{"id":141482,"date":"2022-05-03T14:27:34","date_gmt":"2022-05-03T19:27:34","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=141482"},"modified":"2022-10-20T04:05:25","modified_gmt":"2022-10-20T09:05:25","slug":"how-to-create-a-buyer-persona","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/how-to-create-a-buyer-persona\/","title":{"rendered":"How to Create a Buyer Persona for Your Business"},"content":{"rendered":"\n<div class=\"intro-txt\">Looking to create a buyer persona for your business? You\u2019re in the right&nbsp;place.<\/div>\n\n\n\n<p>Many companies have experience creating buyer personas. It\u2019s usually done after a day of brainstorming in a meeting room. After the session, documents with demographic and psychographic details (married, have two kids, own a car, etc.) appear and the executives are satisfied. Personas are even given names\u2014Anna Agency, Billy Blogger, etc.\u2014to remind the marketing team that it\u2019s marketing to actual human beings.<\/p>\n\n\n\n<p>But these \u201cbuyer personas\u201d are then tucked into the recesses of Google Drive, never to be seen again. You spend time \u201cidentifying\u201d these personas, yet they have zero effect on any <a href=\"https:\/\/ahrefs.com\/blog\/marketing-activities\/\">marketing activities<\/a>.<\/p>\n\n\n\n<p>https:\/\/twitter.com\/AdrienneNakohl\/status\/1480568570996310020<\/p>\n\n\n\n<p>Why? Because these buyer personas were not created in the right way. As such, they\u2019re not helpful and can\u2019t influence a company\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>.<\/p>\n\n\n\n<p>In this post, we\u2019ll learn how to create a buyer persona that you can actually use to impact your business.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#what-is-a-buyer-persona\">What is a buyer persona?<\/a><\/li>\n<li><a href=\"#why-are-buyer-personas-important\">Why are buyer personas important?<\/a><\/li>\n<li><a href=\"#how-to-create-a-buyer-persona\">How to create a buyer persona<\/a><\/li>\n<li><a href=\"#how-to-use-your-buyer-persona-in-your-marketing\">How to use your buyer persona<\/a><\/li>\n<li><a href=\"#faqs\">FAQs about buyer personas<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is a buyer persona?\" data-section=\"what-is-a-buyer-persona\">\n\n\n\n<h2 class=\"wp-block-heading\">What is a buyer persona?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A buyer persona is a semi-fictional representation of your target customers. They\u2019re semi-fictional because while they\u2019re not <em>actually<\/em> real people, they\u2019re based on <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a> and data you have about existing customers.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why are buyer personas important?\" data-section=\"why-are-buyer-personas-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why are buyer personas important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>While every customer is different, it\u2019s almost impossible for most companies to address all of them individually. (There are exceptions, however, which is why <a href=\"https:\/\/ahrefs.com\/blog\/account-based-marketing\/\">account-based marketing<\/a> exists.)<\/p>\n\n\n\n<p>However, buyers do generally have similar wants and needs. So, rather than cater to every individual difference, a buyer persona allows you to address those similarities in your marketing.<\/p>\n\n\n\n<p>For example, a hobby blogger and an in-house marketer are entirely different people on the surface. But they do have a similar goal: to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-drive-traffic-to-your-website\/\">get more traffic to their website<\/a>. So, rather than targeting them differently, we can address the main issue\u2014how to get more traffic\u2014and attract all of them to our business.<\/p>\n\n\n\n<p>Also, since the buyer personas you\u2019re creating are born out of actual stories related to your buyers, creating a buyer persona will help you understand your customers deeply\u2014how they think and make decisions, who they\u2019re influenced by, and so&nbsp;on.<\/p>\n\n\n\n<p>This will help you create and align your messaging, product, customer service, etc., with what your customers <em>actually <\/em>want and&nbsp;need.<\/p>\n\n\n\n<p>Finally, a buyer persona helps you visualize your buyers. Many companies make the mistake of focusing \u201ctoo inward\u201d and forgetting who their products are serving. A buyer persona serves as a reminder that you are selling to actual people.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create a buyer persona\" data-section=\"how-to-create-a-buyer-persona\">\n\n\n\n<h2 class=\"wp-block-heading\">How to create a buyer persona<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Creating a buyer persona isn\u2019t about downloading a template and filling it in. It\u2019s about talking to real people and understanding their perspectives.