When I scrolled on Facebook today, I noticed two ads. One offered me a 20% discount in a shop that I have never heard of before. It felt in a completely accidental “Have you sent this message to the right person?” Way.
The other ad felt like I was dead in the eye. It was for SEO software that I have already used and waved back to an upcoming webinar with the text “Get Your Website -Traffic”. As SEO writers, webinars like this are like this for me like cat minister. It was also not an accident: this company understands my audience.
Bullseye Marketing is the result of buyers. As a consumer, I appreciate the investment that the company has made in understanding. As a marketer, I know that your marketing dollars would be played without rates without rates.
I have created eight examples of buyers who illustrate the best practices and uses. Let them show you how and why behind your design (and even sample ads, each!
In this article I will share my framework and eight original examples.
Table of contents
What is a buyer personality?
A buyer personality (also known as a customer or user personality) is a fictional representation of your ideal customer. Marketing, support and sales teams use this to interact with customers so that they feel understood immediately.
The creation of personas begins with deep research on their existing and potential customers. Take customer data and market research and then add details such as demography, pain points, motivations, expectations and restrictions by the buyers.
Companies have certain personas for certain products and customer segments. This is of course, since each segment has unique priorities, goals, challenges and even demographic data. Suppose I am an ideal customer for the clothing brand Patagonia. Marketers would need two separate personas to sell me a winter buffer jacket compared to a few summer shorts in winter, as my needs and motivations would be different.
How does personal marketing feel for the customer? Jake VictorA copywriter and growth strategist summarizes how people -oriented marketing people like “that for me”.
I have developed strategic marketing campaigns for online companies, government offices and non -profit organizations. If there is an important thing I have learned, it is the following: The most effective marketing is carried out by brands that are obsessed from knowing their audience. Let’s take a look at how you can become this brand.
Why buyer personas are essential for their business growth
Sure, buyers help companies create personalized campaigns. But the value of these fictional profiles goes far beyond. Here is the reason why you are powerful for long -term growth.
1. Brand positioning
Which brand can you think of when you think of healthy fast food? For many it is the U -Bahn. Or what about a relaxing night at home? Netflix. Would you like to refresh your living room? Ikea.
Thanks to their one reputation as a solution for certain pain points, these brands have earned themselves Successful positioning. Nail for your brand and your marketing team is easier:
- Write convincing copy and content that you feel and understand.
- Design user experiences that are tailored to certain efforts and challenges.
- Create relatable campaigns to strain the buyers’ pain points.
Strong brand positioning is based on understanding who position them for. This is where buyer personalities come into play. This clarity about the positioning needs will lead you to the design of a customer trip.
2. Customer journey
Marketers work extremely hard (and make millions of dollars) to convince customers to look at their brand in a certain way. These efforts sometimes remain: like the U -Bahn, which “eat fresh” to us in the early 2000s to “eat fresh”.
But no matter how catchy a campaign is, marketing will always be in the shade of the user experience lived. Like the U -Bahn gönner learn that there is so much sugar in U -bread legally classified as a bread in some countries.
Brands cannot determine what consumers will think about them. Instead, marketers must follow the trip that the customer accepts in the formation of an opinion of them, and optimize these points of contact for success.
3. cross -functional orientation
I saw how marketing teams pour out hours of work into their buyer personas, just to completely ignore the finished product. What causes that? Sometimes the wider team does not see the value. In other cases, the marketing team worked in a silo and missed the brand.
Equipment – especially, early Equipment – between the teams pays off. Sales, marketing, product and customer success teams should work together to create personas who are precisely and useful for all parties.
The buyers of HubSpot buyers are designed for the use of cross-team use and have built marketing messages directly into a selected number of templates:
Convinced of the effects? Let me share my recipe for the structure of detailed personas.
How to create buyers: a implementable playbook
Here is what I do to get generalizations and assumptions at the goal and to create nuanced buyer personas based on practical market research.
1. Collect quantitative and qualitative data about customers.
The first step is the most critical link in the chain: collecting customer data. A generic snapshot of your target customers is not enough to postpone the needle for sales. Instead of taking over details about your target buyers, and carry out analytical tools and carry out qualitative research to deepen deeper customer behavior.
