What Does it mean to Define a Buyer Persona?

Buyer persona has become a popular a key term as marketing strategy. In this blog we will talk about what is it and the main elements found on their description.

What is a buyer persona?

A buyer persona is a detailed description of someone who represents your target audience. This is not a real customer, but a fictional person who embodies the characteristics of your best potential customers.

You’ll give this customer persona a name, demographic details, interests, and behavioral traits. You’ll understand their goals, pain points, and buying patterns.

Here is a overview of the elements needed to build your buyer persona:

Persona Descriptive Name

Come up with an alliterative name that describes your persona, such as Stubborn John, Caring Maria, Steady Peter, etc. Doing so will make each persona easier to remember when employees think about them in the future.

Background

List the traits that frequently define this type of customer’s personal life, such as her job, career path, and family.

Demographics

List the typical gender, age, income, and location of this persona.

Identifiers

What personality traits typically define this persona? For example, what is his typical demeanor, and how does he/she like to communicate?

Goals

What are the primary and secondary goals that usually drive this persona?

Challenges

What are the challenges that often prevent the persona from achieving her goals?

What We Can Do

How can your business help this persona achieve his goals and overcome challenges?

Common Objections

Why would this type of customer reject your products or services?

Daily routine

Create a brief in first-person account of what this persona’s daily life looks like.

Working All Together

As you can see, the buyer persona provides personal, specific insights. It allows the marketer to understand their customers the way they see themselves.

With this tool, you and your marketing team have a handy reference guide to understand each subset of your customer base. It will allow you to speak to specific people in your marketing rather than a general audience. As a result, your engagement and conversion rates will likely improve over time.

A buyer persona is a handy tool for making marketing decisions.

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