How to Define a Buyer Persona for Your Business

Author: Kenzie Royer

Published On: October 22, 2022

Marketing

Creating a buyer persona can help you define a more specific view and reach the right people who are interested in your business and its products. Read our guide to learn how you can define your buyer persona.

What is a Buyer Persona?

A buyer persona is a research-based profile that depicts a target customer. It should describe who your ideal customer is, what their days are like, challenges they may face, and what their decision process is like. Depending on your business, it’s common to have multiple buyer personas as they have different criteria influencing their choices.

Why is a Buyer Persona Important?

When making a purchase or deciding to work with a business, people are naturally drawn to those that they are able to know and trust. The best way to build trust as a business is by understanding your customers and their concerns. A way of doing this is by addressing a pain point and offering your product or service as the solution.

How Buyer Personas Are Used

In addition to defining who your customers are, a buyer persona will help your business internally as various departments such as sales, marketing, and customer support, will know the types of people they are regularly interacting with or looking for. For example, this will help with your keyword research, writing copy, and coming up with new promotions to reach new customers. As you’ll know specific scenarios that a customer will be dealing with, you’ll be able to connect with them on a more personal level.

Defining Your Buyer Persona

As you begin to define your buyer persona, you’ll want to ask a variety of questions. Here are some you should consider answering to get the most detailed information possible:

Personal Information:

What is their age?
What is their location?
What is their marital status?
What is their education level?

How they interact with businesses:

Where do they spend their time online?
How do they get information?
What’s their preferred style of communication?

Values:

What drives their decision making?
How often do they buy a product or service like yours?
What do they value in their personal or professional life?

Next Steps

Once you have your buyer persona, you can use this information to do further research. This includes things like speaking directly with customers, having them fill out surveys or doing focus groups to test new products. Keep in mind that like your business, your buyer persona will change over time as your services and products change.

Let the Experts at JLB Help Your Business

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