What are Buyer Personas and How Do You Create One?

Successful customer journeys require several well thought-out criteria. It may be tempting to jump ahead through your journey and skip one of the most time-consuming but vital characteristics of your journey: The Buyer Personas. 

Well-maintained buyer personas give you insight into your clients’ needs, wants, and pain points. By keeping your customers at the forefront of your business, you can ensure a loyal base that will not only follow you through the years, but will recommend you to others.   

Today’s technology and leading CRM tools make creating buyer personas easier than ever. The trick? Know what a buyer persona is and doing your homework on the right personas for your company. 

What is a Buyer Persona?

A Buyer Persona is a detailed description of your company’s potential clients. A persona represents a fictional person who embodies your required characteristics for an ideal potential customer. 

A buyer persona allows you to concentrate on the proper development needed to lure, manage, and keep prospective clients. Effectively turning potential customers into satisfied clients and lifelong, loyal consumers. 

Buyer personas will enable you to attract the right visitors, more leads, and high-value clients for your business. These are the clients that are likely to be with you and your business for a long time. 

Why Do You Need to Create Buyer Personas?

Allow yourself time to create Individual Buyer Personas. This will create a deeper understanding of your customer base and aid you in anything related to customer acquisition or retention. 

By creating individual buyer personas, or segmenting, you organize potential clients in terms of money, time, and resources. This can deepen your understanding of a customer’s requirements, wants, needs, and pain points. 

Once you understand and have your segments in place, you can design and release ultra targeted campaigns. In short, creating individual personas will allow you to learn more about your current and future customers while creating content based on your knowledge. 

What Should I Keep in Mind When Creating Buyer Personas?

Your customer base is unique to your business. Your multiple personas will highlight your customers’ habits, challenges, and more. 

While creating personas consider:

• Who are they?

• Who do they consume information/news from?

• What does their professional life look like?

• What are their needs and wants? 

• Where are they located?

• Where do they work?

• How are your customers similar/different?

• How do you distinguish between them?

It is also a good practice to create a persona for a customer you absolutely do not want. 

How Do You Create Successful Buyer Personas?

Your unique buyer personas will represent your clients, wants, needs, motivations, and pain points. Consider the motivations and key events that will trigger an uptick in sales; as well as pain points and friction that will cause a decrease. 

Successful buyer personas have five major points in common.

• Identify Potential Customers 

  • The first step is to understand your target audience. 

    • Divide your clients into subgroups that have similar characteristics and motivations.

    • Identify clients that you have not yet reached out to.

    • What are the similarities between the two groups?

      • Include:

        • Age

        • Location

        • Income

        • Profession

        • Purchased products

        • Purchase requirements

  • If you already have a strong customer base, then begin the segmentation process by doing an audience analysis.  

• Design Unique Personas: 

  • Create a customized buyer persona for each potential client. These personas will allow you to focus on prospective clients and what will drive them to and keep them with your company. 

    • Think client:

      • Name

      • Overview

      • Roles

      • Demographics

      • Pain Points/Challenges

      • Goals

      • Motivations

• Know Your Client Demands

  • What are the needs, wants, and pain points of your target customers? 

  • How does your product fulfill the demands and interests of your customers?

• Research! 

  • Be sure to do the proper research on each required persona and their wants.

  • Use analytics to discover potential client’s demographics and consumer behaviors. 

  • Stay current on your industry’s growth, trends, behaviors, and relevance to consumers. 

• Final Check:

  • Ensure that your personas are accurate

  • Repeat and update personas as needed

For further reading on customer journeys, read our previous blog here:

https://segwik.com/blog/customer-journey/the-customer-journey-what-is-a-customer-journey-and-how-do-you-make-one-