How to Create a Buyer Persona
Since digital marketing is becoming more targeted and personalized than ever before, direct-to-consumer (DTC) marketers should know their audiences better than ever. One way to create engaging content is to create it for a Buyer Persona, or an approximation of someone who fits within your target demographic.
Key Facts:
- Personalized marketing campaigns drive 18x more revenue than broadcast emails
- 3 to 4 buyer personas usually account for over 90% of a company’s sales.
According to Rob Peterson, founder of BarnRaisers agency, buyer personas can improve the following aspects of a marketing campaign: Targeting and positioning, messaging and media, defining purchase motivations in the buying process, establish company alignment, and creating a human face for sales and marketing.
To build a buyer persona,
- Check your site and social media platform analytics for inspiration
- Create a buyer profile, complete with personal details and customer-specific information, like preferred news sources. I liked the suggestion to start with a famous character with obvious characteristics (see the example, left)
Example: Walter White's Buyer Persona
Download a free Buyer Persona generator template here: https://blog.hubspot.com/marketing/build-buyer-personas
Read more here:
https://www.buyerpersona.com/what-is-a-buyer-persona
https://www.businessesgrow.com/2014/02/12/31-business-building-benefits-buyer-personas/
https://digitalmarketinginstitute.com/en-us/blog/2017-4-27-the-beginners-guide-to-defining-buyer-personas
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