A buyer persona is an essential component of your digital and inbound marketing efforts. It is a representation of your ideal customer that you create through research and studying of the data that you have available about your targeted audience.
Details about your buyer personas should include:
You can gather this data by analyzing your current social channels, email audience, CRM, along with conducting surveys and interviews.
What’s Included in a Buyer Persona?
So what exactly should you include in a buyer persona? It should include:
- Fictional Character Name - This is typically a form of alliteration mixed with the persona’s role. For example, a persona that highlights an owner of a business may be called ‘Owner Ollie.’
- Day in the life - What does a typical day look like for the persona?
- Demographic and background data - What is the typical age, income, education, and other demographic information that is pertinent to your persona?
- Goals - What are the goals of the persona? This helps you to cater your content and services to help your ideal customers achieve their goals.
- Challenges - What challenges does the persona face? What’s stopping them from reaching their goals?
- Objections - What are common objections that a persona has for not becoming a customer?
- Experience desired - What type of experience does the persona want from your business if they become a customer?
- Information sources - Where does the persona go to get information that is relevant to your industry?
Buyer Persona Examples
This example is for a company that sells getaway weekend spa packages to stay-at-home moms.
Character Name: Mommy Mandy
Demographic and Background Data: Mandy is a 40 year old mom with three children that lives in the suburbs of a big city. While she has a degree from a four-year university, she is currently a stay-at-home mom.
Day in the Life: Mandy is a stay-at-home mom that handles all of the daily duties and responsibilities at home. Her husband goes to work early and comes home late, so Mandy is responsible for getting the kids breakfast, lunch, and dinner, along with helping the older ones with homework. She also feels like she’s constantly having to clean to keep the house in order.
Goals: Mandy just wants a little time to herself every now and again. Sometimes she feels like she’s going crazy because her only interactions are with children.
Challenges: Since Mandy doesn’t bring in any money, she feels like she doesn’t hold her weight when it comes to the finances.
Objections: Mandy’s common objections for not purchasing the spa weekend getaway are:
- Feels guilty dipping into ‘husband’s money’
- Husband doesn’t want her to
- Husband can’t handle all the kids for a weekend
Information Sources: Mandy typically gets on Facebook, Pinterest, and Mom blogs to get her information.
This example is for a company that sells agency services to owners of other companies.
Character Name: Owner Ollie
Demographic and Background Data: Ollie is a man in his mid-40’s that has owned his own business for close to a decade. He worked for a small business in an executive role before branching out and starting his own company.
Day in the Life: Ollie is constantly swamped trying to manage all operations of the business. He has his hands in everything, including sales, marketing, and customer service. Even though he is putting in 12 hour days, he never feels like there are enough hours in the day.
Goals: Ollie’s goal is to make his business one of the most well-known, successful companies in his industry.
Challenges: Ollie feels swamped because he really has a hard time delegating tasks, because he feels like nobody will do as good of a job as him, because he knows the company so intimately.
Objections: Ollie’s common objections for not signing a contract for agency services are:
- Not in the budget
- Doesn’t feel like an agency has the expertise of his industry
- Has tried an agency before & it didn’t work out
Information Sources: Ollie typically gets his information from email newsletters, podcast interviews, or articles shared on LinkedIn.
As you can see, the information provided in these buyer persona examples can be invaluable to both your marketing and sales teams. While it doesn’t have to have every detail of your targeted audience, it helps to have the general information when crafting your sales and marketing strategies.
The best part about buyer personas? They’re easier than ever to create by downloading our buyer persona template below.