How to Create Your Marketing Persona in 2020

[fa icon="calendar"] June 16, 2020 / by Fabrizio Colombi

Fabrizio Colombi

2 minute read


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Having a buyer persona helps your business determine your marketing strategy by highlighting who your buyers are, the situations they are faced with, and the kind of goals they are attempting to accomplish.



A marketing persona is the ideal customer for your business. It is defined by a mixture of demographics, shopping habits, location, job role or description, interest in the product, and most importantly, the need for the product. It is a fictional representation of an actual user and is usually applied in the early stages of product development or product redesign.


Creating a buyer persona is important because it can be difficult for you to create an effective marketing strategy to attract customers without a checklist in hand. This could be a buyer’s background, goals, challenges, and so on, backed up by market research and real data about your existing customers. It should be a staple in your strategy so that you can make better decisions and investments.


Learn these simple tips on how to create your marketing persona for your business in 2020.


  1. Use your sales data and incorporate them into Excel

Your customer’s historical data is a rich source of customers with quantitative attributes. These are people that have already bought from your store and you need to understand why they chose to purchase from you. Group them by job role, location, gender, age, the day of the week they visited the store, and either they bought single or multiple items. Identify trends and try to focus your marketing efforts on them.


  1. Lead score key activities

Leading score is essentially giving an action taken on the site a number of points that corresponds with how important it is to you as a business. Define the actions that you want to score on the site, like downloading something, filling in a form, visiting a page, or even just watching a video. Then assign a score that leads to thresholds. This can help you when creating your marketing personas.


  1. Do interviews

Interview previous or existing customers using feedback forms or polls to find out why they buy the product and how they were able to make that decision.

You can also interview your sales team. They are the ones who are closest to your customers and they speak to them every day. They talk to customers and listen to their needs, know their shopping behavior, and hear common reasons for buying. 

Once you have all of these relevant data, you can begin the process of putting together these sections that represent a particular customer, and then you will be able to tailor your marketing efforts to them. Profiles should include key information about the person, likes, dislikes, shopping habits, demographic information. This will allow you to quickly help your team understand who you are talking to, how you will talk to them, and how you will be able to convey the message of your brand.



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Topics: Digital Marketing

Fabrizio Colombi

Written by Fabrizio Colombi

Fabrizio is director of business development at Decographic. He's been with our team since 2008.

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