The concept of « buyer persona », also known as « marketing persona », refers to the semi-fictional and generalized representation of your ideal customer. According to Sam Kusinitz, it encapsulates four dimensions, being “customer demographics, behavioural patterns, motivations and goals”. All these can be found thanks to market research and real data obtained through your customer base (surveys, interviews…)
This is very useful because you can determine where to focus your time, guide your product development and align the business strategy across your organisation. Who wouldn’t want that? You consequently attract the most valuable visitors, leads and customers to your company. Indeed, personas help in marketing, sales, product and services by internalizing the ideal customer you’re trying to attract and retain. You can therefore relate to your customers as real humans. Since nothing beats bullet points, we have compiled three good reasons to let yourself guided by the image of the « buyer persona ».