Mon, Jan 5, 2015

What are Buyer Personas and How to build them?


how to build your buyer personaWhat are Buyer Personas?

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 are sets that represent groupd of people with Common behavior patterns, shared pain points, universal goals, wishes, dreams and peneral 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. 

What 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 simply consider this information as another way to better understand  your persona's life. 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. 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 at 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. Do they go online, or do they prefer to learn in-person or by reading 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 expectation. 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 be able to identify them so you can 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 persona is as a person.

Blog: 7 ways to enhance your Inbound Marketing Strategy in 2015

What to do with your newly built buyer Personas?

Now that you have your buyers' personas, use it 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.

How can I use Inbound Marketing for my business


Ismail Aly
Ismail Aly    

Inbound Marketing & Sales Enablement Consultant, HubSpot User Group Leader, HubSpot Platinum Partner