The buyer persona

Buyer personas are comprehensive descriptions of your most important customer (groups). Apart from demographic factors, the buyer persona contains wishes, goals and obstacles (challenges). The buyer persona is as realistic as possible and represents a real person as much as possible.

The buyer persona is the basis of any inbound marketing strategy. Buyer personas are comprehensive descriptions of your most important customer (groups). Apart from demographic factors, the buyer persona contains wishes, goals and obstacles (challenges). The buyer persona is made as realistic as possible and represents a real person as much as possible.

The buyer persona provides insight for your organisation into what information your (prospective) customer needs in the various phases of the buyer’s journey. By providing this insight, the buyer persona helps with the strategic use of your (social) channels.
Furthermore, a good buyer persona makes clear how certain (purchasing) decisions are made.

A manager, for instance, has different information needs than a department head and so makes use of different (online) channels. Even so, personas can play a role in both decision making processes. By creating several personas, you can distinguish between influencers and deciders (decision making units) within the organisation and you can adjust your content to the various buyer personas.