How to Create Buyer Personas for Your Business?

Santiago Sanches


Buyer personas are representations of your ideal target customers based on your research and data. You can use them to guide the development of the product, keeping your target market in mind. This can help create more efficiency and even positively impact your results. You will be able to attract high-value clients and leads that you can retain for a long time.

For any business owner, a deep understanding of buyer personas is necessary before you develop products. This article will teach you how to create buyer personas for your brand.

Different Buyer Persona Types

Before you begin work on creating your buyer personas, it is essential to learn about different buyer personas first. You can use them and adjust them according to your business plans.

You should note that there isn’t a universal set of buyer personas that brands can choose from. There aren’t even standards for personas that you have to keep in mind. This is because each business is different, even from its competitors, and each business’s buyer personas will be unique.

Since all personas are different, creating new ones for your business can be understandably challenging. Companies do create similar categories for the buyer personas, though. You can constantly tailor the number of personas according to your business model and customers.

How to Create Buyer Personas for a Company?

You will need to use a mixture of surveys, interviews, and research to
collect enough data to build your buyer personas. You need to include
different prospects, customers, and anyone who aligns with the target
market for the brand.

There are some practical steps that you can take to gather the
information for buyer personas:

  • Go over your contact database to find patterns and trends in
    customers and leads. You need to learn how they come across and
    consume the content you are offering.
  • Form fields can get vital information through your
    business’s website. For example, if your personas depend on location, you should
    ask every sample about their
    location and proximity to your brand.
  • Take the feedback from the sales team into account when it comes to
    what kind of leads they interact with the most. What kind of
    generalizations can you note about the types of consumers you are
  • Interviewing prospects and customers about the services and products
    can help you gather data.

So, now that you have all the information you need, how do you use this
research to create your ideal buyer personas? Let’s find out.

The research process offers raw data on current and potential consumers.
The goal is to get information from the data that is easier for everyone
to understand enough to create personas. The next step is to
use the data you have to identify the commonalities and patterns
from the customers’ answers to your survey questions. You must create
a primary persona and then share that with your staff.

You can follow the steps below to learn how to create buyer personas for
your company:

Note Down the Basic Demographic Information

Questions about demographics should be asked through your interviews, surveys, and questionnaires. You can also use the website insights through Google Analytics to gain some insight into customer demographics since some people may not be comfortable with sharing this type of information.

You should also have some description mannerisms and buzzwords for the persona you may have noticed during your conversations. This can make it easier for you to identify the personas of your customers while you are talking to them. For example, people may mention your storefront in the Bronx frequently. This can imply that your customers may come from that neighborhood.

Focus on the Motivation of Your Customers

You can learn much about your target market by focusing on their
buying motivations. Generally speaking, you should be
asking the “why” questions here. What do they want to achieve in life?
What bothers them? Why do they want to be the person they want to be?
You need to tie these more significant questions back to your company and
see how your brand can assist them through these issues. For example,
customers may complain about their health issues.

Your company could be the one that bridges the gap between access to
healthcare and the needs of your customers. Another example could be
financial issues that may be bothering your target market. This can
imply that your target market doesn’t want to spend big money on your

Prepare the Sales Team for Conversations with the Buyer’s Persona

You can use quotes from the interviews you have gathered that help to
show the sales team who your personas are, what they are concerned
about, and what they want from life. You can prepare some objections or
queries they may raise so that the sales team can prepare how to address those concerns when they speak with the customers correctly.

Design Messaging Based on the Persona

Teach your staff how to discuss the services and products with your
created personas. You should focus on the vernacular and jargon that must

be used. You should also create a general quick elevator
pitch that helps frame your services so that the personas
will relate to the messaging.

This will also help everyone use similar language when they have
conversations with customers and potential leads.

Create a Name

The last step in creating personas is to give them a name. For example,
Landscape Lincoln, Manager Marty, or IT Ivan. This will help because
everyone in the company will be on the same page. It creates consistency
when making presentations or even when designing marketing plans.

Buyer personas help business owners and staff understand their target
markets much deeper. This ensures that the entire team knows
how to work with, support properly, and target customers efficiently. You will be able to improve your conversions, reach, and
loyalty by approaching your target market in this manner.


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