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Buyer Persona

What is a Buyer Persona?

A Buyer Persona helps a business imagine who its prospective clients are, by creating real-world scenarios of consumers. A buyer persona represents a brand’s ideal customer, who is described based on detailed and insightful information, such as demographics, lifestyle, psychographics, and the purchasing behavior behind their choice of certain brands. Depending on the variety of the products and services offered, it might be necessary to create multiple unique personas to match different audience segments, as each of them will most certainly display different buying habits.

Why is a Buyer Persona important?

Knowing your Buyer Persona is crucial, as it will help you outline the profile of your target audience, which represents the base for your digital marketing strategy. Therefore, by recognizing your customer’s needs and wants, you can tailor your communication in a personalized manner for each buyer persona, which in return will give you a competitive advantage in the market, maximizing your ROI for your paid advertising efforts, and contributing to your brand’s continuous growth.

How to create a Buyer Persona?

Before you start putting together the information about your prospective buyers, you need to have comprehensive knowledge about the market you operate in and its existing audience segments. Make use of your website’s data and identify the possible motivators, pain points, and gains of these customers in regard to your business, structuring everything in such a way that you visualize their profiles as real human beings, instead of data sets. You can search for ready-to-use templates if you need more guidance on the process.

What information should a Buyer Persona include?

  • Demographic information (e.g. age, gender, nationality, job title, level of education, annual income, etc.)
  • Personality traits
  • Hobbies and interests
  • Lifestyle
  • Goals & motivations
  • Challenges
  • Behavior (how & when they buy products)

Table of contents

1. Why is a Buyer Persona important?
2. How to create a Buyer Persona?
3. What information should a Buyer Persona include?

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