A combination of quantitative and qualitative data will explain What Buyers want and Why You want something. Ben PinesThe director of the content at WordtuneShare why this holistic approach is so important:
“You have to go beyond the demographic data. Buyers help me to think and feel like my buyers. Without understanding who these people are, your needs and wishes, you have no way of going beyond the obvious marketing movements,” said Pines.
Let me show you how you can collect this data.
Use analytics tools for quantitative data.
Analytics tools show you how customers behave in various interactions with their brand. You can use tools like Google Analytics And Tag Manager How to create custom tags and stay up to date.
Then document everything in one CRM tool Like Drift Kings Media. You can start monitoring behavioral metrics as follows:
- The user trip. Where do you find customers first? Which pages do you visit?
- Microcon versions. Which conversion milestones have you completed, how to register for a newsletter?
- Event tracking. What actions have you taken to enter buttons or forms?
You can also combine this data with heat maps (visual representation of user interactions) and meetings (recording behavior in each session) in order to identify and see the most appealing areas where users submit. This is a good way to create different customer cohorts and analyze their behavior over time.
The concentration on demographic data alone is an outdated approach. Instead, you should concentrate more on understanding customer behavior. I noticed that behavioral data is a intimidating topic for some marketers. This guide helps to make the segmentation easy (even exciting!).
Perform user research for qualitative data.
Based on the quantitative data you collected, you can create some hypotheses to critically understand the motivations and behaviors of buyers. I always found this the most exciting part of the research process because it shows facts about their target customers that they could never find by guesswork.
You can create surveys, plan user interviews or use social hearing to collect knowledge of buyers. The survey and interview methods include a number of questions that are specific for your hypotheses.
For example, if in your hypothesis it is: “Persona A is likely to use our product for the Z application”, then your interview/survey questions will analyze the problems of persona A that relate to this application.
Ask questions about challenges, expectations, jobs and current workflows in connection with this application. Alternatively, you can monitor brands for your competitors or analyze content for certain keywords to collect entries from social media.
My advice: Comb your customer reviews in search of your most detailed positive and negative reviews. I recommend that you reach these customers and ask you to share your thoughts for a single call. Ask open questions and encourage you to share your ideas while a AI assistant creates a transcript of the conversation. This is a gold mine of insight for your marketing personalities.
2. Study the data and collect findings from every team.
As soon as you have collected customer data, the next step is to analyze them for patterns and meaningful insights into the preferences and behavior of buyers.
In this step, it is essentially about organizing the data in different parameters for the definition of your buyer personas. This analysis shows trends and patterns that make you a more differentiated view of a broad understanding of your customers.
Here are some important parameters to categorize their research:
- Appointment intention and budget. What is your budget and urgency to solve the problem?
- Firm type. How big is the size and growth of the companies that represent you?
- Main motivations. Why should you buy from other brands?
- Main pain. What stops you at night that you can solve?
- Jobs. What would you like to achieve with your solution?
- Role or work profile. In which position do you work?
Each parameter will come together to convey a complete story about your person. You can analyze public research together with various stakeholders to collect several perspectives. As your marketing team looks at, for example, the data is significantly different from the perspective of your product or design team.
These different perspectives offer you a 360-degree view of your user experience.
Use chatt for deep research.
Chatgpt can be a more powerful strategic partner for you, but only if it has enough context. I recommend doing deep research to deepen the understanding of chatt for your company, your ideal customer and your product or service. The Chatgpt memory has recently been updated and remembers the details that have been uncovered in the deep research phase, and offers them a highly lived output.
3. Define your applications and solutions for each segment.
After you have divided buyers into different groups that are assigned to your main features, it is time to explain how your product/service fits the picture.
Identify your nuclear surveys for each segment and adapt to your application cases and pain points. Start how you can tackle the challenges of buyers and highlight the special advantages of your product/service. I will show you eight examples below.
4. Document your personas with a tool or template.
As soon as you have carried out all the impact work to collect and organize your research data for the audience, you can document your personas. In the past, I used tools such as term or a simple Google Docs file to record all the knowledge about my personas and to make them in detail as I want.
