创建买家角色时要问的20个问题[免费模板]

买方角色是成功入站营销的关键组成部分，尤其是对于销售和营销部门。毕竟，营销团队需要知道他们是谁的营销，销售团队需要知道他们在向谁出售。

但是，一旦您坐下来制作买家角色，您可能会发现自己茫然地盯着白屏上的一段时间，想知道您应该从哪里开始。

Before you spend time and money on research, ask yourself the questions below to help you develop your personas, then use our免费买方角色模板to share your personas with the rest of your company.

Keep in mind you'll need a content marketing strategy to reach your buyer persona. Want to learn the process? Check out HubSpot Academy's freecontent marketing training resource page.

20 Buyer Persona Questions to Ask When Identifying Your Audience

Download our free buyer persona template here to learn how to create buyer personas for your business.

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关于他们个人背景的问题

1. Describe your personal demographics.

Collecting demographic information is a great place to begin drafting your personas because it's easy to obtain and starts to paint a clearer, more personal picture of your customer. Are they married? What's their annual household income? Where do they live? Are they male or female? How old are they? Do they have children?

2.描述您的教育背景。

What level of education did they complete? Which schools did they attend, and what did they study? Get specific here. "Boston University" is better than "liberal arts college."

3. Describe your career path.

他们最终是如何进入今天的位置？他们是否专业的主题与目前的角色非常相似或完全不同？他们的职业赛道是传统的，还是他们从另一个行业切换？

Questions About Their Company

4. In which industry or industries does your company work?

The answer to this question isn't the department in which your buyer persona works, or the service he or she personally provides to his/her company. Your buyer persona's industry is the type of service they deliver to their clients, and knowing this can help you measure your business's impact in the markets you're targeting.

Depending on the challenges your buyer persona faces, it might also be worth getting information on the industriesyour client'sbusiness serves, not just the actual service they provide.

For example, if your client provides environmental services, their industry is just that -- environmental services. But if their primary clients are schools and hospitals, a good answer to this question might ultimately be:

They are in the环境服务industry for教育和医学顾客。

5. What is the size of your company (revenue, employees)?

Knowing details about your persona's company like industry, size, number of employees, and other details will especially help you when you're为您的着陆页形式建立字段.

Questions About Their Role

6. What is your job role? Your title?

How long have they had this role and title? Are they an individual contributor, or do they manage other people?

7. Whom do you report to? Who reports to you?

The importance with which you should regard your buyer persona's job and seniority level certainly depends on the product or service you're selling.

如果您是B2C公司，则可以将这些bob全站app信息视为更好地了解角色生活细微差别的另一种方法。

如果您是B2B公司，则此信息将变bob全站app得更加重要。您的角色是管理层还是导演级别，并且精通您行业的复杂性？他们需要的教育要比入门级别的人少，他们可能需要在做出购买决策之前循环其他决策者。

8.如何衡量您的工作？

Which metric(s) is your persona responsible for? Which numbers or charts or waterfall graphs do they look at every day? This will help you determine what makes them successful, and what they might be worried about when it comes to "hitting their numbers."

9.典型的一天是什么样的？

What time do they get to work and what time do they leave? What do they do when they're most productive? What's their "busy work" look like?

This should include both the tasks they do for their job, as well as what happens during the day outside their job. Are they spending more time at work or at home? Where would theyrather是？他们喜欢做什么乐趣？谁一生中最重要的人是谁？他们开什么样的汽车？他们看哪些电视节目？哎呀，他们穿什么衣服？在这里获得个人。

10. Which skills are required to do your job?

If they were hiring someone to replace them and had to write a job description of what's actually required, what would it say? What are the理想的这项工作的技能，您的角色对他们每个人的表现如何？他们在哪里学习这些技能？他们是在工作，上一份工作还是参加课程的工作？

11. What knowledge and which tools do you use in your job?

Which applications and tools do they use every single day? Every week? Understanding what products they love (and hate) to use can help you identify commonalities in your own product (and adjust your positioning accordingly).

