- A buyer persona is a representation of your customer,
which you create based on research and data.
It includes demographics such as age or geography,
attitudes, perceptions of your brand,
and any behaviors such as how they make decisions.
Best practice marketers use personas.
Why? Because personas help marketers connect with customers
in the touch points where customers seek information,
develop relevant messaging to engage customers,
integrate efforts across internal disciplines
who have any sort of customer contact,
like the Salesforce or customer service representatives,
and they keep your product or service relevant
by understanding customer's pain points
and providing solutions.
A persona template can be similar
for B2B and consumer marketers.
The key difference is how you describe
each element within the template.
Let's take a look at an example.
Here, we have one company
that markets software to other companies,
and one company that markets toothpaste to consumers.
In the left column, there are just a couple
of examples from a persona template.
You can see how the description varies
between the B2B and consumer example.
I've provided this example as a handout
that you can download and study in more detail.
There are many statistics to suggest
the benefits of creating personas.
Here are just a few.
Increases email open and click through rates.
Makes websites easier to navigate.
Creates more revenue.
Increases consideration through personalized,
relevant marketing messages.
Develop personas to integrate efforts
across internal disciplines and external touch points
to engage and influence customers.