Learn how to create a buyer persona

When you know who your ideal customer is, you can focus on how to create a buyer persona for what they need. People have different aspirations and it’s not uncommon to have more than one persona. Many businesses develop two to three personas, while others may require more to guide their marketing and sales efforts. We’ll dive a little deeper into what buyer personas are and why they matter for your business.

Time needed: 40 minutes


  1. What are buyer personas?

    Buyer personas are fictional representations of your ideal customers.

  2. What is an anti-persona?

    The type of people you don’t want as a customer. These aren’t people you dislike, they’re simply people that are not a good fit for the product or service you sell.

  3. How can you use personas?

    Personas help focus communication efforts. The more targeted your content is, the better the return will be on your marketing and sales investments.

  4. How do you create a buyer persona?

    Combine research and insights with educated guesses, or consult a marketing agency to guide you.

  5. Buyer persona template

    Get a head start on developing your buyer persona with our editable template.

Learn how to create a buyer persona and get to know your ideal customer and build brand loyalty

What are buyer personas?

Buyer personas are fictional representations of your ideal customers based on research and insights. They help you understand your existing customers and prospects needs goals and behaviours. And with these insights it’s easier for you to engage with them.

A buyer persona document – or customer avatar bio includes everything from demographic information to hobbies, career history to family. Personas are based on market research and insights gathered from your customers. Surveys and interviews will give you the insights you need.

What is an anti-persona?

You cannot be everything for everyone all the time. And that’s not a bad thing either. Knowing who you want to disqualify, will save time and money, and yield better results.

You may decide the type of people you don’t want as customers are high-school students.  For instance, they might have a high demand for information but are not likely to buy. If you produce course material for graduates, high-school students may be interested in the subject, but nothing more.

How can you use personas?

You will use personas to develop your brand strategy and target your marketing for different segments of your audience. Adapting your messaging to match what you know about each persona will increase engagement.

Inbound marketers match buyer personas with a contact’s lifecycle stage. This helps plan and create highly targeted content throughout the buyer journey.

How do you create a buyer persona?

Buyer personas are created using research, surveys, and interviews of your ideal target audience. Insights should be gathered from existing customers, prospects, and people who might align with your target audience.

As a HubSpot partner, we can help you develop buyer personas to target customer groups and categorise contacts.

Buyer persona template.

Our free buyer persona template includes step-by-step examples that are easy to follow. Personalise it for your business, choose a persona name and fill in the editable fields. It’s that simple. And if you need a hand, we’re here to help with that and more.

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