But now I’m switched to lifting spots Make my persona toolhow to make these personas visually appealing to me.
A little bit about this tool: There are various insights into your buyers to create a decent persona document like this below. You can easily adjust this and add further sections to contain incoming information. It is a simple solution to visualize all the details and share your personas via a link or file.
5. Create a workflow to update personas regularly.
The needs and expectations of their buyers are constantly developing. The last step in my process is to consistently check these buyer personas and update them based on the market shifts.
I speak to customers from every segment to understand how their priorities have changed and what they expect from our brand. These conversations, coupled with customer data from analysis tools, can show new trends and changes in customer behavior that they did not know before.
This new information can help you to reflect buyer personas for current customer requirements. Save this guide to create (or update) your buyers and get a pulse of your target group. It is easy to document your personas with the free buyer persona manufacturer of HubSpot. Start here.
8 buyers examples to inspire their
What does all this look like in practice? I have made eight examples of buyers to prove. These are all fictional personas that I have created for real companies to bring these tips and best practices to life.
For fun, I also let every persona in Chatgpt-4o Experiment).
PS If you like the style of these examples, you can use my exact template for everyone – you are Everything free! I used the input requests in the templates and chatt to create different personas for every product or service.
1. Trello Taylor
Trello is a card-based task management system. It solves emotional needs for its users: they feel overwhelmed, disorganized and amazed. I created the fiction Trello Taylor Persona with the free Hubpot -Persona Generator to present this user. This persona summary recognizes the emotional state in which Taylor is located: they have tried many products and have the feeling that nothing was suitable for their role.
What I like
If you take a closer look at Taylor’s goals, you will find out that Taylor is motivated by both extrinsic and intrinsic forces.
Of course, you want your team to keep the deadlines, but they also hope to be promoted in the company. Underlying motifs are often overlooked. Knowing the long -term interests of a customer shows a sophisticated understanding of your target market and generates more targeted marketing campaigns.
You will also find that this persona has one around Section. This type of summary is not essential for every person, but here it helps us to better contextualize the daily fights of Trello Taylor. This is connected directly to a sales argument of the software, which makes it a small but effective detail.
Here is a destination -Instagram display that Chatgpt created based on this person. What do you think?
2. Grammatary Gabriel
grammar is a writing aid that contributes to catching typing errors and even reorganizing their sentences in order to improve sound, clarity and efficiency. My fictional persona, Grammatary Gabrielis an ambitious student who applies for internships. He adapts his curriculum vitae and cover letter for every position and he is nervous that small typing errors slide through the cracks.
What I like
I love how specific these challenges are: she tells a story that positions the product as a perfect solution for this buyer. The more specific marketing personalities, the more targeted the marketing efforts can be. This is reflected in the advertisement that Chatgpt has generated:
3. Woobles Whitney
The Woobles is a Crochet kit company that reversed the crochet process. Instead of buying and deciding what to make, users choose which end product you want, and buy a kit with exact materials inside.
My fictional persona, Woobles WhitneyIs a mother who lets your child select what kit you like. Then Whitney picks it for her and her child plays with it and says everyone: “My mother did it for me!” (inspired by my sister and daughter).
What I like
This is another emotional person. It is not in age or demographic information (although this can certainly be added). As a marketer, I believe that this type of persona does my job to effortlessly create highly targeted content.
It contains “real quotes” of customers who can receive from social media, focus groups, product reviews or individual failures. I also like that it works for both new and existing customers. But you may think is that not too niche for a customer personality? This is not necessarily a description of the typical Woobles user.
Remember: This is not the only person who will have the advertising levers. This persona represents one of many customer segments and can be used for certain marketing campaigns such as your care bears or Minecraft collections.
4. Italy Imani
Have you ever heard the rumor that you can buy a house in Italy For $ 1? It’s real – and many flexible workers like my fictional character Italy ImaniI considered this dream. But when the 2003 blockbuster met Under the Tuscan sun It is to be believed that not everyone can thrive if they move into a decaying Italian villa.
What I like
I like it how Italy Imani’s buyer personality focuses on their personal characteristics and priorities. It tells a story about imanis personal and working life to communicate their motifs and uncover marketing opportunities. The story also focuses on properties that she is looking for in a new community. An effective marketing campaign would highlight these values in their news.
