Crafting a Buyer Persona to Target Audience

Every business needs customers for diverse reasons, but most especially for customers to buy their products or patronize their services to upscale and build brands for their businesses.

But now the question is, which customer needs a product and which customer needs services and how do we begin to locate them? 

Now, let’s find a solution. 

Imagine this, you build a product that aims to change the trajectory of transportation and create quicker ways for people to transport themselves. 

You begin to wonder, about the type of customer that needs this product and how you can reach them but then, the marketing team gives you a template of the type of customer that needs this product and where to locate them. 

The marketing team is genius right, how did they create this?

The answer is the buyer persona. 

It narrows the scale of customer needs, and how you meet them, and ensures constant delivery of such products.

That’s why, this blog is delivering content to our target customer and ensuring that their pain point is noted and the solution is delivered from one scroll.

What is a Buyer’s Persona

Buyer Persona also known as (audience persona or customer persona) are detailed, semi-fictional representation of your ideal customer, crafted throught the combination of information from market research and existing customer data.

In a buyer persona, you create an imaginary person and give it a name that fits the description of the customer according to their demographic, interests, behavioral pattern,s and pain points.

For example: Tech Sam: He is on the internet 75% of the day and always uses online platforms that go to the physical market.

How many buyer personas do you need?

Every business needs more than one buyer persona, depending on the scale of your business. The average buyer persona for business is 2 to 3, having up to 10 is absurd and introduces unrealistic goals. 

When you have 2 to 3 groups of customers, you focus quality effort on ensuring you are delivering the right output to them. But, when they are more it creates the need to meet targets and reduces the quality of work you give to the customer because you are focused on meeting all needs and not pain points.

Why is buyer persona important for business

The persona helps businesses have a deep connection with their customer, and create marketing strategies to effectively reach and engage with existing and potential customers. 

Here are some of the importance of customer persona to business:

1. It creates content and messages that are highly relevant to the specific audience and increases the opportunities of gaining the attention of a potential client.
2. When your persona is tailored to customers, look deep into their pain points, challenges, and preferences, ensuring that your product and services to your customers’ needs.
3. It helps in product development because providing information on features and qualities valuable to customers. Product and design are created to their specific needs
4. It enhances communication because knowing the characteristics of your customer, helps your businesses to communicate with the audience about topics that suit their interest.

Amazing, business sales and revenues will increase just knowing to tailor the business development to their customer need. Businesses that are customer-oriented go far.

Who should be involved in creating a buyer persona

A persona is created by gathering information from existing customers and market research, to enable the creation of an accurate buyer persona. Departments such as;

• Marketing team
• Sales team
• Customer service
• Product development
• Management

These departments work directly with customer needs, information, feedback e.t.c

Steps in creating a buyer persona template

These steps are well-detailed and arent to be rushed because they need the accuracy of customers’ information.

1. Conduct Research: Using your existing customer data, conduct research using surveys, interviews, and getting feedback to from current customer and gather information. 

Also, after collecting the data, group your customers into segments based on the common characteristics:

•  Demographic (age, location, cultural influence)
• Professional status
• Psychographics (values, goals)
• Influences and information sources
• Pain point

2. Create a Persona Outline/Goals: Define the key elements you want to include in your persona template, such as the characteristics stated above. But, also ensure you Identify the primary goals and objectives of each persona. What are they looking to achieve with your product or service?
3. Outline Behavioral Traits: Understanding the motivations and challenges that your personas face related to your product or service is necessary because in the process you understand the behavioral traits of your personas. How do they interact with your product or service? 
4. Define Communication Preferences: Identify the preferred communication channels of your personas. Where do they seek information? Social media, blogs, forums?
5. Map the Buyer’s Journey: Outline the typical steps your personas take in the buying process, including awareness, consideration, and decision stages.
6. Create a Persona Name and Image: Give each persona a name and, if possible, find a representative image. This adds a human touch and makes the persona more relatable.
7. Understand Pain Points: Identify the pain points and challenges that your personas encounter. This helps in tailoring your solutions to meet their specific needs.
8. Incorporate Quotes and Stories: Use real quotes from customer interviews or feedback to add authenticity to your personas. Real stories make the personas more engaging.
9. Review and Revise: Regularly review and revise your buyer persona template to ensure it stays up-to-date with changes in your target audience and market.

• Use Templates or Tools: Some companies Semrush, Elevate Digital, and Hubspot already have FREE templates for you to access.

Buyer Persona Template

Now, this is a free template of Buyer Persona for a Digital Marketing Company Offering Graphics Design Services and gives detailed specifics of the clients that need our services and what they want.

1. Demographics:

• Name: Emily Thompson
• Age: 28
• Gender: Female
• Location: Urban areas, primarily in tech hubs
• Income: $60,000 – $80,000 annually
• Education: Bachelor’s degree in Marketing or related field

2. Professional Status:

• Job Title: Marketing Coordinator
• Industry: Technology or E-commerce
• Company Size: Mid-sized (50-200 employees)
• Years of Experience: 3-5 years in marketing
• Challenges: Managing multiple marketing channels, ensuring brand consistency, and creating engaging content

3. Psychographic:

• Values: Creativity, innovation, efficiency
• Interests: Staying updated on design trends, attending industry conferences, following key influencers in digital marketing
• Goals: Enhancing brand visibility, increasing engagement, and driving conversions
• Pain Points: Limited in-house design resources, tight deadlines, maintaining a cohesive visual identity across various platforms

4. Behavioral Trends:

• Digital Engagement: Actively uses social media platforms for both personal and professional purposes.
• Tech-Savviness: Comfortable with various digital tools and platforms; appreciates cutting-edge design solutions.
• Collaboration: Values effective communication, regular updates, and collaboration with design teams.
• Decision-Making Style: Relies on data-driven insights but also values creative intuition; appreciates case studies and success stories.

5. Media Consumption Habits:

• Social Media: Actively engages on Instagram, Pinterest, and LinkedIn for design inspiration and professional networking.
• Publications: Regularly reads industry blogs, such as Hubspot and Adobe Blogs, to stay informed about the latest marketing and design trends.
• Networking: Attends local marketing and design events, webinars, and workshops.

6. Preferred Communication Channels:

• Email: Appreciates detailed information, case studies, and project updates via email.
• Meetings: Open to virtual or in-person meetings for detailed discussions and project briefings.
• Collaboration Platforms: Familiar with project management tools like Trello or Asana for streamlined communication.

7. Quotes and Motivations:

• “I believe a visually appealing brand is crucial for making a lasting impression in today’s digital landscape.”

Note: That template was generated by ChatGpt and if you write the right prompt with some information you have on your existing client it can give you a good analysis.

But, its not advisable to solemnly based your buyer persona on the answer given by Chatgpt because its information is based on updates be installed into its database, so its limited.

Wow, we have discussed alot about buyer persona and you are fully aware of what to expect from a buyer person and how important the information and data you acquire from existing customers and market research, its so important. 

Every information is tailored to help our customer, build their business in an efficient and productive way. 

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