How to Create Buyer Personas for Your Business

A Step By Step Guide To Creating Buyer Personas

Mike Wagaba
Oct 15, 2018 · 11 min read
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Table of Contents

· Definition of Buyer Personas


What are Buyer Personas?

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Buyer Persona

Buyer Persona Example

Here is one of Humanlytics buyer personas:

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Humanlytics Buyer Persona

Why are Buyer Personas important?

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

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Buyer Personas

Negative Personas

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How to Create a Buyer Persona

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Buyer Personas

1. Research

Building a persona starts with research to gather relevant information about your buyers.

  • Psychographics — attitudes, beliefs, personality
  • Why they bought your product?
  • Where they bought your product?
  • How your product is used? — what functions are most important to them?
  • How does it enhance their life or challenges does it solve?
  • How often they buy it?
  • Why would they consider not buying it?
  • Communication preferences, do they prefer email or phone?

Ardath Albee recommends that “every piece of information you put in a persona informs something that you can use.”

Don’t collect data that is not relevant or you won’t be able to use in your strategy.

2. Create Buyer Personas

Now that you’ve narrowed down the most common details about your customers and organize those details into separate personas.

3. Additional Insights

Now let’s add more context and insights to the identified buyer personas.

Priority.

This is research that helps you understand the personal or organizational circumstances that cause your buyers to allocate their time and resources to resolve the pain your product/service aims to solve.

Success.

Describe the results your buyer persona expect to achieve by purchasing your product/service. These are the perceived benefits and values your buyer expect to get after purchasing your product.

Barriers

What causes your buyer to believe that your solution or company is not their best option?

Buyer’s Journey

This research reveals details about who and what impacts your buyer as they move down the sales funnel from getting to know about a company or product to evaluate their options and finally selecting one to purchase.


How to use buyer personas for increased sales

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sales online

Accenture reports that 75% of consumers are more likely to buy from retailers that recognize them by name, know their purchase history, and provide purchase recommendations accordingly.

You shouldn’t dive into paid advertising or content marketing without knowing exactly who your buyers are. Knowing and understanding who buys, or will buy your products is imperative to help you maximize your advertising return-on-investment and content effectiveness.

Conclusion.

Don’t neglect your personas. Refine them on an on-going basis to make sure they remain accurate.

As Gary Vaynerchuk advises, you must market in the year that you’re living in.

As time and technology change, so do customer buying habits and challenges.

Analytics for Humans

We examine how technologies can work with humans to create…

Mike Wagaba

Written by

Marketing at Humanlytics.

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest

Mike Wagaba

Written by

Marketing at Humanlytics.

Analytics for Humans

We examine how technologies can work with humans to create a brighter future for everyone. To that end, we showcase augmented analytics tools we are building to bring us closer to that vision. Beta test our AI-powered marketing analytics tool for free: bit.ly/HMLbetatest

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