Digital Marketing 101: Steps To Create a Buyer Persona - Biztorials

Digital Marketing 101: Steps To Create a Buyer Persona


Last week, I introduced buyer persona and wrote on why you need one. As a recap; buyer persona is a semi fictional representative of your ideal customer. It is the first step you take to market your product because it saves time and money because it helps you figure out how to tailor your content to fit who ever is looking for your product. It also helps you know what channels online to push your products on.


The first step to creating your buyer persona is defining your buyer persona by gathering demographic information. This can include their income, gender, occupation, level of education, interests, etc. Even though this doesn’t tell you everything about your buyer persona, it’s a good starting point. You don’t really need to have a customer at this stage.

You can gather information from social media, such as Twitter and Facebook, and online market places, such as Amazon, Konga and Jumia, where your product already exists. Check out the type of people engaging with your competitor’s product. Go through their profiles to get a sense of who they are, what they like and how they think to better tailor your content to connect with them.

One method I love to use to collect demography information for clients is online survey. Here you can ask questions and take polls to find out what problems your potential client is struggling with to come up with your buyer persona.

I love to take Twitter polls for surveys that are not really in depth. For proper online surveys, I use Google form . Unlike twitter polls, here you can ask deep questions and ask people to write out their problems or challenges with a product. With Google form you get a better understanding of potential clients to create that buyer persona. It’s also an easy way of collecting emails.

If you have existing customers you can use analytics to track how they found you and who engages. Installing Google analytic on your websites helps you track not just the demography but what sort of device or operating system your customers are using. This will give you a better idea of the length and type of content you should post. Facebook insights and Twitter analytics also help you understand who engages more with your product.

The final way to create a buyer persona is to simply ask. Find out what challenges your current customers is facing. What are their pain points and what do they need to make a deeper connection before purchasing your products. You can also look at yourself and ask why you started selling the product/service in the first place. What problem are you solving?

Also published on Medium.

About the Author

Nkemka C'merije
Nkemka is a data driven growth strategist passionate about helping businesses develop and maintain a solid online presence. She is the chief business developer for Apptivities Software Solutions.