A simple guide on how to make a great buyer persona

Feb 19, 2021

Businesses try to determine who they're marketing to before launching campaigns.

They do this by conducting market research, which includes interviewing potential customers and creating buyer personas based on their responses.

What Is A Buyer Persona?

You might think that your businesses target customer base is just one group of people, but buyer personas can help you see the differences between different groups in order to better serve them.

In a nutshell, a buyer persona is a fictional representative of the target customer base for which your small business seeks to engage and tailor marketing accordingly.

These profiles are based on demographic information such as age, gender, race, income level, family size and marital status, occupation and job title etc., which helps businesses tailor their messages with certain audiences in mind.

Personas have become an essential tool for marketers, but how exactly do businesses use them? Let's look at three ways a company can use buyer personas to improve their overall marketing strategy.

(1) The product development team at a company studies its best customers and attempts to create relevant content and product offerings that appeal to the people they already serve. They use buyer persona research to anticipate what future customers want and need.

(2) Marketing teams use demographic data to optimise their inbound marketing messages and tailor them to the right types of customers. They use data to craft a buyer persona template that guides content creation and messaging for their content marketing.

(3) The sales team strives to understand their customers' needs and problems, all in the name of making a sale. They work with marketing teams to create buyer personas--identifying the customer's motivations, desires, pain points, purchasing process--so they know what will make them want your product.

Here are some tips to help you create a buyer persona:

A buyer persona is a way to better understand your customer based on their demographics, behaviours, and needs. By focusing on hard data rather than personal opinions or anecdotes, you can create a more compelling experience for each individual customer in order to increase conversions.

  1. Defining your sales goals will help you understand what type of buyer persona you are looking for. Do you want to try and sell a new product or one of your businesses mainstays? Maybe just one item or an entire brand?
  2. Customers are the backbone of your business. It is in your best interest to listen to them and analyze their feedback, no matter how small or insignificant it may seem. The more you know about who they are, the better prepared you will be for their future needs.
  3. Let's look at our competitors. Take note of who they're marketing to and where they reach them, because more than one business can serve the same buyer persona.
  4. Testing is an essential part of being a digital marketer. You can use A/B testing to see which message your audience reacts better to and then adjust accordingly. It's also important to know who your target demographic is because that will make it easier for you when it comes to targeting them with the right messaging.
  5. You must consider where your product will be sold in order to get the best results.
    You should take into account how customers shop, and what type of store or website they're likely to shop on. The environment could affect a customer's decision-making process and give you insight on who your ideal customer is.

 

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