u0131 y\u00f6nlendirir. \u00d6ncelikle hedef kitlenin ac\u0131 noktalar\u0131n\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lar. Ard\u0131ndan \u00e7\u00f6z\u00fcm mesajlar\u0131n\u0131 bu noktalara ba\u011flar.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00d6rne\u011fin reklam metinleri persona diline g\u00f6re yaz\u0131l\u0131r. Blog i\u00e7erikleri, persona sorular\u0131na g\u00f6re planlan\u0131r. \u00dcr\u00fcn sayfalar\u0131 ise persona itirazlar\u0131na g\u00f6re \u015fekillenir. B\u00f6ylece ileti\u015fim rastgele de\u011fil, bilin\u00e7li olur.<\/span><\/p><p><span style=\"font-weight: 400;\">Sonu\u00e7 olarak persona d\u00f6n\u00fc\u015f\u00fcm oran\u0131n\u0131 art\u0131r\u0131r. \u00c7\u00fcnk\u00fc kullan\u0131c\u0131 kendini anlayan bir marka g\u00f6r\u00fcr. Bu g\u00fcven, sat\u0131n alma yolculu\u011funu h\u0131zland\u0131r\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">Persona Hangi Verilere Dayan\u0131r?<\/span><\/h3><p><span style=\"font-weight: 400;\">Persona varsay\u0131mla de\u011fil, veriyle beslenir. Web analiti\u011fi, m\u00fc\u015fteri g\u00f6r\u00fc\u015fmeleri ve anketler temel kaynaklard\u0131r. Ayr\u0131ca sat\u0131\u015f ekibi geri bildirimleri \u00f6nemli ipu\u00e7lar\u0131 verir.<\/span><\/p><p><span style=\"font-weight: 400;\">Bunun yan\u0131nda reklam panelleri davran\u0131\u015f e\u011filimlerini g\u00f6sterir. CRM kay\u0131tlar\u0131 ger\u00e7ek sat\u0131n alma motivasyonlar\u0131n\u0131 a\u00e7\u0131klar. T\u00fcm bu veriler birle\u015fti\u011finde sa\u011flam bir persona ortaya \u00e7\u0131kar.<\/span><\/p><h3><span style=\"font-weight: 400;\">Persona \u0130\u015finiz \u0130\u00e7in Neden Bu Kadar \u00d6nemlidir?<\/span><\/h3><p><span style=\"font-weight: 400;\">Personalar, ekibinizin belirli hedeflere uygun olarak<\/span><a href=\"https:\/\/earnado.com\/tr\/icerik-uretimi\/\"> <b>i\u00e7erik<\/b><\/a><span style=\"font-weight: 400;\"> geli\u015ftirmesine yard\u0131mc\u0131 olur. Mevcut m\u00fc\u015fterilerinizi ve potansiyel m\u00fc\u015fterinizi daha iyi anlaman\u0131za yard\u0131mc\u0131 olur ve i\u00e7erik, mesajla\u015fma, \u00fcr\u00fcn geli\u015ftirme ve hizmetlerinizi farkl\u0131 m\u00fc\u015fteri gruplar\u0131n\u0131n \u00f6zel ihtiya\u00e7lar\u0131na, davran\u0131\u015flar\u0131na g\u00f6re uyarlaman\u0131z\u0131 kolayla\u015ft\u0131r\u0131r.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u0130deal olarak, her m\u00fc\u015fteri farkl\u0131 oldu\u011fundan i\u015fletmeniz i\u00e7in birka\u00e7 farkl\u0131 persona yaratabilirsiniz. Bu ki\u015filerin her birine pazarlanma \u015fekliniz farkl\u0131 olaca\u011f\u0131ndan bu \u00f6nemlidir. \u00d6rne\u011fin \u00fcniversite okuyan 20 ya\u015f\u0131ndaki bir gen\u00e7 ile 65 ya\u015f\u0131ndaki emekli bir ki\u015finin ilgi alanlar\u0131 ve tercihleri farkl\u0131 olaca\u011f\u0131ndan, bu iki gruba uygulayaca\u011f\u0131n\u0131z pazarlama stratejileri de tamam\u0131yla farkl\u0131 olacakt\u0131r.<\/span><\/p><h2><span style=\"font-weight: 400;\">Hedef Kitle Nedir? Persona ile Fark\u0131 Nedir?<\/span><\/h2><p><span style=\"font-weight: 400;\">Hedef kitle, markan\u0131n ula\u015fmak istedi\u011fi geni\u015f kullan\u0131c\u0131 grubudur. Genellikle demografik ve temel davran\u0131\u015f \u00f6l\u00e7\u00fctleriyle tan\u0131mlan\u0131r. Ancak bu tan\u0131m tek ba\u015f\u0131na kullan\u0131c\u0131y\u0131 anlamaya yetmez. \u00c7\u00fcnk\u00fc ayn\u0131 hedef kitle i\u00e7inde \u00e7ok farkl\u0131 beklentiler bulunur.<\/span><\/p><p><span style=\"font-weight: 400;\">Persona ise hedef kitlenin i\u00e7indeki anlaml\u0131 alt profili temsil eder. Daha derine iner, motivasyonu ve itirazlar\u0131 a\u00e7\u0131klar. B\u00f6ylece \u201ckime sesleniyoruz?\u201d sorusu netle\u015fir. K\u0131sacas\u0131 hedef kitle \u00e7er\u00e7eveyi, persona ise karakteri g\u00f6sterir.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir online e\u011fitim platformunun hedef kitlesi \u201c20\u201335 ya\u015f aras\u0131 \u00e7al\u0131\u015fanlar\u201d olabilir. Fakat bu grubun i\u00e7inde kariyer de\u011fi\u015ftirmek isteyenler de vard\u0131r. Ayn\u0131 grupta terfi hedefleyenler de bulunur. Persona bu iki profili birbirinden ay\u0131r\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">Hedef Kitle ve Persona Aras\u0131ndaki Temel Farklar<\/span><\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Hedef kitle geneldir, persona \u00f6zeldir.<\/b><b><br \/><\/b><span style=\"font-weight: 400;\"> Hedef kitle say\u0131sal s\u0131n\u0131r \u00e7izer, persona insani ba\u011f kurar.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Hedef kitle demografiye dayan\u0131r, persona davran\u0131\u015fa.<\/b><b><br \/><\/b><span style=\"font-weight: 400;\"> Ya\u015f ve cinsiyet tek ba\u015f\u0131na karar verdirmez.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Hedef kitle reklama y\u00f6n verir, persona mesaja.<\/b><b><br \/><\/b><span style=\"font-weight: 400;\"> Persona hangi c\u00fcmlenin ikna edece\u011fini s\u00f6yler.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Hedef kitle tek katmanl\u0131d\u0131r, persona \u00e7ok katmanl\u0131.<\/b><b><br \/><\/b><span style=\"font-weight: 400;\"> \u0130htiya\u00e7, korku ve hedef ayn\u0131 tabloda bulu\u015fur.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Bu fark\u0131 anlamak i\u00e7erik stratejisinin temelidir. \u00c7\u00fcnk\u00fc yanl\u0131\u015f yerde persona kullanmak karma\u015fa yarat\u0131r. Do\u011fru yerde kullanmak ise d\u00f6n\u00fc\u015f\u00fcm\u00fc h\u0131zland\u0131r\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">Pratik Senaryo: Ayn\u0131 Hedef Kitle, \u0130ki Farkl\u0131 Persona<\/span><\/h3><p><span style=\"font-weight: 400;\">Bir spor ayakkab\u0131 markas\u0131n\u0131 d\u00fc\u015f\u00fcnelim. Hedef kitle \u201c18\u201330 ya\u015f \u015fehirli kullan\u0131c\u0131lar\u201d olsun. Bu grup i\u00e7inde iki farkl\u0131 persona \u00e7\u0131kar:<\/span><\/p><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Performans Odakl\u0131 Deniz<\/b><b><br \/><\/b><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ko\u015fu s\u00fcrelerini geli\u015ftirmek ister.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Teknik \u00f6zelliklere \u00f6nem verir.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kar\u015f\u0131la\u015ft\u0131rma i\u00e7eriklerini okur.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/li><\/ul><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><b>G\u00fcnl\u00fck Kullan\u0131mc\u0131 Ege<\/b><b><br \/><\/b><\/li><\/ol><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rahatl\u0131k ve stil arar.