Stop talking to your pillow!

A customer persona is created by businesses when they’re trying to learn more about their potential customers. They are useful in attempting to gain an understanding of your customer base so that your marketing can become more effective.

In order to come up with one, a business has to have a serious investigation into their customers and find information about how they interact, what they like and other things. Read this to find out what one is in more detail, and how to create your own!

What’s a customer persona?

A customer or buyer persona is a semi-fictional archetype that represents the key traits of the majority of your target audience. They are formed by businesses looking to understand their audience’s habits, motivations, beliefs and other things which will influence their buying decisions.

By creating one, a business knows where to place their focus in order to make more sales, as well as guiding product or service development so that the final outcome is a satisfied customer. A customer-centric vision is a more successful one, so a persona assists in understanding the target audience better to help solve a customer’s problems.

pharmacist discusses medication

Diverse customer personas

Coming up with personas allows you to create content that appeals to your target audience. From there, you can personalise your marketing and target different segments of a wider audience.

If you segregate your audience by age, location or other demographics, you can more effectively market to each segment separately. Making buyer personas means you can separate people who wouldn’t be interested in your product or service away from those who may be.

When subsequently using the persona in marketing, it can help you achieve a lower cost-per-customer, and then see higher sales.

Thinking about a customer persona

There are many ways to form a customer persona. By asking relevant questions, suggesting solutions and keeping the customer at the forefront of their business decisions, a business begins to take notes about their customers.

Surveys and interviews are a good way to poll an existing customer base, and form your customer personas from their own words. Asking for demographics, hobbies, jobs, interests and other such things will allow the customer persona to take shape. Many companies analyse their metrics or other data to get similar results.

You could track trends in customer behaviour in order to gauge more information about the ways they make their purchase decisions. Also, feedback (no matter the origin!) is always helpful in improving a pre-existing strategy.

A barista converses with a customer

Forming a customer persona

Once you’ve assembled your research, it’s time to identify patterns and develop at least one primary persona to focus on. Jot down key information on your customer’s age, income, location, gender identity, job, family, lifestyle, social media habits, goals and anything else that might be useful to know.

From then on, you’ll have an easier time crafting the messaging for your persona. You’ll have more of an understanding of their motivations, influences, challenges, goals, objectives, preferred messaging and a whole host of other stuff that they would respond well to.

Job done!

Thanks for staying with us! We’ve gone over what buyer personas are, and why they’re used, as well as how to make your own! By keeping track of demographics and other key customer data, you can create your own customer profiles and do better business.