How to Create Buyer Personas

Innovative Alan, Decisive Danielle, Partner Patti... The list goes on for different buyer personas you could consider. Buyer personas are a powerful tool in the world of marketing. They provide a deeper understanding of your target audience, allowing you to tailor your strategies and messages to resonate with them better. 

What is a buyers persona

According to HubSpot, a buyers persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

The more detailed you can be when creating these characters, the better. The purpose is to help you gather more insight for your company and reach more people, on a deeper level, while delivering a message that they’ll care about at the right time.

Another thing you’ll find when you have buyer personas is your focus will stay on addressing your customers priorities instead of your own. Think about it this way – is your new campaign or promo addressing the needs of one of your buyer personas? If not, it may be time to go back to the drawing board to reconsider your campaign.

How to create buyer personas

Now that you know what a buyer persona is and some of the reasons you want to have them, you’ll need to know how to create them. This is where statistics and goals come to mind.

Here are a few things you’ll need when creating a persona:

Demographics

This will include a potential customers age, sex, location, family status and level of education. This is a simple one but one of the most important parts you’ll want to consider when creating a buyer persona. Demographics are often the characteristics of a specific population.

Behavior patterns

How do your customers like to shop? Is it online? In-store? Do they come to your site and add something to their cart and let it sit for a week or so before they make a move? You have to know the way your customers shop so you can meet them where they’re at in the process to help move them along.

Motivations

What motivates your customers? Each buyer persona will have a different motivation and the demographics you collect will play a big role in what they’re motivations are – that’s why it’s important to do a good job collecting the basic information. Things to consider: why are they shopping with your company? What are they shopping for? What are the needs behind that product or service?

Goals

When people are interested in purchasing something there’s normally a reason behind it. Is it to make a process simpler? Make their workouts more enjoyable? Make their partner happy with a new gift? There’s always a reason behind why someone is buying something and it’s your job to know what your buyer personas goals are so you know how to best interest them with your products while advertising.

If you're interested in learning about buyer personas to consider, download our guide on How to Create Effective Buyer Personas! 

Why are buyer personas important

Buyer personas play a crucial role in gaining valuable insights about your target audience. By creating detailed representations of your ideal customers, you gain a deeper understanding of their needs, preferences, and motivations. This knowledge allows you to customize your marketing strategies and messages to resonate with them on a deeper level.

Rather than focusing on your own agenda, buyer personas allow you to address the specific needs of your customers. By aligning your campaigns and promotions with the interests of your buyer personas, you can enhance the effectiveness of your marketing endeavors and attract a higher number of qualified leads.

Ultimately, buyer personas empower you to make data-driven decisions and deliver a more personalized and captivating customer experience.