A Buyer Persona: The Powerful Tool in Content Marketing

buyer persona

Get abundant benefits of defining a buyer persona

Skytap, a cloud computing company, grew its sales leads by 124 percent after creating a buyer persona. This company based in Seattle also increased 97 percent of online leads and 210 percent in North American for their site traffic.

The next company that multiplies the leads and revenue is yours if you apply the buyer persona. Eric Siu, the CEO of Single Grain, explained that marketing personas can help targeted users to use your websites. It is because the experience on your website clearly defines the user needs.

This article will not only cover the definition of buyer persona but also how you can create your own buyer personas!

What is a buyer persona?

A buyer persona is a profile that describes your ideal customer. The notion of this model is to develop a profile as though it were a real person.

Imagine you create an avatar for your game, you go detail into their power and weakness, or their needs and desires. In the game, you aim to be the winner and reach the last level with your avatar. Meanwhile, in digital marketing, “the avatar” will assist you in creating targeted marketing messages for them.

You cannot get to know each of your customers, right? Yet, you can develop a buyer persona to represent your general segment. Because different groups of people in your segment may have diverse characteristics, you can have more than one buyer persona.

An example of a buyer persona.
An example of a buyer persona.

Why you need a buyer persona

The most obvious benefit you can get after creating a buyer persona is relevant and attractive content for each segment. Remember that a buyer persona is the outcome of comprehensive audience analysis. In this case, you know what type of audience along with topics they are interested in. The more detailed data you get when designing the buyer persona, the more focused your direction is in creating personalized content.

What do you think would happen when you produce personalized content for a specific audience? More than 75 percent of U.S. internet users stated that relevant content can improve their purchase intent. It happens the opposite when you do not care about personalized content. Irrelevant content will lower your response rates over 80 percent.

Basic elements to include in your buyer persona

  1. Name
    As you build the avatar, you indeed need a name. Instead of calling them Customer A or B, a name will humanize your marketing strategies.
  2. Audience demographics
    This part ranges from gender to household income. You also need to include their job title along with the field they work to find their specific industry needs.
  3. Audience psychographics
    Ask yourself questions: Does she/he have a tight budget? What are her/his fears and worries? What is she/he looking for? Or, what are her/his goals? The questions can help you to seek their deep desires, so you understand the best solution for your customer.
  4. The customer’s journey
    A person who has just entered your website will have different content compared to your loyal customer. Hence, it is important to include your customer’s journey and their buying patterns to specify the content.
  5. The marketing message and pitch
    Based on the four points above, what kind of message that appeals to them most? Also, think about the content preferences for each buyer persona.
    For example, a person who works as a researcher may be fond of white papers and podcasts. Meanwhile, a junior college student prefers infographics or carousel posts on Instagram.

How to create buyer personas

1. Do audience research

You cannot create a buyer persona using assumptions. Gather data on who your customers are, where they live, and even what they want. Hold surveys on your social media or email marketing. Or, you can approach your existing customers by interviewing some of them to get a deep understanding.

Do you consider collecting information from audiences takes a lot of time? Find instant ways by checking your analytics and other data. You can see your customers’ geographics and some demographic insights such as gender and age. Moreover, make use of statistics in the Census Bureau to attain specific data like retirement and income.

2. Recognize your customer’s goals

This part questions what motivates your customer. What are they aiming for? The goals can be personal or professional depending on your services and products. After that, think about their pain points. What barriers do they have to conquer to reach their goals?

That is why, you need to have an idea about their demographics, geography even their psychographics. The pain points of a woman marketing manager with two kids and a YouTuber who is still single will be contrasting.

3. Understand how you can help

Do not theorize that your solutions must be direct to their problems. The purpose of recognizing their goals and pain points is to match it with your product. Even if their goals do not exactly relate to your products, develop the basis of your campaign. This, you can have some approaches to conduct.

For instance, Grab, the first Decacorn in Southeast Asia, offers services to deliver people, food, and other things. But, on Father’s day, they give a coupon to help consumers “get everything” for their dad. It does not directly mirror their product, but they still can match the needs of giving a gift to dads on that day.

4. Design a buyer persona template

Many of the buyer persona templates are in the form of bullet points. This template can give you clear and scannable information, but you can try another form. Red-Fern Media, for example, includes a story with 8 paragraphs. A full story can be helpful to construct an in-depth picture of the persona.

Here’s an example of how a buyer persona template would look like:

Name: customer accounts manager Clearwater
Roles: customer accounts manager, social media savvy
Goals: ensuring all customers are satisfied with the service provided by her organization.
Challenges: the company is restructuring, cost reductions and efficiency audits once per year, she is also looking at ways to streamline processes.
Age: 27-35
Income: $45000
Education: high school
Location: urban, Texas
Story: customer accounts manager Clearwater is overseeing between 250 and 350 accounts in her current role situated in Dallas.
Clearwater is not married. She has friends and likes spending her time with them. She lives near her office.
The company Clearwater works for employs 70 members of staff. In recent months, the company has undergone restructuring and implemented a strategy of cost reduction. Her team consists of 5 individuals and is responsible for all customer accounts in Texas.

Buyer Persona Institute represents plenty of details about their buyer. They divide the information into 6 columns consisting of the general profile, priority, success factors, barriers, decision criteria, and buyer’s journey. Do you want to add anything else? Making the right decision for your business, especially marketing strategy, starts with creating a complete buyer persona.