Step by Step Guide to Defining Your Buyer Persona

by Aug 29, 2021Digital Marketing

Buyer Persona image

Buyer personas are a major component of any effective inbound marketing strategy because they provide insight into the types of people who will be interested in your product. For instance, if you’re trying to market an expensive car on Craigslist, it would make sense that your sales team should know some information about a potential buyer before going out and spending hours posting ads all over town!

In order for these messages to resonate with consumers themselves though, they need to speak their language fluently which is why buyer personas play such a key role when crafting successful content marketing strategies under this framework.

Marketing and sales professionals in all industries can benefit from adding a buyer persona to their marketing strategy. In short, A buyer persona is someone who represents your target audience. You need to describe them so that you can know what they are like. This is not a real customer, but a person who embodies the characteristics and is a representation of your ideal customer.

If you know who your buyer is and what they want, then you can tailor a marketing strategy towards them. This guide will teach you how to define your buyer persona so that you can create content marketing campaigns that will effectively engage with your ideal customers.

What are some key pieces of information I should include in my buyer personas?

The answer depends on what industry you work in and who your competitors are but there are some common elements that all buyer personas should have such as


-behavior patterns and interests (including buyer habits)


-pain points


A buyer persona includes information about the age, gender, income level, job title, where they live, how many people are in their household, etc. This can help you to understand what your potential customers want from a company that solves their problems. For example, if you are selling new homes then knowing an ideal buyer demographics will give insights into whether or not they have kids and when they plan on moving out of a home to have more room for children as they grow up; based on this knowledge your sale team may create a marketing strategy targeting recent parents who need larger living spaces now while there is still time to make changes before school starts again.

Behavior Patterns & Interests:

When you know what your ideal customer is interested in it helps you to connect with your clients on a more personal level. For example, if they are active outdoors and love nature then having your sales team create an ad about the benefits of buying new windows may speak to their interests as well as provide information that is important for making a purchase decision. Your clients should receive valuable information that also sparks their interest.


The buyer persona should include not only who the clients currently are but also where they see themselves going in life. By knowing what their goals are, we can help when deciding which buyer persona needs match up best with the products and services being offered.

Pain Points:

The greatest challenge for any business, especially one that caters to the public and provides goods or services is understanding their customer’s pain points. It can be difficult to pinpoint these problems because they come in all shapes and sizes – but by identifying what your target audience needs, you will have a better idea of how best to serve them while also increasing sales accordingly! For example, if the buyer persona is a busy executive and she has trouble finding time for herself then we can offer her a service to help schedule personal time into her busy week.

What is a buyer persona?

A buyer persona shows what prospective customers think and do as they weigh their options to resolve a problem that your company addresses. Actionable consumer personas reveal information that can help to inform buyers regarding their decisions. When you know how to help a buyer understand your approach for themselves, you build a trust that competitors and clients don’t match. If you know what your consumers think before you make a decision on marketing or selling, then you have the knowledge that is needed to match your marketing decisions and customer expectations.

How to define your buyer persona?

Define your buyer persona by researching and gathering information about the buyer that is relevant to your company.

  • What are their demographics?
  • What are their interests and goals?
  • How old are they?
  • Are they male or female?
  • What are the buyer’s needs or problems that need to be resolved?
  • What information do they have access to, and what do they consider when making decisions?
  • Income level, education, location, job title, what kind of career do they have/want to have in the future?

How to create a buyer persona?

  1. Start by conducting in-depth interviews with your prospective buyer. What are their goals, what do they want to achieve and how will you help them get there? Ask questions that give insights into the buyer’s values, needs, motivations, concerns, and desires.
  2. Once you have this information it’s time to do your research. What products or services does the buyer produce and what are their demographics? What does the buyer want or need? What are their habits and behaviors, what websites do they visit online? What motivates them to buy your product/service?
  3. Gather as much information about the buyer’s needs as possible. Then use these insights to create a buyer persona that reflects who you’re marketing to. It should have at least three key points (demographics, buyer behavior patterns, what they want from your company) to be effective.
  4. These personas are a great way of understanding who the buyer is and how you can best communicate with them.

