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What Is Buyer Persona? Definition and How to Create It

Last updated: Aug 25, 2023

Buyer Persona
Cover image: Illustration of a buyer persona as a character that represents the target customer based on the results of market research. Learn about it in this article.

What is Buyer Persona?

A buyer persona is a fictional character that represents your target customer based on the results of market research and customer data that you have. In creating personas, you need to consider consumer demographics, behavior, shopping habits, and buying goals. The more detailed the customer information, the better.

 

Buyer Persona Benefits

Without a persona, you'd probably guess what kind of content your customers want. It's possible that you'll be creating content based on your knowledge, not content that potential customers are really looking for. That's why it's important to create a persona. The other benefits are as follows:

  • Help you understand customer problems and needs better
  • Help you determine the ideal target customer
  • Optimize product and service development and marketing strategies
  • Improve sales team achievement
  • Help you identify negative customer personas

 

How to Create A Buyer Persona

The process of creating personas requires in-depth research to determine the character of the target customer. The research results can then be used as a reference for determining marketing strategies so that business targets will be more easily achieved.

There are several ways to create a buyer persona, as follows:

Do in-depth customer research

The first step is to research customers by collecting information that describes customers. The more detailed the information, the better. Some of the basic information needed to create a persona is:

  • Personal data - in order to describe your customers, you will need personal data such as name, gender, age, education level, occupation, marital status, and more.
  • Behavior - it is also necessary to know user behavior such as the products or services they like, social media used, online forums they follow, and so on.
  • Shopping habits - identify users' communication habits (via email, telephone, or otherwise), how to get to know the company's products (internet, advertisements, or other people's suggestions), behavior in buying products, preferred offline or online shopping systems, etc.

 

To get this information, you can analyze customer data that you have, collect data from Google Analytics, conduct surveys, and interview customers.

Identify customer needs and goals

Next, you need to find out what problems the customers have and their purpose in buying the product or service. That way, you can present products and services that can help meet their needs and make it easier for customers to achieve their goals.

Create a buyer persona

After doing your research and getting enough data, it's time to create a persona. You can create more than one persona if you have multiple market segments. For example, you need to create personas for consumers (B2C) and for other businesses (B2B).

Create a negative buyer persona

Besides creating fictional customer characters, you also need to create characters that represent people who have no interest in your business. This aims to optimize your marketing strategy, so you don't have to target people who belong to that negative persona.

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