A buyer persona (AKA a marketing persona) is a targeted customer profile, based on current or previous customers and external research. The profile should include details such as:
- Relevant demographics: possible age/life stage/gender/location
- Likely occupation
- Day to day challenges they face
- How they make decisions
- What their everyday life looks like
When you put yourself in your target customer’s shoes you can become familiar with how they might be thinking, and their personalities and traits. Of course, when it comes to customers it’s not a case of ‘one size fits all’, which is why it’s common for businesses to have more than one buyer persona to fit multiple types of customers.
Buyer Persona Meaning
A buyer persona (AKA a marketing persona) is a targeted customer profile, which is created based on current or previous customers and external research. The profile should include details such as; likely occupation, day to day challenges they face, the way they make decisions and what their everyday life looks like etc. In order to be able to market your products or services, you need to become familiar with the people you are targeting and really understand their personalities and traits. Of course, when it comes to customers it’s not a case of ‘one size fits all’, which is why it’s common for businesses to have more than one buyer persona to fit multiple ‘types’ of customers.
Why Should you use Buyer Personas?
Creating your buyer personas and then actively using them as a guide for your business, can help keep all employees focused and centred on who it is their customers are. Sharing the buyer personas once created with all members of the team and making it available to each department, will really help to bring all employees together so that a unified idea of the customers you have is introduced. When sales calls go out, customer service enquires come in and when blog posts are created, each employee will have the same buyer personas in mind and therefore you will have consistency across the whole business.
Research shows that customers are more inclined to go to companies that they trust, which is where buyer personas come in. If you are able to really understand the trials and tribulations experienced by your customers and offer a truly effective solution, they are much more likely to use you over your competitors. When you truly understand your customers, this shows in marketing and advertisement campaigns and buyers will immediately respond to that.
How do I Create a Buyer Persona?
As previously mentioned, buyer personas should be created based on both internal and external research. Use the data you already have for current or previous customers and start there, you can then develop the information you already have with your external research.
Choose the most common trends from the research you have done, target these features and create your first persona based on these common details.
To add more detail, create a new list for questions to add to your persona and interview members of your team to help shape the persona even more. There’s no set list of questions unfortunately, as every business is different. As an example, if your company is selling breakfast cereals you would want to think about how much time your customer has to eat in the morning and whether they have a family or not, aspects of their day and life that may determine their eating patters etc.
You can then adopt this same model to create other personas if they are needed. You will be able to tell instantly when collecting your research and looking for patterns, whether more personas are needed based on how many different patterns emerge.
Top tip: Here at Zelst we like to give our different clients’ buyer personas names, we find it makes it much easier for us to remember multiple personas through these names when designing digital marketing campaigns.
If you need any help with designing your own buyer persona, in order to improve your digital marketing, please contact us for more information on how we can help. For more informative guides on improving your companies’ digital marketing overall, just keep reading our blog.