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How to Create Buyer Personas [Infographic]

by Verónica Jarski  |  
June 23, 2015

Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research.

When gathering data about your customers, dig deep into both Web analytics and your own business intelligence, suggests WSI in the following infographic.

For example, research bounce rates, organic traffic, mobile traffic, leads via social media, referring sites, and page traffic.

Also consider conducting surveys. "Whether conducted via phone, in person, or by Web, surveys can collect valuable data like gender, age, geo-location, income, and ethnicity," states WSI.

Also investigate trends and patterns in demographic or behavioral data.

To find out more about creating buyer personas, tap or click on the infographic.

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Dave Vranicar Tue Jun 23, 2015 via web

    Thanks for an interesting and useful post, Veronica.

    I think the WSI infographic will help a lot of marketers build better buyer personas, especially in B2C markets and B2B markets with simple sales.

    In B2B markets that engage in complex sales, where more than one person makes the buying decision and many people may influence it, the WSI infographic puts too much emphasis on demographics and surveys. It doesn't emphasize enough the importance of conducting interviews to understand the buyer's decision process.

    For much better information on how to create buyer personas for the B2B complex sale, I don't know of a better source than Adele Ravella's recent book "Buyer Personas: How to Gain Insight Into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business."

    Thanks again.

    Dave Vranicar

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