Marketing 101: How to build your Buyer Persona
What is a buyer persona?
In Marketing, the term “buyer persona” refers to the accurate representations of a business’ ideal clients. When correctly developed, they are of great value to the marketing team as they help them understand their audience’s needs and the content that will most likely draw more attention. In this infographic, we’ll help you understand all the variables and characteristics a well-rounded buyer persona should have to successfully implement them in your business.
What is the definition of a buyer persona?
A buyer persona is a fictional description based on research of your ideal customer. This profile depends on your target audience, and there are two principal types of them, B2C buyer personas, B2B-that is, from business to business and from business to client.
A buyer persona is useful to remind you what your audience wants and needs, and also help you create better content and make better decisions for your marketing strategy.
Buyer persona vs user persona
Both can be the same group of people with the same characteristics, but that is not always the case. A user persona focuses on the experience with a product, and if it does what it’s supposed to do and is easy and intuitive.
When you create a user persona, your main objective is to get details about the needs, feelings, goals, and frustrations of users’ products to empathize with them, and create a successful user design.
On the other hand, a buyer persona cares about the cost-effectiveness and long-term benefits’ product, and its objective is to have a broad overview of consumer behaviors.
What is an online persona?
An online persona is the social identity of a business, brand, or yourself on the Internet. We could say an online persona is an expansion of real-life identity, and it’s based on what you published on social media, blogs, websites, and so on. It’s the way you present your product or service to your target audience.
What is a brand persona?
It’s a representation of your business personality. It’s a way to guide the decisions you make in your marketing and communications strategy. A brand persona includes values and characteristics which you would like people to perceive of your business.
If you wonder how to create a brand persona, you must consider your brand personality traits and what is the role of your brand in consumers. With that in mind, you can develop your brand persona by considering a name, an age, a face, interests, and a bio.
What is an audience persona?
An audience persona represents a group of people who will be your customers or clients and analyzes the general characteristic of that group of people by considering demographic information, attitudes, and behaviors. A buyer persona represents just one fictional human of that big group of people.
Audience profile vs persona
It’s necessary to say an audience profile it’s not the same as a persona. An audience profile is the collection of information that help you to create a more personalized, higher-converting campaign based on your consumers’ demographics, social, and economic characteristics.
An audience profile is a way for companies to determine their ideal target market of consumers.
What are personas in marketing?
A persona in the context of marketing refers to the ideal customer or customers for your business. They are defined by a mixture of any of the following attributes or activities:
- shopping habits
- job role/description
- interest in product
- need for product
Personas for marketing should be a staple of your strategy to make better decisions and investments.
Marketing personas can vary hugely, from industry vertical to vertical, from B2B to B2C, and from country to country. Because personas can be defined by so many different variables, it does depend on how a business track and store the data for a potential customer.
A marketing persona is a “fictional” representation of an actual user and is applied in the early stages of product development or product redesign.
Buyer personas are important because without knowing who your ideal customers are, it is very difficult to create an effective marketing strategy to attract more of those types of people. A buyer persona is a semi-fictional representation of your ideal customer, their backgrounds, goals, challenges, and so on, based on market research and real data about your existing customers. Without understanding ideal customers inside and out, marketing efforts and business growth can take the risk.
What is the difference between audience and persona?
Before buyer personas became popular, target audiences were the primary tool for understanding a customer base. However, as buyer personas emerged, target audiences have taken a backseat role, leading many to ask, “Have buyer personas replaced target audiences?”
The answer, of course, is no.
While buyer personas are more popular than target audiences, they shouldn’t replace them. Instead, the two should work together in your marketing plan.
How many buyer personas should I have?
Depending on your business. You could have just one or two buyer personas or more than 10. But we suggested you start small. In the beginning, It’s enough to have between 1-8 personas.
How to build your Buyer Persona?
After telling you all about the details of personas, you’re probably asking yourself, how to create a buyer persona for your business. As we mentioned, personas are really important in your strategy so we share relevant information to consider at the moment to create a persona.
Confirm you’re not a robot (Name)
A good name goes a long way. Naming your buyer persona makes it more human. It also makes it easier to understand, remember, and approach when building a marketing strategy just for him/her.
When in Rome, do as the Romans do (Socio-Demographics)
Here you’ll dive deep into the environment your buyer persona lives in as an individual. Age, gender, education, job, place of residence, and income, just to name a few; can help you picture your ideal customer and the external factors that influence his/her spending habits.
Tell me more about you… (Personality)
It is important to understand how your audience reacts to emotion-driven messages and what emotions you should target to obtain a positive response.
Pro-tip: To learn more about this, we suggest you conduct 1-on-1 interviews with your current clients to obtain a better grasp of their behavior.
And… what do you do in your free time? (Interests and Hobbies)
A buyer persona’s interests can help you figure out the optimal time and place to reach them. This will make a marketing campaign channel selection a whole lot easier.
Goals and Achilles’ heel (Objectives and Pain Points)
A quality buyer persona must include the description of objectives and pain points related to the problems your business solves. This will help you define the messaging for your marketing campaign.
All paths lead to storytelling (Why are buying personas relevant?)
We will never get tired of saying it: in digital marketing content is king. But to discover what your content should be, it is important to understand your audience. Buyer personas are key elements within the early stages of any successful marketing campaign as they get rid of the “trial and error”. Bottom line: A well-built persona will help you save time and money when it comes to advertising your business.
How to create a B2B buyer persona? Step-by-step
- Gather a mix of information about the kind of customer you want to target. It’s best to use a mix of demographic, behavioral, and psychographic information. To collect the data, you can use surveys, interviews, existing paid databases, and so on.
- Learn about the particular needs and goals of the buyer.
- Determine the number of personas – more than one per project, but focus especially on one.
- Name and describe each persona in 1-2 pages, including:
- A picture
- User’s values, interests, education, lifestyle, needs, attitudes, desires, limitations, goals, and behavior patterns
- Extra details about the persona – anything to make him/her more real and relevant and help build empathy. A written story is better than bullet points.
- Map the persona profile into your product.
- Make continuous adjustments – revisit the persona, add new features, add required new personas, and discard outdated personas.
Confused? Start with a buyer persona template (free tool link)
Working on a marketing strategy for your business is not an easy task. There are questions about everything. From why you need to incorporate SEO language into your content, for example, to how much it will cost you to create personas. Just remember there are infinite online resources that make your life easier nowadays.
In that sense, we can say with confidence it is not necessary to pay a fortune to create a buyer persona! You can find a range of persona templates on the Internet. To begin with, we recommend you to use the HubSpot buyer persona template which includes an enjoyable design and clear information.
If your strategy is focused on B2B sector (Top Management, Customers, Marketing, Sales, and Product Departments), you should use our free buyer persona template which includes a step-by-step of the process. You’ll find detailed mapping exercises about how to create a B2B buyer persona. Also, it includes specific questions for your team.
Start creating a B2B buyer persona now. Use Bexi’s template
This resource offers an overview of a B2B persona’s process, a brief, and three phases (Qualitative Data, Marketing & Competitor, Customer Profile) to field with your client during a work session.
Personas help humanize your potential customers, don’t forget it. They give you a clear idea of who your customers want and need.
At Bexi we cover all the marketing needs for any type of company regardless of size or industry. So if you’re lost and don’t know how to make an audience analysis to define your buyer persona, we have built a team with multiple backgrounds, expertise, and knowledge to help you.