So, what is buyer persona, and why do your business needs it RIGHT NOW?
Buyer personas are semi-fictional representations of your ideal customer based on market research and real data about your existing customers. They help you understand the goals, challenges, motivations, and behavior patterns of your target audience so that you can create content that resonates with them.
By creating a detailed buyer persona for each segment of your target audience, you’ll be able to tailor content more effectively and develop more efficient strategies for reaching the right people at the right time.
In my guide, you’ll get step-by-step instructions on how to create a buyer persona – and how to find the information for every single template section.
These are the examples of what you’re going to get as a result:
- Restaurant Owner Buyer Persona Example (PDF)
- Restaurant Manager Buyer Persona Example (PDF)
- Download my buyer persona templates → (no email required)
You can use the following services to find reliable information:
- Google Analytics: If you have your own site with traffic, you can find out the parameters of the audience (age, gender, location, interests).
- Facebook Audience Insights: If you have a Facebook group, you can find out the age, gender, and location of your audience.
- SimilarWeb: It allows you to analyze competitors’ sites and learn the location, gender, age, interests and social networks of their audience.
- Salary.com: Provides income statistics.
- Zippa.com: Provides occupation statistics (gender, age, level of education, location).
- YouTube: If you don’t have the opportunity to interview clients or do a client base survey, you’ll find plenty of interviews with the right professions on YouTube.
- Google: To search for whatever you’re looking for.
Now I’ll show you how these services and my template can help you create a buyer persona. So… Let’s get started.
Step 1. Demographics
The first thing you need to figure out about your buyer persona is demographics – statistics that describe basic persona’s characteristics. They include name, age, gender, location, etc.
1.1 Industry
If you already know the industries for which your product works, great. If not – don’t hit the panic button just yet. Take to the web and investigate what sectors would be ideal targets for your amazing product.
In my case, the product was designed specifically for hotels and restaurant, which represent the hospitality industry.
Step-by-step instruction:
-
- If you know your product’s industry, skip this step.
- If not, just google it.
You can use this term to search for industries that use your product. - Choose the most relevant industries that you want to target.
- Put the info in the template.
Both of my buyer personas belong to the hospitality industry.
1.2 Job Title
Once you defined the industry of your customers, it should be easy. Just pick professions from that field as potential targets.
Step-by-step instruction:
- Go online to see what internet has to offer. These are the examples of search terms you could use:
“[your industry] careers” search query in Google. 
“[your industry] positions” search query in Google. 
“[your industry] professions” search query in Google. 
You can see a variety of hospitality industry positions I found on Stoodnt. - Go on YouTube. You can use the same terms as for searching in Google.
I found a video on Magnify School YouTube channel with a number of careers to choose from. - Choose one or more methods to figure out your buyer persona’s job title.
- Put your persona’s job title in the template.
For one of my buyer personas, I chose a position of a restaurant manager. For the other one, I decided to go with a restaurant owner position.
1.3 Gender
Gender can often be overlooked in modern customer research, but when diving deeper into the data, it becomes a critical factor to understand.
Step-by-step instruction:
- Go to Zippa‘s website and search for some data based on your persona’s industry. I found gender statistics for my buyer personas there.
Restaurant owner statistics by gender on Zippa show that 45.5% of restaurant owners are women and 54.5% of restaurant owners are men. 
Restaurant manager statistics by gender on Zippa show that 45.5% of restaurant owners are women and 54.5% of restaurant owners are men. - Another method is going to Google Analytics and picking some info there. Go to Google Analytics -> Audience -> Demographics -> Gender to find data about your customers’ gender.
“Gender” section in Google Analytics. - You can learn more about your customers’ gender with Facebook Audience Insights. Only works if you’re an owner of a Facebook group.
Go to Audience -> Age & gender to see your customers’ gender on Facebook. - Use SimilarWeb to analyze your competitor’s website.
I chose SevenRooms as a competitor. As you can see, SevenRoom’s audience is 45,29% male and 54,71% female. - Conduct surveys and interviews with your customers to get first-hand information.
- Select one of the suggested methods, or combine them.
- Determine which gender prevails.
- Put the info in the template.
Both of my buyer personas are males.
1.4 Name
This one is simple. You can pick any name you like – it’s fictional anyway.
Step-by-step instruction:
- Think about the first name that comes to mind. For my buyer personas, I chose names Justin and Peter.
- Put the info in the template.
Names of the restaurant owner buyer persona and the restaurant manager buyer persona.
1.5 Age
What is your buyer persona’s age? Carefully consider statistics about the ages of customers for your industry.
