What to Include in a Buyer Persona: Essential Factors to Consider

What to Include in a Buyer Persona


In today’s competitive market, it’s essential to clearly understand who your customers are and what makes them tick. That’s where buyer personas come in.

Creating detailed buyer personas gives you valuable insights into your customers’ buying behaviors. This enables you to tailor your marketing efforts and drive better results. 

If you understand the buyer’s life, journey, and goals, you can see if your solution is good for them and if so, how to present it so they embrace it. Limited knowledge of the buyer leads to expensive marketing experiments.

-Chris Gaebler of Sonrai Security

To create buyer personas, however, requires more than just scribbling down random details about your ideal customers or filling out a buyer persona template. There are essential factors that you need to consider so that you can capture a buyer persona that truly resonates with your ideal customers.

 In this article, we’ll explore what to include in a buyer persona and how to create detailed ones. Through this, you’ll be able to create buyer personas while considering the essential factors.

Why are buyer personas so important to your business?

Creating a buyer persona is crucial in developing an effective marketing strategy. A buyer persona is a semi-fictional representation of your ideal customer.  It is a written description of the ideal customer’s needs, preferences, and behaviors. 

This information in your buyer persona can then be used to tailor your marketing message for your audience. With a buyer persona, your business, especially the marketing team, has a clear basis for doing marketing efforts that are more likely to convert.

“Buyer personas are helpful because they clearly understand customers’ needs, preferences, and behaviors. This enables organizations to tailor their marketing strategies and deliver personalized experiences, increasing customer satisfaction and conversion rates.”

-Stephanie Broyles of Adlumin

Moreover, It can also help you identify the right platforms to reach your target audience and create content that speaks to them directly. 

Additionally, buyer personas help you better focus your resources on the most effective strategies, and to make informed decisions about your marketing strategy. This can help increase your return on investment (ROI) and ensure that your business is growing. It also allows you to track the success of your campaigns and make adjustments as needed.

What to Include in a Buyer Persona?

Your buyer persona should include information about their demographics, needs, interests, goals, and challenges. This information will help you to target the right audience and craft content that resonates with them.

Ideal Buyer Persona’s Demographics

One essential factor to consider when crafting a buyer persona is their demographics. In fact, having access to your potential customer’s demographic information gives you already a head start on creating your buyer persona.

You could include information about their age, gender, location, job title, and industry. From there, you could even divide the information about your potential buyers into audience segments.  

Age and Gender of Buyer Persona

Understanding their age range will help you tailor your marketing efforts to their specific needs and preferences. The same also applies to knowing your potential customers’ gender.

With the right information, you can create buyer personas that are age and gender-specific. This will give you more insights into their purchasing behavior and decision-making process. 

Buyer Persona’s Income

Content marketing supports the sales process. Thus, your buyer persona should include details about your potential customers’ income range. 

Moreover, this will also help your business identify if your selling price somehow meets your ideal customers’ mental price point. Identifying the income level of your target audience can help you determine the pricing and affordability of your products or services. 

This information can also help you create marketing materials that highlight the value and benefits your offerings provide.

Buyer Persona’s Geographic Location 

Knowing where your target audience is located can help you tailor your marketing efforts to specific regions or areas. This can be particularly useful if you have a local business or if you want to target specific markets with localized messaging.

More importantly, your buyer persona takes more shape because identifying your potential buyer’s geographic location means taking into account other variables like language, government policies, and socioeconomic details. 

Ideal Buyer Persona’s Psychographics

Psychographics include information about your ideal customers’ lifestyles, interests, and values. Moreover, you include buyer persona-specific details like the buyer personas’ pain points, goals, and purchase triggers.

All these details can help in crafting buyer personas that will guide marketing teams in creating specific content.  Additionally, information about the ideal customer’s psychographics can help to identify the most effective way to communicate your message.

Buyer Personas Values and Beliefs System

Understanding the core values and beliefs of your target audience allows you to align your brand with their ideals. This can help you establish an emotional connection and build trust with your ideal buyers.

When researching for your buyer persona, you must consider the lifestyle and belief systems of your target audience. Are they health-conscious? Do they trust online shopping platforms?

Identifying the most deeply held values of your ideal buyers helps you address their pain points more effectively. This can help you position your product or service as a solution to their problems.

Some questions to ask for your buyer personas values and belief systems:

  • What do feel when you hear or see XXX?
  • Why did you choose XXX over YYY?
  • What personal factors made you decide to buy this?

Buyer Personas Goals

Each buyer has a personal reason why they are making a purchase. Perhaps, they want to be on top of the competition or they desire to have a bigger market share. The point still stands—you have to include them in your buyer personas. 

Understanding what motivates your target audience and what goals they are trying to achieve can help you create well-defined marketing campaigns that speak directly to their desires and aspirations.

Some questions to ask for your buyer personas goals:

  • What do you want to achieve/feel if you purchase this product?
  • What is your biggest goal right now?

Buyer Personas Pain Points 

Buyer personas’ pain points are essential to understand to effectively customize marketing strategies and solutions that address their specific needs and goals.

You can probe into their customer experience, their feedback about competitors, and even their comments on social media.

