Building A Buyer’s Persona Is Not a Nightmare!
                     Building A Buyer’s  
Persona Is Not a  
Nightmare!
Anyone who shows interest in your product or service is a 
buyer. But  this phase comes in a later stage of a business. 
Attracting buyers,  generating ROI is not that easy as it 
seems. To be able to lure buyers,  businesses need to 
understand its buyers i.e. Their persona.
Ask yourself this question – Do I know my buyer’s persona? 
Do I know  who my actual buyer is? Once you are able to 
accurately answer all  these queries, you will succeed in 
taking your potential lead to the last  step of the 
conversion funnel.
To understand the buyer, you would need to learn about 
your buyer’s  persona.
Let us see:
What Is Buyer’s Persona?
A fictional character that you build along the lines 
of your  research and collected data is the buyer’s 
persona. It is also  called audience persona, 
marketing persona or customer  persona. Creating a 
buyer’s persona means you build a  hypothetical 
character and based on its needs you build digital  
marketing strategy, and align your organizational 
work. After  creating a buyer’s persona, you are 
able to map the buyer’s  journey that leads to sales 
and ROI.
So, now we know buyer’s persona is important to 
your  business. But how do you build it? That is a 
million-dollar  question. But the great news is that it 
is not that scary. To build  a buyer’s persona, you just 
need to have clarity on various  topics, which will be 
discussed as we move ahead.
Benefits of Buyer’s Persona to the Business
Creating a buyer’s persona is important because of the clarity it brings, and the foundation it 
forms to generating  qualified leads, attracting prospects, and earning revenue. Apart from that 
it helps in:
Creating valuable audience-based 
content  Tailoring the final business 
message  Development of product
Meeting the customer-centric 
needs  Meeting the concerns of 
target audience
Let me explain you with an example – Suppose your target audience is a caregiver. Do you know what 
are their needs, or  whether your products and services are of any help to them? What are their 
interests and so on. To get answers to these  queries, you will have to build buyer’s persona. It really 
works!
Do not just go by words, see the figures too
As per a case study by NetProspex, the 
personas result in  900% increase in website 
visits
171% increase in revenue generated through marketing  htt
ps://www.marketingsherpa.com/article/case-study/netprospex-increases-website-visit-
duration
n order to develop better understanding of your buyers, you require buyer’s persona. It helps in 
digging deep into the  psychology of buyers and knowing what exactly they want.
Remember, today the marketing is all about “What Colour You Want”, which means it is all 
customer-centric.
The buyer’s persona helps in focusing your marketing on your buyers. But it is also possible when 
your buyer’s personas  are strongly based on extensive market research. The one that you conduct 
through questionnaires, surveys, and  interviews.
You can build as many personas as you want for your business but keeping things simple should be 
the key. For that, all  you would need is the focus on one customer persona. If you are new to 
building personas, it is better to start small  because you can always develop more personas later 
on.
Beware of A Negative Buyer Persona
Buyer’s persona represents your ideal customer. It is like a shadow to 
the original  customers. But when you start to build a persona that 
does not match the persona of  the actual customer, it is termed as the 
negative buyer persona. These can be anyone  who are too advanced 
for your product or services.
Just abstain from focusing on this group of buyers, as these won’t serve 
any purpose.  These may confuse you and take away from your 
ultimate goal.
Let’s Build A Buyer’s Persona
As already mentioned above, building a buyer’s 
persona  requires research, collecting data, and 
information. Different  methods are used to gather 
all sorts of information that you  may require, such 
as, looking through your contact’s database,  creating 
forms and uploading them on the website, taking in 
the  feedback of the sales team, interviewing the 
potential  prospects and discovering their likes and 
dislikes.
Now, the question is, how will you use the above 
information  collected through research to create 
your personas?
Once you have conducted a thorough research, you 
will have a  lot of raw data. Next step will be to 
distill that information so  that it is easy for 
everyone in the team to understand.
After that use your research to identify patterns and 
 commonalities from the answers you have gathered. 
Create at  least one primary persona, and share it 
with the rest of the  organization.
Now, let us create a buyer’s persona in detail.
Fill The Basic Details
Ask your personas the basic information and fill that in the forms. The 
basic details  mean the demographic questions. Ask these questions 
either over phone, or through  online surveys or even in person, 
whichever way you and your customer feel  comfortable.
You can make this conversion a bit personal too by asking habits, 
mannerisms or if you  are observant enough, you can pick these by 
yourself and identify the pattern when  they talk.
Guess What Your Potential Customer Might Be Looking for
In case you do not have past clients and are 
completely  unaware of the new ones, just do the 
guess work here. This  suggestion is for those who 
are utterly new in their business.  Use logics, and 
empathy to understand the purchase  motivation 
of your potential customers.
Ask yourself some questions like:
How will your product benefit your 
customers?  How will it help reduce their 
issues and lessen their  problems?
Where are your customers located?
At what stage your customers can buy the 
product?  What is their buying behaviour 
and strategy?
When you get all these answers, you are able to 
build your  buyer’s persona.
Do Not Envy, But Learn from Your Competitors
All that you are trying to achieve has already been 
done before.  Your competitors have already 
reinforced their online  personas. They understand 
their customers’ pain points and  have addressed 
them too. So, learn from them, look into their  
strategies, techniques used to market their product 
and service  and try to apply the same. Do not copy 
them. Just understand  what worked for them and 
how. Try the same and you will get  started.
Learn About the Social Media Channels Your Audience Uses
This should also be a part of gathering information. 
Learn about  your customer’s social media presence. 
See where they are  most of the time and at what 
time are they most active. Many  tools are available 
that help in gathering such insights, for  instance, 
Google Analytics, Keyhole.co, and so on.
Understand Customer Goals
This is the opposite of pain points. Pain points are 
the issues  your potential customers are trying to 
solve. Goals are the  things that they want to 
achieve by using your product or by  availing 
themself of your services.
Now these goals can either be personal or 
professional. It  completely depends on the type of 
service or products you deal  in. See if your product 
and service are able to match their goals  and fulfil 
their desires? If not, then that section might not be  
your potential customer. This is also how you identify 
the  buyer’s persona.
This will also help you to know your customers and 
create a  base for your campaign. Even if the goals 
of your potential  customers do not match the 
features of your product and  service, this step will 
help you determine a lot of other things  like,
Set the right tone or approach for your marketing 
campaign  Building basics
Gathering information
Conclusion
Building online personas are critical to your business marketing. These describe who 
your target  audiences are and how can you reach them. Which strategies you can use 
to promote your product and  service. Before you collect information, you can make 
assumption about your buyers but once you have  gathered the information, do not 
make create any assumptions about your buyer personas. Prepare a  blueprint based 
on everything you have in the form of data. But do not just abandon the persona at the 
 planning phase. Take them to the next step i.e., content creation and content 
marketing.
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