How to Create Your Buyer Persona: the What, the Why, and the How

The “buyer persona template free download” is a document that helps marketers create their buyer persona. It includes the what, why, and how of creating your buyer persona.

What is the buyer persona? How does it work? Why should you create one and how can you use it to help market your products or services? This article will answer these questions.

The term “buyer persona” is used in almost every marketing course, article, and other instructional material. Many firms may believe that everyone has one, is aware of it, and has used it.

Even established firms, much alone newcomers that are just getting started with their go-to-market strategy, must redefine their target from time to time.

What Is a Buyer Persona, and How Do I Create One?

A buyer persona is a fictional representation of the ideal customer based on qualitative and quantitative data from market/competitor research as well as current customer profiles.

However, creating a buyer persona is more than just characterizing a company’s prospective buying audience; it’s also about delivering a collection of insights that marketing, sales, and product teams can use to make better choices and investments.

What is the significance of the Buyer Persona in terms of business?

Following an initial market evaluation, the next natural step in establishing marketing, product, and overall company strategy is to create customer personas. After all, understanding of the target audience informs company and product creation, as well as marketing operations. Buyer personas assist organizations in making decisions such as:

  • Where should product development be guided?
  • What kind of material should be created;
  • What to do if you get a lead but don’t know what to do with it;
  • How to handle some aspects of client acquisition and retention.

The goal of establishing the target persona is to attract high-value visitors, attract suitable leads, and make the conversion and retention process easier for them.

According to a case study produced by NetProspex, its efforts to create target personas resulted in a doubling of page views per visit, a 900 percent increase in site visit length, and a 171 percent improvement in marketing ROI.


Many critical procedures in the firm may be driven by buyer personas:

  • When creating product roadmaps, product development might depend on buyer persona insights. Target customer profiles highlight what the target audience expects from the service or product, helping development teams to prioritize product improvements and learn about any larger adjustments that need to be done.
  • Buyer personas are used by marketers to strengthen their marketing plans and approaches. Marketers employ persona insights to construct the most successful marketing and promotional strategies for their businesses, from keyword research to ad text to external content placement selections.
  • Sales teams may improve their sales presentation and identify which product/service characteristics to emphasize by learning about prospective clients’ pain points and issues.
  • Customer support personnel may obtain better training using information from buyer persona profiles to improve the service they give by understanding ahead of time what difficulties and obstacles their customers are having.


Buyer Personas as a Tool for Making Strategic Marketing Decisions

In marketing terminology, buyer persona insights are utilized to produce more relevant message, customize content strategy depending on the buyer’s journey of the persona, and create highly focused and tailored brand experiences.

Buyer personas assist marketers in better understanding their consumers (and potential customers), revealing what makes them tick and why they select one brand or service over another.

The fundamental elements of the persona should be considered in all phase of marketing, including email, digital, content, and social media. But how can marketers make use of this data?

  • Better consumer segmentation: marketing to the masses is ineffective. Even if a ready-to-use description of the target audience exists, buyer personas may add crucial elements to the marketing plan, allowing it to generate more qualified leads.
  • Personalized brand experience: marketers may build more focused messages, more efficient content distribution, and personalised products with a better understanding of the prospective customer’s pain issue.
  • Finding high-value leads: content creation is merely the tip of the marketing iceberg; distribution and reach are just as crucial (if not more so). The buyer persona profile should also include information about where this specific crowd “hangs out” in order to help determine which channels and platforms to target with highly targeted content.
  • Cross-marketing alignment: Marketers can always go back and examine specified buyer persona profiles to ensure their efforts are meeting consumer demands, in order to maintain alignment across diverse marketing teams.

Making a Template for Buyer Personas

Before obtaining data, it’s critical to establish what characteristics the consumer persona profile (also known as a buyer persona template) should have. Any component of the jigsaw, from demographic data to values, can aid marketers in gaining a better understanding of the “ideal” consumer.


Marketers usually start by giving their customer persona a name and a fake avatar (picture), and then fill up the blanks:


In the buyer persona profile, this is the most basic level of information that should be provided.

