How To Create A Buyer Persona In 4 Steps
Imagine walking into a shoe store and being offered the exact pair of shoes you have been thinking about by the sales rep. Isn’t that impressive? With good understanding of using buyer personas, that’s the kind of connection you could get with your own customers. People are more likely to purchase goods and services that […]
May 4, 2023
Imagine walking into a shoe store and being offered the exact pair of shoes you have been thinking about by the sales rep. Isn’t that impressive? With good understanding of using buyer personas, that’s the kind of connection you could get with your own customers.
People are more likely to purchase goods and services that meet their specific needs and interests. Many businesses, however, make the mistake of casting a wide net, believing that “our product is for everyone.” Here’s the truth: It isn’t.
Get to know your target audience on a personal level if you want to have a lasting impact. That’s where audience personas come in. In this article, we’ll walk you through the process of creating these personas, explaining what, why, how, and so much more.
What is a buyer persona?
Think of it like making an imaginary friend who perfectly represents your ideal customer.
To bring this character to life, give it a name, find out demographic details, and conduct extensive research on your current or potential customers. Moreover, it also involves learning everything you can about their preferences and quirks.
With this understanding, you can create marketing campaigns that truly resonate and contextually strong, increasing the effectiveness of your messages and making your audience feel heard.
There are 7 different categories of an audience/buyer personas:
- User Persona: Focuses on potential users, converting them into paying customers.
- Buyer Persona: Targets B2B decision-makers for closing deals and product approval.
- Customer Persona: Analyzes existing customers to find similar profiles and expand purchases.
- Proto Persona: Crafts a realistic “ideal” customer for pre-launch businesses.
- Audience Persona: Groups potential customers by common interests and pain points for market expansion.
- Marketing Persona: Targets various individuals using basic data points to create niche campaigns.
- Student Persona: Addresses the unique needs and pain points of students in educational businesses.
Note: The fundamentals and steps to create any of these 7 different categories of an buyer personas are the same!
How to create your buyer persona?
- Step 1: Do thorough audience research.
- Step 2: Identify customer goals and pain points.
- Step 3: Ask yourself, “How can we help?”
- Step 4: Create the persona.
To create your buyer persona, it involves researching the audience, identifying their goals, pain points, presenting your solution, and finally creating the visual persona. Here is a step-by-step guide!
Step 1: Do thorough audience research.
Ready to create your buyer persona? Let’s kick off with the first step: To do a deep research on your audience.
Begin by determining who your current customers are and who your competitors are targeting. Then, dig deeper to learn more about your target audience’s age, location, language, spending habits, interests, and stage of life.
But how do you gather all these insights? Well, there are some fantastic tools to help you out, like Meta Business Suite Insights (formerly known as Facebook Audience Insights), Google Analytics, TikTok Audience Insights, Twitter Analytics, and Pinterest Analytics. Moreover, third-party tools like Agorapulse, AdTargeting, and Socialbakers can also help.
Survey tools such as SurveyMonkey, Google Forms, WPForms, and Typeform can also be used to collect direct feedback.
The more you know about your audience, the better equipped you will be to create marketing campaigns that resonate with them on a deep level.
Step 2: Identify customer goals and pain points.
Identifying the customer’s goals and pain points is the second step in developing your buyer persona.
To truly connect with your audience, you must first understand what motivates them and the challenges they face. So, dig deep to find out what drives them and what holds them back.
How do you find these valuable insights?
Some methods to find out the customer’s goals and pain points:
Customer reviews and testimonials.
Look at reviews and testimonials from your customers and those of your competitors. These can tell you a lot about how happy they are, what they want, and what bothers them.
Analyze customer support data.
Review emails, chats, and calls to find common issues, complaints, and questions.
Monitor online forums and social media.
Keep an eye on online forums, social media platforms, and community groups where your target audience talks about their goals and challenges.
Use social listening tools like Hootsuite, Mention, Brandwatch, or Sprout Social to track and analyze online conversations about your brand, products, or industry.
By understanding your audience’s goals and pain points, you can create marketing campaigns that genuinely address their needs, making your message not only relevant but also truly engaging.
Step 3: Ask yourself, “How can we help?”
Now, let’s move on to the third step of creating your buyer persona: “How can you help?” Instead of just talking about your product’s features, it is time to talk about how it can make your customers’ lives better. Think about their biggest problems and obstacles, and then ask, “How can we help?”
You can use mind-mapping tools such as MindMeister, XMind, or Coggle to come up with ideas on how to help your customers and organize them.
Once you know the answer, put it in a single, clear sentence to make your value proposition clear. By showing how your product or service can make a real difference, you’ll make a strong connection with your customers and show that you really understand their needs.
Step 4: Create the persona.
Finally, it’s time to put everything together and ‘Create The Persona.’ Gather all of your insights and look for common characteristics that will serve as the foundation of your unique audience persona. This is where the magic happens because you’ll be creating a physical, relatable representation of your target audience.
Just like a real person, give your persona a name, a job title, and even a home. Include other traits that make them relatable and authentic. Make your description as detailed and specific as possible, painting a vivid picture of not only who they are now but also who they aspire to be.
By giving your buyer persona a life of its own, you’ll find it easier to create marketing campaigns that really connect with your target audience, leading to a deeper connection and better results.
Some tools that can help you create the persona:
- SEMrush Persona Generator: This online tool makes creating buyer personas easy. It walks you through a series of questions about your target audience’s demographics, behavior, and needs before producing a visually appealing persona based on your answers.
- Hubspot Make My Persona Tool: This is a free tool that allows you to make a difference in how you design campaigns. Boost your segmentation based on the marketing data you already have access to. Make a buyer persona template that highlights the distinctive characteristics of your target market. On top of that, you can also create a professional layout that gives you the authority and control you need to map each identity!
- Xtensio: It is an easy-to-use tool that lets you make buyer personas and customize them by using templates. This makes the process faster and more organized.
- Canva: You can use Canva to create visually appealing buyer personas. You can use their templates or design from scratch to represent your buyer persona.
Buyer personas are essential to marketing success. Understanding your customers’ traits, goals, and pain points helps you create marketing campaigns that resonate and deliver results.
So do some research, find out what their goals and problems are, and make a profile of your ideal customer.
Let’s make your marketing like the perfect host, always thinking of your guests and making them feel appreciated. It’s time for some marketing magic!