In a recent post, we looked at how you can create a buyer persona to help you get to know your audience, improve your marketing strategies, and create better content. We also offered a PDF buyer persona template you could use to develop your ideal customer profile.
Now, we are going to dive deeper into that topic and look at specific buyer persona examples that other companies have created. By looking at what other businesses use, you can decide which format might be best for you and your company. You can see which information you may want to add or reorganize to build a more useful buyer persona.
While the basics of most buyer persona examples will be the same, there are small differences that can make a big impact. To highlight them, we’ll look at marketing persona templates for both B2B and B2C organizations.
B2C Buyer Persona Examples
Let’s start by looking at a few B2C or business-to-customer buyer persona examples. In this case, you are selling directly to a customer – an individual who is using their own money and discretion to make purchasing decisions.
While you should include work details in a B2C buyer persona, you don’t have to share as much information about their roles and responsibilities as you would with a B2B buyer persona. Instead, you can focus more on who the person is in their day-to-day life and how they make individual purchasing decisions.
In the first of our buyer persona examples, you can see that a persona doesn’t necessarily need to be long in length to strongly convey a message.
In this buyer persona example published on propertyconnect.me, you can get a good idea of who Rachel is by learning about her background, lifestyle, and challenges. In just a few short blurbs, you can understand that she is busy, on a budget, and in need of quick, simple solutions.
A buyer persona by Indie Game Girl also uses short blurbs to help you get to know its target customer, Brandi. The details help you visualize the process she goes through when buying shoes. The persona also offers something extra to help you fully understand the frustrations of their target customer; they include quotes from actual customers.
To help create their buyer persona, the company interviewed customers and prospects. Then, they included actual quotes to add a bit of reality to the world of their fictional character. As you put together your buyer persona, you may want to add details from your research to give factual credibility to your descriptions.
Another way to use first-person statements to craft a buyer persona is seen in this example published by Juny Lee on LinkedIn.
The persona includes a fictional first-person statement that shares Han-sung’s perspective. Instead of sticking to bullet points, you can add a first-person story to your persona to bring your character to life.
In the next buyer persona example, created by Inalign, you see how a brand can shape its persona to relate to more specific product offerings.
While the description includes traits and characteristics of Kyle, it also dives deeper into pieces of his life that connect with his auto needs. As you build out your persona, consider how you can tell stories and share details that relate specifically to the products, services, or solutions you offer your ideal customer.
An example by Iron Springs Design also does a good job of sharing details about its ideal customer, Sarah, as it relates to its product offerings.
The description explains how the brand’s offerings tie into Sarah’s life. It also goes deeper into her personality and other psychographic factors by sharing a day in her life. If you struggle with imagining your ideal customer, trying envisioning what their day is like and create your own account of their typical day.
B2B Buyer Persona Examples
For our next group of buyer persona examples, we’re going to look at customer descriptions for B2B or business-to-business organizations.
Like B2C examples, the B2B buyer persona examples focus heavily on the individual customer. But the examples include more specific details about where the ideal customer works, what they do, and how they interact with their organization. In this case, the persona is not always in charge of making purchasing decisions, so those details need to be a part of your description as well.
This ClearVoice persona is an example of a short description that includes all of the essential information for a B2B persona. It explains whom John is while offering necessary details about his job position and ability to make decisions at his organization.
Your persona can be short and sweet as long as it includes all of the essential information.
One of the buyer persona examples shared on Referral Saasquatch shows how you can include even more information about purchasing decisions. It shows that the persona is the decision-maker and also who influences his purchasing choices.
In the “internal influences” section, the brand lists the key people who impact the persona’s purchasing decisions within the organization. This is another buying factor that you may want to add to your persona.
The next of the B2B business persona examples shows how you can use a scale to describe the personality of your persona. The Marketing Insight example includes a personality and technology scale that rates her character and knowledge.
If you have multiple buyer personas, adding a scale to each may be a way to differentiate your unique set of ideal customers.
Another option for displaying information is highlighted in this example by Red-Fern Media. Rather than use bullets, blurbs, or scales to offer insight into Deborah, they use an eight-paragraph story.
A full story can help you construct a complete picture of your persona. But this approach will only work for teams that appreciate long-form content. If you have a fast-paced marketing and sales team that responds better to short blurs, you may want to stick with that style.
Another one of the company persona examples that uses a lot of content in its description is from the Buyer Persona Institute. The persona includes six tabs of information.
While it is a lot of information, the persona is broken down into sections, bullets, and tabs, which makes the content easier to scan. If you want to include a great deal of detail in your persona, just make sure it’s easy to absorb.
Create Your Own Buyer Persona
As you can see, there are many ways to create a buyer persona that will work best for your business. Pick the pieces from these buyer persona examples that best match your needs and goals and combine them with essential persona details to create a fully developed profile of your ideal customer.
From there, you will be able to understand your audience better, create compelling content for every purchase funnel level, find more effective guest blogging opportunities, and develop better overall marketing strategies.
For help with building your persona, check out our complete guide to creating buyer personas and download our free buyer persona template to get a step-by-step tutorial.