<\/p>\n\n\n\n<p>Here\u2019s how to create a buyer persona:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Find people to interview<\/h3>\n\n\n\n<p>Creating a buyer persona means picking up the phone (or, these days, a Zoom call) and talking to your customers.<\/p>\n\n\n\n<p>That means the first step is to find people to interview. Who should you talk to? The easiest group of people to start with\u2014and the ones you should start with\u2014is your customers.<\/p>\n\n\n\n<p>Finding them should be relatively easy. You should have a customer relationship management (CRM) tool where you store your customer data. Look through the list and pick out those you\u2019d like to interview. A quick way to narrow the list is to find your best buyers\u2014those who have been with you the longest or spent the most money on&nbsp;you.<\/p>\n\n\n\n<p>If you\u2019re just starting out and have no customers, don\u2019t worry. You should have a general idea of who your product or service is for. Reach out to these people and see if they would be up for an interview. You can probably find them in their respective communities on Facebook, Telegram, Discord, Slack, Twitter, Reddit, etc. You can also consider attending physical events like conferences and meetups.<\/p>\n\n\n\n<p>At an early stage, these interviews can simultaneously act as <a href=\"https:\/\/en.wikipedia.org\/wiki\/Customer_development\">customer development<\/a> interviews and help you determine <a href=\"https:\/\/ahrefs.com\/blog\/product-market-fit\/\">product-market fit<\/a>.<\/p>\n\n\n\n<p>Now, while you should talk to your customers, note that talking only to them isn\u2019t enough. After all, these people have bought from you and used your products or services. They\u2019re clearly satisfied with what they\u2019ve got. So, interviewing them might only yield stories where your business got it&nbsp;right.<\/p>\n\n\n\n<p>Everyone wants to hear good things, but knowing where you came up short is also important. So, beyond your customers, there are other people you should interview. Here are some options:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A. Your&nbsp;users<\/h4>\n\n\n\n<p>Users are people who have started a trial with you or used a free version of your product but didn\u2019t convert into a customer. You have users if you\u2019re a SaaS or even a gym that offers a one-month trial.<\/p>\n\n\n\n<p>Again, this group of people should be relatively easy to find, as they would have submitted their contact details to access your trial or free product. For example, if we wanted to interview our users, we could easily find everyone who signed up for our free <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> but is not currently a customer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-141556 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-ahrefs-webmaster-tools.jpg\" alt=\"Ahrefs Webmaster Tools sign-ups in the past seven days.\" width=\"1476\" height=\"622\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-ahrefs-webmaster-tools.jpg 1476w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-ahrefs-webmaster-tools-680x287.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-ahrefs-webmaster-tools-768x324.jpg 768w\" sizes=\"auto, (max-width: 1476px) 100vw, 1476px\"><\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\">B. Your sales prospects<\/h4>\n\n\n\n<p>This group of people either reached out to your sales team (e.g., for a demo) or talked to your sales team but did not purchase your product. They may not necessarily be&nbsp;users.<\/p>\n\n\n\n<p>Likewise, your sales team should have the details of these people. Work with your sales team to identify who they are and reach out to&nbsp;them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Reach out to them for interviews<\/h3>\n\n\n\n<p>Once you\u2019ve identified a list of people you\u2019d like to talk to, send them an email and ask them if they\u2019d like to hop on a call with&nbsp;you.<\/p>\n\n\n\n<p>Be honest and transparent. Tell them directly that you\u2019re trying to learn more about your customers and that you\u2019d like to hear about their experience.<\/p>\n\n\n\n<p>Make sure to state the time commitment upfront so you don\u2019t scare them away. In all, 20-30 minutes should suffice for the interview.<\/p>\n\n\n\n<p>Also, assure them that it is not a sales call. Especially if you\u2019re interviewing your users or sales prospects, they might be wary that you will use the opportunity to segue into a sales&nbsp;pitch.<\/p>\n\n\n\n<p>Finally, you can offer an incentive to show appreciation for your customer\u2019s time. It\u2019ll also help encourage take-ups.<\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/AdrienneNakohl\">Adrienne Barnes<\/a> of Best Buyer Persona says that she has <a href=\"https:\/\/bestbuyerpersona.com\/image-post\/\">found that<\/a> discounts on your product (especially when talking to your customers) have yielded great success. Alternatively, charitable donations to your customer\u2019s charity of choice (under their name) are also a great incentive idea to&nbsp;try.