Creating Customer / Buyer Personas

Building a persona of your buyer or a prospective customer is a way to develop a deeper understanding of their needs.

We all have bias. We also will project, at times, our thoughts and perspectives onto others.

However, to be successful at selling anything, you have to be able to relate to people and understand their needs, wants and capabilities.

Creating a customer or buyer persona can help you avoid projection and relate better to your prospect or customer.

What Is A Buyer or Customer Persona?

A buyer persona is a profile . Each persona is designed to represent a person you and your team will likely encounter as you market and sell a products and services. Each persona has slightly different characteristics that influence their decision-making and how they will likely interact with you and your team. The characteristics of each customer persona are based on both qualitative and quantitative data.

It is important to remember that this is not about creating a target audience. A Customer persona is about insights based on data that can help every person in your organization who has direct contact with the customer better understand their thinking, motivation, pain points and more. Each persona is unique, because every customer is a little unique.

How To Create A Buyer or Customer Persona

To create good buyer or customer personas, you need to construct a template with the basic information you want to collect on each person. Below we have provided some key pieces to the foundation that we think are important when we build personas for our customers.

Demographics

Each buyer persona should have demographic data included in their profile. This is one of the best places to start, because data points such as: age, gender, income, education level, and other factors can really influence buyer behavior and decision-making.

Here are some things you will need:

  • Age and Gender
  • Level of income (annual income or a range)
  • Location (does the buyer live in the city, suburbs or rural areas)
  • Family status (may be important for consumer-facing products and services)
  • Education

Demographics

Each buyer persona should have demographic data included in their profile. This is one of the best places to start, because data points such as: age, gender, income, education level, and other factors can really influence buyer behavior and decision-making.

Here are some things you will need:

  • Age and Gender
  • Level of income (annual income or a range)
  • Location (does the buyer live in the city, suburbs or rural areas)
  • Family status (may be important for consumer-facing products and services)
  • Education

Let's Do It Together.

Every marketing campaign is a carefully planned mission with one goal in mind: success.

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