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sosyal kanallardan etkilenir.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">H\u0131zl\u0131 karar verir.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Hedef kitle ayn\u0131 kalsa da mesaj tamamen de\u011fi\u015fir. \u0130\u015fte persona bu y\u00fczden stratejik de\u011fere sahiptir.<\/span><\/p><h3><span style=\"font-weight: 400;\">Persona Olmazsa Ne Olur?<\/span><\/h3><p><span style=\"font-weight: 400;\">Persona yoksa markalar herkese ayn\u0131 dili kullan\u0131r. Reklamlar genelle\u015fir, i\u00e7erikler y\u00fczeyselle\u015fir. Kullan\u0131c\u0131 kendine \u00f6zel bir ses duyamaz. <\/span><span style=\"font-weight: 400;\">Ayr\u0131ca ekipler ortak bir referans noktas\u0131n\u0131 kaybeder. Tasar\u0131mc\u0131 ba\u015fka, reklamc\u0131 ba\u015fka bir kullan\u0131c\u0131 hayal eder. Bu kopukluk b\u00fct\u00e7eyi verimsizle\u015ftirir.<\/span><\/p><h2><span style=\"font-weight: 400;\">Persona T\u00fcrleri Nelerdir?<\/span><\/h2><p><span style=\"font-weight: 400;\">Persona tek tip bir kavram de\u011fildir. Kullan\u0131m amac\u0131na g\u00f6re farkl\u0131 t\u00fcrlere ayr\u0131l\u0131r. Do\u011fru t\u00fcr\u00fc se\u00e7mek, pazarlama kararlar\u0131n\u0131n isabetini art\u0131r\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">1) Buyer Persona (Al\u0131c\u0131 Persona)<\/span><\/h3><p><span style=\"font-weight: 400;\">Buyer persona, sat\u0131n alma karar\u0131n\u0131 veren profili anlat\u0131r. \u0130htiya\u00e7, b\u00fct\u00e7e ve itirazlar bu t\u00fcrde \u00f6ne \u00e7\u0131kar. \u00d6zellikle e-ticaret ve hizmet sekt\u00f6r\u00fcnde kritik rol oynar. Reklam metinleri \u00e7o\u011funlukla buyer persona diline g\u00f6re yaz\u0131l\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">2) User Persona (Kullan\u0131c\u0131 Persona)<\/span><\/h3><p><span style=\"font-weight: 400;\">User persona, \u00fcr\u00fcn\u00fc aktif kullanan ki\u015fiye odaklan\u0131r. Sat\u0131n alma karar\u0131n\u0131 ba\u015fkas\u0131 verse bile deneyimi bu profil ya\u015far. UX tasar\u0131m\u0131 ve \u00fcr\u00fcn geli\u015ftirme s\u00fcre\u00e7lerinde temel referanst\u0131r. Kullan\u0131m zorluklar\u0131n\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lar.<\/span><\/p><h3><span style=\"font-weight: 400;\">3) B2B Karar Verici Persona<\/span><\/h3><p><span style=\"font-weight: 400;\">B2B s\u00fcre\u00e7lerinde karar tek ki\u015fide toplanmaz. Bu nedenle y\u00f6netici, kullan\u0131c\u0131 ve finans onay\u0131 gibi farkl\u0131 roller tan\u0131mlan\u0131r. Her rolun motivasyonu farkl\u0131d\u0131r. Mesaj mimarisi buna g\u00f6re ayr\u0131\u015ft\u0131r\u0131l\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">4) Davran\u0131\u015f Odakl\u0131 Persona<\/span><\/h3><p><span style=\"font-weight: 400;\">Bu t\u00fcr, demografiden \u00e7ok davran\u0131\u015f\u0131 merkeze al\u0131r. Site i\u00e7i aksiyonlar, i\u00e7erik t\u00fcketimi ve etkile\u015fim verileri incelenir. Dijital pazarlamada en h\u0131zl\u0131 sonu\u00e7 veren yakla\u015f\u0131m budur.<\/span><\/p><p><span style=\"font-weight: 400;\">Persona t\u00fcr\u00fcn\u00fc do\u011fru se\u00e7mek gereksiz ayr\u0131nt\u0131y\u0131 \u00f6nler. \u00c7\u00fcnk\u00fc her proje ayn\u0131 derinlikte persona istemez. Ama\u00e7 netle\u015fince do\u011fru t\u00fcr kendili\u011finden g\u00f6r\u00fcn\u00fcr.<\/span><\/p><h2><span style=\"font-weight: 400;\">Persona Nas\u0131l Olu\u015fturulur? (7 Ad\u0131mda Uygulamal\u0131 Y\u00f6ntem)<\/span><\/h2><p><span style=\"font-weight: 400;\">Persona olu\u015fturmak tahmin oyunu de\u011fildir. S\u00fcre\u00e7, net veri ve do\u011fru sorularla ilerler. A\u015fa\u011f\u0131daki ad\u0131mlar, k\u0131sa s\u00fcrede \u00e7al\u0131\u015fan bir persona \u00fcretmenizi sa\u011flar.<\/span><\/p><h3><span style=\"font-weight: 400;\">1) Amac\u0131 Netle\u015ftirin<\/span><\/h3><p><span style=\"font-weight: 400;\">\u00d6nce personay\u0131 neden olu\u015fturdu\u011funuzu belirleyin. Ama\u00e7 <a href=\"https:\/\/earnado.com\/tr\/reklam-yonetimi\/\" target=\"_blank\" rel=\"noopener\">reklam performans\u0131n\u0131 art\u0131rmak<\/a> m\u0131, i\u00e7erik \u00fcretmek mi? Her hedef farkl\u0131 derinlik ister. Net ama\u00e7, gereksiz ayr\u0131nt\u0131y\u0131 ba\u015ftan eler. <\/span><span style=\"font-weight: 400;\">\u00d6rne\u011fin d\u00f6n\u00fc\u015f\u00fcm odakl\u0131 bir kampanya i\u00e7in itirazlar \u00f6nceliklidir. \u0130\u00e7erik stratejisi i\u00e7in ise bilgi ihtiya\u00e7lar\u0131 \u00f6ne \u00e7\u0131kar. Bu ayr\u0131m, t\u00fcm s\u00fcrecin y\u00f6n\u00fcn\u00fc belirler.<\/span><\/p><h3><span style=\"font-weight: 400;\">2) Veri Kaynaklar\u0131n\u0131 Toplay\u0131n<\/span><\/h3><p><span style=\"font-weight: 400;\">Persona sa\u011flam veriyle beslenir. Tek bir kayna\u011fa g\u00fcvenmek yan\u0131lt\u0131r. Bu nedenle farkl\u0131 kanallar\u0131 birlikte kullanmal\u0131s\u0131n\u0131z.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Web analiti\u011fi ve site i\u00e7i davran\u0131\u015flar<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00fc\u015fteri g\u00f6r\u00fc\u015fmeleri ve anketler<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sat\u0131\u015f ekibi geri bildirimleri<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reklam panelleri ve CRM kay\u0131tlar\u0131<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Bu veriler, kullan\u0131c\u0131n\u0131n ger\u00e7ek sesini ortaya \u00e7\u0131kar\u0131r. B\u00f6ylece varsay\u0131mlar yerini kan\u0131ta b\u0131rak\u0131r.<\/span><\/p><h3><span style=\"font-weight: 400;\">3) Ortak Davran\u0131\u015flar\u0131 Gruplay\u0131n<\/span><\/h3><p><span style=\"font-weight: 400;\">Toplanan veriyi benzer kal\u0131plara ay\u0131rmal\u0131s\u0131n\u0131z. Kullan\u0131c\u0131lar\u0131 yaln\u0131zca ya\u015fa g\u00f6re de\u011fil, davran\u0131\u015fa g\u00f6re gruplayarak \u201changi sorunlar\u0131 tekrar ediyorlar?\u201d sorusuna odaklan\u0131rs\u0131n\u0131z. <\/span><span style=\"font-weight: 400;\">\u00d6rne\u011fin ayn\u0131 \u00fcr\u00fcn\u00fc alan iki ki\u015fi farkl\u0131 sebeplerle sat\u0131n alabilir. Biri zaman kazanmak ister, di\u011feri maliyet d\u00fc\u015f\u00fcrmek. Persona bu fark\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lar.<\/span><\/p><h3><span style=\"font-weight: 400;\">4) Persona Kart\u0131n\u0131 Olu\u015fturun<\/span><\/h3><p><span style=\"font-weight: 400;\">\u015eimdi veriyi anla\u015f\u0131l\u0131r bir profile d\u00f6n\u00fc\u015ft\u00fcreilirsiniz. Persona kart\u0131 k\u0131sa ve i\u015flevsel olmal\u0131.