What information should I collect for developing buyer personas?

Collect as much information about the buyer’s needs, motivations, and goals. If you’re using buyer personas to create marketing content then it is also important that they are accurate representations of your audience for good engagement rates on social media.

  • What does their day-to-day life look like? Where are they in school or what are their career goals?
  • What are the buyer’s values, needs, and concerns?
  • Why do they buy from you or why don’t they buy from you?
  • How often do they use your product/service and what impacts this decision-making process (e.g. timing)?
  • What type of content do they like and what type of content do you think would be most effective to engage them?
  • What other buyer personas are there that could potentially buy your product or service?
  • How does the buyer consume information about products/services related to your industry (e.g. TV, magazines, social media)?

How to identify customer pain points?

Social listening online and social media sentiment analysis is another useful way of seeing what people say. It is also a good idea to ask your customer satisfaction team to see what kinds of questions they receive most regularly. You might even require them to collect real customer quotes which can be used to give your broader audience persona. Get a template for making a detailed profile of your best customers/target audience. The templates are designed to let you build the user profile of your ideal clients and target groups and then use the user profile created for your product lineup using ideal customer personas.

What should buyer personas look like?

  • They should be concise, easy to read, and understand.
  • Include key buyer insights (demographics, buyer behavior patterns) including what they want from your company in a clear and actionable way.

How do buyer personas help me make better marketing decisions?

Buyer personas are a great way of understanding who the buyer is and how you can best communicate with them.

– Use buyer personas to create marketing content for your audience that will resonate well online, which leads to better engagement rates on social media.

– They’re a good starting point when making decisions about what products or services to offer as they are based on buyer insights.

– They play a big role in decision making such as which buyer personas you want to focus marketing efforts towards and what type of content you should produce for specific buyer groups.

What buyer persona information should I know?

When you define your buyer personas, it is important to create a profile that includes the following: demographics (e.g., age, location), behavior patterns (e.g., what they do with their time; how they prefer to make decisions) interests, and goals.

How do buyer personas help with marketing?

Marketing and sales professionals in all industries can benefit from buyer personas. A buyer persona is a fictional representation of the buyer that includes information about their demographics, behavior patterns, interests, and goals. This guide will teach you how to define your buyer personas so that you can create marketing campaigns that effectively engage with prospective buyers.

How are buyer personas different than buyer profiles?

A buyer persona is a fictional representation of the buyer whereas a buyer profile is more objective and includes facts about their demographics, behavior patterns, interests, and goals. A buyer persona will act like any other protagonist in your story while buyer profiles will put the buyer at the center of your story.

Who is already buying from you?

You should start by looking at your existing customers. Your existing customers may have some traits that correlate with your target audience. For example, if you have been noticing that you have been working consistently for 25-35 years olds. Maybe your target audience is between that age range. It’s important to do a survey on your existing customers and analyze your data.

Here are some questions to get you started:

  • Who at their company contacted you first?
  • Were they the final decision maker?
  • What does their job look like?
  • Are they your company’s primary point of contact?
  • What are their roles at work?
  • Do they manage people or processes?
  • Do they have to answer to a boss or supervisor, or do they make most decisions?
  • What does their home life look like?
  • Do they have any hobbies?
  • How old are they?
  • Are they married or single? Kids or no kids?


Buyer personas are a marketing tool to help you understand who your customers are and what they want. They can be used for many purposes, from deciding on the best way to communicate with them or designing content that will resonate more deeply. Understanding how people think is key in any business, but it’s even more important when developing digital strategies such as SEO and social media marketing. If you’re looking for some guidance on how buyer personas work or need someone to create one for your company, we offer both services at our agency! Contact us today if this sounds like something you could use.

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