What Buyer Personas Are And How To Create One

“In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people who might buy them'' - Adele Revella, Marketing Strategist

An important part of your content strategy is ensuring you create buyer personas.

Buyer personas are semi-fictional representations of your ideal clients. Getting to know this segment in greater detail will ensure you deliver content that is most relevant and purposeful to them. ⁠

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These personas are essential as they give you more accurate ideas of what content to create and share on your social media posts and blogs.⁠

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Here are 6 essential elements to capture in creating buyer personas for your business:⁠

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1. Demographics - Here, you can capture and write down their age/gender, level of income, location, family status and level of education. ⁠

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2. Professional Status - Determine what their job title and role levels are ( CEO, manager, professional or specialist). Also, make sure to capture their industry. ⁠

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3. Psychographics - this relates to a person, values, standpoints and goals. This is important so you can ensure you are aligning with your ideal client's values. ⁠

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4. Pain Points and Challenges - Pay close attention to this part because you will be in the best place to offer relevant solutions by learning your audience's struggles and obstacles. Take time also to note their rational and irrational fears. ⁠

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5. Influences and Information Sources - Discover whom they listen to, who they trust and what platforms they are on. This includes what blogs they subscribe to, their favourite media, events and conferences. ⁠

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6. Purchasing Process - Identify how they make buying decisions. Find out their role in the buying decision, how frequently they buy your product or service and what stops them from making the purchase. ⁠

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Interview your clients and prospects to find out what they like about your product or service.⁠

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The above may seem like another tedious marketing exercise, but not pinning this down means you will only be guessing what your audience wants. You will only produce what you think is best rather than what they are actually looking for.

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