What Is Buyer Persona And Why Do You Need It For Your Website? (2021)

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A buyer persona is a fictional representation of the most likely customer that would buy from your website. It is a description of the attributes, needs, and wants of your most likely customer.

When you define who your buyers are, you can then tailor all aspects of their website to appeal specifically to them.

By understanding who will be using your site, you can create content that will speak to them specifically, making them more likely to convert into customers.

The benefits of using buyer persona in your marketing strategy

Buyer personas are important in marketing and e-commerce because they help businesses understand the demographics and behaviour of their customers.

The process of defining buyer personas begins with market research, which requires you to search for patterns and form hypotheses about your ideal buyers.

When it’s time to create a website, you can then use that research data — along with other information like sales statistics

How to create buyer personas

There are several ways to create buyer personas. Some companies conduct surveys on their existing customers, while others use online tools like Google AdWords or Facebook Ads Manager to target their ideal clients with highly-tailored ads.

Here’s how we go about it:

Start with researching your audience demographics

The basic demographics of your ideal customers can be gathered through a comprehensive survey of existing and potential clients.

Collect information such as age, gender, location, marital status, employment type and income level.

Note: A free tool like SurveyMonkey can be used for this process. You can create surveys at no cost on the platform and collect responses anonymously from users. We’d recommend keeping your survey very short, with 4-5 questions for each persona.

You can then use this data to create a buyer persona by combining it with your own sales statistics and customer feedback.

This information will act as the foundation of your personas, so ensure that it is as accurate and comprehensive as possible.

For example, if you run an SEO agency – then you really need to know your customer’s search intent.

Who are they? What do they search for? Where are they from? What kind of website content attracts their attention and drives them to your site? 

Demographics research is the first step towards identifying patterns and forming hypotheses about your ideal buyers.

You can then use this information to create highly targeted marketing campaigns that will drive traffic and increase conversion rates on your website.

Create a story around the audience demographics

The next step is to create a story around the audience demographics.

This is where you will begin to think about what your perfect customer would look like, their challenges and aspirations, how they spend their time, and how your brand can make an impact on them.

Here’s an example of how we created our buyer persona for my Link Building Agency:

Through our research, we uncovered the following struggles for people looking for link building services

Their struggles: they struggled when it comes to working with link-building agencies before, they weren’t getting any results, they weren’t getting quality backlinks, and couldn’t get their website ranking on Google.

It’s because of this information, we built our Link Building Agency around a “Pay On Performance” model.

This made our link building service more reliable for the customer, which made them feel safe and secure in investing their money in us. 

This is really powerful because when you understand your target market’s struggles and challenges, you can offer them real value that they will be drawn to.

This helps you become the hero in their story, which is exactly what we did for our link building agency

Tailor your Content & Branding to your Buyers persona

Now that you’ve created a buyer persona, it’s time to begin thinking about how you can tailor your content and branding to your audience.

For my agency, we make sure that we’re posting about topics and news related to link building, information marketing, and link building strategies that will help them personally achieve their goals. 

This helps us establish ourselves as an authority in the industry and gain a reputation for providing original and high-quality content that keeps people coming back to our blog.

Be sure to also personalize your social media profiles, website copy, sales pages, and other marketing materials so they feel like it’s tailored to your target audience personally.

The key is not just focusing on the demographics of your market, but who they are and what their goals are in life – this helps you understand their struggles and frustrations, and how your brand can help solve that problem for them.

Perfect your Buyer Personas Over Time

Remember that this is all about progress, not perfection!

You may need to adjust your buyer personas after a few months, depending on how the market has shifted.

To do this, you can revisit your buyer personas and probably conduct additional research to determine if they still represent the attitudes of your market.

Buyer personas aren’t a one-and-done process – you may need to iterate on them for as long as you’re in business.

It’s important that you’re constantly testing and validating your personas so that they remain relevant and helpful with your business goals.

After all, the goal of this is not only to understand your market but also to understand how you can reach them and help them with what they’re struggling with.

Conclusion

Creating a buyer persona for your business isn’t as complicated as some people make it out to be.

By using the demographic information you have available through Google Analytics, surveys, customer feedback, or other sources of data; you can begin to create a detailed profile that helps you understand the emotions, dreams, frustrations, aspirations of your target audience.

Buyer personas are important in marketing and e-commerce because they help businesses understand the demographics and behaviour of their customers.

When it’s time to create your website, creating content for social media or ads – you can then use that research data — along with other information like sales statistics–in order to tailor content or branding specifically to them.

With that said, whether you’re looking for more visitors on your site or need assistance perfecting your digital strategy, we’re here to provide the expertise needed.

If you like, you can fill out the form below to learn more about how we can help your business by walking you through the process of creating a buyer persona.