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Buyer Persona Template

Define your ideal customer with the Buyer Persona Template and unlock your product potential by building a service people love.

About the Buyer Persona Template

The Buyer Persona Template helps you better understand your customer and have a user-centric approach when developing your product, marketing, and business strategies. By identifying a fictional character who uses your product or service, you can develop a deeper understanding of their needs and how you can serve them.

Keep reading to learn more about buyer personas and how to fill a Buyer Persona Template.

What is a buyer persona?

A buyer persona is the profile of your ideal customer. By filling in a Buyer Persona Template, you can map out your key customer persona’s demographics, background, goals, challenges, and identifiers, making your marketing campaigns more effective. 

Even though buyer personas give you a good overview of your customers, they are different from your

. Target audience profiles analyze a large group of people, while personas are semi-fictional representations of your current and potential customers.

Creating a buyer persona is a cornerstone in user-centered design and a great way to evaluate the goals and vision of your product.

Depending on your business and team size, you can have multiple personas or a single one. If personas are a new undertaking for your team, it’s okay to focus on crafting one detailed persona as a starting point.

When to use a Buyer Persona Template

A Buyer Persona Template helps your team to reach cross-functional alignment. Everyone can contribute and bring their unique angle when creating a buyer persona profile.  

Personas guide the decision-making process of many teams, including:

  • Product developers who need buyer personas when building product roadmaps. Find and prioritize changes to products and services based on customer needs.

  • Marketers who need buyer personas to build useful strategies. Focus keyword research efforts and use personas as a reference when drafting copy. Personas also help narrow down and prioritize promotional initiatives.

  • Sales representatives who need buyer personas to build rapport with customers. Better prepare and empathize with customer challenges during sales-related interactions.

  • Customer support specialists who need buyer personas to better serve customers. Identify patterns in customer and product pain points, to proactively problem-solve and empathize when a customer is frustrated or the product doesn’t work as expected.

The most useful buyer personas reflect market research and insights gathered from user research – for instance, surveys, interviews, diary studies, A/B testing, and more. They can help your team empathize with customers and better meet your customer needs.

How to fill the Buyer Persona Template

Making your own buyer persona is easy. Get started by selecting the Buyer Persona Template, then take the following steps to customize it to your needs.

1. Background & demographics

What do you know about your customers’ background, demographics, and identifiers? Ideally, you will base this data on the information you and your team have collected through a combination of interviews, surveys, and phone conversations.

2. Identifiers

What are the personality traits of your buyer persona? How does this person feel? Are they analytical or more practical? Energetic or calm? 

3. Goals and challenges  

Identifying a customer’s goals and challenges can help your team shape your product and service and help customers successfully meet their needs. Share what you learned about your customer motivations.

4. What we can do

Describe here what your product has to offer. What challenges does your persona have that your product can solve? What’s new about your product that can change your buyer persona’s life? 

5. Common objections

Add the impediments or criticism your buyer persona might have about your product or service. 

What is the reason your buyer persona is not yet your customer? What are the problems they find in your product?  

6. Real quotes

Source and include actual quotes from your customers.

When talking to customers in real-time, these insights can help product development and anticipate customer concerns and iterate your product as needed.

7. Marketing messaging

Craft relevant messages for your persona.

Your team needs guidance on talking to customers about company products and services, from specific details about products or service-related language to a broader elevator pitch, which positions your offering as the solution to customer pain points.

8. Elevator pitch

Here is where you craft your product story, addressing the benefits of your product, what it does and how it helps your buyer persona. 

We do X, so you Y can do Z. 

Tips when writing your Buyer Persona template on Miro: 

Share the personas with your team.

They may be semi-fictional representations, but to see a cultural shift in your company, start viewing personas as real people affected by your decisions. Begin bringing them up in meetings, emails, and on calls as a reference point for customer motivations and pain points.

Put your personas to work, adding new context and detail as needed.

Personas can be used to individualize, nurture customer leads and campaigns, and create content that directs them toward purchases.

Iterate whenever possible 

The buyer persona is a document for teams to consult whenever they need guidance on strategy and product development and should be iterated when required as the market landscape changes.

FAQ about the Buyer Persona

Why is buyer persona important?

When you map your buyer persona, you shift your organization’s mindset towards a more user-centric product development and marketing approach. The buyer persona is important because it helps businesses improve their services more accurately, saving resources and time.

Buyer Persona Template

Get started with this template right now.

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