By Shannon Belew, Joel Elad

The more you know about your online buyer, the better you can meet her needs while she searches for your products or services. By the way, rarely will you have only one type of customer. Even in a niche business, you tend to have different buyer personas (or the people who make up your different customer segments).

Start thinking about how to describe your different buyers in order to create a profile for each one. To get you started, you might consider the following questions for each type of buyer:

  • Are they male or female?
  • How old are they? What is their age range?
  • What are they interested in? What are their hobbies?
  • How do they use your product — what need does it solve?
  • Is there a specific time or season they buy from you?

As you see from the questions, creating a buyer persona entails answering a wide range of questions that tells a story about that particular buyer. Some of this information you can get from customer data you have on file (in your customer relationship management, or CRM, software). Other questions you may have to answer by interviewing existing customers, or sending surveys to collect details about what motivates them to buy from you.