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Interview them<\/h3>\n\n\n\n<p>With the interviews scheduled, it\u2019s time to do the actual interview.<\/p>\n\n\n\n<p>Before the interview begins, ask if you can record it. This is important because we\u2019re not going to lean on our unreliable memories to try and parse out insights. And while note-taking during the interview is essential, excessive note-taking disrupts the session.<\/p>\n\n\n\n<p>When your interviewee has signified an \u201cOK,\u201d you can&nbsp;start.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/adelerevella\/\">Adele Revella<\/a> of <a href=\"https:\/\/buyerpersona.com\/\">Buyer Persona Institute<\/a> suggests that you begin with this question, <em>\u201cTake me back to the day when you first decided to evaluate [the category of solution your product fits into] and tell me what happened.\u201d<\/em><\/p>\n\n\n\n<p>This should set the tone and allow your interviewee to relate their experience.<\/p>\n\n\n\n<p>You can also ask questions based on Adele\u2019s famous <a href=\"https:\/\/buyerpersona.com\/what-is-a-buyer-persona\">Five Rings of Buying Insight<\/a>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Priority Initiatives<\/strong> <span style=\"font-weight: 400;\">\u2013 <\/span>What\u2019s causing buyers to invest in products like yours? What about buyers who are satisfied with the status quo?<\/li>\n<li><strong>Success Factors<\/strong> <span style=\"font-weight: 400;\">\u2013<\/span> What results does your buyer expect to achieve from buying your (or a similar) product?<\/li>\n<li><strong>Perceived Barriers<\/strong> <span style=\"font-weight: 400;\">\u2013<\/span> What concerns do your buyers have regarding your product? What\u2019s stopping them from buying?<\/li>\n<li><strong>Buyer\u2019s Journey<\/strong> <span style=\"font-weight: 400;\">\u2013<\/span> How do buyers evaluate their options?<\/li>\n<li><strong>Decision Criteria<\/strong> <span style=\"font-weight: 400;\">\u2013<\/span> Which aspects of your competitors do buyers consider the most important?<\/li>\n<\/ol>\n\n\n\n<p>From there, follow these tips to ensure a smooth interview:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Give interviewees time to respond. <\/strong>Your interviewees are not robots with prepared answers to every question. Silence is golden\u2014give them space and time to think through their thoughts and respond.<\/li>\n<li><strong>Listen.<\/strong> <strong>Don\u2019t insert your own opinions or defend yourself or your products. <\/strong>Your goal is to find answers, not sell or be judged by a court of opinion. Make sure to listen to what your customers are saying.<\/li>\n<li><strong>Ask \u201cwhy\u201d and ask follow-up questions based on what they\u2019ve said (and use the words they\u2019re using).<\/strong> Your interviewees may not answer your questions directly or fully. Or maybe they might need prodding to provide more information. Don\u2019t be afraid to ask follow-up questions and get them to clarify what they\u2019re saying. You want to be on the same page. Even better: use the words they\u2019ve been using so you can build rapport with them and get them to open up&nbsp;more.<\/li>\n<li><strong>Don\u2019t be afraid to guide your interviewees. <\/strong>It is likely that they will not answer chronologically. They might skip ahead and add a flashback to their story. You should feel comfortable slowing down the pace and guiding them back to the part of the conversation you\u2019re interested in.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. Organize your&nbsp;data<\/h3>\n\n\n\n<p>When the interviews are over, you\u2019d want to get them transcribed. Use a service like <a href=\"https:\/\/www.rev.com\/\">Rev.com<\/a> to turn them into&nbsp;text.<\/p>\n\n\n\n<p>Next, it\u2019s time to mark up your interview transcripts. You can then read through the transcripts and identify patterns (such as commonly repeated words and phrases) in what your customers are saying.<\/p>\n\n\n\n<p>When you see two or more of the same pattern, create a category for the said pattern. The easiest way to create these \u201ccategories\u201d is via the <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-141557\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-marketing-funnel.png\" alt=\"The Marketing Funnel.\" width=\"624\" height=\"800\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-marketing-funnel.png 1248w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-marketing-funnel-332x425.png 332w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-marketing-funnel-768x985.