A buyer persona is a portrait of a company’s ideal customer: who they are, what worries them, what benefits they look for and what objections they raise before buying. It helps you write every post for a specific person instead of for “everyone”.
Which fields it has
In ōrbita’s communication strategy the buyer persona covers, among other things: a description, their situation, their frustrations (what hurts), their benefits (what they gain), their objections (why they would hesitate) and how they look for information.
Why it matters so much
Two posts about the same service change completely depending on who they speak to. The buyer persona is the filter you use to decide the angle of each piece, the tone and the call to action. When content sounds generic, it is almost always because the buyer persona is empty or too broad.
Also known as: ideal customer, target audience, customer profile.