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How to create a buyer persona

If you want to understand who your customers are, it helps to know how to create a buyer persona. What is a buyer persona, you cry? Well, read this guide and you’ll soon find out.

One of the keys to effective marketing is knowing who you’re targeting, and that starts with a buyer persona. Keep reading to find out how to create a customer persona and why they’re so important.

What is a buyer or customer persona?

A buyer persona, also known as a customer persona, is a profile description of your business’s ideal customer(s). Buyer personas are generally based on research and information that you have about your existing and potential customers.

Buyer personas will usually include a combination of demographic data, characteristics and lifestyle information.

A business will often put together a number of buyer personas to cover the different types of customers that make up the majority of their target audience.

Why are buyer personas important?

Here are some of the reasons why it’s good for your business to create buyer personas:

  • You can more easily visualise who your ideal customers are and understand who you’re trying to sell to.
  • Creating customer personas help you think about how your potential customers will use your products or services, and how best to reach them with your marketing activity.
  • You can focus your marketing efforts to target the people who are most likely to become your customers.

What should be included in a customer persona?

Here’s an example of what to include in a customer persona for your business:

  • Age
  • Gender
  • Location
  • Education
  • Occupation
  • Income
  • Interests
  • Hobbies
  • Buyer motivations
  • Concerns and challenges
  • Goals

The amount of detail that you include in a buyer persona is up to you but, generally speaking, the more information you add the more useful the whole process will be.

How to create a customer persona

Types of buyer personas

There are various types of buyer persona that may be relevant to your business and customers. Here are some of the most popular that are commonly used:

  • The innovator is highly motivated by being the first to try a new product or service.
  • The impulsive buyer will often make spontaneous decisions driven by their emotions and won’t usually spend much time researching products or services.
  • The loyalist is invested in a particular brand and will remain loyal, even if competitors offer better deals for similar products or services.
  • The perfectionist looks for high-quality products and services and is willing to pay a premium for them.
  • The value shopper is heavily influenced by price and will shop around to get the best deal.
  • The bargain hunter lives for discounts and promotions and is motivated to always get a deal.

Buyer personas template

If you’re looking to create buyer personas for the first time, you might want to use a buyer personas template to get started. There are lots of free buyer persona templates available online to download.

Download our free marketing planning guide now.

What is a target audience profile?

A target audience profile is basically another term for a buyer or customer persona. A target audience profile commonly includes a range of information about the customer, their work and home lifestyle.

Target audience profile examples

Here’s a target customer profile example that we’ve put together:

  • Age: 20-35 years old
  • Gender: Male
  • Location: Suburbs of UK towns and cities
  • Education level: Bachelor’s degree
  • Occupation: Mid-level managers in corporate companies
  • Income range: £40,000-£70,000
  • Hobbies: Gym, travelling, attending concerts
  • Goals: Develop a better home office environment to work in
  • Challenges: Adjusting to remote work and focusing while at home
  • Favourite channels: Email, Instagram, TikTok
  • Buying behaviours: Signs up for email newsletters, researches products further by visiting websites and social media platforms, and buys via an e-commerce retailer

How to create a customer persona for your business

If you’re wondering ‘how do you create a consumer persona?’ we hear you! Below are some of our top tips to get you started.

How to create a persona for marketing in 5 steps

  1. Identify your target audience by thinking about who it is your business is trying to reach and what their wants and needs might be.
  2. Research your target audience by talking to your existing customers as well as potential customers to find out more about them.
  3. Identify the challenges they face and think about where any pain points may be in their lives so that you understand how your business can best serve them.
  4. Write a customer profile by using all the information you’ve collected to describe your ideal customer(s), including details such as their age, gender, occupation, values, interests, and goals.
  5. Create a buyer persona that includes the customer profile and then also give the persona a name and backstory to help you visualise them more clearly.

For more information about how you can reach more customers, check out our ideas for marketing your business.

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