What is a buyer persona and how to create one (with free templates)

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In the world of marketing, understanding your business’s buyer is critical to success. To do this effectively, you’ll need to create what we call “buyer personas.” These fictional profiles represent key segments of your audience, allowing you to customize strategies and messages with precision.

How to create buyer personas for your company
Buyer personas are the answer to knowing all these factors and give you the keys to understanding your potential clients in depth.

Some of the key questions about your ideal customer, as we've discussed in our Community , are about their personality and behavior; what they need, what their spending habits are, what challenges they face, what social networks they use, and what your company can do to help them.

Develop buyer personas for your company's inbound strategy
Create detailed profiles of your buyer personas for your new zealand whatsapp lead inbound strategy, understanding your target audience and personalizing your marketing actions effectively.

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Table of Contents

What is a buyer persona?
Types of buyer personas
10 advantages of creating a buyer persona
Importance of buyer personas
How to use buyer personas in marketing
What a buyer persona profile includes
How to know who your buyer persona is
How to create buyer personas
How to do good market research for your buyer personas
20 questions to create buyer personas
How to Use HubSpot's Buyer Persona Template (with Examples)

What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal customers. It helps you define who this audience is that you want to attract and convert, and above all, it helps you humanize and understand a target audience in greater depth.



Diego Santos ' advice | Marketing Manager at HubSpot LATAM and Iberia
Using a Buyer Persona means starting with a study of real customers to guide business and marketing strategies capable of leading to the involvement, conversion and loyalty of new buyers.

Developing your buyer personas will be a fundamental exercise for content creation, product design, lead tracking, sales , and any other activity that is related to the acquisition and retention of customers for your ecommerce or other type of business. The key to creating buyer personas is to ask the right questions to the people who will provide the information for a detailed and representative study.

Additionally, having tools such as specialized marketing software can further enhance this process, facilitating the collection, analysis and management of data for the effective creation of your buyer personas.

<< Download our free kit to create buyer personas >>
What is the difference between buyer persona and user persona?
Although both are defined based on real information and are fictional representations of consumers, there are differences between these two concepts that you need to understand in order to build a good buyer persona.

Primarily, a user persona represents consumers, i.e. those who actually use the product. While a buyer persona shows the characteristics and pain points of your potential customers; in other words, those who are about to make a purchase. Although the information they are based on is similar, they have different purposes.

For example, the director of a company that has management problems could be the buyer persona, while the employee who will use your software would be the user persona. You should consider this factor when designing your buyer persona.

Aspect User Persona Buyer Persona
Approach It focuses on the users of a particular product or service. It focuses on ideal buyers, representing specific potential customers.
Utilization Mainly used in user experience design and product development. It is mainly used in marketing strategies to better understand the audience and personalize communications.
Data It is based on data related to the user's interaction and experience with a product or service. It is based on potential customer demographics, behaviors, motivations and challenges.
Depth It tends to be less detailed and focuses on aspects related to the user experience. It is more detailed and focuses on psychographic and emotional aspects of the potential client.
Application It helps to design products and services that best adapt to the needs and preferences of the user. It helps create more effective marketing strategies by personalizing messages and communications for different audience segments.
What is the difference between target or target audience and buyer persona?
Target audience refers to a general group of people with similar demographic or behavioral characteristics, while buyer persona is a more detailed and specific representation of an ideal customer within that target audience, including specific behaviors, preferences, and motivations.