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hedefler ve motivasyonlar<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ac\u0131 noktalar ve itirazlar<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bilgi kaynaklar\u0131<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Karar tetikleyicileri<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Bu yap\u0131, ekibin ortak referans\u0131 olur ve herkes ayn\u0131 kullan\u0131c\u0131y\u0131 konu\u015fur.<\/span><\/p><h3><span style=\"font-weight: 400;\">5) Mesaj ve Kanal E\u015fle\u015ftirin<\/span><\/h3><p><span style=\"font-weight: 400;\">Persona haz\u0131r olunca mesaj mimarisini kurmal\u0131s\u0131n\u0131z. Hangi c\u00fcmle ikna eder, hangi ton g\u00fcven verir? Ard\u0131ndan do\u011fru kanal\u0131 se\u00e7ebilirsiniz. <\/span><span style=\"font-weight: 400;\">\u00d6rne\u011fin teknik persona detay ister. Sosyal odakl\u0131 persona ise hik\u00e2ye g\u00f6rmek ister. Mesaj kanala de\u011fil, persona\u2019ya g\u00f6re \u015fekillenir.<\/span><\/p><h3><span style=\"font-weight: 400;\">6) Test Edip Do\u011frulay\u0131n<\/span><\/h3><p><span style=\"font-weight: 400;\">Persona ka\u011f\u0131t \u00fczerinde kalmamal\u0131. Reklam ve i\u00e7eriklerde k\u00fc\u00e7\u00fck testler yapmal\u0131s\u0131n\u0131z. Hangi ba\u015fl\u0131k daha \u00e7ok t\u0131klama al\u0131yor, \u00f6l\u00e7\u00fcn. Geri bildirim geldik\u00e7e profilini g\u00fcncelleyin. Persona ya\u015fayan bir dok\u00fcmand\u0131r. \u0130lk versiyon son versiyon de\u011fildir.<\/span><\/p><h3><span style=\"font-weight: 400;\">7) D\u00fczenli G\u00fcncelleyin<\/span><\/h3><p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131 davran\u0131\u015f\u0131 zamanla de\u011fi\u015fir. Bu y\u00fczden personay\u0131 alt\u0131 ayda bir g\u00f6zden ge\u00e7irmelisiniz. Yeni veriler eski varsay\u0131mlar\u0131 \u00e7\u00fcr\u00fctebilir. <\/span><span style=\"font-weight: 400;\">G\u00fcncel persona, pazarlama b\u00fct\u00e7esini korur. \u00c7\u00fcnk\u00fc kararlar eski al\u0131\u015fkanl\u0131klara de\u011fil, bug\u00fcn\u00fcn ger\u00e7e\u011fine dayan\u0131r.<\/span><\/p><p><span style=\"font-weight: 400;\">Persona olu\u015fturma s\u00fcreci; ama\u00e7, veri, analiz ve test d\u00f6ng\u00fcs\u00fcnden olu\u015fur. Bu ad\u0131mlar atland\u0131\u011f\u0131nda profil y\u00fczeysel kal\u0131r. Do\u011fru uyguland\u0131\u011f\u0131nda ise marka dili g\u00fc\u00e7lenir.<\/span><\/p><h2><span style=\"font-weight: 400;\">Persona Verisi Nereden Toplan\u0131r?<\/span><\/h2><p><span style=\"font-weight: 400;\">Do\u011fru persona, do\u011fru veriden do\u011far. Ancak veri yaln\u0131zca rapor ekranlar\u0131ndan ibaret de\u011fildir. Kullan\u0131c\u0131n\u0131n ger\u00e7ek sesi farkl\u0131 noktalarda saklan\u0131r. A\u015fa\u011f\u0131daki kaynaklar en g\u00fcvenilir ba\u015flang\u0131\u00e7 noktalar\u0131d\u0131r.<\/span><\/p><p><span style=\"font-weight: 400;\">1) Web Analiti\u011fi: <\/span><span style=\"font-weight: 400;\">Site i\u00e7i davran\u0131\u015flar, personan\u0131n dijital ayak izini g\u00f6sterir. Hangi sayfada zaman ge\u00e7iriyor, nerede \u00e7\u0131k\u0131yor? Bu sorular niyeti anlaman\u0131z\u0131 sa\u011flar. <\/span><span style=\"font-weight: 400;\">\u00d6zellikle arama sorgular\u0131 ve ziyaret ak\u0131\u015flar\u0131 \u00f6nemlidir. Kullan\u0131c\u0131 hangi kelimelerle geliyor, bunu not al\u0131n. Bu kelimeler persona dilinin temelini olu\u015fturur.<\/span><\/p><p><span style=\"font-weight: 400;\">2) M\u00fc\u015fteri G\u00f6r\u00fc\u015fmeleri: <\/span><span style=\"font-weight: 400;\">Veri say\u0131lar\u0131 g\u00f6sterir, g\u00f6r\u00fc\u015fmeler nedenleri anlat\u0131r. Be\u015f k\u0131sa g\u00f6r\u00fc\u015fme bile g\u00fc\u00e7l\u00fc i\u00e7g\u00f6r\u00fc \u00fcretir. A\u00e7\u0131k u\u00e7lu sorular en iyi sonucu verir.<\/span><\/p><p><span style=\"font-weight: 400;\">3) Sat\u0131\u015f ve Destek Ekibi: <\/span><span style=\"font-weight: 400;\">Sat\u0131\u015f ekibi kullan\u0131c\u0131yla en \u00e7ok temas eden taraft\u0131r. <\/span><b>Hangi sorular tekrar ediyor<\/b><span style=\"font-weight: 400;\">, mutlaka dinleyin. Destek talepleri ise ger\u00e7ek ac\u0131 noktalar\u0131n\u0131 g\u00f6sterir. Bu geri bildirimler \u00e7o\u011fu rapordan daha de\u011ferlidir. \u00c7\u00fcnk\u00fc filtresiz kullan\u0131c\u0131 deneyimini ta\u015f\u0131r.<\/span><\/p><p><span style=\"font-weight: 400;\">4) Reklam Panelleri: <\/span><span style=\"font-weight: 400;\">Reklam platformlar\u0131 davran\u0131\u015f e\u011filimlerini net bi\u00e7imde sunar. <\/span><b>Hangi mesaj daha \u00e7ok t\u0131klama al\u0131yor,<\/b><span style=\"font-weight: 400;\"> inceleyin. D\u00f6n\u00fc\u015fen kitle, personan\u0131n \u00e7ekirde\u011fini olu\u015fturur. Ayr\u0131ca demografik k\u0131r\u0131l\u0131mlar yard\u0131mc\u0131 ipu\u00e7lar\u0131 verir. Fakat bu veriyi tek ba\u015f\u0131na kullanmamal\u0131s\u0131n\u0131z. Davran\u0131\u015fla mutlaka e\u015fle\u015ftirin.<\/span><\/p><p><span style=\"font-weight: 400;\">5) CRM ve Sat\u0131n Alma Kay\u0131tlar\u0131: <\/span><span style=\"font-weight: 400;\">Ger\u00e7ek m\u00fc\u015fteri verisi en g\u00fc\u00e7l\u00fc kaynakt\u0131r. Hangi \u00fcr\u00fcn hangi nedenle al\u0131nd\u0131, bunu analiz edin. Tekrar sat\u0131n alma \u00f6r\u00fcnt\u00fcleri personay\u0131 olgunla\u015ft\u0131r\u0131r. Fiyat hassasiyeti, \u00f6deme bi\u00e7imi ve s\u00fcre\u00e7 uzunlu\u011fu \u00f6nemli sinyallerdir. Bu bilgiler mesaj tonunu belirler.<\/span><\/p><p><span style=\"font-weight: 400;\">6) Anketler: <\/span><span style=\"font-weight: 400;\">K\u0131sa ve net anketler h\u0131zl\u0131 i\u00e7g\u00f6r\u00fc \u00fcretir. Uzun formlar yerine \u00fc\u00e7 soruluk mini anket kullan\u0131n. B\u00f6ylece kat\u0131l\u0131m oran\u0131 y\u00fckselir. \u201cEn b\u00fcy\u00fck zorlu\u011fun ne?\u201d sorusu genellikle kilidi a\u00e7ar. Cevaplar persona kart\u0131n\u0131n merkezine yerle\u015fir.<\/span><\/p><h2><span style=\"font-weight: 400;\">Toplanan Veriyi Anlamland\u0131r\u0131n<\/span><\/h2><p><span style=\"font-weight: 400;\">Veri toplamak ilk ad\u0131md\u0131r, anlamland\u0131rmak ikinci. Her bilgi personaya girmek zorunda de\u011fildir. Yaln\u0131zca kararlar\u0131 etkileyen veriyi se\u00e7melisiniz. <\/span><span style=\"font-weight: 400;\">Bu noktada sadele\u015fmek cesaret ister. Fazla ayr\u0131nt\u0131 personay\u0131 kullan\u0131\u015fs\u0131z yapar. Ama\u00e7 roman yazmak de\u011fil, aksiyon \u00fcretmektir.<\/span><\/p><h2><span style=\"font-weight: 400;\">Hedef Kitle Nas\u0131l Bulunur?<\/span><\/h2><p>Bu b\u00f6l\u00fcmde size <strong>hedef kitle<\/strong> ile alakal\u0131 bilgiler vererek ad\u0131m ad\u0131m hedef kitle ve personay\u0131 nas\u0131l bulaca\u011f\u0131n\u0131z\u0131 aktarmaya \u00e7al\u0131\u015faca\u011f\u0131z.