One of the first rules of marketing is to know who you’re talking to and often not enough thought goes into really digging deep and knowing your (ideal) customer.

Target markets are regularly identified but with quite wide, generic brushstrokes: senior level, xyz industry with 1-500 employees and an annual turnover of however many million. Sound familiar?


How can you delve further? By creating buyer personas – a representation of your ideal customer. There may be multiple personas for your product or service or offering and that’s OK. The point is to gain a better understanding of your customers and prospects and identify what their needs and wants are.

The best way to create a buyer persona is though some market research, but also through talking to your existing customer base – whether through interviews, surveys or, for your more regular customers, a chat over a coffee.

From Hubspot, these questions are a good place to start when creating your personas:

  • What is their demographic information?
  • What is their job and level of seniority?
  • What does a day in their life look like?
  • What are their pain points? What do you help them solve?
  • What do they value most? What are their goals?
  • Where do they go for information?
  • What are their most common objections to your product/service?

When you have this information and understanding, your marketing messaging is better placed to grab attention and convert leads into conversations of how your business can help.