Creating Buyer Persona

Buyer persona is your ideal customer, with its needs, problems, wishes... No matter if your business is B2B (business to business) or B2C (business to customer), creating a buyer persona will make your life easier.

Sometimes is hard to stay objective when thinking about your customer's needs. We all think of ourselvs first and what we would like, what type of content we interact to, what our product or service would help us with. Here is where we lost "the customer" who is the most important subject in our business. This is why creating buyer persona helps us see the world from the customer's eyes.

So, one of the first steps when creating marketing strategy is to create buyer persona. Let's see in the next steps how we do it.

Buyer persona will represent your customer base. This means that if different types of customers buy your product or service from different reasons, you will have to create buyer persona for each group. So imagine your buyer persona as a real customer. Give it a name, a face, demographic even geographic details, adress the problems they deal with and how your product or service can help them resolve it. This will make your life way more easier when, in the future, you will be creating marketing strategy.

Let's now create a buyer persona as an example. We can assume that our product is a cream that resolves problems with dermatitis. So here you already have few types of customers to whom you will sell your product. First, it can be a mom who has a child with atopic dermatitis, a young woman who is dealing with dermatitis on her face each winter or, if we talk about B2B (business to business) a pharmacy who only sells high quality luxurious products.

It is always good to give a face to buyer persona. It will help you bond with it more. You can always go to unsplash.com to find free photograph.

Name: Pia

Age: 28

Job: Journalist

Problem: Face dermatitis during winter and body dermatitis that shows in stressful situations.

About: Pia lives in a city where winters are really cold which causes her face being covered with dermatitis. By now she tried a lot of different creames that work for a little time but then her skin got used on them and they do not give any long term result. She is a journalist so she just started her career which brings a lot of stress. Since her dermatitis is atopic, it shows in these situations all over her body and face creams do not help. She needs a face cream that will help her in a long term and at the same time the body lotion that will resolve her skin issues. Also, it is important for her to get tips and tricks on how to live with atopic dermatitis since, as a journalist she doesn't have time to deal with it every day. Besides, she would love to learn how stay more calm in stressful situations so it doesn't affect her skin.

So, as we created only one buyer person who reperesents this type of our customers, we can already see what are their needs. So first step is to think about resolving her problem and helping her, through informative content, understand better her skin, the problem she has, what and how it triggers it and how to resolve it. You want to think of a content that will make her trust the brand and the product you give as a solution. This means that when you create buyer persona you are creating an ideal customer that you want to make a strong bond with which takes time. Imagine it as meeting a new friend. First you want to gain their trust and let them know they can count on you whichever problem they have. Same comes with customers. They need to trust you and get connected to you to believe when you say your product is resolution to their problem.