Beginner’s Guide to Defining Buyer Personas

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One of the best ways to create content and plan promotional campaigns that truly engage your target audience is by creating a buyer persona.

What’s a buyer persona? A buyer persona is a profile that represents your ideal customer. By creating your own buyer personas, you’ll gain the ability to tailor your marketing efforts and connect with your target audience to meet their needs and solve their problems.

After all, if you don’t know who you’re aiming your efforts at, how are you going to sell your products or services?

According to a study from Mark W. Schaefer, three to four buyer personas usually account for over 90% of a company’s sales. 

Carry out market research

When creating a buyer persona, you’re essentially creating a personality that embodies a key segment of your audience – and the first step to accomplishing this is to conduct thorough research.

To get a gauge on who your customers are, what they want, and what they’re looking for you to solve you will need to hold surveys and polls via your social media channels; interview current customers on one-to-one basis, and look at your competitors to see how their customers interact with them online; this will help you gain a better understanding of who you’re speaking to on your channels.

Check your site analytics

More data has been created in the last two years than in the whole previous history of the human race. That’s a lot of data. You can harness this data to strategically focus your marketing efforts and reach out to your customers in a valuable way.

Inside your site analytics, you’ll be able to see where your site visitors came from, the keywords they used to find you, and how long they stayed on site for once they arrived. This type of data is essential to creating buyer personas as it shows the search terms that led your audience to your site, as well as the devices and platforms they used to get there.

Define your Buyer Persona

Persona name: It’s very important to give your persona a name to bring them to life and humanize your marketing efforts

Job title

  • Essential information about their company (size, sector, etc.)
  • Details about their job role

Demographics

  • Age
  • Gender
  • Salary or combined household income
  • Location: are they from an urban, suburban or rural region
  • Level of education
  • Family size

Goals and challenges

  • Main goal
  • Secondary goal
  • How you help your persona reach these goals
  • Primary challenge
  • Secondary challenge
  • How you can assist in resolving these problems

Values and fears

  • Main personal values
  • Common objections during sales process

Marketing message

Think about how you might describe or communicate your product or services to this particular type of person?

Elevator pitch

Elaborate on your marketing message and decide on a consistent message based on how you’re going to sell yourself to this customer.

The power of a solid buyer persona

More often than not, it’s easy to spot a business that understands the value of a solid buyer persona – and knows how to use it to their advantage. JetBlue is a shining example.

JetBlue’s primary buyer persona is the low budget traveler that seeks a comfortable yet affordable solution to flying.

Understanding its audience is young and likes to make the majority of their decisions through social media, JetBlue has crafted its efforts accordingly, picking up plenty of traction on Twitter in particular.

In fact, according to a recent report from TalkWalker, JetBlue sees 74.1% of its overall social media performance from Twitter.

By taking on a fun, conversational tone, using slogans like ‘Flying like a boss’, and focusing on responding to their followers almost instantaneously, the company has earned 477 thousand followers to date and is following just one account themselves. Even their handle – @JetBlueCheeps – appeals to their key buyer persona.

As a result of its refined marketing efforts, aided by the company’s ‘Travel like a boss’ campaign, and driven by its attention marketing personas, the company saw a 7.9% increase in profit in 2016 from the previous year.

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