The Social Observer

The Social Media Marketing Blog by SNHU Students

Small Business Buyer Persona and How to Create Them

What does a buyer persona mean for a small business owner? You probably have never heard much about buyer personas and are probably asking “What is Buyer Persona?”  Sam Kusinitz from HubSpot explains in his blog post The Definition of a Buyer Persona [in Under 100 Words] that buyer personas are a great way for small business owner “to attract the most valuable visitors, leads, and customers to your business.”

Keep in mind, a buyer persona is a fictional characterization of your ideal customer. The persona should be based on your market research and some real data from existing customers.  Creating a buyer persona will help determine where you need to focus the majority of your time. Personas help guide your marketing strategies to ensure they are aligned with your business goals and objectives.  So, the next big question is how do you create a buyer persona?

Buyer Persona Blog Image

Your Buyer Persona and Marketing

Creating a buyer persona might sound daunting, but it will help you will learn more about your customers and their purchases. According to Pamela Vaughn of HubSpot in her article How to Create Detailed Buyer Personas for Your Business [Free Persona Template], personas are important for your small business.  They help create fictional and generalized representations of your ideal customers and they are easy to create.

However, before getting into creating buyer personas, let’s talk about how you can use them in your marketing strategy.  Buyer personas will allow you to create more personalized content and messages that are more appealing for your target audience.  You will be able to tailor messages around these different buyer personas throughout different sales stages.

Additionally, do not forget about creating negative personas because they provide added benefits to help determine what contacts are preventing higher sales productivity.  Now you have a better understanding how to use buyer personas within your marketing strategies, let’s move onto creating the basics of a buyer persona.

Basics for Creating Buyer Persona

Buyer personas will be created using research, surveys, and interviews of your customers.  Include those within your target audience such as, current customers, prospects, and anyone outside of the business contact database. Here are some methods to gather information:

  • Look through current contact database for trends, types of leads and how they consume your content.
  • Use your website contact forms to collect information.
  • Interview the staff and get their feedback because they interact with the customers.
  • Interview customers and prospects, in person or by telephone to see what they like about your products or services.

Now it is time to find your interviewees:

  1. Customers
  2. Prospects
  3. Referrals
  4. Third-Party Networks

You should interview three to five individuals from each interview group. This should be done for each persona you are creating.  Once a pattern develops through your interviews, you have interviewed enough people.  For this reason, the key for doing these interviews is to ask questions that will help you get a better understanding of both current and potential customers.

Furthermore, you will start seeing your customers’ goals, behaviors, and what drives them.  But, you need ask simple questions and then study the answers to each of the questions to help learn more about that person.  Then, the answers will help identify a pattern and commonalities of your fictional character to start building your buyer persona.

Buyer Persona Template Sample

Image: Buyer Persona Sample

Are you ready to create your buyer persona for your small business?

To get more information on the types of questions to ask and to download a buyer persona template, click here.

Then come back and share your buyer persona creation with us.

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Category: Small Biz, Social Media Marketing 201, Social Media Marketing Integration

3 Responses

  1. Brittany Rolle says:

    Great post! I believe this is a very important part of the marketing plan that gets overlooked. Knowing who your ideal customer is and the way they like to consume content and what type of content they like is critical to the success of any marketing strategy. Surveys are a great way to gather the data you are looking for. The business should also try to offer an incentive for the customer completing the survey. That would help to increase the likelihood of more surveys actually getting completed.

  2. Yvette Gonzalez says:

    Jade,

    Very information post! Creating a buyer persona is something that many businesses either forget to look into or do not look into it enough. A buyer persona is something that all businesses need to give thought at as this is essentially what is your demographics and target consumer.

    The steps you listed on how to create a buyer person were very helpful and look to this to researching the buyer persona of my business!

  3. Samantha Krause says:

    Hi Jade,

    Wonderful post on buyer personas! You had mentioned negative personas. I was not overly familiar with these, so I did a bit of research. Here is a great article on what negative buyer persona is:
    https://www.impactbnd.com/blog/what-is-a-negative-buyer-persona

Leave a Reply to Brittany Rolle