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Creating buyer personas

30 March 2021


When looking to improve your marketing campaigns, it’s important to really consider who your intended customer is. If you know who your users are it becomes much simpler to create marketing campaigns that appeal to them. Creating buyer personas is a great place to start when devising new strategies for your marketing.

What are buyer personas

Buyer personas are semi-fictional representations of your customers. They use the information you currently know about your customers and creates a generalised, ideal person for you to market to. This knowledge is invaluable when you’re creating your marketing content as it helps to take the abstract idea of ‘customer’ and makes them a tangible person you can figure out how best to sell to.

Of course, it’s unlikely that you’ll have just one type of perfect customer. You’ll probably have lots of different products and services that appeal to different types of people. Creating a buyer persona for each allows you carefully tailor your marketing messages to appeal to them most.

two business owners creating buyer personas

Creating buyer personas

You’ll likely have a reasonable idea of the type of person your products and services attract. Use this information when creating your buyer personas to create an idealised customer you can always keep in mind when writing your marketing copy.

First things, first, give your persona a name to help make them feel more real. Then consider demographic details such as:

  • Gender
  • Age
  • Location
  • Educational level
  • Occupation
  • Family size

Once you’ve filled in their background, it’s time to get a little more specific to your business. Think about your persona’s goals as well as their challenges. How does your product or service support your customer’s needs and ambitions, or take away some of their troubles?

The best buyer personas are more than just a set of person characteristics. It should really describe the individuals you’re selling to and understand what motivates and troubles them.

team creating buyer personas

Using your buyer personas

Every time you think about sending out messages to your customers, whether that be on social media, in an email, or printed marketing materials, use your personas to your advantage. It’s much easier to write something for Sophie, a single mum who likes to paint but struggles to find the time, than it is to write for artistic women.

When creating content, be sure to use language that appeals to them and examples that they’re likely to have experienced themselves. Choose images based on what you know they’re likely to look like and really show how your business can help them overcome their challenges and meet their goals.

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Bow House Digital has over 30 years’ experience of creating marketing materials that work. If you’d like to talk about promoting your business effectively, get in touch.

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