Buyer Personas

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Good user experience starts with understanding your diverse audiences and their needs. We help you gain this by developing ‘buyer personas’.

 

Personas, are semi-fictional representations of your ideal customers based on market research and real data about your existing customers.

Buyer Personas

Digital Consultancy Icon

Good user experience starts with understanding your diverse audiences and their needs. We help you gain this by developing ‘buyer personas’.

 

Personas, are semi-fictional representations of your ideal customers based on market research and real data about your existing customers.

What are the benefits?

As a marketeer, it’s incredibly difficult to view the world from your customers’ point of view. We know this because the copy on most sales-focused websites starts with ‘We’, and talks about the features of a product or service. 

 

But people don’t particularly want to know about you. They want benefits. And before they buy from you, they want to be convinced that you understand the problem they’re looking to solve. 

 

Buyer personas help you to get into your customers’ shoes, to see the world from their perspective, and therefore to create more effective marketing.

Man lifting giant magnifying glass with a hook
Man lifting giant magnifying glass with a hook

What are the benefits?

As a marketeer, it’s incredibly difficult to view the world from your customers’ point of view. We know this because the copy on most sales-focused websites starts with ‘We’, and talks about the features of a product or service. 

 

But people don’t particularly want to know about you. They want benefits. And before they buy from you, they want to be convinced that you understand the problem they’re looking to solve. 

 

Buyer personas help you to get into your customers’ shoes, to see the world from their perspective, and therefore to create more effective marketing.

How should it be done?

There are lots of techniques for developing buyer personas and many are time-consuming and expensive. Our approach, based on work by the Buyer Persona Institute, is a great way to quickly create highly actionable personas at low-cost. 

 

For website usability improvements our personas include:

How should it be done?

There are lots of techniques for developing buyer personas and many are time-consuming and expensive.

 

Our approach, based on work by the Buyer Persona Institute, is a great way to quickly create highly actionable personas at low-cost. 

 

For website usability improvements our personas include:

persona

A descriptive or alliterative name. Examples could include: Felicity the Physics student, Dan the Dad of 3 kids, Julia the Journalist.

persona

A descriptive or alliterative name. Examples could include: Felicity the Physics student, Dan the Dad of 3 kids, Julia the Journalist.

ux

A summary of why the persona might be interested your organisation, product or service.

ux

A summary of why the persona might be interested your organisation, product or service.

cro

A trigger: the conditions that cause the persona to begin looking for your products or services.

cro

A trigger: the conditions that cause the persona to begin looking for your products or services.

channels

A goal: the result or outcome that the persona needs from their visit to your website.

channels

A goal: the result or outcome that the persona needs from their visit to your website.

For generating content ideas, the additional information needed to build a content list includes:

For generating content ideas, the additional information needed to build a content list includes:

demos

Demographic information, such as their role and responsibilities, who they report to and how they are evaluated

demos

Demographic information, such as their role and responsibilities, who they report to and how they are evaluated

barriers

Their perceived barriers: What attitudes or concerns prevent this buyer from investing in your organisation’s service or product?

barriers

Their perceived barriers: What attitudes or concerns prevent this buyer from investing in your organisation’s service or product?

decision

Decision criteria: Which features does this buyer evaluate as they compare alternative approaches / vendors and make a decision?

decision

Decision criteria: Which features does this buyer evaluate as they compare alternative approaches / vendors and make a decision?

influencers

Influencers: who else might be involved in this persona’s purchasing decision?

influencers

Influencers: who else might be involved in this persona’s purchasing decision?

Why us?

Why us?

art science

Creating audience personas for your website is an art. And a science! Over the years we’ve helped lots of organisations to be clear who their stakeholders are and what matters to them online.

art science

Creating audience personas for your website is an art. And a science! Over the years we’ve helped lots of organisations to be clear who their stakeholders are and what matters to them online.

persona

There are lots of approaches to creating buyer personas and we’ve explored them all. Our currently approach is uniquely adapted from the Buyer Research Institute’s 5 rings of buying insight

persona

There are lots of approaches to creating buyer personas and we’ve explored them all. Our currently approach is uniquely adapted from the Buyer Research Institute’s 5 rings of buying insight

What next?

Or…

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