{"id":3171,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/co-jsou-persony-a-jak-je-tvorit\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"co-jsou-persony-a-jak-je-tvorit","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/co-jsou-persony-a-jak-je-tvorit\/","title":{"rendered":"Co jsou persony a jak je tvo\u0159it?"},"content":{"rendered":"

Pavlovi je 38 let. Je vyu\u010den\u00fd tesa\u0159. M\u00e1 \u017eenu a dv\u011b d\u011bti. \u017dij\u00ed
\nv\u00a0mal\u00e9m bar\u00e1\u010dku ve st\u0159edo\u010desk\u00e9m kraji. Vyr\u00e1b\u00ed praktick\u00e9 dopl\u0148ky do bytu
\nz\u00a0p\u0159\u00edrodn\u00edch materi\u00e1l\u016f a mezi zn\u00e1m\u00fdmi jdou na odbyt.\u00a0<\/p>\n

Loni si otev\u0159el sv\u016fj
\nprvn\u00ed eshop<\/a> a sna\u017e\u00ed se prosadit online. Obchody jdou, ale v\u017edy se m\u016f\u017ee da\u0159it o
\nchlup l\u00e9pe. Pavel se nevyzn\u00e1 v\u00a0online marketingu a netu\u0161\u00ed jak oslovit svou
\nc\u00edlovou skupinu efektivn\u011b. Pot\u0159ebuje poradit a u\u0161et\u0159it \u010das, kter\u00fd pak m\u016f\u017ee
\nv\u011bnovat v\u00fdrob\u011b kvalitn\u00edch produkt\u016f a tak\u00e9 sv\u00e9 rodin\u011b. Ve volnu toti\u017e r\u00e1di
\npodnikaj\u00ed v\u00fdlety do p\u0159\u00edrody, \u010derpat inspiraci. T\u0159eba pr\u00e1v\u011b takto m\u016f\u017ee vypadat va\u0161e persona.<\/p>\n

\n
\"persona\"<\/div>
Pavel, 38 let, tesa\u0159<\/figcaption><\/figure>\n

Co je persona?<\/h2>\n

Zp\u016fsob, jak segmentovat trh. Persona je profil \u010dlov\u011bka, pro kter\u00e9ho obsah tvo\u0159\u00edte<\/strong>, kter\u00e9ho bude v\u00e1\u0161 obsah
\nzaj\u00edmat. Bude ho s\u00a0chut\u00ed \u010d\u00edst a ud\u011bl\u00e1 p\u0159esn\u011b to, co je c\u00edlem \u010dl\u00e1nku. Jde o
\ntypick\u00e9ho p\u0159edstavitele c\u00edlov\u00e9 skupiny.<\/p>\n

Je persona fiktivn\u00ed nebo skute\u010dn\u00e1?<\/h2>\n

Ob\u011b varianty jsou mo\u017en\u00e9 a spr\u00e1vn\u00e9. V\u011bt\u0161inou jde o fiktivn\u00ed
\nosobu, kterou si ale vymysl\u00edte na z\u00e1klad\u011b validn\u00edch podklad\u016f. Ide\u00e1ln\u011b dle dat
\nz\u00a0Google Analytics nebo z\u00a0pr\u016fzkumu trhu \u010di vlastn\u00edch zku\u0161enost\u00ed. Nem\u011blo
\nby se jednat o v\u00fdstup vlastn\u00ed p\u0159edstavivosti. Persona v\u0161ak m\u016f\u017ee b\u00fdt i profil
\nkonkr\u00e9tn\u00edho z\u00e1kazn\u00edka, kter\u00fd je ve va\u0161em oboru dostate\u010dn\u011b reprezentativn\u00ed. <\/p>\n

