It's so much more than demographics. The most helpful buyer personas are the ones that dive into the psyche and effectively reflect human life. <b>How is a persona affected by psychological, political, emotive, and commercial influences? </b>If you want to develop buyer-centric strategies, you need to adopt a buyer-centric mindset. Developing your personas is a good way to start.
Buyer Personas are fictional and detailed representations of your target audience.
Ideally using both Primary (e.g., via interviews, surveys) and Secondary (desk) research, they're crafted to embody the attributes of real life buyers within your ICP.
Bear in mind, persona building isn't a one-and-done thing. Just like real people, personas can change in a lot of ways, and it's best practice to revisit and adapt your personas regularly (e.g., every 1-2 years).
The idea is to treat your personas more as a guide, rather than a golden rule!
That being said, the way you display and document your personas can vary greatly. Most people put them in PDFs or PPTs, while others go as far as hiring actors to film persona videos or even staging rooms that the personas supposedly live or work in.
Reveals key data or insights that were previously unknown or unvalidated.
Informs the basis for more effective targeting, positioning, and content strategies.
Improves the focus, communication, and effectiveness of sales and marketing.
Enhances customer experience and overall satisfaction across the buyer journey.
Aligns different departments organisation through established ideas and concepts.
Improves ability to personalise and increases your relevance and impact on your buyers.