A user persona refers to a representation of the goals and behavior of a hypothesized group of users. Personas are mostly synthesized from data gathered from interviews with users captured in 1–2-page descriptions. These pages include behavior patterns, skills, attitudes etc. along with a few fictional personal details so as to make the persona a realistic character. You can use personas to ensure that your messages are targeted so that the right audience engages with your company so as to make a purchasing decision. Personas can provide a number of benefits to the businesses that make use of them. They can help a business in a number of ways:

Optimize lead generation:

According to a research, businesses that painstakingly create buyer personas and utilize them to enhance their customer service are four times more likely to exceed their lead generation goals. This is because buyer personas actually help optimize their lead generation.

Buyer personas help rank higher in SERPs:

Buyer personas can actually enable you to figure out the thought process of your customers. They can help discover the keywords or phrases your potential customers might be typing while browsing online. You can use these keywords as new page titles for website pages that you wish to add to your website so as to rank higher in SERPs.

Unite sales and marketing efforts:

Buyer personas ensure a proper alignment of your sales and marketing team. Using personas, you can gain an effective understanding of each target group of customers. It further helps intensify your sales and marketing efforts for more fruitful outcomes.

Provide personalized products and services:

When you have a better understanding of your audience, you can actually create products personalized to their requirements. Buyer personas actually play a crucial role in helping you weed out the unnecessary stuff and focus your efforts in a better direction. It can further help increase the effectiveness of your marketing efforts especially messaging.