The Secrets to Creating Customer Personas

Customer personas (sometimes referred to as buyer personas or avatars) are fictional, generalized representations of your ideal customers. They have a name, face, and personality just like a real customer would if you were to create a profile of him/her on paper.

Personas help us in many facets of business, whether marketing, sales, or product development, as they allow us to internalize the ideal customer we’re trying to attract and relate to our customers as real humans.

The Elements of a Customer Persona

Personas are more specific than general demographics. While they do include things like income, gender, and age, they also include:

  • Location
  • Interests/hobbies
  • Family/lifestyle
  • Other companies they support or connect with
  • Goals/motivations
  • Frustrations

These are elements that can be used to help you develop marketing strategies.

How to Create a Customer Persona

A customer persona should have:

  • A photo
  • Their name/general information
  • Their personality
  • Any goals, frustrations, and motivations
  • The marketing channels they prefer
  • Their favorite brands or competing businesses

The example below is a finished buyer persona for Jill Stevens.

How To Build a Better Persona

In her persona, we can see that Jill is looking to make a change in her life, and switch to a healthier diet. We can also see that she prefers online and social media advertisements to traditional ads. This information will help us relate to real-world customers and more easily understand their motivations.

Why Customer Personas Matter

A detailed buyer persona makes it easier for you to create a marketing strategy that resonates with your target demographic.  Think of it as the road map to your customer’s heart (and wallet!).

Personas are somewhat like those WWJD bracelets people used to wear, as you’re creating or executing on your marketing strategy, you can continually ask yourself, “Will Jill like this?  Will she find it interesting or will she want to share it or engage with it?” If the answer is yes, then you know you’re on the right track.  If the answer is no, then it’s probably time to pivot.

Download our free customer persona template (PDF) and practicing creating personas that represent the average person in your target demographic.

Need help creating a customer persona? Get in touch with us – we’ll help you get started with the perfect persona for your brand.

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