<\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-53970\" src=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/hedefkitle.png\" alt=\"hedefkitle\" width=\"700\" height=\"350\" srcset=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/hedefkitle.png 700w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/hedefkitle-300x150.png 300w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/hedefkitle-600x300.png 600w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><p>Pazarlama \u015firketleri ya da m\u00fc\u015fteri deneyimi dan\u0131\u015fmanlar\u0131, ger\u00e7ek ki\u015filere dayanan uzun u\u011fra\u015flar sonucu elde edilen verilerle persona bilgilerini elde ederler. Peki siz kendi personan\u0131z\u0131 nas\u0131l olu\u015fturacaks\u0131n\u0131z? Gelin birlikte inceleyelim;<\/p><h3><span style=\"font-weight: 400;\">1- Geni\u015f \u00c7apl\u0131 Kitle Ara\u015ft\u0131rmas\u0131 Yap\u0131n<\/span><\/h3><p><img decoding=\"async\" class=\"alignnone wp-image-34322 size-full\" src=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/target.png\" alt=\"hedefkitle\" width=\"700\" height=\"350\" srcset=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/target.png 700w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/target-600x300.png 600w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/target-300x150.png 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><br \/>A\u011f\u0131n\u0131zda kay\u0131tl\u0131 m\u00fc\u015fterileriniz kay\u0131t esnas\u0131nda girdi\u011fi verilerden dolay\u0131, mevcut m\u00fc\u015fterilerinizin ya\u015f, dil, sat\u0131n alma davran\u0131\u015f\u0131, ilgilendi\u011fi \u00fcr\u00fcn gruplar\u0131 gibi bilgilere zaten hali haz\u0131rda ula\u015fabilmektesiniz. Bu bilgileri daha da artt\u0131rabilmek ad\u0131na m\u00fc\u015fteri kay\u0131tlar\u0131n\u0131zdan elinizden gelenleri toplay\u0131n ve bu bilgileri e-posta anketleri, \u00e7evrimi\u00e7i anketler veya hatta m\u00fc\u015fteri g\u00f6r\u00fc\u015fmeleri yoluyla desteklemeyi d\u00fc\u015f\u00fcnebilirsiniz. Sosyal medya analitik ara\u00e7lar\u0131, hen\u00fcz m\u00fc\u015fteriniz olmasa bile, markan\u0131zla \u00e7evrimi\u00e7i etkile\u015fimde bulunan ki\u015filer hakk\u0131nda inan\u0131lmaz miktarda bilgi sa\u011flayabilir. Hangi ara\u00e7lardan m\u00fc\u015fteri veri analizi sa\u011flayabilece\u011finizle ilgili a\u015fa\u011f\u0131daki ara\u00e7lardan yararlanabilirsiniz;<\/p><ul><li><a href=\"https:\/\/business.facebook.com\/\">Meta Business Suite<\/a><\/li><\/ul><p>Facebook ve Instagram&#8217;daki t\u00fcm ba\u011fl\u0131 hesaplar\u0131n\u0131z\u0131 tek bir yerden y\u00f6netmenize olanak tan\u0131r. g\u00f6nderiler ve hikayeler olu\u015fturabilir, ticaret y\u00f6neticisi&#8217;ne eri\u015febilir<b>,<\/b> reklamlar olu\u015fturabilirsiniz. Hangi kitlelerin i\u00e7eri\u011finizle en s\u0131k etkile\u015fim kurdu\u011fu veya d\u00f6n\u00fc\u015f\u00fcm sa\u011flad\u0131\u011f\u0131 , \u00c7ok kanall\u0131 analizler ve \u00f6zel pano imkanlar\u0131 gibi bir\u00e7ok avantaj sunan Meta&#8217;n\u0131n \u00fccretsiz sundu\u011fu analiz arac\u0131.<\/p><ul><li>\u00a0<a href=\"https:\/\/analytics.twitter.com\/about\">Twitter Analytics Guide<\/a><\/li><\/ul><p>Twitter&#8217;\u0131n \u00fccretsiz sundu\u011fu bu\u00a0 ara\u00e7la, tweet etkinli\u011finizi, takip\u00e7ilerinizin demografik profilini ve <b>Twitter<\/b> kartlar\u0131n\u0131z\u0131n performans\u0131n\u0131 g\u00f6rebilirsiniz. Takip\u00e7i kazan\u0131m\u0131\/kayb\u0131, g\u00f6sterimler, etkile\u015fim oran\u0131, retweetler gibi bir\u00e7ok metri\u011fi izlemenize ve g\u00f6r\u00fcnt\u00fclemenize olanak tan\u0131r.<\/p><ul><li>\u00a0<a href=\"https:\/\/earnado.com\/tr\/17-adimda-instagram-satislarini-artirma-yollari\/\"><strong>Instagram<\/strong><\/a> <b>Insights<\/b>\u00a0(\u00a0Instagram Analytics )<\/li><\/ul><p>Instagram sayfan\u0131zda elde etti\u011finiz veriler, hedef kitleniz, takip\u00e7ilerin dikkatini hangi i\u00e7eri\u011fin \u00e7ekti\u011fi ve\u00a0 <a href=\"https:\/\/earnado.com\/tr\/instagram-reklam-verme\/\" target=\"_blank\" rel=\"noopener\"><strong>Instagram reklamlar\u0131<\/strong><\/a>n\u0131z\u0131n\u00a0 performans g\u00f6stergeleri hakk\u0131nda \u00fccretsiz bir \u015fekilde bilgi edinmenize yard\u0131mc\u0131 oluyor.<\/p><ul><li>\u00a0Pinterest Analytics Guide<\/li><li>\u00a0Linkedin Analytics Guide<\/li><li>\u00a0Youtube Analytics Guide<\/li><li>\u00a0Snapchat Analytics Guide<\/li><\/ul><h3><span style=\"font-weight: 400;\">2-\u00a0 Mevcut ve Potansiyel M\u00fc\u015fteri Sorunlar\u0131n\u0131 Tan\u0131mlay\u0131n<\/span><\/h3><p>M\u00fc\u015fterileriniz hangi sorunlar\u0131 ya\u015f\u0131yorlar? Hedeflerine ula\u015f\u0131rken ne t\u00fcr zorluklarla kar\u015f\u0131la\u015f\u0131yorlar? Sat\u0131n al\u0131rken mi, sepete \u00fcr\u00fcn eklerken mi, teslimatta m\u0131? <strong><a href=\"https:\/\/earnado.com\/tr\/donusum-orani-nedir-nasil-arttirilir-8-ozgun-teknik\/\">D\u00f6n\u00fc\u015f\u00fcm oran\u0131<\/a><\/strong>n\u0131z\u0131 nas\u0131l art\u0131r\u0131rs\u0131n\u0131z? \u00d6ncelikle problemin kayna\u011f\u0131n\u0131 belirlemelisiniz.\u00a0 Bunu, sitenizdeki blog yorum b\u00f6l\u00fcmlerinde, sosyal medya yorum ve payla\u015f\u0131mlar\u0131nda sizin hakk\u0131n\u0131zda edindi\u011fi deneyimlerinden yola \u00e7\u0131karak elde edebilirsiniz.<\/p><p><img decoding=\"async\" class=\"alignnone wp-image-53959 size-full\" src=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/potansiyelmusterisorunlaripng.png\" alt=\"potansiyelm\u00fcsteri\" width=\"700\" height=\"350\" srcset=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/potansiyelmusterisorunlaripng.png 700w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/potansiyelmusterisorunlaripng-300x150.png 300w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/potansiyelmusterisorunlaripng-600x300.png 600w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><h3><span style=\"font-weight: 400;\">3- M\u00fc\u015fteri Hedeflerini Belirleme<\/span><\/h3><p>M\u00fc\u015fteri problemlerini \u00e7\u00f6zerken bir yandan \u201cM\u00fc\u015fteri ne ister? Beklentileri nelerdir? Onlar\u0131 ne motive eder? Sat\u0131n almaya harekete ge\u00e7irecek ad\u0131mlar nelerdir?