How to Create Buyer Personas

Buyer personas are a profile representation of the behaviour and needs of specifically targeted groups of customers. A buyer persona contains information on the target customer's location, needs and motivations, gender and age, behaviours and challenges. Knowing this information, you can then use it to help personalise, target and connect with your audience. In this guide, we will walk you through the benefits of having and the process of creating a buyer persona for your business.

Benefits of Having Buyer Personas

By creating a buyer persona, you will know as much as possible about your target audience, and can target your content and marketing to them. As a business, you can have more than one buyer persona, and use these to help refine your ideal customers further as you receive more data. The benefits of having buyer personas include:

• higher conversion rates - focusing on specific pain points, you are more likely to persuade customers to take the preferred action
• increased customer loyalty - a deep connection is built by tailored messaging between your brand and the target audience
• improved ad targeting - you can use advanced targeting in your ad campaigns to reach a specific audience who are likely to respond positively
• personalised and relevant to audience - you can create content which engages and resonates with the target audience
• improved customer experience - you can develop experiences and interactions to meet the specific customer needs
• helps to inform decision making - as a business you can use buyer personas to identify which are the best decisions to make

 As a business, you can't afford not to have created at least one buyer persona. Let us help you create yours.

How to Create a Buyer Persona

There are three steps in creating a buyer persona:

• analyse your website analytics - where is your website traffic coming from? What is the demographics of your visitors? What do people do when visiting the site? How long are people staying on your site?
• look at your competitors - what are their messages? How can your business improve upon what they are doing?
• use social media - as well as using the analytics, 
• interview current customers - what are the needs of your customers? Why do they support your business? What pain points are you meeting? How could you improve?

• Identify specific features - what are the common characteristics your customers have?
• group in categories - rather than just one group, organise your customers into groups based upon trending characteristics, including pain points 

Where to Next? 

For further information, we recommend reading the following articles:

• 12 Tips to Increase Engagement On Social Media
• Growing Your Business Facebook Group
• What is Content Marketing?