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How to Create a Buyer Persona

Table of Contents

1. Overview - Inbound Bound Marketing Methodology

2. The Buyer’s Journey

3. Steps to Create a Buyer Persona

4. Persona Development Worksheet

5. Persona Profile Checklist

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© 2018 Noteworthy Web Design

INBOUND MARKETING METHODOLOGY

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

BlogSocial Media Publishing

Keywords

Calls-to-Action (CTA)Landing Pages

Forms

EmailWorkflows

CRM Integrations

Social Media MonitoringSmart CTA

Surveys

Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.

Decision StageConsideration StageAwareness Stage

THE BUYER’S JOURNEY

Keywords by the stages of the buyers journey

Problem-based keywords Solution keywords Branded keywords

Buyer becomes awareof their problem

Buyer has found yoursolution to their problem

Buyer has made theirfinal purchase decision

Searches may include“What is...” or “How does...”

Searches may end with “...system” or “...application”

Searches include company name or product name qualified with “...price” or“...review”

STEPS TO CREATE BUYER PERSONAS

Identify questions to ask to develop your persona (use the persona profile checklist below for information about what to ask—and paraphrase them as necessary).

Determine how you’ll research your personas and how you’re going to get those persona-building questions answered.

Print out a buyer persona development worksheet for each persona you might have. This worksheet acts as a framework for your persona & can guide your research.

Tell your persona’s story using best practices.

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Compile research and answers to your paraphrased version of questions on the persona profile checklist. Look for trends in the responses you get and add these to the persona development worksheet.

Use the buyer persona-building best practices to transform your worksheet into a complete persona.

PERSONA DEVELOPMENT WORKSHEETBuyer personas are semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demogrpahics, behavior patterns, motivations, and goals.

PERSONA NAME: ____________________________________________________________________

1. How would your persona describe themselves?

2. What is your persona’s job level or level of seniority?

3. What does your persona value the most? What problems are they trying to accomplish, achieve, or are working towards?

4. What are their pain points? What problems are they struggling with that you can help solve?

5. What are their most common objectives to your products and services?

6. What is their demographic information? How old are they, and what is their income range and education?

7. What experience are they looking for when seeking out products or services like yours?

8. What does a day in their life look like?

9. Where do they go for information?

PERSONA PROFILE CHECKLISTPersona Detail Questions to Ask

What is your job role/role in life? Your title?How is your job/role measured?What is a typical day?What skills are required?What knowledge and tools do you use?Who do you report to? Who reports to you?

Role

Company/Organization What industry or industries does your company work/is your role in?What is the size of your company/organization (revenue, employees)?

Goals What are you responsible for?What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job?What publications or blogs do you read?What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)Do you use the internet to research vendors or products? If yes, how do you search for information?

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Contact Us Today

© 2018 Noteworthy Web Design

If you’d like to learn more about our services or discuss how we might be able to

work together, please contact me at tony@noteworthy-webdesign.com or 612-865-6055.

We will review your message, do some research about your organization, and contact

you within two business days to discuss your inbound marketing process.

Noteworthy Web Design is an inbound marketing and web design/development agency based in

Minneapolis, Minnesota.

As a HubSpot Certified Inbound Marketing Agency, Noteworthy Web Design specializes in the

creation, execution, and optimization of results-driven inbound marketing strategies for growth-focused companies.