CREATING A BUYER PERSONA

OTime to complete: 8 hours

This project will walk through how to research and build a buyer persona. Creating a buyer persona is a continual process. Buyer personas can be refreshed, tweaked, and changed as much as needed.

Completing these steps will allow you to:

  • Learn different ways to research your buyer persona
  • Create a buyer persona 
  • Add your buyer persona to the HubSpot Persona tool 
Buyer_Persona_Definition-224756-edited.jpg
Step 1: Identify questions to ask to develop your buyer persona
Learn how

To-do

  1. Download the persona profile checklist. You will use the questions on the checklist when doing research to create your buyer persona.

  2. Tailor the questions as much (or as little) as needed to match your industry and the language used in it. For example, rather than asking "Where do you go for information?", you could ask "How do you research an expensive purchase?".

Example

Pro Tip

Although it may be tempting to skip over some of the questions (or entire categories) listed on the persona profile checklist, don’t do it! You need to get a complete, unbiased view of exactly who your persona is. Picking and choosing questions can result in you creating a persona you ASSUME you have--not the one you actually have.
Need help identifying your personas?
Watch the Buyer Personas training videos!
Step 2: Begin researching your buyer persona
Learn how

To-do

  1. Using the questions you identified in Step 1, determine a method of researching your buyer persona and getting the selected questions answered. You can research your buyer persona by:

    1. Interviewing current customers or prospects

    2. Surveying your customers or prospects

    3. Talking to your co-workers

    4. Asking questions on social media 

  2. Take notes on people's responses to the interview, survey, or social questions that you ask.
    1. You can use a recording device for your interviews and talks to make documenting easier. 
    2. You can use the HubSpot and SurveyMonkey integration so that your survey respones are pulled into an individual contact's details within HubSpot.

Pro Tip

If you don't have customers yet, that's okay. You can still do buyer persona research, so don't skip over this step. You can start by pulling information from online searches, social media, or even reviewing the comments section on industry blogs. Reach out to your network to find people you'd like to interview and get introduced to. It may be tough to get a large volume of people this way, but you'll likely get some very high-quality interviews out of it. 

Need a place to record your research?
Download this Developing Personas worksheet!
Step 3: Use HubSpot lead intelligence to help with your buyer persona research
Learn how

To-do

Complete this step if you have contacts within HubSpot. 
  1. Navigate to the Contacts tool
  2. Browse through some of your customers’ contact records. Use top blog article views and most downloaded offers to identify relevant topics the buyer persona is interested in.
    1. What topics and types of content are your contacts gravitating towards?
    2. What are they most interested in on your website?
    3. What social media networks do they use?
  3. Browse through some of your qualified leads’ contact records. Use top blog article views and most downloaded offers to identify relevant topics the buyer persona is interested in.
    1. What topics and types of content are your personas gravitating towards?
    2. What are they most interested in on your website?
    3. What social media networks do they use?
  4. Record any key takeaways that you get from the different contact records. 


  

Example

Pro Tip

Remember that you have access to a lot of data on your contacts. You can gain a lot of insight simply by looking through some of your contact’s timelines! 

Read this help article to see all the different information HubSpot stores about your contacts

Learn how to interpret a contact profile in HubSpot!
 
Step 4: Compile research and answers to questions
Learn how

To-do

  1. After you've discovered trends from the answers to your selected questions, collect the data in one place.

  2. Highlight the trends and similarities in the types of responses people give. These trends or common responses are what should make their way into the beginning of your buyer persona story.

Example

Pro Tip

Use a tool that is easiest for you to record this information - Evernote, Google drive, Microsoft excel, Apple numbers, Trello, or whatever you prefer.

Step 5: Transform your notes into a complete persona
Learn how

To-do

  1. Compile all of your persona research into a story that touches on 5 main topics about your persona. Those 5 topics, or chapters, are:

    1. Job and demographic information
    2. What does a day in their life look like?
    3. What are their challenges or pain points?
    4. Where do they go for information?
    5. What common objections do they have to your products or services?

Example

Pro Tip

Your buyer persona shouldn’t be just be a fact sheet about your ideal customer. That’s not a persona, that’s a list. Instead, take those bullet points and weave them into a story that provides context and paints a relatable picture about who your persona is.

Step 6: Add your buyer persona into HubSpot
Learn how

To-do

  1. From your Dashboard, click on the "Add persona" link on the right-side of the page.
  2. Choose a picture and name for your persona.
  3. Add the high-level notes from your buyer persona story that you created in the above step. Add them to the internal feilds labeled persona's roles, goals, and challenges. 
  4. Create a form field option that answers the question of how the contact would describe him or herself on a form. By creating a form field option, you are creating a drop-down form property option. Now your contacts can identify with a persona when they fill out a form.

Example

Pro Tip

The notes that you add are only for you to see internally to help you keep track of your personas.
Need help creating Personas in HubSpot?
 
Watch how to create your persona in HubSpot!
Step 7: Add the buyer persona's demographic and story information into HubSpot
Learn how

To-do

  1. After adding your buyer persona to HubSpot, you will be brought to the overview screen for your new persona. 
  2. Add the demographic information about your persona, such as their age and education, by clicking the Add demographics button in the Demographics notes section of the Overview.
  3. In the Story text box, add copy and paste the story and details about your persona that would help in further defining their needs and interests. You can include any information here that contributes to their overall persona. 
  4. When you have completed the demographics and story fields, click the Save button. You can edit this information at any time.

Example

Pro Tip

The notes on your persona's demographics are internal. Put in as many details as you woud like. This can help with aligning your entire team on who you are trying to market and sell to. 
What does a great buyer persona look like?
Check out these real-life examples!
Step 8: Review and update your buyer persona
Learn how

To-do

  1. Every quarter, review your buyer persona story to make sure the buyer persona story is still accurate. 
  2. Update or add anything to make sure your buyer persona story is the best possible representiation of your ideal customer.

Pro Tip

Creating a buyer persona is a continual process, so your buyer persona will never be done. 
Already have contacts that fit into your buyer persona?
Learn how to assign personas to your contacts!