Questions About Their Challenges

12. What are your biggest challenges?

You're in business because you're solving a problem for your target audience. How does that problem affect their day-to-day life? Go into detail, and focus on the nuances that illustrate how that problem makes them feel.

For example, let's say your company sells personal tax software directly to consumers. One of your personas may be a first-time tax preparer. What are the pain points of first-time tax preparers? They're probably intimidated by the prospect of doing their taxes by themselves for the first time, overwhelmed by a tax code they don't understand, and confused about where to start. These pain points differ from those of a seasoned tax preparer, whose pain points may be not knowing how to maximize the amount of their return and find creative loopholes for deductions.

尝试提出真实的报价来参考这些挑战。例如，“过去很难通过全公司采用新技术；”bob全站app或“我没有时间在一百万个不同的数据库和平台上培训新员工。”

关于他们的目标的问题

13. What are you responsible for?

这超出了它们测量的度量。他们在工作中的主要目标是什么？他们的次要目标呢？了解这些将帮助您学习可以做些什么来帮助您的角色实现目标并克服他们的挑战。

14. What does it mean to be successful in your role?

您该怎么做才能使自己的角色看起来不错？花时间了解什么使他们的角色成功的公司可能会享受销售和营销团队的更有效沟通。

Questions About How They Learn

15.您如何学习工作的新信息？

If you're going to market and sell to these personas, you need to understand how they consume information. Do they go online, prefer to learn in-person, or pick up newspapers and magazines? If they're online learners, do they visit social networks? To Google? Which sources do they trust the most -- friends, family, coworkers, or industry experts?

16. Which publications or blogs do you read?

为了拼凑我典型的一天n their life runs, figure out where they regularly go to stay informed. If you know how they prefer to gather information, you can make yourself present in those spots and work on establishing credibility in those communities.

17. Which associations and social networks do you participate in?

You should be investing time and resources on social media marketing, but the question is: Which social networks should you be investing more time and resources than others? Identify the associations and social networks your buyers spend their time. Then, you can prioritizewhich accounts to createand which conversations to participate in.

Questions About Their Shopping Preferences

18. How do you prefer to interact with vendors?

购买产品的经验应与角色的期望保持一致。他们的销售经历应该是什么样的？是咨询吗？他们期望与销售人员在一起多少时间？他们是否期待举行面对面的会议，还是宁愿在线或通过电话进行销售流程？

19. Do you use the internet to research vendors or products? If yes, how do you search for information?

Again, which avenues are they using to find new information? Do they search online,查看评论网站, ask their friends and family, or something else?

20. Describe a recent purchase.

Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

If you can anticipate the objections your persona will have, you can be prepared for them in the sales process and perhaps even educate them in your marketing collateral to help allay fears right away. What might make them reticent to buy from you or any other provider in your industry? Is this their first time purchasing a product or service of your kind? If not, what caused them to switch products or services?

怎么办？

Once you've gone through this exercise and worked out any lingering questions about what makes your persona tick, browse through some stock imagery and find an actual picture to associate with your persona. Going through this exercise forces you to clarify an image of your target audience in your entire organization's mind that will help keep your messaging consistent.

Another useful exercise is to practice being able to identify your buyer persona so you can tailor your communications. How will you know when you're talking to this persona? Is it their job title? Something about the way they talk or carry a conversation? Their pain points? How they found your company? Once you've established not only who your persona is, but also how you can identify them when you encounter one or another, your employees will be able to maintain a consistent voice that is still customized to each person they talk to.

然后，use our free, downloadable persona template组织您收集的有关角色的信息。与您的公司其他成员分享这些幻灯片，以便每个人都可以从您所做的研究中受益，并对他们每bob全站app天在工作中的目标（或人）进行深入了解。

Want to learn about some the best real buyer personas? Check outseven companies具有很棒的买家角色。