How to Define Your Buyer Persona

Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when do they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. 

The personas are developed based on a combination of customers' behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain insights into how your audience thinks and discover what they want. 

You will find out the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product or what features the product should have.

For your business, it is crucial to define your buyer persona (aka marketing persona). What are buyer personas? Imagine them as a representation of the demographic where you can find your ideal customer. 

Creating them helps you understand your customers' needs, while online marketing gives you the ability to target groups or individuals according to specific aspects you can define by creating the personas. Your result? A more efficient and effective marketing campaign.

The challenge of current operating businesses is whether or not to take time out of your already busy day in order to spend time on this persona project. But so much information and knowledge can be gained and your marketing can really improve by doing it flawlessly.

Personas are important to getting your 5 marketing Ps right.

So how do you get started?

Ask Questions

To elaborate your personas you need to determine what their goals and attitudes are. You have to ask yourself, what do they know? What do they respond to? What are their behaviors? What do they need? Where are they?

Do qualitative research to gather this knowledge. Ask them. Watch them. Follow them. 

Try to create one or more buyer personas. Developing personas helps you understand your buyers as much as you possibly can without any concrete data. It can provide insights into the different roles in companies or families, as well as into an individuals' life.  This information may eventually factor into a customers’ decision to make a purchase. 

Basically, personas are a comprehensive kind of map of your customers’ minds and personalities, helping you see the world from their perspective. With this X-ray super power, you can find and tailor your ideas to fill in the gaps, meet their needs, and ensure that your content is interesting and relevant to them.

Use Surveys and Interviews

Well, you are an entrepreneur, and you know nothing is easy. The best source of information is interviews and surveys! Do you see your customers in person? Ask them! 

Do you have a sales or customer support team? Ask them about the customers. Once you determine your personas, you can schedule user interviews that last about 20 minutes or send them a survey. Make sure they get a little reward afterwards.

A good source of information is also statistics and reliable broad research done by companies. 

I am sure you have heard that some companies even hire trained anthropologists to watch what people do and how they behave. Your research can be as deep as you want. Just do not bother your clients for too long.

Create The Personas 

Once you’ve collected your responses, comb through your research to identify the common threads, concerns, hopes, desires, and challenges people face. Sometimes, you may notice a common theme or even phrase in your responses. These are incredibly valuable.

Have you gathered all of your data from research? Now you can start developing your unique segments. Divide the people by:

  • Demographic
  • Location
  • Interests
  • Behaviour
  • Whatever is relevant for you, e. g. job title

Build Your Strategy

Once you have your “rough” personas, it’s time to polish it all. Make sure you have a name for each, and circulate your personas for feedback from relevant people (e.g., your sales team). Once refined, memorialize these in a Google Doc or Excel spreadsheet that is easily accessible. Use these finalized personas to brainstorm content. Going forward, you should be able to identify: Which persona will be interested in your product, service or idea. Why will that persona be interested in it? Make sure to regularly review and update personas, as well.

The more detailed your personas are, the better your marketing targeting can be. You should be able to imagine them or draw them. You should be able to simulate an interview with them, to know what tone you should use, and what their interests are.

Imagine that you are selling something to them personally and play with your new imaginary customers.

You know you did a good job if your personas are: Divergent from each other, feel real, and are easy to explain. Create files for each one, so you don't forget anything about them, hang pictures of them around the office, so you feel they are present. If you have coworkers, they all should know these personas perfectly. Your aim is for the company to culturally adopt the concept of talking about these personas as real people.

How Personas Help Create Content

Audience Insights: 

Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need. If you divide your current content down by persona, you can simply see which personas are getting enough content - they are nurtured, and which personas need more or a different kind of content.

Communication Styles: 

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona. 

Content Preferences: 

At the end of the day, personas tell you where buyers prefer to get their information. Are they like bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. It's the same for your creatives. Some people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively.

The delivery strategies for your content may or may not be the same for all your buyer personas. It is also okay to have only one or to have many buyer personas, it's up to you!

How to Target Your Personas

Besides demography e.g. age, location and sex, each platform gives us a different way to target the customers. 

LinkedIn, as an employment platform, allows us to target people based on their job title, their knowledge, education, abilities, their current employer, as well as companies they have been employed by or their level of seniority. 

Facebook is more informal and fun, so you can target people according to their interest, pages they like, devices they use, travel plans or according to an upcoming birthday in their friend list. There are a vast number of options you can select to describe your persona(s) as precisely as possible. If you take an interest in this topic, you can read more about Facebook targeting according to interests, as well as location.

Key Takeaways

  • Personas are the cornerstone of good marketing.
  • Create a comprehensive list of your personas.
  • Each of your steps depend on your personas.
  • One campaign should target one persona, for a more effective strategy.
  • Smaller campaigns, with an in-depth target, are more effective with an individual persona.

Having said this, buyer personas are something you REALLY need to run your business and use the online platforms effectively. Got any questions? Don't hesitate to contact us! 👋

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.