You may have heard that it is important to set Buyer Personas for your business to help with your marketing, but what exactly is a Buyer Persona?
Is a Buyer Persona the same as your target market?
The answer is no, your target market is a simple presentation of the basic demographic information around your customers. Whereas a Buyer Persona far more detailed and is a semi-fictional character who is created to represent your ideal customer base along with their goals, feelings, idiosyncrasies and much more. You may have a multitude of different buyer personas for your business. For example, they may have different goals, needs and challenges. We suggest keeping it to 2-4 personas. However, if you’re just starting out, go quality over quantity.
Buyer Personas are used to help inform all of your marketing decisions and are vital in any form of inbound marketing plan. They are useful for anyone in your team that is creating marketing activities, communications, designs or product developments. Most importantly, by understanding your customer base you are able to create relevant and targeted content that directly speaks to them.
This ultra-detailed view of the customer base is easy to talk about, but how do you actually create them?
We recommend to start by using our free buyer persona templates for this very purpose. Research comes next. The strongest buyer personas are backed by market research and insights directly from your consumers through the following sources:
- Website data
- Quantitative & Psychographic data
- Your sales team
- Though your own experiences
Quantitative and psychographic data helps to build a story around the persona. Roy Morgan's Helix personas are a great source of this information. Another great tip to use when beginning your research is visiting forums such as Reddit or Facebook groups that you think your buyers may be interested in and view the comments to see what they are talking about. For example, focus on product reviews if you provide retail tools, and look to DIY questions if you provide construction services. Use this information to identify pain and gain points for your consumers. For ideas and a list of product review sites visit this HubSpot blog.
If you have any trouble gathering or sorting through your research, reach out to us for a chat.
Once you have your research sorted, you can create your buyer persona by organising their information in the following way:
Who – Background, demographics and identifiers such as communication preferences and behaviour patterns.
What – Goals, challenges and what can we do to help achieve their goals?
Why – Quotes from real consumers, and common objectives.
How – How should you describe your solution to your persona, and what is the elevator pitch?
Here is a simple example of a buyer persona for the building and construction industry:
The project manager is typically a male aged 35-50 who started in construction management 20 years ago and has been at his current company for 10 years where he has climbed the ranks. He has a calm demeanour and is smart and professional. Married and with 2 kids aged 8 & 10, his goal is to keep his family happy and financially stable and at work to have smooth running projects. He is constantly challenged by budgets and tight timeframes. He requires reliable tools that are good quality and easy to maintain.
Personas allow you to personalise your marketing and target different segments of your audience. Once you complete your personas you can bring them to life through visuals and display them around your office , present to your team, or assist with agency briefings.
For the buyer persona templates and a detailed guide to building your own personas, download our eBook How To Create Buyer Personas.