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What is a buyer persona? Why is it considered important to focus on the buyer persona? And what is the right anatomy of one? 

These are all very important questions, especially when we consider that 71% of businesses that exceed revenue and lead goals have documented buyer personas.

Nowadays, it's not difficult for brands to collect relevant information about their potential clients, and you should be making the most of that. Keep reading to learn all about buyer personas persona and how they can help you build deeper relationships with your customers.

What Is a Buyer Persona?

In order for you to reach your target audience and make them trust you enough to become your actual (and, hopefully, long-term) clients, you need to understand them.

However, as you can imagine, collecting information about every single one of your potential clients would be an unrealistic and lengthy process - and that's exactly where buyer personas can come in handy.

A buyer persona is a profile that's based on research and that represents your ideal customer. HubSpot defines a persona as a semi-fictional representations of your ideal customer based on real data and some select educated speculation about demographics, motivations, behaviors and goals. You can have more than one buyer persona, especially if you sell a big variety of products or services, and for each of the personas you should think about their:

  • Demographics (age, location, gender, relationship status, and more);
  • Psychographics (motivations, needs, pain points, which problems they're trying to solve).
  • Behavioral (habits, skills, likes/dislikes, favorite websites, favorite tech, and more);
  • Environmental (reports to, buying power, budget, key stakeholders, purchasing process);

Why Is It Considered Important to Focus on the Buyer Persona?

Now that you know that a buyer persona is, you might be wondering why exactly you should create one - and the truth is that there are many benefits to doing so. For instance, having a buyer persona will allow you to:

1. Understand Your Customer

Understand one specific person is easier than understanding an entire group of consumers.

By creating a buyer persona, you can get a better sense of their characteristics, habits, needs, and interests and, ultimately, connect with your current and potential clients at a much deeper level.

2. Better Target Your Communications

Nowadays, most businesses rely heavily on digital marketing and a big part of succeeding online is about knowing who to target your communications to.

With the information that you gather from creating your buyer personas, you can tweak your communication pieces, such as newsletters, social media posts, and blog content, to ensure they appeal to the consumer you're trying to reach.

3. Align Your Customer-Facing Teams

A business is made of different teams and many of them are customer-facing, such as marketing, sales, customer service and even business development.

By developing detailed buyer personas, you can make sure that all your customer-facing teams work with a specific customer in mind and, consequently, that all their strategies blend perfectly together. With buyer personas, you can create synergies between teams and improve efficiency. 

Creating Buyer Personas for Long-Lasting Relationships With Your Customers

As you can see, working on your buyer personas will allow you to better understand your customers and, ultimately, that will strengthen your relationships with them and allow them to last for a lot longer.

Now that you know the answers to questions like "What is a buyer persona?" and "Why is it considered important to focus on the buyer persona?", it's time to start working on yours. Download your buyer persona template today!

 

Nikke Blout

Written by Nikke Blout

Hi there, I'm Nikke. Over the last 20 years, I've been working with technology, manufacturing and e-commerce brands, from startups all the way up to multinational corporations. My philosophy is there are so many great products and innovations ready to make the world a better place, but unfortunately most fail to take off. This is because confused customers don’t buy! Building brands that connect in order to increase awareness, generate interest and cultivate customer loyalty is my field of expertise. >> Do you have the right communications strategies in place to gain a competitive edge in today's digitally empowered world? >> Get in touch to talk about how to take your brand from top-of-mind to bottom-of-funnel.