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What is a Buyer Persona and How to Define It?


30-01-2020 Krunoslav Rašić

A buyer persona is an imaginary representation of your ideal customer. It’s based on detailed market research and info about your current customers.

It tells you what your customers do and think when addressing a problem that you offer a solution for.

For instance, it can refer to your customer’s personality traits, goals, and challenges. Simplified, it provides you with information that helps you assess your target audience.

When you categorize your audience into buyer personas, you can establish who are successful customers, and how to target them.

According to HubSpot, creating buyer personas helps improve email campaigns click-through-rate by 14% and conversion rates by 10%.

Why do you need a Buyer Persona?

Buyer personas make sure your sales and marketing activities align with your buyer’s needs.

When you understand your customer’s problems and concerns, you’ll gain trust in your company. Also, it will keep you focused on customer needs.

If you address their exact needs and problems, it’s much likely they’ll be eager to explore more about what you have to offer.

Buyer Personas show where you stand regarding customer awareness about your products and services.

The main reason why you need a buyer persona is to know the target market at the beginning of a process.

When you’re launching a new product or redesigning a website, you must know how to target your audience.

Besides, you need to be sure you’re attracting quality traffic and quality leads. It’s not enough to attract people to your website, you want to interest the right ones.

Having Buyer Personas is a way for your sales and marketing team to focus on leads. Moreover, it’s a guidance for your R&D team to develop new products and services.

Download the infographic on the purchasing process

 

How Do you Define Buyer Persona?

The first step is to create a personality that impersonates your key audience. The very first thing you need to do is to start researching.

You can do that by reviewing your website analytics and interviewing existing customers. Analytics gives you insight such as keywords that attracted customers, and how they engaged with your content. When you understand what search terms provided you with the audience, you’ll have a better insight on the next steps.

On top of that, you should research what is your competition doing.

By completing these steps, you’ll gather more information for further defining of buyer personas. In other words, you’re ready to create your template.

What should a Buyer Persona Include?

Depending on what you do, you might consider personalizing some parts of the template. However, we’ve listed basic information that applies to most of the companies.

It’s important to name your personas. When you humanize your template, it will be easier for your marketing efforts to sympathize with your audience’s needs.

Job information. Gather information such as the preferred size of the company, industry, sector, revenues, etc.

Demographics. It’s essential to define information such as education level, age, location, and gender. This helps you to adapt your content strategy to the interest of your audience.

Technical information. Data about devices and applications used can help your developing team to enhance the user interface and experience.

Also, the amount of time the person spends browsing the web and preferred time of the day can give you a clue about when to post.

Goals and challenges. What is your buyer persona’s main goal? You might want to research what is challenging your customers and preventing them from reaching their goals. This way, you’ll understand better how to resolve your customer’s problems and assist them in reaching their goals.

Taking everything into account, you now have the basics steps to start and create your buyer persona. This will enable you to adjust your strategy and improve the quality of leads you’re attracting on your site.

The most important thing to have in mind is that your customers care about how you can help them solve their challenges and problems, and how you can assess them.

Our Digital Marketing Experts can help you define your persona and generate quality leads. Marketing nowadays requires a lot of effort and research, and with our knowledge, we’d be happy to help you boost your product and services sales. Connect with us for a free consultation and learn how you can make buyer personas for your sales improvement.

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