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What is a Persona and How do I use it?

Updated: Dec 7, 2023

What is a persona?

A fictional persona known as a UX (user experience) persona serves to represent your target audience. Personas are a very useful UX tool that help you better understand your target audience and adjust your design choices.

Why do you need to create a marketing persona?

It's crucial to know who will use or buy your product or service . A clear problem statement must be in mind in order to tackle a real user problem; to create this problem statement, you must first comprehend your users and their requirements.

A marketing persona should never be based on one particular person and is never intended to describe that person in depth. Instead, it is a composite sketch meant to depict the vast majority of the individuals.

A marketing persona is intended to reflect a subset, not the entire, of your target market. If "Marketers" is your target market, then having different personas for the various kinds of marketers is quite appropriate as long as there is enough differentiation between them to call for a different persona. Depending on your sector, business size, or other factors, you may have different marketer personas.

Steps to create your marketing personas:

  1. Research

A research phase precedes anything else. Even if you've had a long-standing relationship with a client, it's crucial to eliminate any uncertainty by speaking with them personally to learn more about who they are and what they require.

Caution: If you already have a solid customer base, you're in a great place. Look for surveys, studies, and other pertinent research that may provide you with similar insights if you are just getting started and navigating the product-market fit process.

You'll first decide what data you want to get from your consumers. Look at the inputs we've provided in the template to see how to do this:

  • Basic Bio

  • Motivations & Anxieties

  • Immediate Goals

  • User Goals

  • Experience Goals

This is the essential data you'll need to create your personas, and you can use it to influence the questions you'll be posing to respondents. Of course, you can change or add to these inputs as necessary to suit your particular business. (If you are a beauty brand, for instance, you might also be interested in seeing which goods your demo is most likely to splurge on.) So, try to keep your inquiries straightforward.

Start gathering information, making contacts, and recording your findings after that. You can ask inquiries using phone calls, emails, and in-person interactions. You might look via customer satisfaction or online review questionnaires. ( Additionally, since sales and customer service personnel have the most experience at this point, it is beneficial to include them.

To construct the most accurate, pertinent personas, your objective should be to learn as much as you can about your clients.

2. Organize your responses

If you've done your research well, you likely have a ton of useful information; emphasis added. Gather your team to compile, combine, and categorize the responses when you've gathered them. List all the problems that the clients have experienced, their ages, etc. Right now, you want to see the big picture; you can refine later.

At this point, you'll undoubtedly begin to notice recurring themes or even phrases in people's responses. People might even surprise you by pointing up difficulties you hadn't thought of before. The best insights for creating complex and insightful marketing personas are those mentioned above.

3. Draft a first draft

Depending on how quickly you work and how many personas you're aiming to map, set aside an hour or 90 minutes. To aid your team in maintaining attention, you might also want to write this out on a whiteboard first.

Determine how many personalities you plan to develop first. This should depend on your business and your objectives. Any more personalities than that and you're probably veering off track, so we advise only establishing three to five.

Next, start to identify your audience segments.

  • Name: Give each persona a relevant name.

  • Age: You will likely include a range here (e.g., 25-35).

  • Gender: Include if applicable.

  • Job title: Include if applicable. In lieu of this, you may want to identify another defining characteristic.

  • Channels: Identify where they spend the most time online.

  • Pain points: You probably have a significant list of pain points. To narrow these down and consolidate them, try to identify three most popular pain points/themes.

  • How your product/service helps solve their problems: This should directly address the main pain points you’ve outlined.

By the time you're done, you ought to have a clear, distinctive group of personas.

4. Complete your personas

It's time to validate your "rough" identities once you have them created. Distribute your personas to the appropriate individuals for input (such as your sales team or brand team), and then edit as necessary.

You can also create a little story (around a paragraph) that sums up the characteristics of the target audience using the information you've gleaned from each persona. This can truly help make your characters "stick" in peoples' imaginations and help them come to life.