  • Gender/Age (try to be as precise as possible here as this may guide copywriting and design teams towards using the right language and style)
  • monetary status (including annual income)
  • (Urban/suburban areas or real city/country)
  • Relationship status (especially important for B2C consumer brands)
  • Educational attainment (particularly important for content marketing teams)

Status in the workplace

This section is important for both B2B and B2C businesses since they must frequently evaluate whether they are targeting decision-makers or real product or service customers.

  • Level and job title (manager, professional, specialist, etc.)
  • Industry


Psychographics refer to the persona’s values, perspectives, and objectives. People are increasingly demanding that businesses share their beliefs, voice their opinions, and participate in global dialogues, therefore this is an essential aspect of the profile.

According to Edelman study, 65 percent of customers believe that a business’s response to the COVID-19 epidemic would influence their decision to continue with the service/product; 33 percent have already abandoned a brand that failed to fulfill their expectations.

  • Professional and personal objectives
  • Values and beliefs (for instance, for US businesses, it may be important to know whether their buyer persona is a Democrat or a Republican, religious or not, conservative or liberal, etc.)

Problems and difficulties

This is the part where marketing and other teams should focus the most. A corporation can only design and give the most suitable solution by learning about client concerns and hurdles.

  • The most difficult challenges and annoyances
  • Obstacles to overcome the difficulties they are confronted with
  • Fears that are irrational or reasonable

Sources of knowledge and influences

To determine the ideal customer’s buyer’s journey, find out who they listen to, who they trust, and where they search for answers. This data is useful for guiding influencer marketing, communication, public relations, and ad and content placement activities.

  • Favorite blogs, social media sites, and websites
  • Media that you like watching (digital and print)
  • They look up to and trust thought leaders and influencers.
  • Favorite conferences and events (online or offline)

The purchasing procedure

The last piece must explain how the target persona makes purchasing choices. These information can assist digital teams design trigger events and improve the buyer’s experience and sales.

  • The role of the persona in the purchasing choice
  • Potential lifetime cycle (do they purchase the product or service frequently?)
  • What’s keeping people from buying something?

How to Gather Information for a Buyer Persona

Once it’s apparent what information has to be collected, the next step is to figure out how and where to get it. Market research and current customer data are two ways to gather enough information to establish the target population.

Using information from current customers

Conduct interviews with customers

Existing customers may appreciate the opportunity to be interviewed by a business they use and care about, particularly if they get additional benefits like as a discount, a gift, or exclusive content.

Inquiring with past customers may also be beneficial, as they may be able to give insight into why they stopped using the product/service and which option they are currently utilizing.

The usage of web forms and surveys may help marketers reach out to a broader audience of leads, including those who just follow the business on social media or read the blog – this can reveal what’s keeping them from taking the next step and becoming customers.

Obtain information from the sales staff.

Salespeople spend their days talking to clients and high-potential prospects. So they could know a thing or two about the qualitative element of the buyer persona profile – consumers’ pain points, difficulties, barriers, ambitions, and values – that they can share with marketers.

Analyze business/digital data for insights.

As a starting point, Google Analytics can provide a wealth of information on current and future clients. Adding customer relationship management tools and other tech-driven analytics platforms to digital analytics may help educate and provide insights on customers’ interests, habits, and behavioral patterns, among other things.


Combining Google Analytics insights (this GA guide will lead you through some of the procedures) with Facebook Audience Insights data (this article will walk you through some of the steps) may help cover certain aspects of the research process.

Using market research to create customer personas

There are useful lessons to be learned by looking at audience analytics from competing websites that have the same ideal client profile. Market research may provide a wealth of information about audience trends, which can be used to improve the buyer persona profile.

External tools are an important element of this portion of buyer persona definition since this side of data collection is more dependent on technology.

To avoid bouncing from tool to tool to illustrate this task, we’ll guide you through the market research processes mostly using our own SEMrush tools, which cover the whole cycle.

Step #1: Find out who the top industry players’ audiences are.

Dive into the niche and attempt to better grasp the target audience as a beginning point for understanding what audiences the major industry players are drawing.

Use Market Explorer to find the largest industry domain in your business’s nation, and the program will automatically determine the domain’s industry and “create” a market overview for you.

The overview displays a list of the most important market participants in a certain area.


