If you’ve been anywhere close to the world of digital marketing in the last couple of years, you’ve probably heard of the term “buyer persona”. It’s become common parlance and it bandied about as if it’s as common term as ‘ice cream’ or ‘coffee’ are. However, not all people – be they in digital marketing, small business owners or freelancers – know exactly what it means.
What is a buyer persona?
The term ‘buyer persona’ refers to a complete representation of a user group’s demographics, psychographics, needs as well as irritants. Personas are used in digital marketing in order to answer questions regarding your customers. They guide your digital marketing efforts in the correct direction by providing clear as well as consistent frames of reference for everyone on your digital marketing team.
What are demographics
‘Demographics’ refers to the characteristics of entire human populations as well as population segments. Demographics are most commonly used to identify consumer markets. The most common demographic characteristics that small business owners and digital marketers need to be concerned with are:
- Marital status
- Number of children (if any)
- Annual income
- Education level
- Living status (homeowner or renter)