The Buyer Persona is a comprehensive profile the target buyer that the company is trying to reach and influence. If done correctly, development of a strong buyer persona will enable you to be able to articulate your market’s goals, problems, and issues so well that they feel as if you are talking directly to them. For your marketing efforts, digital or otherwise, to be successful, it is important to understand not only the needs of your target persona. You also want to understand how you need to communicate with them so that you can tailor your content methods and messaging specifically to them. Otherwise they won’t hear what you are trying to say to them.
What is a Target Buyer?
In order to develop your Buyer Persona, you first need to understand who is your target buyer. Many companies look at this target very simply. However, the target is more than just a gender and their age range. It also includes where they work, what they are responsible for, and most importantly, what decision are they making that shows they are a good target for your product. Here are two examples of a target buyer for a hiking shoe company.
– Women 25–45 years old
– 25-45 year old mother of young children who is responsible for her family’s clothing purchase decisions and who needs to buy good value hiking shoes for her kids
Research Your Target Buyer
Better ingredients make a better buyer persona, and for your purposes, you need to do some primary and secondary research to develop a Buyer Persona for your target. Interview your team and your customers and your sales reps. Research online by looks at industry articles, social networks, and blogs. Look at competitor websites and see what they talk about.
Start with a framework that will help guide you in finding the information you need. Below are some questions you may want to ask:
|Name/Gender/Age||Give your persona an identity to make them human (HINT: find a picture that fits the Buyer Persona!)|
|Education||Describe schooling, degrees, industry training|
|Job Title and Responsibility||Because titles can vary, be sure to include the scope of their responsibility|
|Purchase Role||Influencer, Decider, Advisor, User|
|Attitudes||How they view their job, their role in the organization or their perspective|
|Company or organization||Describe the kind of social group they work and/or play in.|
|Pain Points||What are the key Issues/problems they have that you can solve? How important are they? When are they most important to the customer?|
|Description of Solution||What would a successful solution look like for Target Buyer?|
|Solution Criteria||What specific measures or criteria do they look for?|
|Sources of information||What websites, magazines, blogs, friends, social networks does the target use for the purchase decision?|
|Search terms||What terms does the target use to research and make the purchase decision. When you ask a customer this question – the answers may surprise you!|
|Pet peeves or objections||Find out what annoys or bothers the customer about the industry, the company or the product.|
Develop Your Buyer Persona
Once you have gathered this information from your various sources, you will want to brainstorm and draft the persona with your team. Doing so as a group will help you incorporate different viewpoints and insights into your Buyer Persona that will make your final product much more robust and useful. Take your findings and compile them into a profile that you feel identifies your target buyer
|Name/Gender/Age||Active AliciaFemale25 to 40 years old|
|Education||At least 2 years of college|
|Title/Responsibility||Working mom – mother of 1 child under 10 years of age|
|Role in Purchase||Decision-maker|
|Attitude||Active, ambitious, modern, stylish|
|Reputation||Diligent, hard working, juggles many activities|
|Success Criteria||With some knowledge of the type of product she needs, she is able to go online quickly to a trusted vendor and make the purchase she needs for her child, and have it delivered within a week|
|Values||Speed, ease of website navigation, good information, product testimonials|
|Fear||Afraid of spending a lot of time online looking for what what she needs or having problems paying for it|
|Pet peeves||Expensive shipping and handling costs|
|Information sources||Internet, other moms recommendations, local kids clothing stores|
Video: Creating a Buyer Persona
Free eBook: The Buyer Persona Manifesto
¨ Review the resources identified and search for others like them on the web.
¨ Develop your target buyer description
¨ Interview staff and customers about the target buyer
¨ Work with your team to develop the buyer persona
¨ Refine buyer persona with sales team to confirm it fits with what they experience