Skip to main content

The buyer persona is the solid foundation of inbound marketing strategy and it should be the first step in your marketing campaign. Well-constructed buyer personas dig deeper to reveal the attitudes, feelings and goals that motivate customers during the buyer journey.

This week, we will walk you through the definition of buyer persona and the top three things you should avoid when profiling your buyers’ persona. We will show you how to build your buyer persona in the next coming week. There will be a bonus in the third week  – how to improve your buyer persona with Google Analytics! 

The buyer persona is a profile of your ideal customer. While the profile doesn’t represent a real person, it summaries the similarities and characteristics of a specific target segment by sourcing data and information from your existing client base and market insights. You can use it to understand your customers, including: 

  • Behaviors 
  • Interest and hobbies 
  • Intentions
  • Goals 
  • Pain points 
  • Spending habits
  • Their preferred brand and influencers 

Once you have fleshed out your buyer persona, you can use it to guide all of your communication campaigns. You can also use it to adjust your products or services to suit your customers’ needs. The most common way to gather information for the buyer persona is to interview your current customers and conduct market research such as focus group interviews, one-on-one interviews, phone interviews, surveys, etc… These methods can be quite costly but it is very effective when it comes to profiling your buyer persona.

Your targeted customer’s pain points and spending habits are really important for your business as they will influence their purchasing decision. Buyer personas are designed to help you understand your existing customers, and uncover their motivations and problems that drive them to buy from you. This allows you to focus your marketing strategy around their needs in order to attract more sales. 

Your targeted customer’s pain points and spending habits are really important for your business as they will influence their purchasing decision. Buyer personas are designed to help you understand your existing customers, and uncover their motivations and problems that drive them to buy from you. This allows you to focus your marketing strategy around their needs in order to attract more sales. 

You as a marketer or business owner can understand when and where your ideal customers are spending more money by understanding their spending habits. You can view the timestamps of when customers are visiting and monitor where they are spending their time on your website in order to obtain data that can create opportunities for targeting certain customers at a given time of day, which can enable us to find a sweet spot that can give you the most return on investment. It also gives you information on where and which platforms your customers are buying from. It is because customers usually bounce back and forth before making a purchase. So you can create or adjust your retargeting campaign to ensure that it covers each stage of the buying journey to better the chance of getting a sale.

With the modern age of digital, you should also include your ideal customer’s preferred brands and social influencers in your buyer persona profile. Knowing and understanding their favorite influencer can guide your influencer marketing campaign. A good example of a successful Influencer campaign is the story of Gymshark.

Gymshark was established in 2012 and began as a supplements company. In 2013, branching out from supplements, the owners began designing, manufacturing, and selling fitness apparel on their website. As a start-up company, the brand turned to social media to raise awareness. Their ideal buyer personas or target customers are young gym-goers who are really into high-quality, well-designed, affordable gym gear.

The company contacted a number of fitness influencers (including high-profile body-builders like Lex Griffin and Nikki Blackketter) and sent Gymshark products to them with the hope that they could promote them on their social media channels. Gymshark noticed an immediate increase in sales as most of their target customers are following Lex Griffin and Nikki Blackketter. 

Things you should avoid when profiling your buyer persona?

#1 Making an assumption 

One thing all business owners and marketers should avoid when creating a buyer persona is guessing – which unfortunately happens often. 

Demographics + guessing ≠ buyer persona

#2 Creating too many buyer personas

Creating too many buyer personas will dilute your marketing campaign. If your business targets different industries, we advise you just to have a single buyer persona for each industry you’re targeting.

Quality over quantity !

#3 You describe the buyer, not the buyer’s decision 

The buyer persona is different from the target audience. A buyer persona will help you understand your customer’s behavior and their buying process. There are just a few key pieces of information you want to include in your buyer persona profile. We advise you to include their behaviors, spending habits, motivations, pain points, and their preferred brand and influencers.

Stay tuned for our next blog where we show you how to create buyer persona profile!

If you need more advice on profiling buyer persona, contact Hopscotch Digital now so we can assist you with the creation of your buyer persona.