Buyer Persona: Here's What You Need to Know in 2021
Jun 14, 2021 ● 9 min read
Knowing your audience is the key to the success of your business. A solid buyer persona helps you develop marketing campaigns that not only attract attention but also convert effectively.
Table of Contents
A buyer persona represents a detailed description of your target audience. It's not a real person but embodies the characteristics of your “perfect customer”.
There are a few ways you can create a buyer persona. But before we delve into that, let’s look into the importance of creating one.
Let’s cover the basics
A distinctive trait of the buyer persona is that it’s not the same thing as an audience. An audience is a vast group of people that are exposed to your brand in one way or another.
They may be following you on social media or consuming your promotional content through other channels. However, this doesn’t mean that they ever bought something from you, nor does it mean that they plan on it.
Maybe they just enjoy your content, maybe they can’t afford you or even purchase from you in their location. However, they are still aware of your marketing efforts. Within your audience, you have a target audience. This is a group of people based on the buyer persona that you want in your sales funnel.
They are more likely to buy your products and once they start going down your sales funnel, they become leads.
Customers are the group of people who are purchasing your products and services. In today’s broader sense of consumerism, customers can also be people who give their attention to your brand without purchasing.
This can mean that they’ve signed up for a free trial or a newsletter. In exchange, you’ve received their information and can use it for promotional purposes and further marketing efforts.
Consumers are the ones that are using your products and services, which doesn’t mean that they paid for them. For example, workers in a company use specific hardware and software bought by the business owner. In the same sense, parents buy different products for their children who are largely unaware of their promotional messaging.
While some customers who buy products and services for consumers are influenced by them, others do their own research. That’s why it’s important to know whom to target with your ads.
Depending on your brand, your buyer persona will include one or more of the mentioned groups. Brands that create products for general usages, like food or cleaning products can have a broader view of their buyer persona.
Niche brands have to have a better understanding of their customers. That’s why having a firm grasp on their buyer persona is required.
How to create a buyer persona
We hope that now you have a firm grasp on which group of people you need to understand and analyze. This will help you in the process of creating your buyer persona. For the first step, gather as much information about your desired audience as possible.
Your buyer persona should be based on facts, not opinions. If you have social media accounts, you’ll easily gather the basic information needed at this stage.
We’re talking about:
- Family life
- Spending power
Once you find all the mentioned information, dive into social listening. Find out where your brand is talked about online. This will also help you keep track of your competitors. You can work with different social tools that can tell you where most of your audience is concentrated.
The next step is to analyze your competition. We’re talking about a detailed SWOT analysis. The benefits are: figuring out your place in the market, finding your weaknesses and your client’s pain points.
A SWOT analysis covers the strengths and weaknesses of your brand, as well as the opportunities and threats on the outside. Once you look at your brand from different angles, you’ll be able to objectively evaluate the parts you need to work on.
People in charge of the company will be the best ones to talk about the strengths of their brand. These include the unique ways that make your brand successful and the features that are crucial to your clients.
Weaknesses are the things that you lack and can be worked on. Opportunities are external factors that could bring you more success and threats are external factors you can’t control. When it comes to weaknesses and opportunities, you need to include customer support agents in your analysis.
They will have first-hand experience on the questions potential customers are asking as well as the problems real customers are experiencing. Once you add that to the reviews gathered from social listening, you’ll have a greater understanding of customers’ pain points.
Those are the problems your customers are trying to solve by purchasing your products or services. Figuring those points out will help you create successful promotional campaigns. Because people want to know how your brand will change their life for the better.
Following a strategic approach like this can help you and your company bring the best results without causing you to work extra and affecting your sleep.
The next step is to identify your client’s goals. Find out what their end goal is and how you can help them achieve it. If you’re selling to brands, they usually want to increase their revenue as well as unburden their employees.
When it comes to individuals, it gets far more complicated than that. That’s why you need to know who your customers and consumers are and understand what drives them.
Examples that can inspire you
A great example of a buyer persona that may surprise you is commonly used by private educational institutions. They know that their customers are the parents and not students. With that being said, the focus of their campaigns is the opportunity to provide children with a better and easier life.
Knowing that a lot of middle-class people struggled financially at some point in their lives, they play to their emotions. Showing how their educational program can guarantee a better-paying job and security.
Going with that example, you’ll want to create a buyer persona that is
- parents that have kids of a certain age
- motivated to provide their kids with a better education
- looks for the long term benefits of their investment
- gets their information from a variety of sources
- makes the financial decisions in the family
If schools avoided researching their buyer persona and promoted their services exclusively to the potential students, they would miss out.
Another great example would be a restaurant located in the center of a busy city. If the restaurant wants to attract new customers, they need to focus on their location, price range, and more.
Assuming it’s hard to find parking close to the restaurant, they could base their buyer persona on a cyclist. A person that is environmentally conscious, loves discovering new restaurants and has a bigger group of friends.
That buyer persona would be
- in their late 20’s, early 30’s
- of higher spending power
- active on social media
- oriented towards new experiences
The process of creating buyer personas lets you get creative. Once you gather all the information, don’t be afraid to add a bit of personality.
As you can see, there are many different personas you can create to help you reach your potential customers. Having a fully fleshed-out persona that you can name and get to know helps you shape your sales efforts.
You will no longer shoot in the dark and hope for the best. At the end of the day, even though you’re a brand, you’re selling to individuals. Some individuals are buying for themselves, while others are buying for their brands. Having that information makes all the difference and helps you look more personable.