One-size-fits-all rarely fits all. That’s certainly the case in the marketing world. Over 80% of companies use buyer personas — research-based profiles depicting a target customer — and adjust messaging accordingly to deliver an improved value proposition.

While customization takes more analysis and planning, when companies tailor their products, services and marketing messages that speak directly to their target audience’s needs and desires, everyone wins. Buyer persona-driven websites are between two and five times more effective (and easier to use) than websites relying on that one-size-fits-all approach.

Successful brands regularly identify new opportunities to expand their customer base and grow their business. Brands hoping to optimize their marketing efforts and better understand their target audiences should embrace the variety among their consumers by evaluating these six buyer personas and what motivates them to commit to their purchase. Let’s meet each one.

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The brand loyalist

Businesses offering high-quality products and championing consistent branding should prioritize targeting brand loyalists. This persona values trust and expects reliability and consistency in their purchases. They invest time researching products before buying, checking for price comparisons and verifying the brand’s values align with theirs. Brand loyalists look for scale imagery and find it the most helpful of all the product content features. They’re often repeat customers with strong connections to specific brands. Product content or good deals from other brands may find it difficult to breach their circle of trust.

The deal hunter

Businesses focused on appealing to price-sensitive consumers who prioritize affordability and value when making a purchase should target deal hunters. This persona loves a bargain or a solid discount — reviews matter less when deal hunters find a good deal.

They spend more time searching for detailed product content to ensure they’re maximizing value for money. They often visit two or three websites — and consider multiple products — before committing to a significant online purchase. They also use their smartphones to price compare when they shop in-store.

The cause-based consumer

Businesses with a strong social, environmental, governance (ESG) framework that want to connect with socially conscious customers should prioritize targeting cause-based consumers. This persona weighs a brand’s social responsibility and environmental impact and favors brands supporting cultural or social issues aligned with their own.

They invest time in learning about the product’s mission and verifying whether they actually need it before they hit “buy.” Cause-based consumers tend to trust major retailer sites selling products from multiple brands the most. Of all the product content features, this persona relies most heavily on product reviews and expects to see ample high-quality images.

The crowdsourcer

Businesses seeking to appeal to consumers drawn toward online reviews and recommendations should prioritize targeting crowdsourcers. This persona spends more time than the average person researching product content. Over 60% of crowdsourcers review two or three websites — and nearly 40% research between four and five products — before committing to a significant online purchase.

These consumers consider e-commerce sites operated directly by major manufacturers and brands as the most trustworthy shopping avenue. In addition to customer reviews, crowdsourcers also appreciate 360-degree spin photography.

The free agent

Businesses that want to appeal to customers prioritizing flexibility and value in their purchasing decisions should target their messaging to free agents. This persona holds flexibility and independence in high esteem. They’re more likely than other personas to switch brands frequently because cost influences them the most.

Free agents gravitate toward e-commerce sites operated directly by brands and retailers, seeing them as the most trustworthy shopping option. These consumers value 360-degree spin photography above all the other product content features.

The scientist

Businesses wanting to attract consumers who prioritize factual information and data when investigating a purchase should target the scientist persona. These consumers value data and research and are more likely to analyze product specs, read reviews and scrutinize all available information before they commit to buying.

Scientists compare multiple product detail pages (PDPs) and may visit many websites during their buying journey. This persona also relies increasingly on mobile applications operated by retailers like Amazon, Target and Walmart. The adage “A picture is worth a thousand words” applies to scientists, too, who prefer scale images, 360-degree photography, images or video showing a product in use or highlighting its features and benefits — with accompanying detailed text next to the product photography.

Finding your consumer personas

Now that we’ve defined each persona, how do you find them? Start with research.

Affinity mapping, focus groups, ethnographic research, multiple-choice surveys and internal data living in your customer management software (CMS) offer a wealth of information about:

• Customer demographics.
• User needs and attributes.
• Social activity.
• Page traffic, bounce rates, search engine traffic and conversion rates.

Then, identify which consumers fit into which personas — and it’s okay if different people fit into multiple personas. Consider the behavioral, lifestyle and demographic trends, which help pinpoint distinguishing characteristics.

Developing buyer personas takes time and effort, but these six specific identities help brands communicate more effectively with target audiences. By understanding their consumer’s language, communication preferences and values, marketers can more easily to craft tailored messages that deeply resonate with customers. Eschewing a one-size-fits-all approach in favor of customization and personalization leads to stronger brand-customer connections, increases engagement and cultivates brand loyalty.

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