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What is a Buyer Persona?

by | Feb 10, 2016

What is a Buyer Persona
First off you might be asking yourself, what in the world is a buyer persona? The technical definition of a buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

That sounds great and all, but how do you go about defining a custom persona? You first need to understand your target market. Ask yourself some questions like: Is my customer persona a man or a woman? What is my persona’s demographic range? Where does my buyer persona live? What is my persona’s media preference?

A great marketing professor once told me, “Birds of a feather stick together.” That means that people of the same interests, incomes, and hobbies usually stick together. Think down to the category of zip code or even neighborhood. You usually see people in that area that own homes around the same value, drive cars around the same value, have job positions with similar salaries, and have hobbies that correlate with each other’s. If you are confused about where to start in your persona search you should look at the similarities (income, age, hobbies) of your most loyal customers.

Defining a detailed buyer persona will help you take a strategic approach giving you a foundation of structure and insight. This will help you to understand where to focus your time, media, and advertising dollars. I can guarantee that once you define your buyer persona and set up a strategic approach to market to them, you will see a huge increase in traffic, sales, and customer loyalty.

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