Mistakes made when defining the Buyer Persona

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Establishing a buyer persona helps us to have a clear idea of ​​the public towards whom we should direct our marketing strategies. It consists of creating the profile of our ideal potential client, who will be the one most interested in our product or who has a great influence on purchasing decisions. It includes both sociodemographic, psychological and behavioural factors.

If we make mistakes when defining a buyer persona , we will end up with ambiguous or irrelevant characters that will not be useful to us. Some common mistakes you should avoid are:

1.- Invent things
Of course, creating a buyer persona is an imaginative process,mongolia b2b leads since it is not a real person but an archetype, but by “inventing things” we mean that you should not limit yourself to trusting your instincts and that you know your client well enough to create your buyer persona from mere assumptions about how they are and how they act. All their traits must be verified. It is essential to approach the type of audience you are looking for and ask them directly or through online or telephone surveys. Only contact with them will help you define a buyer persona that resembles reality and you will be able to discover data that the competition does not know.
Mistakes made when defining the Buyer Persona2.- Not making a prior selection

You should not focus on just one type of customer from the start. As in any creative process, defining a buyer persona should start with a brainstorming session where all options are welcome and then discard or select. Define several profiles, all those who have any chance of being interested in or purchasing your product. These will be your pre-buyers and from there you will only choose the most profitable ones. The unsuitable ones will also help you define negative buyer personas . In addition to the ideal buyer profile , it is also important to define negative groups so as not to invest time and effort in them. They are usually customers who provide little return on investment, have acquisition costs that are too high or are always dissatisfied and causing problems.

3.- Defining too many buyer personas in a first stage
You may think it's better to have many different profiles in an attempt to cover a larger market, but this will only make it difficult to focus your efforts in a specific direction and your entire strategy will lose strength. Remember that each buyer persona should represent a broad set of potential buyers. Sometimes the mistake is made of choosing too many types of people that only correspond to a small part of the clients or that could very well be included within the same archetype. Try not to choose more than three buyer personas, but make sure that they are sufficiently relevant.4.- Focusing on details that are not relevant

Of course, you should define things like gender and demographics, but unless it's important to your product, you don't need to go into too much detail. Rather than generalizing things like: young, single, high-net-worth men, it's better to pinpoint specifics like what they do for a living, what activities they do each day, their definition of success, and their achievements.

On the other hand, it is essential to gain a deeper understanding of our buyer persona; to do so, you must define their pain points , which refer to emotional deficiencies, fears and concerns. Knowing your audience's pain points is the only way to identify which of their problems you can solve through your product or service.


5.- Create individually
Don’t just define a buyer persona on your own or with just your marketing team . Involve everyone to get a broader view: Keep in mind that sales and customer service teams are the ones in the most direct contact with your audience, and they can provide interesting insights into customer attitudes and character that your marketing team may not know about.

6.- Do not update it
Some of the questions you should ask yourself when defining your ideal client are: What channels do they prefer to receive information? Do they usually make purchases online? Do they search for information about the products they want to buy? This information will give you an idea of ​​their online behavior. In these times of constant evolution, you cannot try to create an archetype and leave it like that forever. Any technological change will require a readjustment of the profile of your buyer persona, especially if you discover that your target audience is people who are very involved with digital media.



The key to the success of any marketing strategy is knowing your audience. Based on the characteristics of your buyer persona, you will be able to know what type of actions will be most effective in attracting customers.