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-marketing-funnel-1198x1536.png 1198w\" sizes=\"auto, (max-width: 624px) 100vw, 624px\"><\/p>\n\n\n\n\n\n<p>For example, say we interviewed a few of our customers at Ahrefs. Reading through the transcripts, we noticed that one commonly repeated phrase was \u201cwe wanted to figure out how to rank in Google for more keywords related to our business.\u201d Since we sell an SEO toolset, we could easily file that under the category of \u201cInterest.\u201d<\/p>\n\n\n\n<p>You can do all of this in Google Sheets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141558\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-google-sheets-buyer-persona.png\" alt=\"Using Google Sheets to record important data from persona research.\" width=\"1710\" height=\"332\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-google-sheets-buyer-persona.png 1710w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-google-sheets-buyer-persona-680x132.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-google-sheets-buyer-persona-768x149.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-google-sheets-buyer-persona-1536x298.png 1536w\" sizes=\"auto, (max-width: 1710px) 100vw, 1710px\"><\/p>\n\n\n\n\n\n<p>An alternative method of marking up the transcript is to follow the Five Rings of Buying Insights.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Create your buyer persona(s) by segmenting your&nbsp;data<\/h3>\n\n\n\n<p>Finally, you\u2019d want to segment your data into different audiences.<\/p>\n\n\n\n<p>Here are some ways you can segment your audience, courtesy of <a href=\"https:\/\/twitter.com\/AdrienneNakohl\/status\/1511348754460418067\">Adrienne<\/a>:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The \u201cjobs to be done\u201d your customers bought your product for<\/li>\n<li>Pain points<\/li>\n<li>Usage<\/li>\n<li>Company size<\/li>\n<li>Industry<\/li>\n<\/ol>\n\n\n\n<p>Sometimes, there are clearly two different people you can see popping out of your data. Sometimes, there\u2019s clearly just one \u201cjob-to-be-done,\u201d so you only have one persona. How you segment and how many segments you should create depend entirely on your business and customers. There\u2019s no perfect way to go about&nbsp;it.<\/p>\n\n\n\n<p>Once you\u2019ve identified your segments, transfer them into a document (or documents) with all the relevant qualitative data.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to use your buyer persona in your marketing\" data-section=\"how-to-use-your-buyer-persona-in-your-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">How to use your buyer persona in your marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The goal of creating your buyer persona is to use it in your marketing. Not store it somewhere and forget about&nbsp;it.<\/p>\n\n\n\n<p>So, here\u2019s how to use buyer personas:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Positioning<\/h3>\n\n\n\n<p>Positioning consultant <a href=\"https:\/\/twitter.com\/aprildunford\">April Dunford<\/a> writes that \u201cpositioning is the act of deliberately defining how you are the best at something that a <strong>defined market<\/strong> cares a lot&nbsp;about.\u201d<\/p>\n\n\n\n<p>You can use the information you\u2019ve gathered to fix or adjust your positioning with what your customers care&nbsp;about.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Creating content for the different stages of the buyer\u2019s journey<\/h3>\n\n\n\n<p>To create content for the buyer\u2019s journey, you need to know who the buyer is. And you need to know how they progress through each stage until they purchase your product.<\/p>\n\n\n\n<p>You now have both pieces of information.<\/p>\n\n\n\n<p>For example, let\u2019s say we\u2019ve created a buyer persona at Ahrefs. We\u2019ll call him Billy Blogger. And here\u2019s Billy Blogger\u2019s journey:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141559\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-buyers-journey.jpg\" alt=\"An example buyer's journey.\" width=\"1999\" height=\"1359\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-buyers-journey.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-buyers-journey-625x425.jpg 625w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-buyers-journey-768x522.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-buyers-journey-1536x1044.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/p>\n\n\n\n\n\n<p>In the Awareness stage, Billy is struggling with getting more traffic to his site. So, if we\u2019re creating content for this stage, we\u2019re looking for topics related to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Website traffic<\/li>\n<li>Blog traffic<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s how we can find topics related to this stage to target:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter the above&nbsp;terms<\/li>\n<li>Go to the <strong>Matching terms<\/strong>&nbsp;report<\/li>\n<\/ol>\n\n\n\n<p>Since the \u201cAwareness stage\u201d keywords are mostly informational, we\u2019ll switch the toggle to <strong>Questions<\/strong>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141560\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/5-matching-terms.png\" alt=\"Finding keywords in Ahrefs' Keywords Explorer.