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Creating a Buyer Persona for Lead Generation


Creating a buyer persona for your business is important for effective content and inbound marketing strategies. Generally, you should know who you are marketing or selling to before your products hit the market. Unlike before, modern customers now prefer personalized marketing messages that are relevant and resonate with their unique experiences.

Creating a buyer persona is the best way to address your customer needs while ensuring that your lead generation strategy is seen by customers who will most likely convert. That said, below are the steps of creating a buyer persona for your business.

Research your target customers

Defining a buyer persona starts with research. Even if you have an idea of your client’s characteristics, it is worth confirming these ideas. Therefore, you must find all the basic information (demographic and psychographic) about your target customers. These details will give you a better view of whom you should reach. Your research should provide the following;

  • Demographics – target customers’ age, race, gender, education level, location, marital status, and occupation.
  • Behavior, interest, and hobbies – you should also identify your prospects’ interests and hobbies. Find out which pages they visit on social platforms and what they do during their free time.
  • Reason for buying – find out why your prospects want to purchase your products or services. For instance, if you are selling a digital marketing solution, are they interested because they want to boost their online sales?

Evidently, gathering all this information might not be easy. However, you can use several sources, including social media monitoring tools, Google analytics, and email feedback. Ensure you take advantage of your existing database. You can also ask your customer service team about the questions customers frequently ask.

Segment your target buyers

Researching and gathering customer information is certainly time-consuming. However, this step provides everything you need to start creating a buyer persona. What follows is to organize the information. Start by identifying similarities in customer interests, hobbies, goals, and more. The similarities and differences in what prospects want from your business are what will help group your target clients into distinct buyer personas.

How you segment your clients is totally dependent on your company. However, you can add or make changes to buyer persona as you gather more data about your prospects and leads. Most businesses segment their target audience by industry or job title.

Craft personalized marketing messages to your buyer personas

You can easily create sales and marketing strategies with a clearly defined buyer persona. Your marketing strategy should meet customer needs, challenges or pain points, and goals. A buyer persona gives you the inside information about your prospects, making it easy to target them. Your marketing message will easily reach them on social media platforms, in online games, or during web visits.

Succeeding in this requires that you create interesting and relevant marketing content that personas will want to interact with. Therefore;

  • Ensure that your sales and marketing teams familiarize themselves with various personas.
  • Create ads that excel in the persona’s favorite social media platform.
  • Your content should touch on specific pain points of your prospects.
  • Optimize your landing pages to suit your persona’s language.

The Bottom Line

Creating a buyer persona is the first step to inbound marketing success. It helps you identify your customers and target audience needs, behaviors, and more. Learning your ideal customer characteristics makes it easy to target them with customized content in their preferred space. This is a simple way of drawing leads instead of paying for adverts to reach them.

Apart from increasing lead generation and reducing marketing time and costs, information gathered from buyer personas can also be used in product development.

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