What is a Buyer Persona?

When you belong to the business field, you need to focus on various aspects to make sure that your brand becomes a hit. Be it making a business strategy, setting a goal, or marketing your brand, each step is equally important. And, one of those important steps is creating a buyer persona that we are going to tell you about in detail. 

Buyer Persona
Buyer Persona

Table Of Content

What is a Buyer Persona?

Based on market research and real data about your existing customers, a buyer persona is a semi-fictional picture of your ideal consumer. Consider customer demographics, behaviour patterns, motives, and goals while designing buyer personas. The more information you provide, the better.

Buyer personas or customer personas provide your firm with information and direction. Customer persona can help you decide where to invest time, carry out product development, and ensure that members of your company are on the same page. As a consequence, your firm will be able to attract the most valuable visitors, leads, and consumers.

What are the different types of personas? 

We can’t expect two different people to have the same qualities and personality, right? So, when we look at the market, there are a huge number of customers and all of them have different personalities. That’s why while creating a customer persona, you must remember that there are numerous types of buyer personas out there and some of them are: 

  • Commanding
  • Outgoing
  • Collaborative or supportive
  • Objective
  • Analytical
  • Logical
  • Emotional
  • Easygoing
  • Brand devotees
  • Online shopping lover
  • Social butterfly
  • Researcher

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Why do you need a buyer persona? 

We wouldn’t know what content to create, how to direct our marketing efforts, or where to strengthen our presence if we didn’t have buyer personas. Buyer personas help you to focus on your prospects’ concerns and pain spots while also assisting you with a complex and to-the-mark marketing power to reach at the right time with the correct information.

Importance of buyer persona in sales and marketing

A detailed customer persona, at its most basic level, helps you to craft content that resonates with the target audience.

Segmentation is crucial when it comes to utilizing them to progress and increase your sales efforts. Based on what you know about the many personas who can benefit from your offers, you might decide to divide your email list or article sales promotion.

You can then layer buyer personas with additional information like their regular purchase process, their company’s sales cycles, and any other key characteristics. You may skew your sales and marketing communications to reach your client or leads in the right way, in the right place, at the right time by establishing customer personas that take into account genuine conditions and facts. 

how to research for buyer persona?
how to research buyer persona?

How to research buyer personas?

As we all know, we should never get started with something in the business field without enough research. So, how can we forget research while creating a buyer persona? Here are some of the ways in which you can perform research for the same: 

  • Ask questions to your coworkers from the sales team and customer support team.
  • Use surveys for reliable information
  • Interview some of your potential customers
  • Go through market research reports.
  • Look for customers on social media platforms and LinkedIn.

Basic elements to create a customer persona

When you decide to create a customer persona that can assist in your business strategy, you must keep some basic elements in mind. So, let us have a look at some important elements that you need to focus on: 

  • Demographics

Here you need to consider the age, gender, location, salary, etc.

  • Personality type

Know what kind of personality your target audience has. For example, whether they are curious, competitive, emotional, etc.

  • Problems

You should be aware of the problems for which they are looking for solutions and how you can help them with them.

  • Lifestyle

Try to understand what kind of lifestyle they are living and in which kind of company they are working.

  • Source of knowledge

Each person in the market might have some different source of knowledge. For example, some might use newspapers, while some can use the internet to know about the market and brands. 

Also Read: What is customer service?

Creating a buyer persona

Creating a customer persona involves three essential processes. The most important thing you can do is collect data, organize it appropriately, and evaluate it.

  1. Interview people to learn more about them: Use your database to conduct interviews with your consumers to learn more about them. Inquire about interviews with your present customers, future leads, and professional contacts. 
  1. Data collection and analysis: After you’ve completed your interviews, take some time to go through all of the qualitative information you’ve collected.
  1. Make Use Of It: It’s time to put the data to good use now that you’ve categorized and examined it. Use a visual aid, such as our templates, to draft your buyer personas.

Drafting a buyer persona

You should have all the information you need to start crafting your personas now that you have a strong concept of who your target segments are and have completed a number of interviews with them.

It contains important details such as:

  1. About Them — A summary of their background, including their job title, industry, and firm size. Basically, all of the pertinent demographic data.
  2. Utilize Case — A description of how they use our product, what they’re trying to accomplish with it, and so on.
  3. Previous Solution and Pain Points — A review of how they were accomplishing things before your solution, as well as the drawbacks of that strategy.
  4. Benefits – A list of the most important advantages they will gain from using your product.
  5. Buying Trigger – An overview of what motivates people to look for a product similar to yours.
  6. Buying process – A description of the typical steps consumers take to purchase your product.
  7. Factors to consider – A list of the features they’re looking for in a product like yours.

Again, all of the areas in this Persona correspond to the questions I ask during the interview, so feel free to add or remove sections that are most relevant to you.

How many customer personas should one have?

In many cases, one buyer persona per industrial segment is sufficient. You can lose concentration on your principal marketing strategy if you build too many personalities, making it harder for your sales staff to develop a solid, consistent offer. So, it would be ideal for you to create only one buyer persona for a niche or field.

The Bottom Line…

We hope all your doubts regarding creating a buyer persona are clear now. All you need to do is be clear about what buyer persona is, know how to create one, and you can get started after performing a thorough research for the same. So, wait no more and get started with making your own buyer persona the right way.

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