Creating Your Buyer Personas or Why Know Your Customers Better?

Olga Shmakova
Olga Shmakova
, Marketing manager at X‑Cart
eCommerce Tips

It’s a well-known fact that everyone is NOT your customer. So, please, don’t rush to spend thousands of dollars on your marketing campaigns until you are absolutely sure who your buyers are. Understanding their needs and motivation to purchase your products is extremely essential. This knowledge can help you target your company’s content marketing and social media campaigns more efficiently.


Who Are They, Your Buyer Personas?


It has become a regular practice for most companies to create buyer or customer personas in order to get to know your customers from A to Z. Buyer personas are fictional characters who present typical features of your core customer groups. They are not your ideal customers, but a mixture of all your shoppers. People you’d like to be followed by on Twitter, Instagram and be friends with on Facebook.They know your company or are about to get acquainted with it, and you know them, their needs and interests, which allows you to create more customer-oriented content of your ads and postings. As a result, you get a more positive feedback to your emails and other marketing actions.


How Many Buyer Personas Do I Need?


Of course, it’s impossible to minimize all of your over 1 000 clients to 1 typical representative of your customers. Consequently, there should be about 3-5 buyer personas for each business. It’s a number big enough to take into consideration all the variety of your audience, and small enough to make a unique description of each category of your personas. Keep in mind that your customer personas will be changing along with the growth and modernization of your store. So, it’ll be useful to reconsider them from time to time.


Where Will I Find Data To Create My Buyer Personas?


The first and the easiest way to collect some basic information about your customers is to use various statistical tools, like Google Analytics or MailChimp. X-Cart is happy to offer both integrations for your store. Find Google Analytics Module and MailChimp Integration in our marketplace. They will provide you with the necessary demographics and interest data about your clients


Google Analytics
MailChimp Statistics


The second powerful source is social media. A careful study of your customers’ social network pages will give you a broader idea of their psychographics, e.g. education level, career and hobbies. That kind of information might seem not very essential, but it IS. In the world of 24/7 online reality the fastest way to reach your potential clients is definitely through the Internet. That’s why you should have a clear vision of your buyer personas’ online activities: Which websites do they visit? Are they just browsers or active posters? Are they digital natives or just amateurs? You will benefit 100% having that piece of information in your pocket and it also allows you to plan your marketing location and content activities more properly.

The third and the most trustworthy way of getting to know your customers is by asking them personally about their interests. You don’t have to set off on around the world journey for that. (It might be a great adventure, though!) Nowadays there are lots of online methods available. You can do it through different polls, interviews and interest quizzes. For instance, X-Cart uses SurveyMonkey, but there are many other options, e.g. SurveyGizmo, SurveyPlanet.


What Kind of Information Will I Get in the End?


After the research of your customers have been finished, you are likely to get a top-to-bottom picture of your buyer persona.

Buyer Persona Profile


Don’t forget to personalize them and give names.

Now let’s imagine we have an online store of exquisite handmade jewelry “Chic Bling”. We need to break the audience of our site into 2 main categories:

1) End Customers – people buying for themselves or their friends and family;

2) Wholesale Merchants – people buying from other businesses in order to sell in their own stores.

Going into further details about our clients we can divide the first category according to its gender and purpose of buying: women, who are shopping for themselves, and men, purchasing for their women. Finally, meet Paulina and Steve, Chic Bling’s buyer personas:

Buyer Persona-Paulina

Buyer Persona-Steve

Knowing at least this kind of information will help us make our marketing campaigns more “alive”. Now every time before creating a piece of content, we can ask ourselves: “Will Steve and Paulina be interested in this piece of news?”; “Will they subscribe to get a 10% discount or not?”; “Will they like this blog post?”

Spending some time and efforts studying your buyer personas will help you have increased interest to your online store site and its social pages. When you get to know your audience like your best friends your marketing campaigns’ results will pleasantly surprise you. Start exploring your customers today!