What are Buyer Personas and How to build them?

05 January, 2015

Buyer Personas are Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

Buyer personas represent groups of people with Common behavior patterns, shared pain points, universal goals, wishes, dreams, and general demographic & biographic information.

If we know what our personas are trying to achieve, we can create products and services to help them reach their goals and overcome their challenges. 

Questions to ask when building buyer personas

What is their demographic information?

Collecting demographic information about your personas will help you perform more targeted offline and online marketing.

What is their job and level of seniority?

If you're a B2C company, you may consider this information another way to understand your persona's life better. You may uncover some interesting information, too, like large portions of your target audience skewing toward certain industries or seniority levels. If you're a B2B company, this piece of information becomes more crucial. For example, is your persona at a managerial or director level and well versed in the intricacies of your industry?

What does a day in their life look like?

Are they spending more time at work or home? Where would they rather be? What do they like to do for fun? Going through this exercise forces you to clarify an image of your target audience in your entire organization's mind that will help keep your messaging consistent?

What are their pain points?

You're in business because you're solving a problem for your target audience. How does that problem affect their day-to-day life? Go into detail, and focus on the nuances that illustrate how that problem makes them feel.

What do they value most? What are their goals?

Now that you know their pain points, it's a little easier to understand what they value.

Where do they go for information?

If you're going to market and sell to these personas, you need to understand how they consume information. For example, do they go online, or do they prefer to learn in-person or read newspapers and magazines? If they're online learners, do they visit social networks?

What experience are they looking for when shopping for your products and services?

The experience of purchasing your product should align with your persona's expectations. What kind of features do they expect your product to have?

What are their most common objections to your product or service?

If you can anticipate the objections your persona will have, you can be prepared for them in the sales process and perhaps even educate them in your marketing collateral to help allay fears right away.

How do I identify this persona?

Now that you have a great understanding of what makes your persona tick, you have to identify them to tailor your communications. How will you know when you're talking to this persona? Is it their job title?

Buyer Personas Building Best Practices

  1. Focus on motives behind behaviors: pay attention to not just what someone is doing, but why they’re doing it.
  2. Keep personas fictional but still realistic. No one has a one-size-fits-all customer; don’t define your persona by describing just one real person.
  3. Choose one primary persona; all other personas are secondary
  4. Tell your persona’s story. Don’t just list facts about them; weave those facts into a detailed representation of who this buyer persona is as a person.

 

What to do with your newly built Buyer Personas?

Now that you have your buyers' personas use them as a basis for all of your marketing! Create amazing content for your blogs, e-newsletters, social marketing, special offers, website content, ads, flyers, and more – all geared to your dream customer, who will be impressed with your knowledge and bring you business.

Izzy

Izzy

My name is Izzy and I am a co-founder of IDS, an award-winning HubSpot Solutions Partner. I lead our team of consultants who provide professional guidance to help businesses implement the HubSpot CRM platform migrate, integrate their tech stack to HubSpot to create a seamless environment for sales reps to use. There is nothing I love more than solving the challenges that come up when someone wants to migrate an old system or integrate their tech stack with HubSpot - it's like a puzzle!

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