How To Create A Buyer Persona For Large and Small Businesses

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Buyer persona for small businesses

Are you a small business owner trying to increase the effectiveness of your marketing efforts? Do you worry your content isn’t reaching the right audience? If so, you need to create detailed, data-driven buyer personas for your target demographic. 

If you’re not sure what a buyer persona is (also called a target persona), or how to create a buyer persona template, we’ve got you covered. Keep reading to learn everything you need to know to increase conversions for your content marketing strategies. 

What Is a Buyer Persona?

A buyer persona is a representation of the most important features that describe your ideal customer. This isn’t an assessment of your average customer. Instead, it’s a profile of your BEST customer. A quality buyer persona is based on real data and conversations with your client database. 

Some larger companies might have several buyer personas. While other smaller companies or startups might choose to work with only one focused target audience. There isn’t a right or wrong answer to how many personas you have. It simply depends on the products or services you offer and at what scale your company operates. 

As your company grows and evolves, you may need to reevaluate your buyer persona and change it accordingly. Creating your first buyer persona can feel overwhelming. That’s why we’ve created a template for you to follow. 

Buyer Persona Template

The first step to creating a buyer persona is thinking about simple demographics that define the foundations of your buyer persona. Consider: 

  • Age
  • Gender
  • Background
  • Education and income level 
  • Location (if you work or sell within a specific geographic area)
  • Job description

After you’ve identified these characteristics, it’s time to dive further into your buyer persona creation. This could include speaking with your current clients to identify their pain points and any questions they may have. 

It’s a good idea to include your whole team in this part. Speaking to your entire team will give you a well-rounded view of your ideal customer as well as pain points to address. Assessing your buyer persona at this level can include: 

  • Beliefs and values
  • Hobbies and interests
  • Pain points or concerns 
  • What problem your product or service solves
  • How frequently they’ll purchase your product/service
  • What objections they may have to purchase your product/service 
  • What are their goals, particularly if your buyer persona is a business
  • What sales journey does your buyer persona follow
  • Communication preferences — how would they like to communicate with you (phone, email, text message)

You can use these bullet points as a template to build your buyer persona. But don’t limit yourself! The more detailed, the better, and some details will depend on what kind of product or service you offer. 

Once you have a buyer persona, your team can use this profile to create content that truly speaks to your target demographic, addresses their pain points, and encourages them to make the purchase. 

Why Is a Buyer Persona Important?

One of the common reasons for creating a buyer persona is to create content that targets your ideal customer. People want to buy from brands they trust. And the quickest way to earn your reader’s trust is to create content that speaks to them personally. 

However, buyer personas have other practical purposes. One example of this is email marketing. With so many companies using email marketing, it’s becoming increasingly difficult to increase your click-through rates and conversions because of the huge amount of competition. 

However, effective email marketing continues to have the highest return on investment (ROI) for your marketing budget. But only if you use it correctly. A buyer persona can help you get the right messages in the right inboxes and increase your conversion rates by addressing specific pain points and needs. 

An effective buyer persona can even identify what tone you should use in your emails. Does your target demographic prefer light and funny emails, or do they respond to serious, professional emails? These are all factors to identify in your buyer persona and use in all facets of your marketing campaigns. 

And as you identify the needs and wants of your ideal buyer, you can evolve your products or services to speak to those. So not only will your marketing message increase conversions, but your company can grow along with your buyer’s needs and wants. 

Ideal Customer Profile vs. Buyer Persona

Ideally, you’ll create both an ideal customer profile as well as buyer personas. Think of your ideal customer profile as the umbrella under which all your buyer personas live. For example, let’s say you have a company that has created a SaaS for small business owners. 

You may identify your ideal customer as small business owners with annual revenue over $500,000 and more than 15 employees located in the northeastern area of the US. However, underneath this umbrella, you could have several different buyer personas for your distinct small business owners. 

The content you create for a startup will be pretty different from the content you create for well-established businesses or businesses looking to scale up. This is because these businesses will have different questions, pain points, and goals. 

So, while all these businesses fall under your ideal customer definition, each one may fall under a different buyer persona. And yes, a buyer persona can be business to customer (B2C) or business to business (B2B).  

How to Create a Buyer Persona

Filling in your buyer persona template will take some work. So here’s where to start. There are several places you can begin to pull information from when creating your buyer persona. Take a look at your: 

  • Current client base
  • Previous clients
  • Sales team
  • Customer relationship management (CRM)
  • Email list
  • Social media following
  • Customer service records

Look at what your current and former clients have in common. Ask yourself what attracted these clients to your company, what factor made the conversion, and why your previous clients left. 

Next, examine your prospect list and email list; what do they have in common? What content do they consume the most? All this information will help you build your buyer persona. 

Once you finish, give your buyer persona a name and a profile picture. Share this information with your team, and reevaluate periodically.

How to Use Your Buyer Persona

Once you’ve created a buyer persona, how can you use it? Your buyer persona should determine the content you create, your marketing message, the tone of your marketing campaigns, and the information you share and emphasize. 

Essentially, you can use your buyer persona in all aspects of marketing. If your buyer persona is raising a family, tailor your content to address the interests and needs of family life. If your buyer persona is the adventurous type, hare thrill-seeking stories and information, and discuss how your product can lead to better adventures. 

Use every detail of your persona to really hone in on your marketing message. And don’t forget to look at what objections your target demographic may have and how to address those objections to reach the conversion.

Increase Your Conversion Rates With Buyer Personas

Creating a detailed buyer persona based on market research and data is essential for your marketing plan. But creating and constantly updating your buyer persona is a lot of work!

If you want to increase your business and extend your reach, consider outsourcing your digital marketing needs to Collide Digital. 

At Collide Digital, we’ll assess your target demographic and your competitors to create the best marketing campaigns to increase your conversion rates. The Collide team is results-driven, meaning our goal is to help you meet and exceed your goal. 

Whether you want to focus on email marketing, content creation, social media advertising, website design, or a combination of digital marketing strategies, we’re here to help. If you want to learn more about digital marketing, we’ve created free resources and articles to get you started. 

If you’re ready to discuss how Collide Digital can help your business, contact us today at (925) 679-5781 or [email protected]

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