Select websites from the list one at a time to get information on the audience’s average age and gender (male vs. female in percentage points).


Step # 2: Research the interests of the in-market audience.

Given a set of emails to submit to the program so that it discovers essential features of this lookalike population, Facebook’s Audience Insights may reveal audience interests.

The Market Explorer’s In-Market Audience Interests table will also offer you a sense of relevant subjects that the shared audience is interested in. This might be useful information for filling in the gaps in the buyer persona profile that relate with their interests.


By determining what the audience is really interested in (people don’t always tell the complete truth in interviews), marketers can:

  • determine new ties and cooperation with similar resources and domains,
  • Enhance the product with unique offers,
  • Make changes to the design and CTAs in advertising and across the site.

Identify the interests of your target audience.

Market Explorer is a tool that helps you find the best deals

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Step # 3: Look for audience overlaps with industry sources (or sources relevant to the sector).

This stage will help you determine how much your target audience and the target audience of a prospective partner or competition overlap. When a website’s unique visitors overlap with a competitor’s, it means that the audience is likely to be interested in the services/products supplied by the company in question.

The Audience Insights report in the Traffic Analytics tool displays how many unique users explore prospective partners’ and rivals’ websites; the higher the overlap with the competitor’s domain, the more serious the collaboration should be.


Step # 4: Research how your target audience discovers your rivals’ websites.

The Traffic Journey report from Traffic Analytics displays where rivals obtain their traffic from.

This stage will reveal if rivals’ audiences use social media, pay-per-click marketing, or a basic Google search.


The report may also show you where your rivals’ referring traffic originates. The audience viewed which sites before clicking the link to the competitor’s site, according to referral traffic sources. These external sources may be utilized and exported to determine which sites are worth forming strong agreements with in order to reach a bigger fraction of the target audience.


Templates for Buyer Personas should be created.

Webinomy Persona is a free tool for creating personas.

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How will this data be used in the future?

The very final stage is to put the research results to use, as discussed in the current customer and market research insights section.

Combining all of the data will aid in the discovery of trends and similarities in interview responses, sales team comments, and competition insights. A buyer persona’s image should emerge from these characteristics; all that’s needed is to record all of the results and share these personas with the rest of the firm.

Matching the Right Marketing Tactics to the Buyer Persona

Knowing about buyer persona profiles may help a company’s marketing strategy since each one has a unique customer journey (or buyer’s journey) map.


Focusing on content marketing efforts – a critical part of any digital marketing efforts – is the best method to maximize prospective consumers’ experience and easily lead them through the trip.

Using this simple matrix to create subject ideas and content kinds for each buyer persona at a certain stage of the buyer’s journey will help the firm improve its content marketing strategy as well as its overall digital marketing choices and methods.

Now, building on this matrix is a challenge in and of itself, and these in-depth tips on content marketing strategy and SEO copywriting will offer the correct context and tools for optimizing material that aligns with the buyer persona and the customer journey.

Final Thoughts

A key component of any marketing plan is determining who the ideal client is and who should be purchasing the provided service/product. One of the first stages toward improved business, product, and marketing choices and investments is to define buyer personas. Instead of guessing, take the effort to create buyer persona profiles using data in order to apply more smart and focused marketing approaches.

Discover the uniqueness of your target audience.

sources, areas, and visitor behavior, among other things

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The “b2b buyer persona examples” are a way to create your buyer persona. They are the What, the Why, and the How.

Frequently Asked Questions

How do you create a buyer persona?

A: A buyer persona is a list of things that you would like to know about your potential customers. This includes their demographics, passions and interests, location etc. It is helpful when targeting marketing material towards the correct audience and also helps in building relationships with them more easily

How do you make buyer personas in 5 simple steps?

A: You should start by creating a buyer persona, which is simply a fictional character. For example, lets say you wanted to create the profile of an individual who spends $100 per month on your product and has been using it for 2 years – that person would be called Joe. From there, Joe can be broken into different sections based on their demographic characteristics such as age or gender. This will allow you to understand how they might look like and what kind of information they need from your site.

How do you create an ideal customer in persona?

A: An ideal customer is someone who is always willing to find a solution.

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