Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

The Inbound Marketer's Template for Creating Buyer Personas

The Inbound Marketer's Template for Creating Buyer Personas Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

February 14th, 2013 min read

 

The Inbound Marketer's Template for Creating Buyer PersonasAs a business owner or marketing manager, you know how important it is to understand and start creating buyer personas. However, you might be wondering how they're developed or even where to start. These are questions asked by many business owners and marketing managers every day.


If you ask your prospects the right questions, it's not difficult to define your buyer personas.


That's why we created this guide to outline the necessary elements of building your buyer personas. The information in this guide will allow you to quickly and easily break down the key characteristics and qualities to identify who your buyer personas are.


Background


Basic Details About Persona's Role


The little details about your prospects role or job title can be an indicator of the type of person who is visiting your website and buying from your company.  As a marketing company, our ideal prospects tend to be marketing managers or business owners who need help generating leads.


Consider:



    • What is their role at the company?

    • Are they a decision maker?

    • What is their title?

    • What knowledge and tools are used in their  job?


Key Information About the Persona's Company


Knowing where your ideal prospect works can determine if they are a good fit for your company. If you sell your product or service to companies that fit into a certain criteria, you want to ask questions that will determine how well they fit.


Consider:



    • How large is the company? (Employees)

    • How long have they worked there?

    • Annual revenue?


Relevant Background Info


Understanding your ideal leads background can tell you how much disposable income they have based certain criteria. A person who loves kayaking or is single and loves to travel probably has a higher disposable income compared to someone who is married with four children.


Consider:



    • What associations and social networks do they belong to?

    • Educational background.

    • Are they married?

    • Do they have children?

    • What are their hobbies and interests?


Demographics


 Gender


Who is buying your product or service? Does your ideal prospect tend to be male or female? Determining the gender of your prospects can also dictate how you market your product or service.


Age Range


Determining the age range of your ideal prospects can help you gain a better understanding of their interests and needs.


Consider:



    • Younger, less established audience?

    • More mature, financially stable audience?


Household Income


Understanding the average income of your customers will help you determine their social class, and as a result, how much money they have to spend.


Consider:



    • Dual income

    • Single income

    • Single parents


Urbanicity


As a company it is important to know where your customers and prospects live. Their geographical location can play a significant role in the type of services and products they would be interested in. I mean ...would a person living in a city really need a lawn mower? 


Consider:



    • Is your ideal prospect a homeowner in the suburbs?

    • A renter in the city?

    • A property owner in a rural area?


Identifiers


Are there certain characteristics or qualities that your ideal prospect possesses? Understanding their mannerisms can allow you to better target those prospects. No one wants to target the wrong audience.


Consider:



    • What is their overall demeanor like? 

    • What affects their buying behavior?


Goals


Persona’s Primary Goal


Everyone has goals, when selling a product or service to your ideal prospects, they most likely have similar goals they are trying to attain. As a marketing manager, a goal you might be trying to achieve is aligning your sales and marketing teams to promote more lead generation.


Consider:



    • What are they responsible for?

    • What does it mean to be successful in your role?


Persona’s Secondary Goal


Not only do your ideal prospects have goals they are trying to accomplish, but they also have goals they wish to achieve.

 

Consider:



    •  What do they wish to achieve?

    • Long term goals?



Challenges


Challenge to Persona’s Success


As a company you want your product or service to help your prospects overcome any challenges they're facing. It is important to identify the challenges of your ideal prospect to learn how you can help overcome those challenges.


Consider:



    • What are their biggest challenges?


    • What is keeping them from being successful?

    • What type of solutions are they looking for?


How We Help


How You Solve Your Persona’s Challenges


Once you know what challenges your prospects are facing, you can see how your product or service can solve those challenges.


Consider:



    •  How does your product or service help address the challenges your prospects are facing? 

    •  What can your service or product do that no other company offers?


How You Help Your Persona Achieve Goals and Challenges


Knowing the primary goal(s) your ideal prospects are trying to achieve, you can develop a strategy outlining how your product or service will help them achieve their goals.

 

Consider:



    • The advantages of your product or service.

    • The features it has to offers.



Quotes


Understanding and developing your prospects pain points can make it easier for your employees and sales team to relate to and understand, helping them develop a better approach to finding a solution and improving their campaign.


Consider:



    • What are some of their pain points?

    • Why would they be hesitant to use your product or service?

    • What are some of their past experiences?


Common Objections


Identify the Most Common Objections


When implementing a new product or service there could be common objections or even hesitation to committing to you, your company, and your product/service.


Consider:



    • What are the most common objections your sales team hears?

    • The questions and concerns found through social media and other avenues.


Marketing Message


Describe Your Solution


Your prospects want to know how your product or service can be a solution to their problem(s). You want to craft a marketing message that describes how your company can help them.


Consider:



    • How would you describe your solution to your prospects?


Elevator Pitch


Create a Consistent Value Proposition


It is important to make sure that everyone in the company is describing your product(s) or service(s) as a solution to your customers problems that remains consistent.


Consider:



    • Does everyone in your company follow the same value proposition?

    • Are you providing the same value that is outlined in your value proposition?


Creating Buyer Personas


Start asking questions from your customers and prospects. Get more personal.


Conduct surveys. Crowdsource on social media in order to find out more about your ideal prospects.


Take whatever approach is needed to paint as detailed a picture as possible of your target audience. This will make both your marketing and sales teams job much easier and more targeted.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE