Buyer persona

What is a buyer persona?

A buyer persona is a detailed description of someone who represents your target audience. This persona is fictional but based on deep research of your existing or desired audience.

You might also hear it called a customer persona, audience persona, or marketing persona.

You can’t get to know every customer or prospect individually. But you can create a customer persona to represent your customer base. (That being said: since different types of customers may buy your products for different reasons, you might need to create more than one buyer persona.)

You’ll give this buyer persona a name, demographic details, interests, and behavioral traits. You’ll understand their goals, pain points, and buying patterns. You can even give them a face using stock photography or illustration if you want — because maybe it’s important for your team to put a face to a name.

Basically, you want to think about and speak about this model customer as if they were a real person. This will allow you to craft marketing messages targeted specifically to them.

Keeping your buyer persona (or personas) in mind keeps the voice and direction of everything consistent, from product development to your brand voice to the social channels you use.