\" width=\"1474\" height=\"956\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/5-matching-terms.png 1474w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/5-matching-terms-655x425.png 655w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/5-matching-terms-768x498.png 768w\" sizes=\"auto, (max-width: 1474px) 100vw, 1474px\"><\/p>\n\n\n\n\n\n<p>As you can see, there are over 1,600 potential topics we can target. However, since not all of them will be relevant to us, we\u2019ll eyeball the list and pick out relevant ones.<\/p>\n\n\n\n<p>We can repeat this step to look for topics for the other stages of the buyer\u2019s journey.<\/p>\n\n\n\n<p><strong>Recommended reading:<\/strong> <em><a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">What Is the Buyer\u2019s Journey? How to Create Content for Every&nbsp;Stage<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Alignment with sales and product teams<\/h3>\n\n\n\n<p>With the information from your buyer interviews, you can help your sales team anticipate buying barriers, create relevant marketing and sales materials, and prepare tools and arguments for moving customers toward purchase.<\/p>\n\n\n\n<p>Likewise, it can also help your product teams create products that customers want and remove friction from how they use your product.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"FAQs\" data-section=\"faqs\">\n\n\n\n<h2 class=\"wp-block-heading\">FAQs<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Here are some frequently asked questions about buyer personas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. How many buyer interviews should I&nbsp;do?<\/h3>\n\n\n\n<p>To kickstart your process, aim to conduct at least 10 interviews. But bear in mind that buyer interviews are not a \u201ccampaign.\u201d Ideally, you should be doing this every month\u2014meeting buyers, interviewing them, getting real-life stories and quotes, and updating your buyer persona document (where necessary).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. What questions should I ask in the interview?<\/h3>\n\n\n\n<p>There\u2019s no fixed set of questions to ask. Most of it should come spontaneously and naturally since there should be follow-up questions based on what your interviewee says.<\/p>\n\n\n\n<p>Other than that, you should also be constructing questions based on what you want to know. And this depends heavily on your business, product, customers, and the existing information you&nbsp;have.<\/p>\n\n\n\n<p>However, if you really need a set of questions to ask (or at least use as inspiration), I like <a href=\"https:\/\/mfishbein.com\/the-ultimate-list-of-customer-development-questions\/\">this list<\/a> from Mike Fishbein.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Should I include demographics and psychographics in my buyer persona?<\/h3>\n\n\n\n<p>In the introduction, I poo-pooed the idea of adding these details to your buyer persona. But they\u2019re not all that&nbsp;bad.<\/p>\n\n\n\n<p>You can add them if they\u2019re actually useful to your marketing. But there are plenty of times, especially in B2B and software, where this information is not useful.<\/p>\n\n\n\n<p>https:\/\/twitter.com\/Fi_digitaldrum\/status\/1466025170389381120<\/p>\n\n\n\n<p>Think about it: If you\u2019re selling a martech software, does it matter whether \u201cCharlie CMO\u201d is married? If his partner is the CEO or CFO, it does, but that\u2019s an exceptional circumstance. Usually, it won\u2019t impact your marketing.<\/p>\n\n\n\n<p>However, it is useful if you own a wedding photography business. A married person doesn\u2019t need wedding photography services, so demographic information such as marital status would be helpful to such a business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Can I do surveys instead of calling my customers?<\/h3>\n\n\n\n<p>I know. Picking up the phone or hopping onto Zoom calls can be intimidating. But there\u2019s no substitute for actually talking to someone.<\/p>\n\n\n\n<p>Plus, surveys have to be designed by someone. And that someone can only design a survey based on their existing knowledge. That means a survey can be subjected to the designer\u2019s unintended bias and, therefore, fail to discover new or unexpected insights.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Interview questions can be subject to the interviewer\u2019s unintended bias too. So make sure that you create open-ended questions and leave them to your interviewee to answer in any way they like. Do not insert your opinion or try to guide them to the answer you want to&nbsp;hear.