Creating Buyer Personas: Marketing Plan Template

What is Inbound Marketing

Welcome to the Buyer Persona portion of our Marketing Plan Template tutorial

We aren’t fans of guess-work, I mean, how much of your day is already comprised of the unknowing? There’s a lot of facts, figures, and variables to take into account for any Inbound Marketing Strategy, and in order to make sure businesses and individuals are on the right track, a Marketing Plan Template is in order. 

We know you know at least a few of the ingredients of a functioning strategy, but we also know that detailing each step is a lot more helpful than taking a stab in the dark. If you’re new here, and new to the world of Inbound Marketing, check out What is Inbound Marketing? 

What are Buyer Personas? 

Buyer Personas act as a compass for all of your Inbound Marketing efforts, created by you, are fictional people you are trying to target. Buyer Personas are developed around initially, and are the catalyst for what your promotional content and context, including everything from social media posts, to blog posts, and everything in between. 

In order to create usable Buyer Personas, you’ll need to understand the patterns of the type of customer you’re currently looking for, or base them off of your current customers. The good thing about creating these profiles is that there is tons of information for you to assess and look at including your prospective customer’s job roles, income, goals, or even family size. 

Researching your Customers

You don’t need to be a creative type to create perfect personas, just a little bit of research, and understanding. You can create personas in a number of ways, including the following techniques:

  • Personalize the forms on your website to ask each customer contacting you questions about their business, including their role, company size, industry, shoe size, or anything else you can think of that is pertinent data.
  • Grab your Rolodex, er, contact database to see if there are any patterns. You may have not kept detailed records, but even surface data about age or gender can be helpful.
  • Talk to your team, and find out who they interact with on a daily basis. Even if your sales team just has a superficial or generalizations about your customers, you should be able to figure out the demographics of your customer base.
  • Interview both your customers and prospects if you can. A short survey on why they did or did not do with your service or product may give you more insight into your customers than you think!

How to Create Perfect Personas

Now that you understand what personas are and how they can help your company find qualified leads, let’s talk about the general format of a Buyer Persona. The general format can be whatever you feel is right, as personas are meant to be shared within your team, and not something you’ll be sharing with your customers. The best advice I have is to put the most amount of information you have, or perceive about each persona and have a healthy mix for different areas, products or services. Our partners at HubSpot created the following Marketing Mary Persona to educate and guide businesses through the beginnings of a their own Inbound Marketing Strategies and Marketing Plan Templates

Marketing Plan Template

The wonderful thing about Buyer Personas is that there is no such thing as a right or wrong answer, but what’s right for YOUR customers. Notice the array of information, yet, it’s quite compact. Personas should give you as many details as possible, without overloading or over-sharing insignificant information – which is bad news if you were hoping to include your Persona’s favorite color or cat’s name. 

Remember: An easy to understand persona for your team to utilize is the first step in your Inbound Marketing Strategy, so what are you waiting for? Get creating! 


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