What Exactly Are Buyer Personas? And Why You Should be Using Them

If you feel like you’re shooting in the dark when it comes to marketing for your business, it may be because you don’t have a good handle on who your buyer personas are.  A buyer persona is a fictional visual representation of your potential buyer or client. They are used to help companies better their marketing and sales strategies by targeting the right potential customers.  If you don’t know who exactly you’re trying to reach, it is much harder to reach them!

Buyer personas are used by companies of all sizes and industries. When creating them , there are many different factors to consider. We’ve compiled a list of the essential elements:

Successful Buyer Personas Should Include:

  • Income level
  • Industry/work
  • Age range
  • Marital status
  • Location
  • Language
  • Gender
  • Education
  • Interests
  • Goals
  • Motivators
  • Problems/ pain points

So Where Does This Information Come From?

The best place to start is with all the information your company has on hand about previous buyers. This can come from email subscriber lists, email communication you’ve had, survey’s you’ve sent out, or even Yelp reviews!  Look for trends and patterns in the type of customers you’ve had in the past. Are they mostly of the same age or income level? Jot down anything you see repeatedly.

The second valuable place to gather this data is from any current customers you have. If you’re currently in contact with them you can ask them to fill out a short survey or participate in a phone interview. Just be sure to emphasize it’s not a sales call.

Last but not least, social media platforms like Facebook and Instagram have Insights features that can shed a lot of light on this particular topic.  Facebook’s Insight’s tool is extremely detailed and allows you to create highly targeted promotions and ads. Facebook allows you to see exactly who is viewing and interacting with your page the most often.

Let’s See Some Examples!

 

buyer personas
Fake Crow

 

 

buyer personas
Shopify

 

buyer personas
Digital Marketer

As you can see from the examples above, visually they each look pretty different. But they the key is they capture the same basic demographic information.  So before you run off throwing all your cash at paid Facebook ad’s, make sure you’ve created a detailed buyer persona. Or better yet, create several. Having these in your back pocket will save you time and increase your ROI.

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