Why You Need A Buyer Persona

Why You Need A Buyer Persona

Marketing your small business is hard. It becomes even harder if you don’t know who you are trying to talk to. Developing a buyer persona can help you get clear on your ideal client’s dreams, desires, fears and frustrations, which can then be used in your marketing efforts.

Creating a buyer persona can take a bit of time however the time investment is well worth it as it will help you connect with your ideal clients.

What is a Buyer Persona?

Buyer personas (sometimes called customer avatars) are fictional representations of your ideal customers. A buyer persona outlines as much detail about your customers as possible, such as:

  • Demographic detail (age, sex, location, income)
  • Background (job, career path, family life)
  • Identifiers (demeanour, communication preferences)
  • Goals
  • Challenges
  • Who they follow
  • Where they congregate (both online & offline)
  • What they read
  • What they listen to

The above is just a start to the details you can capture in your buyer persona. It is important to capture as much psychographic details (i.e. what they’re thinking) as this will help you connect with your ideal clients. One question that works really well is to ask yourself, what is keeping your ideal clients up at night? What solutions to that problem do you offer?

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Why Is A Buyer Persona Important?

Buyer personas allow you to understand your customers better. They allow you to document and understand their goals, dreams, fears and frustrations.

When you have this understanding, you can tailor your content to appeal to your ideal clientele and create a customer journey that is designed to help them achieve overcome their challenges and achieve their goals. This can also help you make decisions around the services and products that you offer. For example, if you don’t think that a particular product or service will help your ideal clients, then you may decide not to offer it.

Should You Have A “Negative” Buyer Persona?

Where a buyer persona is the ideal clients that you wish to attract to your business, a negative buyer persona is anyone that you do not want your business to serve.

It is just as important to get clear on who you do not want as a client since this can be used to determine whether to further explore opportunities with a new client. If they fit more of the criteria on your negative buyer persona than your buyer persona, then maybe it’s best not to pursue them further.

How Many Buyer Personas Should You Have?

If you currently do not have a buyer persona or customer avatar, then you should start small. Create your first buyer persona and get familiar with creating content and services for that ideal client. Once you’ve got the hang of it, there is nothing stopping you from expanding the number buyer personas as your business grows.

How Do You Create A Buyer Persona?

The most important part of creating a buyer persona is to ask yourself the right questions. The right questions lead you to conduct the right research. We have created a guide to help you create your first buyer persona by walking you through the entire process.

Free Template How To Create A Buyer Persona