Buyer Persona Examples: Defining Your Target Audience
Posted by Leisa Redmon | June 8, 2020
A buyer persona is an essential component of your digital and inbound marketing efforts.
Instead of capturing the attention of a crowd of consumers, buyer personas allow you to narrow your scope to specific individuals with unique characteristics that complement your business well.
With a sound marketing strategy in place, you can conduct research that allows you to piece together an ideal representation of key clients. Through targeted messaging, your business differentiates itself from competitors, increases brand loyalty, and builds credibility for future campaigns.
Essentially, buyer personas are one of the best, most utilized tools in any marketing strategy and serve as a cornerstone for many companies. Let’s take a look at what comprises a healthy buyer persona for your business.
You can gather quite a bit of data by analyzing current social channels, email audiences, and your CRM, along with conducting surveys and interviews.
Your buyer persona should include:
- Fictional character name – Creating a name is simple, as it’s typically a blend of alliteration along with the persona’s role. For example, a persona that highlights the owner of a business may be called “Owner Ollie.’
- Day in the life – What might a typical day look like for the persona?
- Demographic and background data – The average age, income, education, and other relevant information.
- Goals – What are the goals of the persona? This helps you to cater your content and services to help your ideal customers achieve their goals.
- Pain points – Challenges and roadblocks stopping the person from reaching their goal.
- Objections – Common reasons the persona has for not becoming your customer.
- Experience desired – The experiences and solutions the persona desires from your business if they decide to become a customer.
- Information sources – The pathways the persona utilizes to retrieve information relevant to your industry.
Buyer persona examples
This example is for a company that sells getaway weekend spa packages to stay-at-home moms.
Character name: Mommy Mandy
Demographic and background data: Mandy is a 40 year old mom with three children who lives in the suburbs of a big city. While she has a degree from a four-year university, she is currently a stay-at-home mom.
Day in the life: Mandy is a stay-at-home mom that handles all of the daily duties and responsibilities at home. Her husband goes to work early and comes home late, so Mandy is responsible for getting the kids breakfast, lunch, and dinner, along with helping the older ones with homework. She also feels like she’s constantly having to clean to keep the house in order.
Goals: Mandy just wants a little time to herself every now and again. Sometimes she feels like she’s going crazy because her only interactions are with children.
Pain points: Since Mandy doesn’t bring in any money, she feels like she doesn’t hold her weight when it comes to the finances.
Objections: Mandy’s common objections for not purchasing the spa weekend getaway are:
- Feels guilty dipping into “husband’s money”
- No time to relax
- Doesn’t deserve it
Information sources: Mandy usually gets her information from mom blogs, Facebook, and Pinterest.
This example is for a company that sells agency services to owners of other companies.
Character Name: Owner Ollie
Demographic and background data: Ollie is a man in his mid-40’s that has owned his own business for close to a decade. He worked for a small business in an executive role before branching out and starting his own company.
Day in the life: Ollie is constantly swamped trying to manage all operations of the business. He has his hands in everything, including sales, marketing, and customer service. Even though he is putting in 12 hour days, he never feels like there are enough hours in the day.
Goals: Ollie’s goal is to make his business one of the most well-known, successful companies in his industry.
Pain points: Ollie feels swamped because he really has a hard time delegating tasks. He feels like nobody will do as good of a job as he does since no one else knows the company so intimately.
Objections: Ollie’s common objections for not signing a contract for agency services are:
- Not in the budget
- Doesn’t feel like an agency has the expertise of his industry
- Has tried an agency before & it didn’t work out
Information sources: Ollie typically gets his information from email newsletters, podcast interviews, or articles shared on LinkedIn.
As you can see, the information provided in these buyer persona examples can be invaluable to both your marketing and sales teams. While it doesn’t have to have every detail of your targeted audience, it helps to have the general information when crafting your sales and marketing strategies.
The best part about buyer personas? They’re easier than ever to create by downloading our buyer persona template below.