The Most Important Information to Include in your Buyer Personas
Buyer personas are semi-fictional representations of your ideal customer that are used to help you get into the mindset of the people you’re trying to reach. In marketing, buyer personas should drive every decision your business makes. They help tailor your marketing efforts specifically to the people you want to become customers. Remember, you can love your marketing message all you want, but if it doesn’t resonate with your customers, you’re not going to see a lot of business.
But how do you get started in the creation of your marketing buyer personas? Here are the key sections your persona should include:
Where does your buyer persona live? How old is he or she? To get started pinpointing your ideal customer, focus on the basics. Demographic information is the driving force behind your persona creation. This data tells you the gender, location, marital status, education level and other key facts about your persona, so you know the type of person you’re trying to reach. This creates the foundation you need to build your persona into a strong marketing tool to grow your business.
Demographics give you the data you need to market, but personality makes your buyer persona come to life – and gives you stronger insight. Sure, you may know your persona is a 50-year-old single male from Philadelphia, but what does he do for fun? Does he prefer emails, calls, or texts? Personality information helps you zero in on what your marketing buyer personas are interested in, so you get a better understanding of who they are in daily life rather than where they’d fit in a demographic chart.
Search and shopping
This is similar to personality, but a little more specific to shopping interactions. Where do they frequently make purchases, and how much research goes into a product before they buy it? Knowing how your persona looks for products will put you ahead of all your competitors because it gives you insight into how you can reach them. If you know a person shops online and uses “digital marketing services” as a keyword, you can meet them where they are or tailor your message in a tone and voice of similar products they like.
While this section is particularly helpful for business-to-business services, it is still a must-have for business-to-consumer, too. If you know what your marketing buyer personas do for a living, you know what their day-to-day looks like, how much free time they have, their salary, and so much more. Using this information can help you decide how much time they have to search for a solution as well as if they are the person with the authority to make a purchase decision or if they need approval.
Goals and challenges
This is arguably one of the most important things to think about when it comes to marketing buyer personas. After all, your product should solve your personas’ challenges and help them accomplish their goals. All the other information in your sheet should inform this section, so save this for last. Once you hit this part, you should have a firm grasp on their personalities, life and work, and that information will point you toward their biggest goals and challenges. Your job is to answer the question: how does your business help them with these goals and challenges?
Awareness, consideration and decision
If you’re not feeling overwhelmed from jotting down everything you could think of about your marketing buyer personas, take a couple minutes to think about how you’ll speak to them and what you’ll say at each stage of the buyer’s journey. An educational blog at the awareness stage? Or maybe a free demo at the decision stage? Think about topics, tone, voice, and the media types you’re going to use to disseminate your message at each stage.
Now that you have the information you need to create an excellent marketing buyer persona, go forth and start making every decision with your ideal customer in mind! Don’t forget to put your personas to pen and paper and share them with your entire company, so you’re all on the same page. Get started by downloading our free buyer persona template here.