“Compelling content is rooted in understanding the customer pain points, aligning content timing, and tapping into motivators for action. This understanding ensures that the content resonates, engages, and propels the audience toward meaningful interactions.

-Omer Maman of Healthee

Identifying your buyer personas’ pain points helps you better connect with your target audience for many reasons. For one, your content marketing materials become more relevant because you can show empathy while offering possible solutions to their primary challenges.  

Some questions to ask for your buyer personas pain points:

  • What are your biggest frustrations right now?
  • How did you try solving your problems?
  • What information do you have/lack about your primary challenge?

Buyer Personas Purchase Triggers

Creating your buyer persona also involves examining the purchase triggers of your ideal customers. It’s also critical to pinpoint the factors that trigger a purchase decision. Whether it’s a specific need, desire, or external influence, understanding these triggers allows you to craft compelling calls to action and even design offers that appeal to potential buyers.

Some questions to ask for your buyer personas purchase triggers:

  • What made you buy our product at this time of the year?
  • Who else do you need to consult before purchasing?

Online Behavior of Buyer Personas

Another element that you should examine when creating buyer personas is studying the online behavior of buyers.  With the help of technological tools, you can examine a potential buyer’s behavior such as the type of websites they visit, the keywords they use, and the length of time they stay on a web page.

This can provide valuable insight into how buyers search for products and how they make decisions. Additionally, it can provide marketers with the information they need to create targeted marketing campaigns that will reach the right people at their preferred channels. 

How to Create Detailed Buyer Personas?

With all these factors already considered, how do you create a detailed and effective buyer persona? 

Here are our suggested steps to get you started in creating your buyer persona.

Coordinate your marketing and sales team

This may come as a surprise for many business owners. If you are serious about creating effective buyer personas, you should involve the right people on your team, too.

Understandably, this stage is already challenging because of the magnitude of the work involved to understand target customers. Thus, each person’s role must be clearly articulated for this endeavor. For instance, you could work divide tasks like this:

  • Marketing Team- Research, analyze, organize, and present available customer data and trends; prepare the buyer persona template.
  • Sales Team- Prepare a strategic list of possible people to collect data from; share relevant customer feedback; may even do data collection.

Aside from the marketing and sales team, a business may involve its customer success team to conduct the actual data collection process based on the prepared buyer persona template

Research Your Customers

The next part of the buyer persona creation involves researching the target customer in-depth and in statistically significant numbers.  To achieve this business goal, you’ll need data-backed insights. Thus, this particular step.

Here are some  ways on how you can collect more data to build your buyer persona:


To further enhance your understanding of your target audience, conducting surveys can be an effective and efficient method.  With surveys, you can gather valuable insights into the preferences, pain points, and motivations of your target customers.

To do this, you’ll need to craft questions based on your buyer persona template. As much as possible, the surveys must be user-friendly, non-discriminating, and easy to answer.

You can distribute the surveys through various channels such as email, social media, or even on your website. Then, you can proceed with the analysis and organization of your collected data.


When it comes to gathering in-depth information about your target audience, interviews can be a powerful tool. Conducting one-on-one interviews or even group discussions with your customers helps you go deeper into their needs, preferences, and behaviors.

This personal interaction allows you to ask follow-up questions and gain a deeper understanding of the ideal customer. More importantly, you can incorporate insights from the interviews into your buyer personas. Through this, your buyer personas will appear more human and even specific.

With the advancement of technology, businesses have several options to conduct online or face-to-face interviews. Businesses could also reward people for participating in these interviews.

Once armed with this information about their ideal customers, businesses can refine their buyer personas. Then, they can improve their product and service offerings to better meet the needs of their customers. 

Fill in Buyer Personas Details

Use the information collected to fill in the details of your buyer personas. Use your buyer persona template as the guide to draft the customer persona.

Be specific and avoid generalizations to create buyer personas that truly reflect your diverse audience. You could even complete a buyer persona designed for each stage of the customer journey, for instance.

However, the most crucial part is to have the most important details about your buyer persona validated by your sales, marketing, and product teams. You could use software like BetterContext.AI to make buyer persona validation even more efficient.

Create the Buyer Persona Story

Once the involved team has validated the buyer persona information, you can compile the gathered data into a cohesive narrative. It must encapsulate the buyer persona’s journey while highlighting the essential factors. 

This written narrative serves as a powerful tool for your team. That creates a shared understanding of the buyer persona that your business hopes to serve.


Creating a comprehensive and effective buyer persona is crucial for understanding your target audience and tailoring your marketing efforts to their needs.

To succeed in the creation of the buyer persona, you must include the essential factors about the target customers like their demographic information, their pain points, goals, and purchasing behaviors. On top of that, you must also take into account how your team will collect the right information about your target customers before you validate and create your buyer personas.

All these details about what to include in a buyer persona will help you to develop more effective marketing strategies, create personalized content, and ultimately drive higher conversions and better customer experience. 

So, take the time to research and analyze your audience, and use the information to create detailed buyer personas that will guide your sales and marketing efforts.

Dwayne Jacksons

Meet Dwayne Jacksons. He is a seasoned writer for various industries and niches. He is passionate about content marketing and startups.
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