When developing any kind of strategy, you must know precisely the people you are targeting. Working with buyer persona examples is the best way to go about it. With this valuable resource, you are able to visualize exactly who your audience is and how to satisfy their specific needs.
Your strategic efforts may differ vastly, depending on the audience you are trying to reach. Using a buyer persona model will help you adapt your approach to the correct people and increase your success.
You must also consider the various differences between markets and how that has an impact on the reached audience. B2C and B2B businesses tend to have radically different marketing and sales initiatives and that also applies to the buyer persona.
With that in mind, you must create the appropriate buyer personas for your business strategies. By doing that, you will be able to enjoy several advantages and improvements to your results.
Here is everything you will see in this article:
Shall we begin? Then, read below!
What is a buyer persona?
A buyer persona is a semi-fictional character that represents a slice of your target audience. It’s somebody with all the traits of a real client of your business, with all the relevant information for your strategy.
So, instead of focusing on “men and women, ages between 25 and 30, middle class”, we would target Bradley, who is a 27-year-old aspiring marketer in a medium-sized firm. You can further discuss Bradley’s traits, such as his need for a way to fit more studies into his schedule and desire to become head of marketing.
Check out this animated infographic to understand better the difference between Persona and target audience:
Working with a buyer persona is different from using traditional target audiences. After all, it’s a more specific look into a portion of this public. In addition, it has valuable data about their motivations, needs, desires and others, which help you come up with the right approaches.
Depending on your business’ field, you might need to add specific pieces of information to your persona. It’s also important to differentiate B2B buyer personas from B2C. You’ll learn more about it further below.
Why is it important to work with buyer personas?
Developing buyer personas for your strategy is critical for your results. This is the best way to make sure every element in your campaigns work. It’s things like tone of voice, visual elements, type of content, best media channels, and others.
Such usefulness is due to how specific the information is on a buyer persona. By knowing exactly what their motivations and needs are, you can create the best marketing and sales approach to convince them about your product. If you choose a vaguer target audience, this job becomes harder.
Working with buyer personas also helps you deepen your knowledge about your product’s value. After all, you are able to see the positive effect it has on the people you try to reach. By seeing how these people interact with your business, you might acquire valuable insights about your services.
Lastly, having buyer personas is a great way to empathize with your target audience. By understanding their fears and needs, you are able to strengthen your relationship with them.
What is a B2B buyer persona?
When working towards reaching a B2B market, you must work with a B2B buyer persona. It will generally represent the business professional who makes the decision to hire a solution such as the one you are selling.
A B2B product or service has a different sales process than regular items bought from a store—the B2C market. This is a longer buyer journey that is reflected on several aspects of your strategy, including your buyer persona.
Additionally, a B2B purchase commonly involves multiple people within an organization. You might have to create multiple buyer personas to appeal to multiple levels of employees. Depending on your approach, you might be able to reach the top quickly or go through several layers of staff first.
2 B2B buyer persona examples
Here are 2 examples of B2B personas you can use:
1. Buyer persona for a marketing automation platform
Name: Hugo Klein
Location: San Francisco, CA
Position: CMO at medium-sized e-commerce
Background: Hugo is married and has two kids in preschool. He is originally from Sacramento, having moved to San Francisco to work at his current company. He has two MBAs and reached the position of CMO after seven years in aspiring positions.
Goals: Hugo wishes to add value to the company as CMO. Among his responsibilities is the purchasing of digital solutions that might improve marketing and sales strategies.
Frustrations: Hugo has little time in his busy day to test every single solution available in the market, which contributes to the company being behind technology-wise.
How we can solve his frustrations: our sales team has identified that Hugo’s efforts as CMO will be greatly benefited from our marketing automation platform. We have prepared a quick presentation to highlight its features and will offer a free trial once he demonstrates interest.
2. Buyer persona for a Big Data solution
Name: Amanda Miller
Location: New York City, NY
Position: sales analyst at stockbroker firm
Background: Amanda was never a numbers person, but she found herself working as an analyst for one of the biggest stockbroker firms in the US. She is engaged to a freelance photographer who works mostly from home and has enough free time to exercise at the park and go out for drinks.
Goals: Amanda wishes she could bring something valuable to her business to be noticed. Despite being comfortable at her job, she wishes to climb the corporate ladder.
Frustrations: Amanda understands the value of data, but feels the higher-ups at her company are too skeptical of her reports. She has no idea what kind of solution could help her.
How we can solve her frustrations: our Big Data platform will offer Amanda exactly what she needs, which is a way to deliver valuable information to her leaderships. Since she is willing to learn, we can attract her as a visitor and convert when she understands the solutions to her problems.
What is a B2C buyer persona?
A B2C strategy revolves reaching regular consumers directly, such as people at a store. While this is a more traditional approach to marketing, it can also enjoy the benefits of working with a buyer persona. After all, it’s a great way to stay ahead of the competition and strengthen your brand.
As such, unlike the B2B market, the purchasing decision usually is individual. In addition, it might be more emotional than rational, even impulsive. Because of these traits, the B2C market allows your approaches to appeal to people’s perceptions and desires.
However, you should not think of your B2C audience as a faceless group of people. By working with B2C buyer persona examples, you will be able to consider the right motivations and needs in your strategy. This will contribute to better results in your campaigns.
2 B2C buyer persona examples
Here are 2 examples of B2C personas you can use:
1. Persona for a cosmetics brand
Name: Rosa Rodriguez
Location: Chicago, IL
Position: manager at mall clothing store
Background: Rosa has always loved going out with her friends when she was younger. After getting married and having 2 teenage boys, she started working as a manager at a clothing store. Her husband is away a lot on business, so Rosa is always busy around the house.
Goals: Rosa wishes to have more time for herself and even feel like her younger self.
Frustrations: Rosa has to manage being a mother and a manager at her job, which adds up to full-time dedication. This makes it harder for her to dress up and meet up with her friends, who have more free time than she does.
How we can solve her frustrations: our line of cosmetics is geared towards those without a lot of time to try multiple colors and flavors. Rosa will identify with our message, as other cosmetics are usually targeted to younger women. She will feel seen and, therefore, will consider trying out our product.
2. Persona for a digital movie rental service
Name: Will Davis
Location: Dallas, TX
Position: college student
Background: Will is majoring in Computer Science despite not being a fan of technology. He chose to keep living at home instead of joining a dorm, but still hangs out with his friends at campus between classes. When he’s free, he joins freelancing sites to earn some money.
Goals: Will could use extra leisure options while staying at home and not working.
Frustrations: Will likes watching movies and TV shows, but can’t keep up with all the streaming services that are available. He just wants to sit down and watch his favorite shows without fearing they may leave the catalog.
How we can solve his frustrations: our digital movie rental service is not like the big streaming sites. Our catalog can be rented and purchased—and belong to the customer no matter what. We will let Will know about these benefits through targeted ads that offer a free trial for the service.
Working with buyer personas is a great way to make your message more personal. You will know exactly whom you are speaking to, which will improve your marketing and sales efforts. Consider the buyer persona examples in this article and start creating your own right away to see the benefits sooner. Lastly, always make sure to keep them updated as you learn more about them.
Would you like some help to create your own effective buyer persona for your marketing and sales strategies? Then, download our free ebook now!