Pro\u010d tvo\u0159it persony?<\/h2>\n

Kdy\u017e si vytvo\u0159\u00edte konkr\u00e9tn\u00edho \u010dlov\u011bka s\u00a0p\u0159\u00edb\u011bhem,
\nprac\u00ed, z\u00e1jmy, l\u00e9pe se v\u00e1m pro n\u011bj bude
\ntvo\u0159it obsah<\/strong>. L\u00e9pe se do n\u011bj vc\u00edt\u00edte a sn\u00e1z mu p\u0159ed\u00e1te informace, co chcete.
\nP\u0159edstav\u00edte si toho Pavla, jak d\u0159e na v\u00fdrob\u011b nov\u00fdch produkt\u016f do sv\u00e9ho eshopu<\/a> a
\no volnu b\u011bh\u00e1 s\u00a0rodinou po p\u0159\u00edrod\u011b. Po ve\u010derech brouzd\u00e1 po internetu a
\nhled\u00e1, jak popostr\u010dit ten sv\u016fj business o kousek kup\u0159edu. K\u00a0tomu se
\npod\u00edv\u00e1te na jeho fotku a hned se v\u00e1m pro n\u011bj l\u00e9pe tvo\u0159\u00ed obsah. Jeho pot\u0159eby
\njsou v\u00e1m jasn\u00e9 jak facka a kone\u010dn\u00fd v\u00fdtvor je p\u0159esn\u011b to, co chce Pavel vid\u011bt a
\n\u010d\u00edst.<\/p>\n

Kdy tvo\u0159it persony?<\/h2>\n

Persony se v\u011bt\u0161inou tvo\u0159\u00ed v\u00a0za\u010d\u00e1tku obsahov\u00e9ho
\nmarketingu<\/a>. Vlastn\u011b u\u017e by se ale m\u011bly tvo\u0159it u zrodu va\u0161eho podnik\u00e1n\u00ed v\u016fbec.
\nL\u00e9pe se v\u00e1m pak budou tvarovat produkty samotn\u00e9. D\u00e1le jsou d\u016fle\u017eit\u00e9 p\u0159ed propagac\u00ed.\n<\/p>\n

Co je \u010dast\u00e1 chyba p\u0159i tvo\u0159en\u00ed person? <\/h2>\n

Lid\u00e9 persony vytvo\u0159\u00ed, daj\u00ed jim tv\u00e1\u0159 i p\u0159\u00edb\u011bh a hod\u00ed je do
\n\u0161upl\u00edku. P\u0159i tvorb\u011b obsahu na n\u011b neberou ohled. Nevyv\u00edj\u00ed persony v\u00a0\u010dase.
\nP\u0159itom my sami se p\u0159eci vyv\u00edj\u00edme, m\u011bn\u00edme se a spolu s\u00a0n\u00e1mi i na\u0161e pot\u0159eby.
\nStejn\u011b tak se postupn\u011b m\u011bn\u00ed i va\u0161e produkty, p\u0159ib\u00fdvaj\u00ed nov\u00e9. Ka\u017ed\u00fd nov\u00fd produkt
\nm\u00e1 trochu jinou c\u00edlovou skupinu a je pot\u0159eba vytvo\u0159it zcela novou personu nebo
\nvytunit tu st\u00e1vaj\u00edc\u00ed. Na persony proto
\nnezanev\u0159ete<\/strong>, nechte je na p\u011bkn\u011b viditeln\u00e9m m\u00edst\u011b a v\u011bnujte se jim. Hlavn\u011b
\npro n\u011b tvo\u0159te obsah. Jak\u00fd obsah? Jak\u00e9 jsou vhodn\u00e9 druhy obsahu si \u0159ekneme v jednom z dal\u0161\u00edch \u010dl\u00e1nk\u016f. Odeb\u00edrejte<\/a> na\u0161e nov\u00e9 po\u010dten\u00ed\u010dko a nic v\u00e1m neute\u010de.<\/p>\n

Jak tvo\u0159it persony?<\/h2>\n

V\u00a0prvn\u00ed \u0159ad\u011b najd\u011bte sv\u00e9 u\u017eivatele. Kdo jsou? Kolik
\njich je a jak pracuj\u00ed s\u00a0va\u0161\u00edm produktem? M\u016f\u017eete vy\u010d\u00edst z\u00a0Google Analytics,
\nud\u011blat pr\u016fzkum \u010di dotazn\u00edkov\u00e9 \u0161et\u0159en\u00ed.\u00a0 Pak
\nvytvo\u0159te hypot\u00e9zy. Jak\u00fd je rozd\u00edl mezi jednotliv\u00fdmi u\u017eivateli? Rozsegmentujte je
\ndle vyzkouman\u00fdch dat. A hypot\u00e9zy verifikujte. Co m\u00e1 persona r\u00e1da? Jak\u00e9 m\u00e1
\npot\u0159eby a hodnoty? Kde pracuje, jak\u00fd vede \u017eivot, co rodina? Jak\u00e9 jsou jej\u00ed
\nc\u00edle, kam sm\u011bruje? Ide\u00e1ln\u00ed pro tato zji\u0161t\u011bn\u00ed jsou hloubkov\u00e9 rozhovory. Persony
\ndotvo\u0159te fotkou, jm\u00e9nem, v\u011bkem. <\/p>\n

Samoz\u0159ejm\u011b pr\u016fb\u011b\u017en\u011b kontrolujte, jestli se segmenty nem\u011bn\u00ed,
\nzda nep\u0159ibyla nov\u00e1 skupina a jsou-li v\u0161echny vytvo\u0159en\u00e9 skupiny podstatn\u00e9. Ka\u017ed\u00e9
\nvytvo\u0159en\u00e9 person\u011b jsme schopni pomoci, a o to se sna\u017e\u00edme. Chceme uspokojit
\njejich pot\u0159eby. K\u00a0tomu n\u00e1m pomohou sc\u00e9n\u00e1\u0159e, jak s\u00a0nimi pracovat. Pro
\nvytvo\u0159en\u00ed sc\u00e9n\u00e1\u0159\u016f zkuste pou\u017e\u00edt ot\u00e1zky. Jak k\u00a0z\u00e1kazn\u00edkovi mluvit? Jak\u00fdmi
\nkan\u00e1ly? Jak mu zjednodu\u0161it jeho rozhodov\u00e1n\u00ed? Jak se k\u00a0n\u011bmu dostat? Jak ho
\np\u0159ekvapit?<\/p>\n

Velmi d\u016fle\u017eit\u00e9 je stanovit si, co n\u00e1s na na\u0161\u00ed c\u00edlov\u00e9 skupin\u011b opravdu zaj\u00edm\u00e1<\/strong> a podle toho j\u00edt do
\nur\u010dit\u00e9 hloubky. Fungovat m\u016f\u017ee obecn\u00e1 persona i hluboce propracovan\u00e1 persona.
\nJak\u00e1koliv je lep\u0161\u00ed ne\u017e nic.<\/p><\/blockquote>\n

Pozor na idealizaci<\/h2>\n

P\u0159i tvorb\u011b person si dejte pozor na idealizaci, ke kter\u00e9 to
\np\u0159\u00edmo sv\u00e1d\u00ed. Tvorba person neznamen\u00e1 vysn\u00edt si z\u00e1kazn\u00edka, kter\u00e9mu chceme
\nprod\u00e1vat. Pamatujte, \u017ee ide\u00e1ly neexistuj\u00ed. V\u017edy
\nse dr\u017ete dat a v\u00fdsledk\u016f z\u00a0v\u00fdzkum\u016f, kter\u00e9 m\u00e1te k\u00a0dispozici. \u00a0<\/strong><\/p>\n

Co kdy\u017e nem\u00e1m data ani v\u00fdzkumy?<\/h2>\n

Nezoufejte. Prost\u011b dejte dohromady v\u0161e, co o sv\u00fdch
\nz\u00e1kazn\u00edc\u00edch v\u00edte. A k\u00a0tomu se potkejte s\u00a0n\u011bk\u00fdm nezaujat\u00fdm, aby v\u00e1m
\ndal sv\u016fj pohled zven\u010d\u00ed. Spoj\u00edte s\u00edly a z\u00e1kladn\u00ed persony d\u00e1te dohromady. \u010casem
\njist\u011b data z\u00edsk\u00e1te, provedete v\u00fdzkumy a sv\u00e9 persony vylad\u00edte k\u00a0dokonalosti.<\/p>\n

Pomohl v\u00e1m \u010dl\u00e1nek pochopit, co jsou persony a jak je tvo\u0159it? Sd\u00edlejte ho s p\u0159\u00e1teli.<\/p>\n","protected":false},"excerpt":{"rendered":"

Sou\u010d\u00e1st\u00ed obsahov\u00e9 strategie by m\u011bla b\u00fdt i tvorba person. Pro\u010d je to tak d\u016fle\u017eit\u00e9 a s \u010d\u00edm v\u00e1m pomohou?<\/p>\n","protected":false},"author":20,"featured_media":3172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"\nCo jsou persony a jak je tvo\u0159it?<\/title>\n<meta name=\"description\" content=\"Sou\u010d\u00e1st\u00ed obsahov\u00e9 strategie by m\u011bla b\u00fdt i tvorba person. 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