What is a buyer persona?
A buyer persona is a fictional person that represents an ideal customer. It is a model that best describes your typical customer. The importance of creating a persona is to help you get a clearer idea of the individual that you aim to market to. In order for your marketing message to be successful, you need to create this persona. A persona is often based on a real customer. The aim is to craft targeted marketing messages to this ideal customer. You may need more than one persona, as people buy products and services for different reasons.
How to create a buyer persona
Each persona you create should cover basic information such as demographics, behaviours, pain points and challenges. The easiest way to create a buyer persona is by identifying who your current customers are. These are people that but your product or service. Here are some steps you could follow to get the information you need to create a buyer persona:
- Customer survey. Learn from who is already buying from you. Chat to your current customers. Gather information on their age, location, buying behaviour, etc. If you don’t have any customers, have a look at your competitors’ customers.
- Online Research. Have a look at the information easily available to you. You can track down your buyer’s persona likes and dislikes by checking out their social media platforms. Document all the information that you find.
- Write down everything you know. After chatting with your customers and you’ve dug a little deeper, you can create a persona.
Identify Customer Pain Points
The easiest way to sell your product or service to a customer is by understanding what problems they are trying to solve. What are the barriers or challenge’s that they are currently facing? Try to identify patterns.
Identify Customer Goals
We often try and sell a product based on a challenge or pain point. The flip side is you could gather information on customer goals. These goals may be directly related to a solution that you provide. Match features of your products to customer goals.
Some useful buyer persona questions
There are a number of questions you can ask when trying to identify your buyer persona:
- Where do you live?
- What is your racial/ethnic heritage?
- Highest level of education?
- What is your industry?
- Job title?
- Roles and responsibilities?
- Size of the company?
- What knowledge and tools do you use in your job?
- Current challenges at work?
- How do you prefer to interact with vendors?
Challenges & Pain Points
- What do you hope to gain from using our product?
- What is the most frustrating part of your day?
- Do you have regular activities that you find stressful?
- What is the least favourite part of your job?
- What is the worst customer service experience you’ve ever had?
Product Insight/Objections to the Sale
- What objections do you have to our product?
- What factors might make you choose a competitor’s product over ours?
- How can we help you to solve your unique challenges?
- Communication preference?
- How can we meet your needs?
- How do you prefer to make a purchase (online, over the phone, or in person)?
- What is your preferred payment method when making a purchase online?
There are a number of free buyer persona templates that you can find online:
- Xtensio’s User Persona Creator. Use this app to input your buyer’s demographics, goals, etc.
- Digital Marketer’s Customer Avatar Worksheet. Use this worksheet to nail down all the important information of your buyer’s persona.
- HubSpot’s Buyer Persona Template. This template looks at the “who, what, why and how”. It’s a great template which includes a useful guide.
- Marketo’s Marketing Persona Cheat Sheet. This is a great template that includes some “fill-in-the-blank” options.