How to build your buyer persona the right way

What to look for when building your buyer persona the right way

Buyer personas are one of the hallmarks of marketing and sales. They are important because of their ability to guide and help marketers and salespeople make informed decisions on marketing and sales strategies.

Buyer personas are fictional representations of your ideal customer based on the following:

• real data about customer demographics & online behaviour
• educated speculation about their personal histories, motivation, and pain points

Where to find buyer persona insights:

• Think with Google
• SparkToro, Buzzsumo, Ahref, Answer the Public, Insights Finder by Google
• Social media groups
• Government sites
• Industry reports

How to gather information:

• Surveys and quizzes of leads and customers
• Interviews with your sales executives and customer care executives

The best buyer persona profile includes 5 categories of insights:

• demographics
• psychographics
• buying behaviour
• online behaviour
• offline behaviour

Your main objective is to understand as deeply as possible your customer’s:

• goals
• pain points
• wants & needs
• motivations
• influencers?

Unsure what questions to ask? Read 49 buyer persona questions for a complete buyer persona profile .

Once you have every piece of information you need to build a solid buyer persona and you understand the buyer’s journey from discovery to purchase, you are now ready to:

• Develop content
• Write landing pages/website/campaigns
• Attract & convert more leads
• Increased ads effectiveness
• Leverage the potential for multiple influencers of the journey
• Create successful marketing campaigns

Example of how to write the core message for your buyer persona

Emily is a second-year college student majoring in psychology. She comes from a middle-class family and is the first person in her family to attend college. Emily is passionate about mental health and wants to pursue a career in therapy. However, she often feels overwhelmed and stressed by her academic workload and struggles with anxiety and depression.

Let’s assume you asked the right questions and uncovered her goals, pain points, wants & needs, motivations and influencers. We have selected one insight for each category.

Here are examples of one core message per insight (check this article for a complete analysis ):?

GOAL: To manage her stress, anxiety, and depression so she can focus on her studies and achieve good grades.

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NEEDS AND WANTS: Personalized guidance and recommendations that are tailored to her specific needs and goals.

Take our personalized quiz to get customized guidance and recommendations that fit your specific needs and goals.

PAIN POINT: Feeling alone and isolated in her struggles with mental health.

Join our community of students just like you who are managing stress, anxiety, and depression. You’re not alone!

MOTIVATION: Believing she can overcome her struggles with the right support and tools.

Download our mobile app for easy access to tools and resources that can help you manage your symptoms and feel better.

INFLUENCERS: Public figures advocating for mental health.

Selena Gomez overcame her struggles with mental health. So can you! Download our guide on the first steps you need to take to manage your anxiety.

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