&nbsp;<\/div>\n\n\n\n<p>You don\u2019t want to conduct multiple surveys and end up only perpetuating your confirmation bias.<\/p>\n\n\n\n<p>Instead, use surveys to validate the insights you acquired via your interviews. See if the comments given by your interviewees are one-off or representative of a larger audience set.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. How many buyer personas should I create?<\/h3>\n\n\n\n<p>Adele writes:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>The fundamental question isn\u2019t how many buyer personas are required, but rather how many ways do you need to market your solution so that you can persuade buyers that your approach is ideally suited to their&nbsp;needs?<\/p>\n\n\n\n<p>We can achieve this goal only if the way we define our buyer personas makes it easy to know when a different version of our story will result in more business for the company.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Adele Revella\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/adele-revella.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Adele Revella,<\/span> <span class=\"quote-author-job\">CEO <a href=\"https:\/\/buyerpersona.com\/\" target=\"_blank\">Buyer Persona Institute<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>This is the reason why we\u2019re less concerned with demographics but more with the \u201cjob-to-be-done.\u201d When you segment by demographics, it\u2019s tempting to create every variation under the sun\u2014after all, there isn\u2019t just Charlie CMO; there\u2019s also Claire CMO, Chantelle CMO, CMO Chen, and so&nbsp;on.<\/p>\n\n\n\n<p>However, since they are CMOs, they will have similar \u201cjobs-to-be-done.\u201d And if you find that to be true from your interviews, you can create one buyer persona to target them all. But if you find that some expectations are different, then that\u2019s when you can consider creating another buyer persona.<\/p>\n\n\n\n<p>If you think that creating another buyer persona can help you market your product better\u2014like what Adele says\u2014then consider investing some resources to conduct additional buyer interviews to \u201cprove\u201d that this persona exists. Surveys can work too\u2014use them to see if your current findings apply across all segments.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Should you interview the \u201cfinal decision-maker\u201d (e.g., CMO, CFO,&nbsp;CEO)?<\/h3>\n\n\n\n<p>In many companies, especially large ones, the final decision-maker is a higher-up. And traditionally, many sales teams are taught to target the final decision-maker to sell their products.<\/p>\n\n\n\n<p>In that case, should you take cues from the sales team? Probably not. That is because while the \u201cfinal decision-maker\u201d gives the OK to buy, they may not be involved much in the evaluation process.<\/p>\n\n\n\n<p>If so, interviewing them (if they\u2019re even available in the first place) will not yield much insight. You\u2019re better off interviewing people who are involved.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>This post would not have been possible without the work of Adele and Adrienne. If you\u2019d like to explore more of their work, I recommend:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Reading Adele\u2019s book, \u201c<a href=\"https:\/\/www.amazon.com\/Buyer-Personas-Customers-Expectations-Strategies\/dp\/1118961501\">Buyer Personas<\/a>.\u201d<\/li>\n<li>Listening to <a href=\"https:\/\/saasclub.io\/podcast\/best-buyer-persona-adrienne-barnes\/\">this podcast episode<\/a>, where Adrienne explains how to create buyer personas.<\/li>\n<\/ol>\n\n\n\n<p>Any questions or comments about creating buyer personas? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many companies have experience creating buyer personas. It\u2019s usually done after a day of brainstorming in a meeting room. After the session, documents with demographic and psychographic details (married, have two kids, own a car, etc.) appear and the executives<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":141739,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73,390],"tags":[],"coauthors":[339],"class_list":["post-141482","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Create a Buyer Persona for Your Business<\/title>\n<meta name=\"description\" content=\"A buyer persona is a semi-fictional representation of your target customers, based on market research and data on existing customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-buyer-persona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create a Buyer Persona for Your Business\" \/>\n<meta property=\"og:description\" content=\"Talk to your customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/how-to-create-a-buyer-persona\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-03T19:27:34+00:00\" \/>\n<meta property=\"article:modified_time\" 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