I have a Buyer Persona. Now What?

Jul 31, 2014

If you haven’t yet read our “What’s a Buyer Persona and why do you need it?” post, stop where you are and do it, because everything that we’re talking about this week is building off of last week’s topic: Buyer Personas.

Did you create your company’s personas yet? What did you think of the experience? Did you enjoy discovering who your customers really are, or did you find it more difficult than you imagined? Maybe you experience a little of both—and that’s just fine. We said it before and we’ll say it again—you’ll never be entirely finished refining your Buyer Personas.

Focus on one buyer persona.

Did you end up developing more than one persona? No problem. To start, though, you’ll want to concentrate on just one of your personas. Pick the one that you feel is the strongest, the most developed. Perhaps this persona accounts for the majority of your client base. Or perhaps you’ve spent time in the past developing a different persona, and now is the time to focus on a new one. However you decide, make your chosen persona as detailed as possible.

Add detail and life to your persona

How do you add detail to your persona? Take the questions that we had you answer in last week’s Insight and look at the information you compiled. Create a life for the persona that you see outlined in the answers to your questions. Is your persona married? For how long? Children? Pets? What’s his or her favorite food? Favorite vacation? Then, to make all this more concrete, take time to write a “Day in the Life of ____” story for your persona. Trust us, by the time you’re done, you’ll feel like you should invite your persona over for dinner—that’s how real they become.

Once you’re at a comfortable idea of who your buyer persona is, you can begin to tailor your content marketing with that persona in mind, which is really the whole point of creating your buyer persona in the first place: to better know and understand your target audience so that you can create material that wows and excites them.

And that’s where the real fun begins.

If you’re looking for another example to create a buyer persona, you can find one here on slideshare buyer persona template.