Updated
A buyer persona is a semi fictional but data based profile of your typical customer. It has a name, a role, goals, problems and objections, so the whole team can understand the customer better.
Persona vs target audience
A target audience describes a group of people, such as owners of small online shops in the UK. A persona turns that group into one specific person: Anna, 38, runs a natural cosmetics shop, is short on time and worried about wasting money on ads.
How to create a persona
- Talk to customers and to your sales team.
- Analyse data from GA4, your CRM and surveys.
- Write down goals, problems, objections, buying criteria and preferred channels.
- Stick to two to four personas. More than that rarely gets used.
How to use personas
Personas help with ad copy, landing pages, content and choosing channels. In B2B, combine them with an ideal customer profile that describes the ideal company.
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