\u201d gibi sorulara yan\u0131t bulman\u0131z, i\u015fletmenizin m\u00fc\u015fteri \u00f6zelinde memnuniyet ve g\u00fcvenirlik a\u00e7\u0131s\u0131ndan son derece \u00f6nemlidir. \u00a0Sosyal platformlardan, <a href=\"https:\/\/earnado.com\/tr\/blog-yazisi-hazirlama-basarili-bir-blog-yazisi-icin-gerekenler\/\"><strong>blog<\/strong><\/a> ve e-posta geri bildirimlerinden yola \u00e7\u0131karak bu sorular\u0131n yan\u0131tlar\u0131n\u0131 rahatl\u0131kla bulabilirsiniz. Ayn\u0131 zamanda M\u00fc\u015fterinizin herhangi bir sat\u0131n al\u0131m i\u015fleminden sonra kendine \u00f6zel olarak haz\u0131rlanm\u0131\u015f memnuniyet anketi ile kullan\u0131c\u0131 deneyimini \u00f6l\u00e7ebilir ve personan\u0131z\u0131 buna uygun olarak tan\u0131mlayabilirsiniz. Anketiniz k\u0131sa ve sorulardan olu\u015fmal\u0131, \u201cSize daha iyi hizmet verebilmemiz i\u00e7in anketimizi doldurmay\u0131 unutmay\u0131n\u201d gibi harekete ge\u00e7irici mesaj i\u00e7ermelidir.<\/p><h3><span style=\"font-weight: 400;\">4- Markan\u0131z\u0131n Personan\u0131za Nas\u0131l Yard\u0131mc\u0131 Olabilece\u011fini Tan\u0131mlay\u0131n<\/span><\/h3><p>M\u00fc\u015fterilerinizin sorunlar\u0131n\u0131 ve hedeflerini tan\u0131mlad\u0131\u011f\u0131n\u0131za g\u00f6re onlara art\u0131k net bir resim \u00e7izmenizin vakti gelmi\u015f demektir. Bu do\u011frultuda m\u00fc\u015fterilerinize sundu\u011funuz avantajlar\u0131 ortaya \u00e7\u0131karman\u0131z gerekir. Yani \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn veya hizmetinizin, m\u00fc\u015fterinizin hayat\u0131n\u0131 nas\u0131l daha kolay veya daha iyi hale getirdi\u011fini hedef kitlenize ve m\u00fc\u015fterilerinize net bir \u015fekilde belirtmeniz gerekmektedir. Toplad\u0131\u011f\u0131n\u0131z her bir veri i\u00e7in kendinize bir soru sorun: Sizlere nas\u0131l daha iyi \u015fekilde yard\u0131mc\u0131 olabiliriz ve hizmet verebiliriz? Bu sorunun yan\u0131tlar\u0131, bir sonraki ad\u0131mda yapaca\u011f\u0131n\u0131z temel pazarlama stratejilerinizin temelini olu\u015fturacakt\u0131r.<\/p><h3><span style=\"font-weight: 400;\">5- Oda\u011f\u0131n\u0131z\u0131, Aktif\u00a0 Personan\u0131za \u00c7evirin<\/span><\/h3><p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-53960 size-full\" src=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona.png\" alt=\"hedefkitlepersona\" width=\"700\" height=\"350\" srcset=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona.png 700w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona-300x150.png 300w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona-600x300.png 600w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><br \/>T\u00fcm ara\u015ft\u0131rmalar\u0131n\u0131z\u0131 analiz edin ve ortak hedefleri ve ilgi alanlar\u0131 olan grubunuzu belirleyin. Daha sonra buradan yola \u00e7\u0131karak personan\u0131z\u0131 hedef olarak belirleyin. Yani makrodan mikroya do\u011fru yol al\u0131n. \u00d6rne\u011fin \u201c\u00e7ocuk sahibi ama spor salonuna giden \u00e7al\u0131\u015fan kad\u0131nlar\u201d \u015feklinde hedef kitlenizi belirleyebilirsiniz. Ancak personan\u0131z ise \u00e7ok daha fazla \u00f6zelli\u011fini tan\u0131mlayabilece\u011fimiz ki\u015filer olacak. Persona i\u00e7in a\u015fa\u011f\u0131daki \u00f6rneklerimizi inceleyelim;<\/p><h3><span style=\"font-weight: 400;\">Persona \u00d6rnekleri<\/span><\/h3><p>Bu b\u00f6l\u00fcmde sizler i\u00e7in haz\u0131rlad\u0131\u011f\u0131m\u0131z persona \u00f6rneklerini bulabilirsiniz.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-53972\" src=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona-2.png\" alt=\"\" width=\"700\" height=\"350\" srcset=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona-2.png 700w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona-2-300x150.png 300w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/persona-2-600x300.png 600w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><h4>1.Persona \u00d6rne\u011fi<\/h4><ul><li>Ad\u0131 Soyad\u0131: Arzu Demirba\u011f<\/li><li>Ya\u015f\u0131: 37<\/li><li>Medeni Hali: Kerem Bey ile evli 2 \u00e7ocuklar\u0131 var; Meryem (2), Mehmet (8)<\/li><li>Ayl\u0131k hane gelirleri 10.000 TL<\/li><li>Maslak, \u0130stanbul\u2019da ya\u015f\u0131yor.<\/li><li>\u00c7ocuklar\u0131yla olduk\u00e7a ilgili, onlar\u0131n en iyi \u015fekilde yeti\u015fmesini isteyen bir anne.<\/li><li>\u0130\u015ften kalan zamanda hem \u00e7ocuklar\u0131yla ilgilenmek hem de spor yapmak istiyor.<\/li><li>Tarkan hayran\u0131 olup konserlerine s\u0131k s\u0131k gidiyor. Konserlerinde de gayet hareketli bir \u015fekilde danslar\u0131yla \u015fark\u0131lar\u0131na e\u015flik ediyor.<\/li><li>Amac\u0131, \u00e7ocuklar\u0131na daha iyi e\u011fitim olanaklar\u0131 sa\u011flay\u0131p en iyi \u015fekilde yeti\u015fmelerini sa\u011flamak.<\/li><li>Ya\u015fad\u0131\u011f\u0131 zorluklar ise i\u015ften \u00f6t\u00fcr\u00fc i\u015ften arta kalan zamanlarda \u00e7ocuklar\u0131yla ilgilenmesi gerekti\u011finden sosyal ya\u015fant\u0131s\u0131na ay\u0131racak vakti kalm\u0131yor.<\/li><\/ul><p>\u0130\u015fte size bir <strong>persona \u00f6rne\u011fi<\/strong>; Arzu Han\u0131m. Hayali bir \u00f6rnek de olsa kendisinin ya\u015f\u0131n\u0131, medeni halini, \u00e7ocuklar\u0131n\u0131, kazanc\u0131n\u0131, aile ya\u015fant\u0131s\u0131n\u0131, sosyal ilgilerini, konser gitmekten ho\u015fland\u0131\u011f\u0131 ve \u00f6zellikle Tarkan hayran\u0131 oldu\u011funu, hatta ve hatta konserlerde nas\u0131l bir davran\u0131\u015f sergiledi\u011fine kadar bir\u00e7ok \u00f6zelli\u011fini tan\u0131mlad\u0131k. Ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 belirleyerek ama\u00e7lar\u0131 do\u011frultusunda kendisine nas\u0131l yard\u0131mc\u0131 olaca\u011f\u0131n\u0131z\u0131, hayat\u0131n\u0131 nas\u0131l kolayla\u015ft\u0131raca\u011f\u0131n\u0131z\u0131 cevaplayarak ve hizmet sunarak siz de personan\u0131z\u0131n \u00f6zelliklerine g\u00f6re harika bir deneyim ya\u015fatabilirsiniz.<\/p><h4>2.Persona \u00d6rne\u011fi<\/h4><ul><li>Ad\u0131 Soyad\u0131: Kemal Akal\u0131n<\/li><li>Ya\u015f\u0131: 22<\/li><li>Medeni Hali: Bekar<\/li><li>\u0130stanbul Maltepe\u2019de ya\u015f\u0131yor.<\/li><li>\u0130stanbul \u00dcniversitesi\u2019nde Fizik okuyor.<\/li><li>Okudu\u011fu b\u00f6l\u00fcmle alakal\u0131 ara\u015ft\u0131rma yapmay\u0131, dergiler ve makaleler okumay\u0131 seviyor.<\/li><li>Bir Fenerbah\u00e7e taraftar\u0131 olup her ma\u00e7\u0131na gidiyor. Sakin, oturarak ma\u00e7 izleyen bir taraftar olmay\u0131p her mar\u015fa e\u015flik eden fanatizm boyutlar\u0131nda bir taraftar.<\/li><li>Amac\u0131, bir bilim insan\u0131 olarak \u00fclkesine hizmet etmek.<\/li><li>Ya\u015fad\u0131\u011f\u0131 zorluklar ise kendisine uygun lokasyonda i\u015f f\u0131rsatlar\u0131na ula\u015famamak.<\/li><\/ul><p>Bu persona \u00f6rne\u011finde Kemal Bey\u2019in ya\u015f\u0131n\u0131, okulunu, medeni halini, ilgi alanlar\u0131n\u0131, fanatik bir futbol tak\u0131m taraftar\u0131 oldu\u011funu, tuttu\u011fu tak\u0131m\u0131, hedeflerini ve ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 olmakla birlikte bir\u00e7ok \u00f6zelli\u011fi belirledik. Ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 belirleyerek ama\u00e7lar\u0131 do\u011frultusunda kendisine nas\u0131l yard\u0131mc\u0131 olaca\u011f\u0131n\u0131z\u0131, hayat\u0131n\u0131 nas\u0131l kolayla\u015ft\u0131raca\u011f\u0131n\u0131z\u0131 cevaplayarak ve hizmet sunarak siz de personan\u0131z\u0131n \u00f6zelliklerine g\u00f6re harika bir deneyim ya\u015fatabilirsiniz.<\/p><h4>3.Persona \u00d6rne\u011fi<\/h4><ul><li>Ad\u0131 Soyad\u0131: Hakan Ya\u015far<\/li><li>Ya\u015f\u0131: 63<\/li><li>Meslek: Emekli \u00f6\u011fretmen<\/li><li>Medeni Hali: E\u015fi Emel Han\u0131m ile evli.<\/li><li>Bir k\u0131zlar\u0131 var ve k\u0131zlar\u0131 Beng\u00fc Han\u0131m (29) \u0130ngiltere\u2019de ya\u015f\u0131yor.<\/li><li>Hakan Bey, bah\u00e7e i\u015fleri ile u\u011fra\u015fmay\u0131 seviyor. Sad\u0131k bir k\u00f6pe\u011fi var ve onu her sabah y\u00fcr\u00fcy\u00fc\u015fe \u00e7\u0131kar\u0131yor.<\/li><li>Amac\u0131 sessiz, sakin bir ba\u011f evinde emekli ya\u015fam\u0131n\u0131 s\u00fcrd\u00fcrmek.<\/li><li>Ya\u015fad\u0131\u011f\u0131 zorluk ise kendisine uygun fiyatl\u0131 bir ba\u011f evi bulam\u0131yor olu\u015fu.<\/li><\/ul><p>\u0130\u015fte, Hakan Bey\u2019in\u00a0 ya\u015f\u0131n\u0131, medeni halini, \u00e7ocuk say\u0131s\u0131n\u0131, mesleki durumunu, ilgi alanlar\u0131n\u0131, hedeflerini ve ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 olmakla birlikte bir\u00e7ok \u00f6zelli\u011fi belirledik. Ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 belirleyerek ama\u00e7lar\u0131 do\u011frultusunda kendisine nas\u0131l yard\u0131mc\u0131 olaca\u011f\u0131n\u0131z\u0131, hayat\u0131n\u0131 nas\u0131l kolayla\u015ft\u0131raca\u011f\u0131n\u0131z\u0131 cevaplayarak ve hizmet sunarak siz de personan\u0131z\u0131n \u00f6zelliklerine g\u00f6re harika bir deneyim ya\u015fatabilirsiniz.<\/p><h4>4.Persona \u00d6rne\u011fi<\/h4><ul><li>Ad\u0131 Soyad\u0131: Onur \u015eahin<\/li><li>Ya\u015f\u0131: 29<\/li><li>Medeni Hali: Bekar<\/li><li>Ayl\u0131k hane geliri 15.000 TL<\/li><li>Ye\u015filk\u00f6y, \u0130stanbul\u2019da ya\u015f\u0131yor.<\/li><li>Orta Do\u011fu Teknik \u00dcniversitesi, Uzay M\u00fchendisli\u011fi b\u00f6l\u00fcm\u00fcnden mezun.<\/li><li>Bir havayolu \u015firketinde Kalite M\u00fcd\u00fcr\u00fc olarak \u00e7al\u0131\u015f\u0131yor.<\/li><li>\u00d6zel hayat\u0131nda tiyatro ile ilgileniyor ve senaryo yaz\u0131yor. Ayn\u0131 zamanda k\u0131sa filmler \u00e7ekiyor.<\/li><li>Edebiyat klasiklerini okumay\u0131 ve k\u00fclt filmleri izlemeye bay\u0131l\u0131yor.<\/li><li>Kendisi bir Evgeny Grinko hayran\u0131.<\/li><li>Ortalama 1-2 sene i\u00e7inde evlenmeyi planl\u0131yor.<\/li><li>Ailesi ve arkada\u015flar\u0131 onun i\u00e7in \u00e7ok de\u011ferli.<\/li><li>Amac\u0131, profesyonel bir senarist olmak.<\/li><li>Ya\u015fad\u0131\u011f\u0131 zorluk ise senaryo yazma at\u00f6lyelerine kat\u0131lacak kadar zaman\u0131n\u0131n olmamas\u0131.<\/li><\/ul><p>Bu <strong>persona<\/strong> \u00f6rne\u011fimizde; Onur Bey. Her ne kadar kendisi ger\u00e7ek biri olmasa da kendisinin ka\u00e7 ya\u015f\u0131nda oldu\u011fu, nereden ve hangi b\u00f6l\u00fcmden mezun oldu\u011funu, ne i\u015f yapt\u0131\u011f\u0131n\u0131, tiyatro, senaryo yazma gibi ilgi alanlar\u0131n\u0131n oldu\u011funu ve kendisinin bir Evgeny Grinko hayran\u0131 oldu\u011funa dair her \u015fey belirledik. Ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 belirleyerek ama\u00e7lar\u0131 do\u011frultusunda kendisine nas\u0131l yard\u0131mc\u0131 olaca\u011f\u0131n\u0131z\u0131, hayat\u0131n\u0131 nas\u0131l kolayla\u015ft\u0131raca\u011f\u0131n\u0131z\u0131 cevaplayarak ve hizmet sunarak siz de personan\u0131z\u0131n \u00f6zelliklerine g\u00f6re harika bir deneyim ya\u015fatabilirsiniz.<\/p><p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-41297 size-full\" src=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/personanedir.png\" alt=\"personanedir\" width=\"700\" height=\"350\" srcset=\"https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/personanedir.png 700w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/personanedir-600x300.png 600w, https:\/\/earnado.com\/tr\/wp-content\/uploads\/2019\/07\/personanedir-300x150.png 300w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><h4>5. Son <strong>persona<\/strong> \u00f6rne\u011fimiz ile konuyu daha da detayland\u0131ral\u0131m;<\/h4><ul><li>Ad\u0131 Soyad\u0131: Derya Y\u0131lmaz<\/li><li>Ya\u015f\u0131: 56<\/li><li>Meslek: Kad\u0131k\u00f6y\u2019de bir gelinlik ma\u011fazas\u0131 sahibi.<\/li><li>Medeni Hali: E\u015finden ayr\u0131lm\u0131\u015f, iki \u00e7ocu\u011fu var.<\/li><li>K\u0131z\u0131 \u00f6\u011fretmen, o\u011flu ise Amerika\u2019da \u00fcniversite \u00f6\u011frencisi.<\/li><li>Kendisi tek ba\u015f\u0131na ya\u015f\u0131yor ve bir kedisi var.<\/li><li>Derya han\u0131m, moda trendlerini takip ediyor ve ona g\u00f6re yeni gelinlik modelleri belirliyor.<\/li><li>Amac\u0131 Ba\u011fdat Caddesinde ikinci bir \u015fube a\u00e7mak.<\/li><li>Ya\u015fad\u0131\u011f\u0131 zorluk ise Ba\u011fdat Caddesi&#8217;nde d\u00fckkan kiralar\u0131n\u0131n y\u00fcksek olmas\u0131.<\/li><\/ul><p>\u0130\u015fte, Derya Han\u0131m\u2019\u0131n ya\u015f\u0131n\u0131, medeni halini, \u00e7ocuk say\u0131s\u0131n\u0131, ne i\u015f yapt\u0131\u011f\u0131n\u0131, ilgilendi\u011fi konular\u0131, amac\u0131n\u0131 ve ya\u015fad\u0131\u011f\u0131 zorlukla beraber pek \u00e7ok \u015feyi belirledik. Ya\u015fad\u0131\u011f\u0131 zorluklar\u0131 belirleyerek ama\u00e7lar\u0131 do\u011frultusunda kendisine nas\u0131l yard\u0131mc\u0131 olaca\u011f\u0131n\u0131z\u0131, hayat\u0131n\u0131 nas\u0131l kolayla\u015ft\u0131raca\u011f\u0131n\u0131z\u0131 cevaplayarak ve hizmet sunarak siz de <strong>personan\u0131z\u0131n<\/strong> \u00f6zelliklerine g\u00f6re harika bir deneyim ya\u015fatabilirsiniz.<\/p><h2><span style=\"font-weight: 400;\">Case Study: Ayn\u0131 Marka, \u00dc\u00e7 Farkl\u0131 Persona, \u00dc\u00e7 Farkl\u0131 S\u00f6ylem<\/span><\/h2><p><span style=\"font-weight: 400;\">Bir mutfak elektroni\u011fi markas\u0131 d\u00fc\u015f\u00fcnelim. Marka; blender, airfryer ve kahve makinesi gibi \u00fcr\u00fcnler sat\u0131yor. Hedef kitlesi g\u00f6r\u00fcn\u00fcrde tek bir grup: evinde pratik \u00e7\u00f6z\u00fcmler arayan kullan\u0131c\u0131lar. Ancak kampanyalar beklenen performans\u0131 getirmiyor. \u00c7\u00fcnk\u00fc marka herkese ayn\u0131 dili kullan\u0131yor. Oysa ayn\u0131 \u00fcr\u00fcn\u00fc alan \u00fc\u00e7 farkl\u0131 persona, bamba\u015fka motivasyonlarla karar veriyor.