5. Tofurky Teddy
Tofurky is a vegetable Turkish alternative that is often associated with Thanksgiving here in the USA. My fictional customer, Tofurky Teddyhas become a vegetarian lately, but she does not want to miss the community and joy in a common Thanksgiving meal. She takes a tofurky roast and hopes that her family will try.
Tofurky roast tastes delicious. But when you sit next to a real turkey, it looks like a softball that is covered with sauce. Teddy will wear a smile and have a good sense of humor while trying to convince people to take a slice.
When I read the Tofurky website and the playful copywriter like “how” how “how”Good gracious tofurky body“I am convinced that you know the joke that goes hand in hand with your product.
What I like
Creating this persona example was easy for me: I am a real teddy with every Thanksgiving and Christmas dinner. When I brought a tofurkey to Thanksgiving for the first time, I stood next to it and presented it as if I were an infomeric economist. After all, the roast is a meal that is to be shared. But not everyone at the dining table (like my hunter family) will be part of the customer base.
What I like about this persona template is marketing -messaging -it connects customer access directly with the content strategy. Each persona is ultimately used to create content marketing campaigns, and the development of marketing ideas in the template creates a seamless handover between teams.
6. Hoka Hank
Hoka is a trail running shoe that is equipped with a thick, padded sole. I am familiar with the brand, but I thought Hokas was only for intensive marathon runners.
Then I saw an advertisement that showed people who ran together in their neighborhood and the advertising for “being developed for their everyday miles”, and the brand immediately felt more inviting. Hoka wants to welcome my fictional person, Hoka Hank (an insecure new runner), into their community.
What I like
I like that this person focuses less on data -controlled knowledge and more on behaviors and factors that affect Hank’s shopping habits.
Some running shoes would concentrate excessively on specifications, and that would be suitable for advanced runners. But a new runner buys a shoe to meet an emotional need, and you wonder if you are laughed at by the community or greeted by the community.
Since lifting spots Do my person The tool is customizable, I have removed some of the persona data areas and added the sections “emotional drivers” and “who affects shopping decisions”.
7. Loom Leonard
loom Is video software with which users can tell and record their screen in order to radically improve the remote communication (if they are not yet familiar, you will thank me later for you to present it).
I created the fiction Loom Leonard In honor of one of the biggest target users for Loom: a sales employee. This sales employee works in a global market and has to link across temporal zones.
What I like
I like that these customers pass through a job title and a place -we come in Leonard’s personal life. Some personal details such as motives for saving time are strategic findings for Loom to identify. They illustrate Leonard’s current state and the desired results. It also underlines the pain points that looms can burden on the positioning of its solution.
8. IUP Isabella (negative persona)
Let’s see one as the last example Negative Persona. This type of profile focuses on the type of person you do not want to attract with your marketing.
The word “negative” may sound hard, but this persona does not reduce the character in a way. It is only an recognition of the misalignment between the organization and potential customers.
My Alma Mater, Indiana University of Pennsylvania (Iup) opens up a medical faculty in the hope of treating the health crisis of rural Pennsylvanias. My fictional persona, Iup Isabellarepresents the kind of students, the recruitment not I would like to apply for the program.
What I like
I like how Iup Isabella’s interest in technology is represented on both a personal and professional level in various areas of her persona.
It is obvious that the detailed description of your goals is directly against the mission of the medical faculty. Iup doesn’t just want any Premed students: Your ideal customer is a student who wants to serve after the rural community has been completed.
Although it feels unnatural to concentrate on them U.NIdeal person for a product or service, reverse integration of this process provides valuable knowledge and makes the vision of your ideal customer even clearer.
My advice: If you have to deal with the creation of positive personas, start with a negative person. The concentration on the reversal of your goal is the fastest way to solve (I have found that this applies to most marketing areas).
Let buyer personas work for you
A persona is more than just an age group, level of education and basic behavior information. With the right research and development, these personas can provide an informative depth and manage their overall growth strategy and influence all aspects of the customer experience.
All great marketers are owned by buyers and I hope that the obsession was contagious for them today.