How To Create Buyer Personas

What is a Buyer Persona? Buyers Personas are fictional representations of your ideal customer, which allows you to gain a deeper understanding of your customers by using research insights such as demographics, goals, challenges and quotes. Buyer Personas are used to create messages and content that will speak and appeal to your customers

Buyer Persona Background Demographics Identifiers Goals Job, career path, family Example: Head of Marketing, worked at the same organization for 8 years, worked his way up for marketing assistant, married with 2 children (6 and 8 years) Demographics Age, sex, location, living arrangements Example: Skews male, Age 35-45 years, Dual income house hold: $120,000, Suburban Identifiers Demeanour, communication preferences Example: Positive demeanour, has an assistant who screens calls, askes to receive emails Goals Primary and secondary goals Example: Keeping employees happy and motivated, overview campaigns

Buyer Persona What can we do?: Challenges: Real Quotes: Primary and secondary challenges Example: Shortage of staff, making system changes to the entire team How do we help achieve their goals and overcome their challenges? Example: Integrate systems, provide training and on call help for system In relations to goals, challenges etc. Example: “It has previously been difficult to make system/technology changes company-wide”, “We don’t have time system inefficiencies”

Common Objections: Marketing Message: Elevator Pitch: Sell your persona on your solution Example: Our system is comprehensive, integrating your existing software and platforms. Employees are thorough trained which quickly gets them up to speed, providing a 24/7 assistance service Why wouldn't they buy our product? Example: “I am concerned with the time it will take to adopt a new system”, “I am worried data will be lost in the switch-over” How would you describe your solution to your persona? Example: A comprehensive, easy to adopt and efficient management system

Your Turn Background: Demographics: Identifiers: Goals:

Your Turn What can we do?: Challenges: Real Quotes:

Your Turn Common Objections: Marketing Message: Elevator Pitch:

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