What is a buyer persona? It is a character made by businesses to have a clearer view of their target audience. It gives them information about the people they want to sell on such as age and behaviour. It is a fictional person made for the purpose of assisting a brand in a campaign by strengthening a digital marketing strategy.
But how do you create a buyer persona?
1. Research your market's demographic, psychographic, and behaviour.
Get basic information from the bracket of people you want to target. Think of this as something like a slam book, wherein you will gather the age, hobbies, etc. of people.
On this stage, be sure to identify the following:
Demographic - age, gender, income, education, employment status, family size, location, earnings, etc.
Psychographic - attitude, values, etc.
Behaviour - likes, dislikes, hobbies, etc.
2. Find details about them online and offline.
If you will conduct a digital campaign, know the pattern in their online activities. For example, what sites will they most likely visit? What do they usually search? What do they buy online?
3. Match your products to their needs.
Create a reason as to why they would be interested in your brand. People will only look at your brand if it has something to offer them, something they will benefit from. For example, if you are a merchandise dealer and your target market are teens, list down things that they would probably seek from you. Create a problem that can be solved by the services you offer.
4. Know the right timing.
Will your target market be more active during certain holidays or events? Write some personality or other factors on why they are most likely to search for your products during those times. For example, if you sell chocolates, your persona can have an "in a relationship" status. This way, they will have more chances of buying from you during Valentine's day.
5. Finalise your persona.
Compile all the details you wrote and turn it into a single profile. Make it look simple but comprehensive.
Having a fleshed out buyer persona is as good as having a real customer. If you can satisfy that persona with what you can offer, it means that you will have fewer problems in presenting the actual campaign to your market.
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