What is the buyer persona

The buyer persona is an avatar, virtual and nonetheless fictitious, representing the typical customer of a certain company.

Buyer personas are extremely useful for classifying potential customers and analyzing their characteristics, both at a socio-cultural level and in terms of their interests.

With modern web marketing tools it is possible to obtain very specific data and delve much deeper.

Buyer personas are extrapolated from the company's purchase insights (from those who have already bought from you and, therefore, have entered the company database).

Not only that, but the data used to create buyer personas can also be drawn from surveys and interviews conducted with customers to give shape to the avatar.

Goals and application strategies of buyer personas

The main goals of buyer personas are:

• Optimization of ROI: understanding who the company's target is fundamental to increase the profit percentage in relation to the investment
• Economic sustainability for the company in the medium-long term: thanks to this tool, it's easier to create scalable strategies that optimize investments over time

How to create a buyer persona

As mentioned, it is not obvious that the buyer persona is virtual; in fact, very often these fictitious customer profiles are also created on paper or on traditional supports.

There are many online tools that allow you to create a buyer persona but the old-fashioned paper and pen is by no means an outdated method.

The steps for creating buyer personas are mainly two:

• Data Analysis: data taken from social insights or otherwise from the web, or from questionnaires and surveys administered to real customers is analyzed. Finally, guidelines useful for creating the avatar are drawn up;
• Creativity: in this phase, the team or individual responsible for creating the buyer personas invents fictional names and characteristics as diverse as possible with the aim of creating buyer personas capable of researching the target audience;

The creation of a buyer persona functional to the company is based on the ability to ask questions and create the most complex avatars possible. Only in this way can the correct and deepest possible target audience be analyzed.