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Want to Know Your Audience Better? Here’s the Trick Through In-Depth Buyer Personas

January 5, 2023
buyer personas

Step #4: Outlining

Now that we have an idea of your marketing budget and how it should all break down, the first step is defining your target audience.

We highly recommend that you create buyer personas (a theorized concept of your ideal customer based on research), incorporating as much detail as possible.

Why are buyer personas important? They allow you to paint a clear picture of your target audience so that you are able to understand and relate to them on a human level. Who is the person you are selling to? What is their educational level, socioeconomic status, age, lifestyle, interests, etc.? What problems do they face—specifically when it comes to issues that your business, products, or services can solve? Create each buyer persona with as much detail as possible. Depending on your business, you may only have one or two buyer personas, or you may have several. The point is to do what makes sense for you and your business.

On the following pages are two buyer personas of Uptick Marketing, allowing you to better understand the end product of this exercise.

Joe Smith
Business Owner
“I’m constantly challenged by the need to grow, the difficulty of managing a diverse team, the task of dealing with vendor relationships, and the threat posed to my business by my competition in a tightening market.”
AGE
Male or female (skewed male).
Aged 35-60
CHALLENGES
Competing with other businesses in a tightening field
Dealing with vendors and making sure they do what they say they’ll do
Controlling rising costs and expenses related to the business
Trying to figure out the best way to market on a limited budget
Unsure of what to do to promote the business
Not enough leads to keep business at max capacity, let alone growing
Creating brand recognition as a startup
Breaking into a new market
PERSONAL INTEREST
Family, Traveling, College Football
EDUCATION/EXPERIENCE
Some college to college grad. Often worked in the industry for a number of years before starting or coming to own his/her own business. Usually the most senior person in the company. May report to a board or other partners.
ATTRIBUTES
Initial contact is usually through email
Has a system of gate-keepers to get through before speaking on the phone or in person
Prefers face-to-face meetings
Doesn’t like technical jargon outside of his/her field
Time is valuable and extremely limited
Values clear, concise communication
Wants vendors to do what they say they’re going to do
Values partners who put his/her business first
COMMON OBJECTIONS
We don’t have a marketing budget/our marketing budget is full.
We already work with someone who does that.
We depend on word-of-mouth marketing. That’s what we’ve always done.
We’re not interested/we’re all set
Digital marketing hasn’t worked for us in the past.
PROFESSIONAL GOALS
Grow revenue year over year
Grow profit year over year
Expand into new territories and area
Compete against competition for market share
HOW CAN WE HELP?
Be a partner, not just a vendor
Understand unique benefits and challenges of his or her business
Demonstrate ROI, that money is being well-spent
Julie Smith
Director of Marketing
“I have the responsibility of helping increase the brand’s market presence and revenue, and am challenged by adapting our marketing to a changing and complex world using the latest technology and best practices. I also feel pressure to perform well for my boss and to support the rest of our team.”
AGE
Male or female (skewed female).
Aged 30-50
CHALLENGES
Dealing with vendors and making sure they do what they say they’ll do
Trying to figure out the best way to market on a limited budget
Understanding the latest marketing technologies/innovations
Creating brand recognition as a startup
Proving ROI to his/her boss for the budget
Trying something new when he/she isn’t sure it’ll work
Often overworked, with minimal time for new projects
Fear of being replaced by marketing partners
PERSONAL INTEREST
Spending time with family, business networking, reading and social media
EDUCATION/EXPERIENCE
College grad. Often has a background in the marketing/advertising/PR industry. Can report to a Vice-President of Marketing/Chief Marketing Officer in larger organizations. Usually in charge of one or more subordinates. Has an affinity for traditional, non-digital marketing and advertising. Wants to learn digital but doesn’t have the time or the capacity.
ATTRIBUTES
Usually the first person (after the gate-keeper) to get on the phone
Typically doesn’t have decision-making power without consent from superiors
Understands technical jargon to a great extent
May prefer email/LinkedIn to phone conversations
Values empathy/respect for their responsibilities
Values partners who make his/her job easier
COMMON OBJECTIONS
We’re all set/not interested.
Those are my main responsibilities/that’s what I do for the company.
We don’t have the budget for new projects.
We already work with someone who does that.
PROFESSIONAL GOALS
Grow revenue year over year
Grow profit year over year
Expand into new territories and area
Compete against competition for market share
HOW CAN WE HELP?
Be a partner, not just a vendor
Understand pressures and stresses of his/her role
Demonstrate ROI, that money is being well-spent
Take on as many day-to-day responsibilities as possible
Free up his/her time

Use the worksheet below to get started on creating your own ideal customer personas! For business-to-business (B2B) organizations, we highly recommend that you add a row for “job title” and “daily responsibilities.”

Pro tip: You can also create negative buyer personas of the customers you do not want, allowing you to ensure you are not marketing to those who are not your ideal customers. Always take time to create buyer personas. You must know who your ideal customer is before you can speak their language!

Buyer Persona Worksheet

BACKGROUND
Education? Job? Family?
DEMOGRAPHICS
Gender? Age? Income?
ATTRIBUTES
Disposition? Preferred Means of Communication?
PERSONAL INTERESTS
Hobbies? Values?
PROFESSIONAL GOALS
CHALLENGES
HOW CAN WE HELP?
COMMON OBJECTIONS
Why wouldn’t they buy from you?

This article is the fourth chapter in our Digital Marketing Blueprint. Download the full guide here for free!