What is a buyer persona?

Today we are going to look at buyer personas; a generalized representation of our ideal customer which help us internalize the kind of person we want our brand to attract.

Just like in traditional marketing, we also segment our potential clients in inbound marketing by their demographic or generational characteristics, and we try to put ourselves in our consumers skin in order to understand what they want, what they need and what worries them the most, to create an adequate and attractive message according to their profile and help boost sales.

Why does our business need a buyer persona?

Defining and understanding what a buyer persona is, allows us to get to know our consumer, to put ourselves in their shoes and be able to establish an adequate Marketing and Sales message and obtain the most reliable results.

Target Market vs Buyer Persona

As we all know, the correct term to describe our ideal client is our “target market”. This term refers to a much wider and generic concept than Buyer Persona, since target market is a term that brings together users based on demographic and contextual characteristics.

The term buyer persona goes beyond that and attempts to personalize our ideal client according to not only demographic characteristics, but motivational and behavioural as well.

To help identify the motives and behaviours of our ideal customer, it’s necessary that we create a much more suitable message that will directly aim to fulfil their needs and issues, and allow us to develop a successful Inbound Marketing strategy and achieve our objectives more efficiently.

Therefore, we could say that these concepts aren’t opposites, if not complementary to each other. The concept of target market is in some way included within the Buyer Persona concept.

How do we construct our businesses own Buyer Persona?

Research, research and more research. That’s the key to creating our organisations buyer persona. Nevertheless, we are going to give you some tips to help guide you in the right direction of how to get started…

  1. Analyse your database. The first step to creating our buyer persona is undertaking extensive research of our current, potential and future clients. If we already know how our users act and what they buy, it will be easier to establish the characteristics and motivations of our ideal consumers. For this, we can carry out interviews and surveys etc. You can also ask your businesses sales team what information they have on your clients, since they are the ones who have the most direct contact with them.
  2. Create an application form on the web: In the application form, you can include fields whose information will provide you with interesting data to help you understand your user better, like age, gender, geographical location, business and sector etc.
  3. Collect information. Ask basic questions, considering the information that you already have from your current clients, i.e. the collected information that has been useful to your sales team, including:
  • Demographic information: how old are they? Are they a man or woman? Where do they live?
  • Personal/professional situation: do they have a family? Do they have children? Do they work? What is their job? What is their average household income?
  • Objectives/goals: what are their professional objectives? What difficulties do they have achieving them? What responsibilities do they face? What worries them?
  • Where they search for information: what blog or magazines do they read? What social media do they use the most? What type of information do they share? What type of information do they read or find interesting?
  • Buying habits: Do they usually buy online or in a physical shop? Do they seek help, browse or visit the shop first before buying? Are they loyal to the brand? What’s the last thing they bought? Why did they decide to buy it?

From this information, we can create our sales message:

Ask yourself this question, with the information we now have, how can we help this user resolve their problems, face their challenges or fulfil their needs?

Once we answer this question, it will be much easier for us to construct our own sales messages to help our consumers with all these issues.

Constructing your businesses Buyer Persona

Once we have collected all the necessary information and created our message, the next step will be to create their story, assign a name and representative image. Important information to include;

  1. Basic information. Demographic characteristics, background information and identifiers.
  2. Key information. Objectives and challenges.
  3. Other information. How we can help them, verbatim, pain points, marketing message and elevator pitch.

And there you go! We have our first Buyer Persona profile!

The best thing you can do for your business is ensuring you not only have one buyer persona profile but various, and hopefully, with the steps we’ve provided you with, this will now be easier to do. And remember, creating a strong Buyer Persona is the first step to ensuring a successful Inbound Marketing strategy.

If you don’t know your target market, ask yourself this question; who do you want your message to reach?…Good luck 😉

Written by: Brintias Team