How to Create Buyer Personas

Ever notice how some customers respond to your social media posts but others to your email marketing, even if you’re sharing the same information? Or how younger shoppers are more likely to purchase when the messaging reflects your brand purpose

 No matter the business you run or the brand you represent, every one of them has a distinct audience with defining characteristics like age, location, occupation, and even the preferred methods of communication. 

Let’s take a closer look at these groups and then discuss how to create buyer personas for your organization.

What are Buyer Personas?

It is group of customers or clients that represent your ideal buyers. Typically, buyer personas are identified by distinctive traits in common, such as their age, location, occupation, habits, and preferences.

Buyer_Persona.

this development is important because it helps you better understand your audience, what challenges and motivates them, and how to speak to them. Equipped with this information, you can create stronger advertising and marketing strategies that are highly engaging, more effective, and draw the audience closer.

Digital Marketing Specialist Master's Program

Advance Your Career as a Digital MarketerEXPLORE COURSE
Digital Marketing Specialist Master's Program

How to Create Buyer Personas for Your Business or Brand 

Step 1: Analyze Your Current Customers

To define what makes up your ideal customers, you can begin by looking at the customers you already have. Are there a few geographic locations you generally serve more than others? Do you have some in-store shoppers but others who only purchase online? Start with a few categories that easily come to you and break out the details from there. You will likely find yourself building out even more specific categories once you get going. You don’t have to organize customers by their categories just yet, because at this point you are just evaluating what your existing customers have in common. 

Step 2: Group Customers by Similarities 

Once you’ve spent the time researching and gathering data about your current customers, you can start to organize them into groups according to similarities. For example, you might have a group of educators in the Bay Area who teach kindergarten through high school. Another group might be college professors on the East Coast of the U.S. who teach humanities. If you’re just learning how to create for the first time, then you may want to start with just one or two personas and group customers by the most similarities. This will give you room to test messaging, visuals, and content more broadly and then get more specific as you find what works best. Remember, the purpose of building out these personas is to create more personalized communications that motivates your specific audience.

Step 3: Align Buyer Personas with Real People

Finally, when your groups are complete, it’s time to give them an actual name like West Coast William or East Coast Evelyn. Why do you need to take this step? Because it’s easier to speak to your personas when they have names of real people instead of Group A, Group B, and so on. It helps you appeal to your buyers more personally, which makes your marketing and advertising more relatable. 

Free Digital Marketing Strategy Course

Strategize Your Campaigns & Initiatives Like A ProEnroll Now
Free Digital Marketing Strategy Course

Creating Content for Your Personas

Now that you know how to establish buyer personas that represent your ideal customers, you’ll want to apply that information to your overall digital marketing and advertising strategies. Websites, email marketing, social media, paid advertising, and other content and media can all be tailored to speak directly to each persona. Learn how to build content around buyer personas, and then give it a try with your own business or brand to see if it helps you achieve your business goals. 

Do you want to master the essential disciplines in Digital Marketing? Check out the Digital Marketing Specialist course now.

Elevate Your Career in Digital Marketing Today

There are many facets you need to consider when it comes to carrying out successful digital marketing campaigns. Rather than building your skill set piecemeal and from questionable sources, enrolling in a bonafide certification program is your best bet. For example, check out Simplilearn’s Digital Marketing Specialist Master’s Program. In this comprehensive online bootcamp, you will gain expertise in every element of digital marketing through Simplilearn’s unique applied learning method. Work on real-world industry projects, case studies from Harvard Business Publishing, masterclasses from Facebook experts, and much more!

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

View More
  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.