How to Create a Buyer Persona Profile For established companies

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By developing an understanding of how your product fits into the larger identity of your buyer persona, your content marketing can become significantly more vibrant.  making the move to schedule interviews with your existing customer base should be the first step towards creating a buyer persona. Startups and companies in the earliest planning phases don’t get a free pass from interviewing, though – Ellie Mirman of HubSpot recommends using Craigslist or a similar service to find appropriate members of the public to interview.

Extend the invitation to chat to both your best and worst customers, in order to gain a more comprehensive Clean Email understanding of the factors that make your buyer persona different. Engaging with customers who’ve had a negative or mediocre experience with your product or service can salvage damaged relationships, but it can also help you gain a better understanding of how your product is perceived from the outside. Dissatisfied customers may feel that your product was harder-to-use than your content marketing let on, that you’re not using sufficiently sustainable packaging, or any other number of factors that can change your direction.



Interviewing customers of all satisfaction levels will help you pinpoint your buyer persona more effectively. Offer clear incentive for customers to participate in your research, which can range from a discount to a small, useful gift. Explain the estimated length of the session, define the fact you’re trying to gain better insight of your customers, and assure your interview participants that you won’t be releasing their personal information. Try your best to keep the session to 20 minutes or less, and choose the most relevant options from the sample questions below: How do you research products and services?