When companies launch a product, they must have a target audience in mind. This allows them to build a campaign to make sure that target audience is reached. Sometimes companies will struggle to find their target audience so they create a buyer persona.
A buyer persona is a personification of their target customer. This allows the marketing team to be able to make decisions that their buyer persona would like. Companies usually get very specific when making a buyer persona, they figure out gender, social class, age, interest, job, motivations, concerns, and many more. This makes it easier for you to tailor your messages, content, products and services to their specific needs, behaviors and concerns. For example, if Nike were to come out with a new soccer shoe with soccer player Kylian Mbappe, their buyer persona could be a man with kids that makes around $80,000 a year. He likes soccer and wants his kids to be active. When it comes to the actual company the list would be way longer but you get the gist. Companies sometimes create multiple buyer personas, because their products are bought by various groups of people. But it is important to know the analytics of what demographics buy your products the most and create buyer personas from there.
One of the most important things when creating and releasing a product is to know your target audience, and there is no better way to achieve that than creating a buyer persona. It allows you to create advertising that is specifically made for that persona, and it allows you to make decisions about your product with your persona in mind.
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