<\/span><\/p><p><span style=\"font-weight: 400;\">\u0130lk persona <\/span><b>yo\u011fun \u00e7al\u0131\u015fan Elif<\/b><span style=\"font-weight: 400;\">. G\u00fcn\u00fcn b\u00fcy\u00fck k\u0131sm\u0131n\u0131 ofiste ge\u00e7iriyor, eve geldi\u011finde h\u0131zl\u0131 yemek haz\u0131rlamak istiyor. Onun i\u00e7in en \u00f6nemli kavram zaman. Marka bu personaya \u201cgeleneksel tarifler\u201d diliyle seslendi\u011finde etki alam\u0131yor. Mesaj \u201c10 dakikada sa\u011fl\u0131kl\u0131 ak\u015fam yeme\u011fi\u201d \u00e7izgisine kay\u0131nca tablo de\u011fi\u015fiyor. Reklam g\u00f6rsellerinde bula\u015f\u0131k derdi olmayan tek hazneli airfryer vurgusu \u00f6ne \u00e7\u0131k\u0131yor. Blog i\u00e7erikleri de \u201ci\u015ften sonra 3 pratik tarif\u201d ba\u015fl\u0131klar\u0131na d\u00f6n\u00fcyor. Elif \u00fcr\u00fcn\u00fc, mutfak aleti olarak de\u011fil, zaman kazand\u0131ran bir yard\u0131mc\u0131 olarak g\u00f6rmeye ba\u015fl\u0131yor.<\/span><\/p><p><span style=\"font-weight: 400;\">\u0130kinci persona <\/span><b>b\u00fct\u00e7e odakl\u0131 Mehmet<\/b><span style=\"font-weight: 400;\">. Evine yeni e\u015fya al\u0131rken uzun ara\u015ft\u0131rma yap\u0131yor, yorum okumadan karar vermiyor. Ona yaln\u0131zca \u015f\u0131k g\u00f6rseller g\u00f6stermek ikna etmiyor. Marka s\u00f6ylemini \u201ctek cihazla f\u0131r\u0131n ve k\u0131zartma ihtiyac\u0131n\u0131 kar\u015f\u0131lay\u0131n\u201d noktas\u0131na ta\u015f\u0131yor. \u00dcr\u00fcn sayfas\u0131na elektrik t\u00fcketimi hesaplar\u0131 ekleniyor, blogda \u201cd\u0131\u015far\u0131dan s\u00f6ylemeye g\u00f6re ayl\u0131k tasarruf\u201d i\u00e7erikleri yay\u0131nlan\u0131yor. Mehmet i\u00e7in cihaz\u0131n lezzetinden \u00e7ok ekonomik de\u011feri \u00f6ne \u00e7\u0131k\u0131yor. Mesaj de\u011fi\u015fince sepete ekleme oran\u0131 belirgin bi\u00e7imde y\u00fckseliyor.<\/span><\/p><p><span style=\"font-weight: 400;\">\u00dc\u00e7\u00fcnc\u00fc persona ise <\/span><b>sa\u011fl\u0131kl\u0131 ya\u015fam odakl\u0131 Zeynep<\/b><span style=\"font-weight: 400;\">. Kalori hesab\u0131 yap\u0131yor, ya\u011f kullan\u0131m\u0131na dikkat ediyor. Ona \u201c\u00e7\u0131t\u0131r lezzet\u201d dili tek ba\u015f\u0131na yetmiyor. Marka bu persona i\u00e7in i\u00e7erik tonunu beslenme faydalar\u0131na \u00e7eviriyor. \u201cYa\u011fs\u0131z pi\u015firme ile daha hafif tarifler\u201d s\u00f6ylemi kullan\u0131l\u0131yor, influencer i\u015f birliklerinde diyetisyen yorumlar\u0131 \u00f6ne \u00e7\u0131kar\u0131l\u0131yor. \u00dcr\u00fcn a\u00e7\u0131klamalar\u0131nda besin de\u011ferini koruyan pi\u015firme teknolojisi anlat\u0131l\u0131yor. Zeynep, \u00fcr\u00fcn\u00fc keyif i\u00e7in de\u011fil, ya\u015fam tarz\u0131n\u0131 destekleyen bir ara\u00e7 olarak konumland\u0131r\u0131yor.<\/span><\/p><p><span style=\"font-weight: 400;\">Bu \u00fc\u00e7 persona ayn\u0131 ma\u011fazaya giriyor, ayn\u0131 \u00fcr\u00fcn\u00fc g\u00f6r\u00fcyor. Fakat sat\u0131n alma yolculuklar\u0131 tamamen farkl\u0131 ilerliyor. Marka s\u00f6ylemi persona diline g\u00f6re ayr\u0131\u015ft\u0131\u011f\u0131nda reklam maliyeti d\u00fc\u015f\u00fcyor, i\u00e7eriklerin okunma s\u00fcresi art\u0131yor. En \u00f6nemlisi, kullan\u0131c\u0131 kendisine \u00f6zel konu\u015fuldu\u011funu hissediyor. Mutfak elektroni\u011fi gibi rekabeti y\u00fcksek bir alanda fark\u0131 yaratan \u015fey, \u00fcr\u00fcn\u00fcn kendisinden \u00e7ok o \u00fcr\u00fcn\u00fcn hangi ihtiyaca ba\u011fland\u0131\u011f\u0131 oluyor.<\/span><\/p><p><span style=\"font-weight: 400;\">Sonu\u00e7 g\u00f6steriyor ki persona, yaln\u0131zca pazarlama dok\u00fcman\u0131 de\u011fildir. Do\u011fru kuruldu\u011funda marka dilini yeniden \u015fekillendirir. Siz de mutfak elektroni\u011fi markan\u0131zda tek bir mesajla herkese seslenmek yerine, personalara g\u00f6re ayr\u0131 hik\u00e2yeler kurdu\u011funuzda ayn\u0131 \u00fcr\u00fcnle bamba\u015fka sonu\u00e7lar alabilirsiniz.<\/span><\/p><p>Persona olu\u015fturmak ile ilgili bilgilendirici bir videoyu da sizlerle payla\u015fmak isteriz. Keyifli izlemeler!<\/p><p><iframe src=\"https:\/\/www.youtube.com\/embed\/p0taH3eD02k\" width=\"700\" height=\"350\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/p><p>\u0130\u015fte, <a href=\"https:\/\/earnado.com\/tr\/dijital-kimlik-nedir-nasil-olusturulur\/\"><strong>dijital<\/strong><\/a> d\u00fcnyada hedef kitle belirleme ve persona olu\u015fturman\u0131n \u00f6nemini sizlere anlatm\u0131\u015f olduk. Persona nedir, nas\u0131l yarat\u0131l\u0131r, hedef kitle nas\u0131l belirlenir, persona olu\u015fturma ad\u0131mlar\u0131 gibi bir\u00e7ok konuyu sizlere aktarm\u0131\u015f olduk. Umar\u0131z sizler i\u00e7in faydal\u0131 olmu\u015ftur. Sizler de konu ile alakal\u0131 merak etti\u011finiz, kafan\u0131za tak\u0131lan sorular\u0131 bizlere y\u00f6neltebilir, etkin bir tart\u0131\u015fma platformu yaratarak bu konuya ilgili herkesin merak etti\u011fi sorular\u0131n yan\u0131tlar\u0131n\u0131 bulmas\u0131na yard\u0131mc\u0131 olabiliriz. Online platformlarda sizleri daha fazla bilgilendiriyor olaca\u011f\u0131z. Bizleri takipte kal\u0131n.<\/p><p>Ayr\u0131ca, <strong><a href=\"https:\/\/earnado.com\/tr\/google-reklamlarinda-maliyet-dusurme-kalite-puani-arttirma\/\">Google Adwords<\/a><\/strong> hakk\u0131nda da bilgi almak ve T\u0131klama Ba\u015f\u0131na Maliyetinizi (TBM) d\u00fc\u015f\u00fcrmek istiyorsan\u0131z bu yaz\u0131m\u0131z\u0131 da g\u00f6z atabilirsiniz.<\/p><p>\u0130lginizi \u00e7ekebilir: <a href=\"https:\/\/earnado.com\/tr\/online-pazar-arastirmasi\/\">Online Pazar Ara\u015ft\u0131rmas\u0131 Nas\u0131l Yap\u0131l\u0131r ve Hangi Platformlar Kullan\u0131l\u0131r?<\/a><\/p><p><span style=\"font-weight: 400;\">E\u011fer i\u00e7erikleriniz bekledi\u011finiz d\u00f6n\u00fc\u015f\u00fcm\u00fc \u00fcretmiyorsa, sebebi \u00e7o\u011fu zaman persona ile strateji aras\u0131ndaki kopukluktur. Blog yaz\u0131lar\u0131 genel kal\u0131r, reklam metinleri herkese seslenir. Bu durumda iyi fikirler bile g\u00fcr\u00fclt\u00fc i\u00e7inde kaybolur.<\/span><\/p><p><a href=\"https:\/\/earnado.com\/tr\/\"><b>Earnado<\/b><\/a><span style=\"font-weight: 400;\">\u2019da i\u00e7erik stratejisini \u00fc\u00e7 ad\u0131mda kurgular\u0131z. \u00d6nce mevcut personalar\u0131 ve arama niyetlerini haritalar\u0131z. Ard\u0131ndan her persona i\u00e7in konu k\u00fcmeleri ve mesaj \u00e7er\u00e7evesi \u00e7\u0131kar\u0131r\u0131z. Son a\u015famada bu yap\u0131y\u0131 takvim, SEO ve d\u00f6n\u00fc\u015f\u00fcm hedefleriyle e\u015fle\u015ftiririz.