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The Whys and Hows of Buyer Personas

Let's talk about buyer personas.

Buyer personas are detailed bios of a semi-imaginary character within your target audience. They include names, demographics, lifestyle info, fears, values, and how they get their information.

Why You Need a Buyer Persona

Buyer personas are used to improve marketing. If you truly understand your target audience, their pain points, why they act, how they get their information, and their values, then you can adapt your message and the media you're using to target them.

How to Create a Buyer Persona

How do you create a buyer persona?

Step One: Doing the Research

Here are some starting points for small business owners:

1) Examine your past customers.

Look at the information you need for the persona. Do they have anything in common?

2) Send surveys or interview your customers.

They're on your email list so take advantage of free surveys like Survey Monkey and start getting to know your customers.

What are their goals?

What problems are they looking to solve?

3) Take a look at social media.

Where are prospects coming from? What networking groups do they belong to on LinkedIn or Facebook?

Step Two: Analyzing Your Research

Gather your information together.

What characteristics do many of your customers share?

Are you seeing any patterns?

Are there multiple sets of characteristics among your customers? If so, maybe you need to create more than one buyer persona.

How to Create Buyer Personas

Once you've done the research, the good news is that there are a ton of free buyer persona templates you can use!

Hubspot has several templates you can download:

I also love how easy and visual Semrush's template is to create:

If you're anything like me, having visuals help. Take a look at the examples Semrush has put together:

And there you have it! The Whys and Hows of Buyer Personas!

Are you using a buyer persona as part of your marketing arsenal?


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