A suburban mom of twin sons who are notoriously picky eaters, Laura is 29 years old. She wants to give her children healthy meals because she leads an active lifestyle. She lacks the time and energy to prepare fresh snacks for their preschool lunches, though, as the proprietor of a well-known Etsy shop. She read a post on Instagram from one of her favorite lifestyle bloggers about how popular Kwiq Snax are with her own children as she waited in her car for school pickup. Laura has been a fan ever since she made a note to buy some on her subsequent grocery run. She can reliably provide the boys with the nutrition they need because Kwiq Snax are precisely portioned and convenient to take with her. Additionally, the range of delectable flavors enables each picky child to choose his favorite—without a struggle. Laura actually puts one of her favorite Kwiq Snax in her yoga backpack in case she needs a quick fix. However, don't let the boys know or the food will vanish quickly.

You can record your changes in the template, Google Docs, an Excel spreadsheet, or any other format that works best for your team after you've made your revisions and received final approval. Just remember to keep your personalities up to date, especially whenever you make adjustments to your content strategy.

How to use your personas to improve your marketing strategy.

Applying your customer persona creations to your marketing plan is now necessary.

  • Segment your email lists.

You may use buyer personas to develop personalized email campaigns that are more effective at turning subscribers into paying customers. You may use email segmentation to separate your email lists into different personas and send offers that are catered to the tastes of each group.

Additionally, the more specifically you can target each email, the more probable it is that your readership will respond to it. In actuality, tailored email subjects increase open rates by 50%.

  • Identify influencers

Influencer marketing is quickly becoming a very prominent component of contemporary marketing techniques. It offers the advantage that you can use the voice of someone who already has your best customers' ear.

Start by identifying influencers who speak directly to your buyer profiles, then get in touch with them to see if you can work together to share content or use products.

Influencers may also act as brand ambassadors! In an online study, 84% of respondents stated they would be willing to go above and above what they have already done in terms of advocacy, and another 27% said they would be willing to offer a glowing recommendation for the vendor.

  • Time your marketing campaigns

Your identities all behave a little bit differently. Others like to check their emails at the end of the day. Some people read their emails first thing in the morning.

In reality, the greatest times to send emails are usually between 10:00 and 11:30 in the morning, and there is also good activity between 2:00 and 5:00 in the afternoon.

When your advertisements will reach the most consumers, you may make an educated guess using tools like Google Analytics to determine peak engagement rates. When used correctly, buyer personas can ultimately increase the effectiveness of your marketing campaigns.

  • Select the right channels

On some channels, certain identities are more active. Where will your audience most likely view the content you distribute if you examine your personas and find out where they spend the most time?

You may send out personalized communications on the channels that your buyer personas prefer once you know which ones they use most frequently.

Additionally, using buyer personas enables you to coordinate message and communication across all platforms, fostering brand cohesion and raising awareness.

  • Continue to personalize

Using buyer personas, there are some incredibly creative methods to customize your marketing and marketing automation initiatives. Additionally, you can start to direct various personas into various marketing funnels as you customise your marketing automation efforts.

The following are more approaches to apply buyer personas to marketing personalization:

-citing various forms of previously written content for each persona

-make responsive, individualized website content

-customize different drip nurturing campaigns

  • Regularly review your marketing personas.

Your marketing personas will evolve over time because the individuals who created them must continually adjust to their shifting markets. Your marketing efforts will fail if your buyer personas get stale.

You should review the problems and new possibilities associated with your buyer personas once a year (or more). Because buyer personas aren't indestructible, challenges your target accounts encountered a year ago can be quite different now.

You invest a lot of time and effort into marketing campaigns, but your messages are ignored. You may prevent the waste of your marketing efforts by creating buyer personas.

Making ensuring your efforts are having the best possible impact on both current and potential customers requires a little more work up front, but it is well worth it.


Persona Worksheet
Download PDF • 411KB

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