You can be on Entrepreneur’s cover!

All About Buyer Personas: What They Are, Why You Need Them and How to Make Them Effective Industry leaders encourage constructing buyer personas. Here's what you need to know about them.

By Small Business PR

entrepreneur daily

This story originally appeared on PR Newswire's Small Business PR Toolkit

Blend Images - Colin Anderson | Getty Images

Constructing buyer personas has been encouraged by industry leaders for a considerable period of time, and the majority of marketers have listened to this recommendation -- 85 percent according to a study conducted by Relevance. Yet only 15 percent of respondents from the study indicated their buyer personas were effective. How is that possible when, according to Business Grown, persuasive personas usually account for over 90 percent of a company's sales? They key word here is "persuasive." About 80 percent of Relevance's study participants disclosed they were confused about how to properly create influential personas.

What is a buyer persona?

HubSpot defines a buyer persona as a "semi-fictional representation of your ideal customer based on market research and real data about your existing customers." This persona allows you to understand what your customers need, how they think, behave and how you can address them accordingly. The more details you can outline, the more successful the persona -- and your marketing efforts -- will be.

Demographics

First, configure the age, sex, income level, marital status, education level, geographic location and any other characteristics you think are important for defining your target audience. Once you've narrowed down the key demographic factors, you can begin to build a consumer profile.

Psychographics

While determining the demographic qualities of your target audience is important, identifying those factors alone is not sufficient. Take, for example, this profile: Ideal consumer is a married male, at least 60 years old, with a net worth of over 30 million and has a passion for playing golf. The consumer could be Bill Gates or Alice Cooper, and it's unlikely that both are receptive to the same tone or type of content.

Therefore, understanding the attitudes, aspirations and values of your target audience is also necessary to ensure marketing efforts are worthwhile. To further develop your persona, answer these questions:

  • Why would a shopper prioritize my content? What problems does my buyer feel passionate about?
  • How would a purchaser benefit from my content?
  • What hindrances might prevent a user from paying attention to my content? Or doubt my products and services are dependable?
  • How can I influence a user to take an actionable step?
  • What criteria will influence whether or not a shopper decides to make a purchase? How can I prove my products or services are superior to alternative options?

By digging deeper into the mind of your target purchaser, you can properly create a buyer persona and inbound marketing campaign that successfully reaches and influences your ideal shopper.

(Written by Phillip Thune)

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.

Business News

Here's One Thing Americans Would Take a Pay Cut For — Besides Remote Work

An Empower survey found a high percentage of respondents would take a pay cut for better retirement benefits and remote work options.

Business News

This Fan-Favorite Masters 2024 Item Is Still $1.50 as Tournament Menu Appears Unscathed by Inflation

The pimento cheese sandwich is a tradition almost as big as the tournament itself.

Business Ideas

7 Link-Building Tactics You Need to Know to Skyrocket Your Website's Rankings

An essential component of SEO, link building is not just a 'Set them and forget them' proposition, but a dance of skills and strategies.

Leadership

Clinton Sparks Podcast: Beverly Hills 90210 and Entrepreneurship with Brian Austin Green

Brian Austin Green shares profound lessons he's learned growing up in the entertainment industry.