Buyer Persona

What is a Buyer Persona? 🤔

A Buyer Persona is a fictitious characterization of the best possible customer(s) based on their personal information and how they use a particular product or service. These descriptions reflect the various market segments, with names that correspond to the type of buyer.

We could have Stylish Sally and Practical Polly and Discount Daphne as characters in the clothing industry, for example, all representing different categories of buyers with similar backgrounds and habits. In this case, Sally might be mainly worried about looking elegant at all costs, while Polly focuses on finding more functional and durable clothes and Daphne only really buys when she makes a big sale, but it’s ideal to get rid of last season’s merchandise.

But the characters are more than just clever names: they provide a description that helps attract more buyers just like them by customizing the marketingBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More message to attract them.

Most companies have more than one buyer to sell to, but you should not exaggerate in developing dozens of profiles. You start small and then expand when you start to differentiate between different types of customers: 1-5 personas should be enough to start.

The Buyer Persona help you to better understand what your customers mean:

🧠 Thoughts

💘 Feelings

⁉️ Worries

🕊️ Hopes

👁️ Aesthetic

🗓️ Planning

☑️ Beliefs

Based on this information you can then customize different marketing campaigns to speak directly to different segments of your market, or your characters.

Negative Person 🚫

Just as you want to identify the buyers people you hope to attract and with whom you want to do businessBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such ... More, the Buyer Person, you can also meet types of customers you do not want to do business with. These negative characters are buyers who either waste time and resources without any intention of buying, or have a low chance of buying. These individuals could include, for example, Questioning Quinn, who asks questions about how the clothes look, the return policy, and if possible keep something for her when she won’t buy in the end anyway. Or Returning Rachel, who will buy a lot of clothes and return them right before the return period has expired; there will also be suspicion that she is wearing the clothes, making them more difficult to resell.

Negative characters reduce business profitability and also interfere with the ability to serve ideal customers. So you should keep them in mind while looking for the marketing message, so you try to discourage them from doing business.

Research of suitable personalities 🔬

To prepare a list of buyers, it will be necessary to collect all possible information, traceable on them, so as to better understand them and know why they choose one business entity rather than another. These sources of information could include:

• 📰 Today’s consumer industry articles
• ❓ Customers you already have, who are asked to participate in an online survey or personal interview, in-depth
• 🌐 The website, to determine how customers find the business and which websites they come from
• ️ Keyword search, to find out how buyers articulate what they are looking for – what words they use, which could then be used in the marketing system
• 📈 Sales representatives, who interact with customers or the distribution points themselves
• 🤝 Non-competitive colleagues in other parts of the country, who may be willing to share the personalities of their company’s buyers

Building a Buyer Person 🏗️

In order to create the figures of ideal buyers, the aforementioned Buyer Person, you need to try to paint a complete picture of who they are, taking into account factors such as:

• 📊 Demography – age, gender, income level, education
  
• 🧠 Psychography – attitudes, beliefs, personality
  
• ❓Why have they purchased the product – which main purpose
  
• 📍 Where did they buy the product – in a retail store, online, at discounted prices
  
• ⚙️ How the product is used – what the most important functions are for them
• ➕ What solutions it provides – how the product improves their lives or the challenges it solves
  
• 💸How often do they buy the product
  
• 👎 Objections – why should they consider not buying it
  
• 📡 Communication preferences – text is the only way they communicate or prefer e-mail or telephone.

Together, these descriptions and features help to outline ideal customers, the Buyer Person, so that you can talk to them directly about their wishes and needs, and thus help them understand why the product is the perfect choice for them.