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A buyer persona represents members of your business鈥檚 target audience. It鈥檒l help you understand your target audience better and tailor marketing campaigns that are more likely to reach potential customers.听

When creating a buyer persona, you鈥檒l identify characteristics of your typical customer like:

• Age

• Location

• Occupation

• Education level

• Family status

• Goals

• Pain points聽

• Purchasing patterns聽

• Hobbies and interests

• Like and dislikes聽

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• Income and education level

Sample customer persona: Sandra, customer relations manager

Name: Sandra Williams

Age: 34

Occupation: Customer relations manager

Location: Chicago, Illinois

Interests: history, fashion, visiting museums

Who is Sandra?: Sandra is a married mom of a four-year-old daughter. She works remotely and manages customer relations for an online vintage resell shop.

What are Sandra鈥檚 pain points?: Sandra鈥檚 customers demand a lot of time, as vintage shoppers tend to expect high-end customer service experiences. She鈥檚 finding it difficult to provide the same amount of attention after a social media video caused her store to go viral and nearly tripled her customer base.

What is Sandra鈥檚 solution?: Sandra needs to find an affordable CRM software platform to take menial tasks off her hands and allow her more quality time with her customers.

Why use a buyer or audience persona?

Buyer personas can help you make important decisions about your marketing strategies, such as what channels to use, what tone to use for content, and how to encourage engagement with your brand. It also helps get every member of your team on the same page regarding your marketing and sales strategies.听

While buyer personas are important for marketing purposes, they can also guide your work in sales, customer service, and product development. Ultimately, a buyer persona can help you save time and money by marketing your products or services to the people who will most likely use them rather than trying to reach unresponsive audiences.听聽聽

How to identify a buyer persona聽

To get started, gather data from your current customers and target audience. You can do this through site analytics, customer surveys, your social media pages, focus groups, and your competitors' marketing activities, for example.

Once you've gathered your data, you can analyze it for trends, patterns, and insights. Create a template with the information you want to know about your buyer persona, and fill it in as you discover various facts鈥攊t may take some time to develop your ideal buyer persona. Keep in mind that the characters you create may change and evolve over time.

Consider creating an anti-buyer persona or a negative buyer persona, which will tell you who isn鈥檛 part of your target audience. For example, if you sell lawn care products, you probably won't target people who live in apartments.

Related terms

• Brand strategy

• Brand equity

• Brand marketing

• Conversion rate聽

• Customer lifetime value

Explore customer persona examples on 糖心vlog官网观看.听

Learn more about buyer personas and other important digital marketing and e-commerce concepts with the Google Digital Marketing & E-commerce Professional Certificate on 糖心vlog官网观看. This beginner-level certificate focuses on important concepts like measuring market performance through analytics, attracting customers through various digital marketing channels, and building e-commerce stores.