Buyer Personas

Buyer Personas



A buyer persona, or customer persona, is a fictional (yet accurate) representation of the individual you are targeting with your marketing efforts. This is different than your ideal client profile, which is a description of the type of entity (company, nonprofit, government agency) you are trying to reach.

Why Buyer Personas Are Important

There's a good chance that you are trying to reach multiple buyer personas within your ideal client profile. Examples:
  1. The Executive - This could be the person who makes the final decision or authorizes the purchase, but may not interact with your business (that part is left to a different persona, like The User). This persona often wants to know the ROI, something the User persona isn't as tuned into.
  1. The Manager - Before a company buys from you, there might be a manager involved to make sure that your product or service addresses their team's needs. The content you produce for this persona would be different than the other decision influencers.
  1. The User - Your day-to-day contact might an end user of your product or the person appointed by the client to work with your company. While they influence the purchasing decision, they often are more concerned with different issues related to what your business does than the other personas. Creating content for this persona can help you build trust that forms at a grass-roots level.
MakeMEDIA allows you to optionally focus your content to a specific buyer persona. We recommend creating a few buyer personas so that your content plan includes material for everyone involved in the buying process.

Full and Condensed Personas

MakeMEDIA makes the entire process of creating personas very easy. What used to take days or weeks is now done in a matter of clicks and a sip of coffee. We create two versions of each persona: full and condensed. The full version is one you might want to read for a broader background and the condensed is a bullet point version that you can use in a slide.

Info
Your persona can be used for more than just marketing. Many companies use personas as a guide for teams across all departments to understand their buyers' characteristics. This helps with product development, customer support, sales, and many other customer-focused activities.

Creating Your Personas



  1. MakeMEDIA will generate 3 persona ideas at a time for you. The personas are based on the information in your Company Profile.
  2. You can edit the persona ideas or use them as is.
  3. To create the detailed and condensed personas from the ideas, click Generate Personas. You'll get an email when they're ready (about 1 minute).

OPTION 2: ADD MANUALLY

  1. Enter the role or job title of this target persona. Avoid using generic titles like "CEO". Instead, be specific in describing the type of company they are part of. Examples:
    1. CMO of a Fortune 500 company
    2. CEO of a small insurance brokerage
    3. HR manager at a regional hospital system
  2. Choose the products or services they likely buy
    1. This is the list you entered in Company Profile
  3. Describe the problem they are dealing with that your company can help solve. This is benefit of your products and services, not the features. Examples:
    1. attracting qualified leads for sales team through inbound marketing
    2. preventing cyber attacks, being easily accessible to clients, working remotely
    3. retaining highly trained medical staff


There is no limit to how many personas you can make. We recommend creating no more than 7. Trying to reach too many audience types dilutes your messaging and your content may lose focus.

    • Related Articles

    • Company Profile Setup

      Your Company Profile section trains MakeMEDIA about your business, expertise, and overall topics you discuss. It's a very easy setup. We'll use your responses to provide article ideas, create a content plan, fine-tune your buyer personas, and build ...

    • Creating an Article

      MakeMEDIA will help you create unique articles fast. To start, go to the Dashboard and select Make New Content and choose one of the content options. The number of credits will be deducted from your account balance after you complete the outline in ...