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Buyer Persona: What, Why, How?

An explanation and guide to what a Buyer Persona is, how it can benefit your business and how you can build one yourself.

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You’re probably asking yourself what is a buyer persona and why do I need one? Well, let me tell you one thing about them - buyer personas play a crucial role when building a customer/client base. It helps you identify the most important and relevant traits that members of your target audience have in common. 

This will be super useful when it comes to creating a product/service for them.

Defining ‘Buyer Persona

A ‘Buyer Persona’ or ‘Buyer Profile’ is used in the marketing world as “a carefully curated piece of information that identifies a certain set of characteristics that the larger part of your target audience resembles”

Think of it this way:

This persona will be your ideal customer - it will contain their personal analysis, including their pain points, desires and goals, along with any values and interests they might share. Basically, any information that will be relevant to how you market your business.

Why Do You Need One?

It’s important to determine this profile before you begin marketing your product/service because it will optimise your chances of success. Designing this guidance will assist you in acquiring and maintaining a solid customer base.

As a newcomer to the market you will have to build trust and rapport with your audience, and to do this you’ll have to put yourself in their shoes.

Lastly, having a persona will help the process of 4 of your business divisions - customer support, product, sales and marketing teams.

Building A Buyer Persona

When it comes to building a profile there are 2 major characteristic points that need to be considered: demographic and psychographic traits!

Demographic

The demographic traits give an overview on the generic data information such as:

  • Age 
  • Gender
  • Ethnicity and Religion
  • Income
  • Marital status
  • Education level
  • Professional status (Occupation)
  • Geolocation

By doing a demographic outline of your customers you determine “WHO” they are, while with psychographic analysis you discover “WHY” they buy!

Psychographic

Psychographic traits relate to the buyer’s values, goals and standpoints. This way customers connect with the companies by having a shared value system with one another. Therefore some of the points you will have to consider are:

  • Personality
  • Hobbies
  • Attitude
  • Principles and beliefs (their value system)
  • Lifestyle (in what stage of the life cycle your customers will be in - school/university or established careers)
  • Interests/habits (these traits will tell you what they think about most of the time or what activity they are interested in for example)

Consumers form their buying behaviour pattern due to their attitude and subjectivity. By understanding those factors it will give you leverage that will help you influence their decisions.

Other factors that need to be considered and written are pain points, sources and purchasing processes.

  • Pain points - this is where you learn about any problems, challenges or fears your customers face for you to resolve with your product/service.
  • Sources - closely related to informational sources or from where your customers gather knowledge, eg. who they listen to, watch, trust, and media they spend time on. 
  • Purchasing process - the steps they take from beginning to end or also known as buyer journey!

Now that you have familiarized yourself with the most important data needed for creating a buyer persona, let’s look at some of the ways of collecting data.

Gathering The Right Data

  • From customers - existing and previous

By offering benefits like discounts, gift cards etc. customers will be willing to spend some of their time on answering questions or filling out surveys about your product/service.

Particularly useful will be speaking to previous customers as they will express why they stopped using your product/service - this way you can make improvements and keep your existing customer base by understanding their pain points.

  • Analytical tools

Analytical platforms like Google Analytics give detailed information about demographic and behavioural patterns that will help you build the profile.

  • Market Research

This one is quite an extensive analytical form of data gathering, because it involves a large volume of information and research to be performed. Some examples are competitor research (how they attract and retain customers), the audience’s interests (useful for collaborations), overlapping points between the audience and the competitors offer, etc. 

  • Story  

You can perform a general search into their day to day activities - what they like to do, what needs & wants they have, anything that will help you build an efficient profile.

To understand this better take a look below at the example we have created for you:

Example of a Buyer Profile

Let’s look at an example. 

A personal trainer wants to take on more female clients for her studio and help them improve their health and confidence. She also wants to teach them about dietary plans and mobility.

From her existing client directory she has noted that the majority of the girls are between 18 to 25 years old, have just started their journey and want to learn more information about fitness with help from her.

So, she decided to create one unified profile to summarize the most important demographic and psychographic traits about her clients. This way she has the tools to help them more efficiently, and effectively promote her studio at the same time.

Buyer Persona Example


Hopefully, we were able to shed some light around the topic of Buyer Personas/Profile for small businesses and why it’s important for you to have one. But if you still feel unsure on how to approach this concept, do not hesitate to contact us with any questions you may have!

We have created some templates like the one above to guide you throughout the process so make sure you grab one from the link below!

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