Step-by-Step Guide to Creating Buyer Personas (+ Free Templates)

Updated: Jun 13

Did you know 80% of your sales will be from 20% of your customers? As well, it is 5 times more difficult to acquire a new customer than retain one. This is why it is critical to understand who your customers are and who they are not.


Time and time again, I've seen companies try to market to everybody for fear of losing business. Just because you're focused on a key target audience doesn't mean people outside of that group won't do business with you. But it does mean, the more focused you are on your target market and their needs, the easier it will be for you to sell to them in a way that works.




What is a Marketing Persona Anyway?


A marketing or buyer persona is an outline of your ideal customer. It includes information like demographics, their interests, their likes, how they live, how they think, their pain points, and the media they consume.


But it’s more than that. Outlining who your target customer is will inform your marketing strategies, social media posts, content marketing efforts, and even provide information to help your business develop new products or services. Overall outlining customer personas is critical to making the most of your marketing efforts and helping you grow your business.


A buyer persona represents a segment of your audience. While it will end up looking like a single person, it is not one customer. It is a composite of an audience it represents. For example, if you’re selling toys one persona might be the end-user - the children that play with the toy. Another persona would be the person who purchases the toy.


Not sure where to get started? See below for a step-by-step guide to creating your buyer personas. Aim for 1-3 personas to start, a maximum of 5 depending on your industry.


Sign up for our marketing newsletter and download our FREE buyer persona and buyer journey template:



5 Steps to Creating a Buyer Persona

As you go through the 5 steps, the ultimate goal is to get to know more about your top customers: their motivations, attitudes, beliefs, and purchase habits. You will have customers you do not want to build a persona around. Be critical about who you want to focus on and who you DO NOT want to focus on, so you can be sure you are developing the right personas.

Step 1: Review and Research your Top Customers

Step 2: Analyze and Bucket Your Research

Step 3: Develop a Persona of Your Ideal Client(s)

Step 4: Evaluate your Business Against This Persona

Step 5: Socialize Your Buyer Persona


Your Target Customer | Tenth Man Marketing

Free resources you can use to define your buyer personas:

Paid resources you can use to define your buyer personas:

  • Survey Monkey - easy way to create surveys - various paid plans available

  • Google Surveys - research opinions of consumers - cost is based price per response

  • PRIZM - analyze customers with Canada’s leading segmentation system - pricing available upon request. You can check it out for free by entering your postal code to see a sample of the lifestyle types.


Have a question or need help defining your customer personas? Tenth Man Marketing can help. Reach out for a free consultation today.




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