<\/span><\/p><p><span style=\"font-weight: 400;\">Bu s\u00fcre\u00e7, i\u00e7erik \u00fcretimini rastgelelikten kurtar\u0131r. Her yaz\u0131 belirli bir persona\u2019ya hizmet eder. Her ba\u015fl\u0131k somut bir i\u015f hedefine ba\u011flan\u0131r. B\u00f6ylece i\u00e7erik, yaln\u0131zca okunmak i\u00e7in de\u011fil, b\u00fcy\u00fcme \u00fcretmek i\u00e7in \u00e7al\u0131\u015f\u0131r.<\/span><\/p><p><span style=\"font-weight: 400;\">Siz de mevcut i\u00e7eriklerinizin persona uyumunu g\u00f6rmek isterseniz,<\/span> <a href=\"https:\/\/earnado.com\/tr\/#form_footer\"><b>k\u0131sa bir analizle ba\u015flayabilirsiniz.<\/b><\/a><\/p><h2><span style=\"font-weight: 400;\">Hedef Kitle ve Persona Hakk\u0131nda S\u0131k\u00e7a Sorulan Sorular<\/span><\/h2>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-876624e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"876624e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26f717b\" data-id=\"26f717b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7c0744 elementor-widget elementor-widget-saswp-faq-block\" data-id=\"e7c0744\" data-element_type=\"widget\" data-widget_type=\"saswp-faq-block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<ul><li style=\"list-style:none\" class=\"elementor-repeater-item-0aef4a0\"><h3>Persona nedir?<\/h3><p><p><span style=\"font-weight: 400;\">Persona, ger\u00e7ek kullan\u0131c\u0131 verilerinden \u00fcretilen temsil\u00ee m\u00fc\u015fteri profilidir. Bu profil, benzer ihtiya\u00e7 ve davran\u0131\u015fa sahip kitlenin ortak \u00f6zelliklerini \u00f6zetler. Siz personay\u0131 rehber alarak mesaj ve i\u00e7erik kararlar\u0131n\u0131 netle\u015ftirirsiniz.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-e7afdad\"><h3>Hedef kitle nedir?<\/h3><p><p><span style=\"font-weight: 400;\">Hedef kitle, markan\u0131z\u0131n ula\u015fmak istedi\u011fi geni\u015f kullan\u0131c\u0131 grubudur. Genellikle demografik ve temel davran\u0131\u015f \u00f6l\u00e7\u00fctleriyle tan\u0131mlan\u0131r. Persona ise bu grubun i\u00e7indeki derin profili a\u00e7\u0131klar.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-402501c\"><h3>Persona ile hedef kitle aras\u0131ndaki fark nedir?<\/h3><p><p><span style=\"font-weight: 400;\">Hedef kitle \u201ckime ula\u015faca\u011f\u0131n\u0131z\u0131\u201d, persona ise \u201cnas\u0131l konu\u015faca\u011f\u0131n\u0131z\u0131\u201d g\u00f6sterir. Hedef kitle \u00e7er\u00e7eve sunar, persona motivasyonu ve itirazlar\u0131 anlat\u0131r. Bu fark, pazarlama dilinin temelini olu\u015fturur.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-75836d0\"><h3>Persona nas\u0131l olu\u015fturulur?<\/h3><p><p><span style=\"font-weight: 400;\">\u00d6nce amac\u0131 belirlersiniz, ard\u0131ndan analitik ve g\u00f6r\u00fc\u015fme verilerini toplars\u0131n\u0131z. Davran\u0131\u015flar\u0131 gruplay\u0131p persona kart\u0131n\u0131 \u00e7\u0131kar\u0131rs\u0131n\u0131z. Son ad\u0131mda profili test edip d\u00fczenli g\u00fcncellersiniz.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-bc2c014\"><h3>Persona olu\u015ftururken hangi veriler kullan\u0131l\u0131r?<\/h3><p><p><span style=\"font-weight: 400;\">Web analiti\u011fi, arama sorgular\u0131, m\u00fc\u015fteri g\u00f6r\u00fc\u015fmeleri ve CRM kay\u0131tlar\u0131 temel kaynaklard\u0131r. Sat\u0131\u015f ekibi geri bildirimleri ve reklam performans\u0131 da g\u00fc\u00e7l\u00fc i\u00e7g\u00f6r\u00fc \u00fcretir. Tek kayna\u011fa dayanmak yerine verileri birlikte de\u011ferlendirirsiniz.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-2a2d354\"><h3>Ka\u00e7 persona olu\u015fturmal\u0131y\u0131m?<\/h3><p><p><span style=\"font-weight: 400;\">\u00c7o\u011fu marka i\u00e7in 2\u20134 persona idealdir. Daha fazlas\u0131 y\u00f6netimi zorla\u015ft\u0131r\u0131r ve mesaj\u0131 bulan\u0131kla\u015ft\u0131r\u0131r. \u00d6nceli\u011fi i\u015f sonucuna etkisi y\u00fcksek profillere verirsiniz.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-87a1941\"><h3>Persona neden \u00f6nemlidir?<\/h3><p><p><span style=\"font-weight: 400;\">Persona, i\u00e7erik ve reklam dilini kullan\u0131c\u0131 beklentisine ba\u011flar. Bu sayede t\u0131klama oran\u0131 ve d\u00f6n\u00fc\u015f\u00fcm artar. Ayr\u0131ca ekipler ayn\u0131 kullan\u0131c\u0131y\u0131 konu\u015ftu\u011fu i\u00e7in kararlar h\u0131zlan\u0131r.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-3042f0f\"><h3>B2B persona nas\u0131l farkl\u0131la\u015f\u0131r?<\/h3><p><p><span style=\"font-weight: 400;\">B2B\u2019de karar genellikle birden fazla rolde da\u011f\u0131l\u0131r. Kullan\u0131c\u0131, karar verici ve finans onay\u0131 ayr\u0131 d\u00fc\u015f\u00fcn\u00fcl\u00fcr. Bu nedenle mesaj mimarisini role g\u00f6re ay\u0131r\u0131rs\u0131n\u0131z.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-2b14d08\"><h3>Persona ne s\u0131kl\u0131kla g\u00fcncellenmeli?<\/h3><p><p><span style=\"font-weight: 400;\">En az alt\u0131 ayda bir g\u00f6zden ge\u00e7irmek gerekir. Yeni \u00fcr\u00fcnler ve pazar de\u011fi\u015fimleri eski varsay\u0131mlar\u0131 ge\u00e7ersiz k\u0131lar. G\u00fcncel persona b\u00fct\u00e7eyi korur.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-83f9227\"><h3>Persona olmadan pazarlama yap\u0131l\u0131r m\u0131?<\/h3><p><p><span style=\"font-weight: 400;\">Yap\u0131l\u0131r ancak verim d\u00fc\u015fer. Mesaj genelle\u015fir ve b\u00fct\u00e7e da\u011f\u0131l\u0131r. Persona, pazarlamay\u0131 sezgiden veriye ta\u015f\u0131r.<\/span><\/p><\/p><li style=\"list-style:none\" class=\"elementor-repeater-item-bcce2ef\"><h3>Persona SEO\u2019yu etkiler mi?<\/h3><p><p><span style=\"font-weight: 400;\">Evet, persona arama niyetini do\u011fru yorumlaman\u0131z\u0131 sa\u011flar. Ba\u015fl\u0131k ve i\u00e7erik dili persona\u2019ya uydu\u011funda CTR y\u00fckselir. B\u00f6ylece organik performans g\u00fc\u00e7lenir.<\/span><\/p><\/p><\/ul>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>G\u00fcn\u00fcm\u00fczde dijital pazarlama stratejilerini uygun \u015fekilde kullanan firmalar, hedef kitlelerini do\u011fru \u015fekilde belirleyerek ve kendi personalar\u0131n\u0131 yaratma hedeflerini ger\u00e7ekle\u015ftirerek dijital platformda \u00fcst\u00fcnl\u00fc\u011f\u00fc ele almaktad\u0131rlar. Bu sayede hedef kitleye ve personaya uygun reklam yay\u0131nlama stratejileriyle do\u011fru \u015fekilde ula\u015fm\u0131\u015f olurlar. Peki \u201cPersona\u201d&#8230;<\/p>\n","protected":false},"author":29,"featured_media":41301,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-40290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-pazarlama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hedef Kitle ve Persona Nedir? Nas\u0131l Olu\u015fturulur?<\/title>\n<meta name=\"description\" content=\"Persona olu\u015fturmay\u0131 uygulamal\u0131 \u00f6\u011frenin. 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