The document outlines how to create buyer personas, which are fictional representations of ideal customers that aid in understanding their needs and tailoring content accordingly. It emphasizes the importance of market research and insights from existing customers to develop effective personas, with specific demographic and behavioral questions to consider. Additionally, it highlights that well-defined buyer personas are essential for successful inbound marketing strategies, ensuring that marketing and sales efforts are aligned.

1. HOW TO CREATE
BUYER PERSONAS
ᐧ S I M P L E G U I D E ᐧ

2. JASON ZAGAMI
WHAT IS A
BUYER
PERSONA?
MANAGING DIRECTOR
Buyer personas are fictional, generalized
representations of your ideal customers. They
help you understand your customers (and
prospective customers) better, and make it
easier for you to tailor content to the specific
needs, behaviors, and concerns of different
groups.
The strongest buyer personas are based on
market research as well as on insights you
gather from your actual customer base
(through surveys, interviews, etc.). Depending
on your business, you could have as few as
one or two personas, or as many as 10 or 20.
If you’re just getting started with personas,
don’t go crazy! You can always develop more
personas later if needed.

3. •What is their demographic information?
•What is their job and level of seniority?
•What does a day in their life look like?
•What are their pain points? What do you help them solve?
•What do they value most? What are their goals?
•Where do they go for information?
•What are their most common objections to your product/service?
When developing buyer personas, here are
some of the questions you should think about:

4. Age: 39
Gender: Male
Location: Lives in Natick with his wife and 2 children
Education: Bachelors Degree
Job Title: Retail Store Manager
Income: 82,000/Year
Example Persona
Mountain Matt
What do they value most? Time spent with his family. Takes
pride in his home and loves the privacy of living next to a
reservation.
What are their goals? To restore a 1920's farmhouse past down
from his family.
Where are their pain points? Cost
A Story About Your Persona:
Matt loves outdoor activities and manages a sporting
goods store. He frequently takes his 2 kids on nature walks. He
and his wife love to mountain bike and kayak. He values wetland
conservation and buys from eco-friendly brands. Matt's house
needs a new roof and he's researching local roofing companies
online. Yelp, Angie's List and Thumbtack for reviews.

5. WHAT DOES A DAY IN
THEIR LIFE LOOK
LIKE?
DEVELOPING PERSONAS
Buyer personas are a crucial component of successful inbound marketing, particularly
for the sales and marketing departments. After all, the marketing team needs to know to
whom they are marketing, and the sales team needs to know to whom they are selling.
WHAT IS THE NEED
THEY ARE SOLVING
FOR?
WHAT DO THEY
VALUE MOST?
WHERE DO THEY GO
FOR
INFORMATION?
WHAT IS THEIR
DEMOGRAPHIC
INFORMATION?
WHAT IS THEIR JOB
AND LEVEL OF
SENIORITY?

6. DEVELOPING PERSONAS
WHAT ARE THEIR MOST
COMMON OBJECTIONS TO
YOUR PRODUCT OR
SERVICE?
WHAT EXPERIENCE ARE
THEY LOOKING FOR WHEN
SEEKING OUT YOUR
PRODUCTS OR SERVICES?

7. LET'S KEEP
IN TOUCH
533 Bay Drive
Canton, MA 02021
781-929-7946
jason@seedlingcreative.com
seedling.marketing