What is a buyer persona?
Creating this type of persona is to clearly state who the product or service is for so that it becomes easier to determine what needs are being fulfilled. The process will also help you better understand the motivations of your target audience, so you can better position yourself to become their trusted advisor.A buyer persona will help you better understand the motivations of your target audience, so you can better position yourself to become their trusted advisor. #buyerpersona Click To Tweet
Why is it crucial to know your buyer persona?
A persona can help build a shared understanding and empathy between different parts of your organization: marketers, designers, customer support teams, and others, or even across departments. Knowing precisely who or what you’re selling can help you make critical product design decisions, from customer support to user experience.
How to create your own buyer personas.
1. Start by defining your customer type.
What is the one thing they all have in common? What are their motivations when it comes to your product or service?
2. List your ideal customers’ characteristics.
This will help you understand the demographics that matter most when it comes to your product or service. What is their age, gender, income level…?
3. List all their goals and challenges.
Problems usually drive people to make purchases, so identify all their goals and challenges once you know who they are. Learning this information will help you create content that caters to your customers’ wants, resulting in higher conversions.
4. Make sure you represent them accurately across your organization.
Create a persona document (a visual one can be beneficial). Use it to point out specific needs or challenges that your product or service can meet. Then you can clearly communicate these benefits across different departments to make sure everyone is on the same page when it comes to an understanding of who you’re selling to.
5. Create content specifically for your buyer personas.
Now that you know exactly who you’re selling, create content specifically for them. This means creating blog posts or videos that cater to their specific needs and challenges so they immediately become aware of your product or service.
The different types of buyers and their needs.
Now that you know what a buyer persona is, here are the specific types of people who may be buying your product or service.
- The ‘primary purchaser’: These are usually responsible for influencing the purchase decision at home.
- The secondary purchaser’: This is someone who is not necessarily in a leadership position but has specific power over the decision-making process. They may have more purchasing power than their partner, or maybe they have a child directly benefiting from this purchase.
- The shadow purchaser’: This is someone who doesn’t buy for themselves but nevertheless influences the decisions made by those around them.
- The’shaper purchaser’: This is someone who excels in their job, has a lot of power, and can influence others’ purchasing decisions because of their position within an organization.
- The ‘occasional purchaser’: They are people who buy less frequently than other types of buyers, so you need to make sure they understand your product clearly before making a purchase.
- The ‘researching purchaser’: When you speak to these people, they will gather as much information as possible by reading reviews or asking questions on forums before deciding what to buy.
- The chronic purchaser’: This is someone who already knows what they want and runs price comparisons online before purchasing.
- The enthusiastic purchaser’: This is someone who buys regularly and tends to seek out new products or services from other brands once they have found the right fit.
- The ‘confirmed purchaser’: They are people who have already bought your product, so you need to make sure they are happy with it and incentivize them to share their positive experiences online.
Different industries and their typical buyer personas.
Now, let’s look at the examples of some different industries and their typical buyer personas. However, remember that this information is just a generalization for your understanding.
You need to learn more about your particular market before creating a buyer persona perfectly tailored to its needs.
1. Financial services:
‘The Wealthy Investor’:
These people have a certain amount of assets to invest in and a keen interest in the stock market. They understand finance but may not have enough time to actively play the stock market for themselves.
2. Software as a service (SAAS):
This is someone who has been working at their craft for years and wants software that is customizable and easy to use.
This is someone who has a solid knowledge of engineering and the manufacturing process but maybe doesn’t have enough time to oversee all of its different aspects. They prefer clear instruction manuals or online tutorials that they can follow step by step.
This is someone who follows the latest fashion trends and knows exactly what they want to buy. They have strong opinions about how things should be made, so you need to ensure your product fits their specific taste.
5. Digital marketing:
‘The Marketing Director’:
This is someone who knows a lot about digital marketing and is responsible for making marketing decisions. They have many contacts inside the industry that they can use to promote your product or service.
‘The Self-Proclaimed Expert’:
This is someone who always has the latest gadgets and is very up-to-date with what’s going on in the industry. They have many contacts with which they can share your product or service, so you need to make sure they get a good impression.
This is someone who has a car and loves to upgrade their vehicle with the latest accessories but is still budget conscious.
8. Business software:
This is someone responsible for making purchasing decisions but doesn’t have time to learn complex software that can help their business run more smoothly. They want a product that is intuitive and user-friendly.
This is someone who owns a beauty salon and knows how to use different products. They are usually open to trying new brands but have their preferred items they always buy.
10. Weight loss:
‘The Overweight Wife’:
This is someone who needs help losing weight. They need the motivation and support to lose weight even though they don’t have time to go to the gym.
‘The Salon Owner’:
This is someone who runs a salon and knows how to cut hair but doesn’t have enough time to do all the research themselves. They need products designed for professionals and delivered quickly.
‘The Office Worker’:
This is someone who wants healthy snacks and dietary supplements but doesn’t have time to go shopping around and read through the different ingredients lists and nutritional facts.
‘The Aspiring Athlete’:
This is someone who wants to be fit and likes to follow the latest sports news. They have a social media presence to share their workout experiences with friends or other athletes.
‘The Football Fan’:
This is someone who supports a particular football team and knows a lot about the sport in general. They need the newest content to keep up with their favorite teams and players.
15. Online gaming:
This is someone who loves spending their free time playing video games. They have tried different genres and always look for new games to keep up with the latest trends.
Examples of successful businesses and their buyer personas and their characteristics:
Coca-Cola’s buyer persona:
Skaters, hipsters, and other people want to stay young at heart.
Target market: Everyone from the 18+ group, primarily teenagers and young adults.
Marketing message: “Share a coke with someone you love.”
Apple’s buyer persona:
Tech-savvy people who care about design, originality, and quality.
Target market: Tech-savvy people in the age group 18-34.
Marketing message: “Think different.”
Starbucks’ buyer persona:
People who are always on the run but want a quick break between what they’re doing.
Target market: The “on-the-go” lifestyle group, that’s why Starbucks can be found in airports, train stations, and other crowded places that are perfect for people who only need a short break.
Marketing message: “Your favorite place to be.”
Disney World Resort’s buyer persona:
People who enjoy spending their time in an environment that provides them with a complete entertainment package.
Target market: Families (with kids) and people on vacation. There are also themed hotels in the location that suits this target group.
Marketing message: “The Happiest Place on Earth.”
McDonald’s Restaurants’ buyer persona:
People looking for a quick, cheap, and nutritious meal that tastes good.
Target market: People on the go (primarily families with children).
Marketing message: “I’m loving it.”
Netflix’s buyer persona:
People who want to enjoy a movie or series on demand without being too present.
People who enjoy watching TV shows and movies on demand without commercials.
Target market: People from 14-40.
Marketing message: “Watch what you want.”
Finding a buyer persona is helpful because it’s easier to talk about your product if you know who your customers are and what their needs are.
Having a clear understanding of your target group also allows you to measure whether the people who enter into contact with your product benefit from it. In other words, if you conduct customer feedback interviews, you can answer the questions: “How likely is it that a person would recommend this product to a friend or colleague?” and “Why?”.
With this knowledge, you can further develop your product. Additionally, if you understand what people want and need, you can create value for them and stand out from the competition.