“Data is the new currency, and it’s the medium of exchange between consumers and marketers.” - Lisa Utzschneider

1. Buyer Personas
Research, Create, and Boost Sales
“Research is what I’m doing when I don’t know
what I’m doing.”
Wernher von Braun

2. 61% of marketers consider lead generation and
traffic the greatest challenges for their
company.

3. Marketing Strategy

4. • Buyer personas, research-based
representations of your ideal customers,
offer a solid foundation for a smart
marketing strategy.

5. • Creating buyer personas is about truly
understanding your target audience and
tailoring your marketing messages
accordingly.

6. What can ideal buyer personas
do for you?

7. • Personalized marketing messages
significantly influence the purchasing
decisions of 59% of customers, and 50% of
shoppers would be more likely to buy from
a retailer again if approached with
personalized offers.

8. • Buyer personas can amplify your
marketing efforts and inform product
development to ensure you’re providing
solutions to real needs and ads that appeal
to real people.

9. Personas can be the starting point for:
• Tailored landing pages
• Content creation
• Keyword choices
• Media formats
• Social media channels to focus on
• Influencers to reach out to
• Sales training
• Effective mailing lists
Good to know: Emails from segmented
campaigns are 75% more likely to be
opened.

10. Creating your ideal buyer personas

11. • Each one of your buyer personas is a
fictional personality representing a
segment of your customer base.
• In order to create buyer personas that
accurately reflect a group of people, you’ll
first need to conduct thorough research.

12. How to collect information

13. • Your existing customer base should be
your first port of call, though you can also
expand your research to prospective
customers.

14. Different avenues for collecting data include:
• Traditional market research campaigns
• Focus groups
• Customer interviews
• Online polls and questionnaires
• Website analytics
• Social media insights
• Impressions collected from customer service teams

15. What types of data do you need?

16. • In order to understand your representative
buyer persona as fully as possible, aim to
gather as much information as you can.
• Who is your ideal customer?
• What do they want?
• What are their pain points?

17. What to do with your data

18. • Once you’ve collected enough information,
look for any data trends or patterns.
• What traits and characteristics tend to go
together?
• Start with the most valuable segments and
develop your buyer personas.

19. • Don’t be afraid to add detail – your aim is
to create a believable, representative
persona, not one with traits generic enough
to apply to every single person in the
group.

20. • Your buyer personas are likely to evolve
over time and need corrections, so
continue to monitor their performance.
• Are they having a positive impact on leads
and conversions?
• Review each persona every six to twelve
months to ensure that they stay fresh and
relevant.

21. How soon should you start creating
buyer personas?

22. • Should brand new businesses bother
putting effort into the process of creating
buyer personas?
• It’s true that without an existing customer
base, you’ll be more limited in the amount
of information you can gather.

23. • Still, the earlier you understand who your
ideal customers are, the sooner your brand
will align with the people you seek to serve.

24. How many buyer personas does
a business need?

25. • Large multinational corporations with a
broad customer base may have as many
as twenty buyer personas, while
solopreneurs offering a highly specific
service may only ever need one.

26. Most importantly, use the data you’ve collected by putting your
buyer personas to good use.

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28. Thank You!
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