Step-by-step instruction:
- You can learn more about your customers’ age with Facebook Audience Insights. Only works if you’re an owner of a Facebook group.
Go to Audience -> Age & gender to see your customers’ age on Facebook. - Use SimilarWeb to analyze your competitor’s website.
The largest age group of SevenRooms‘ visitors are 25-34 years old. - Take a look at Zippa‘s website and search for stats based on your persona’s industry.
According to Zippa, the average restaurant owner age is around 40 . 
According to Zippa, the average restaurant manager age is around 40. - Go to Google Analytics -> Audience -> Demographics -> Age to get info about your customer’s age.
“Age” section in Google Analytics. - Conduct surveys and interviews with your customers.
- Choose one of the suggested methods, or combine them for better results.
- Put the info in the template.
My restaurant owner buyer persona is 40 years old, and the restaurant manager buyer persona is 38.
1.6 Location
Knowing where the bulk of your customers are located is a must if you wish to maximize sales. Unlocking this information allows you to target those areas specifically and get the most out of marketing efforts.
Dive into some statistics and discover what insights they provide.
Step-by-step instruction:
- Go to Zippa to uncover location insights like I did.
According to Zippa, New York is one of the most popular places for restaurant owners. 
According to Zippa, Chicago is one of the most popular places for restaurant managers. - Google Analytics can also be used to reveal your persona’s location. Go to Google Analytics -> Audience -> Geo -> Location.
“Location” section in Google Analytics. - You can learn more about your customers’ location with Facebook Audience Insights Only works if you’re an owner of a Facebook group..
Go to Audience -> Top cities/Top countries to see your customers’ location on Facebook. - Use SimilarWeb to analyze your competitor’s website.
The United States was the top country sending desktop traffic to SevenRooms last month. - Google for more info if needed.
- Use the info from one of the sources or combine it.
- Put the info in the template.
I went with New York for Justin (restaurant owner) and Chicago for Peter (restaurant manager).
1.7 Income Level
Knowing a buyer’s income level is key to unlocking their potential as customers. It can determine how much they may be willing and able to spend on your product, giving you an invaluable edge in crafting the right marketing campaign for them.
Step-by-step instruction:
-
- Google your persona’s income level. These are some of the search terms you could use:
“[your persona’s job title] average salary” search query in Google. 
“[your persona’s job title] income level” search query in Google. - Dive into Zippa‘s statistics like I did.
According to Zippa, the average income of a restaurant owner in New York is $57,413. 
According to Zippa, the average income of a restaurant manager in Illinois is $49,427. - You can also go to Salary.com to look for some information.
According to Salary.com, the average salary of a restaurant manager in Chicago is $58,728. - You may be surprised, but there’s so much information you need on YouTube. I watched a couple videos from Marcus Guiliano‘s channel and CareerWatch‘s channel to get insights on my buyer personas’ salaries.
According to Marcus Guiliano, the average salary of a restaurant owner is $80,000. 
According to CareerWatch, the average salary of a restaurant manager is about $61,000. - Conduct surveys and interviews with your customers if that’s possible to get additional information.
- Use the info from one of the sources or combine it.
- Put the info in the template.
The average income of Justin (restaurant owner) is around $60,000, while the average income of Peter (restaurant manager) is around $50,000.
- Google your persona’s income level. These are some of the search terms you could use:
1.8 Level of Education
Knowing the education level of your customers is essential when creating a buyer persona. This information can shed light on their preferences and how they view your brand.
Step-by-step instruction:
- Google your persona’s level of education. These are some examples of search terms you could use:
“[your persona’s job title] level of education” search query in Google. 
“[your persona’s job title] education statistics” search query in Google. - Discover your customers’ educational backgrounds with Zippa.
According to Zippa, 49% of restaurant owners across the US have a bachelor’s degree. 
According to Zippa, 50% of restaurant managers across the US have a bachelor’s degree. - Pay attention to BestAccreditedCollages, you can get some information there.
According to BestAccreditedCollages, restaurant owner career requirements include high school diploma and/or bachelor’s degree. 
According to BestAccreditedCollages, a restaurant manager position requires a bachelor’s degree. - Go on YouTube to see if there’s something for you.
According to CreerWatch‘s YouTube video, 55% of restaurant managers across the US have only high school diploma. Sometimes the information is contradictory, and you have to choose the option that seems best to you. Keep in mind that marketing is a risky thing!
- Conduct surveys and interviews with your customers.
- Use the info from one of the sources or combine it.
- Put the info in the template.
Both of my buyer personas have a bachelor’s degree.
1.9 Family Status
Understanding your buyer persona’s family status can be the key to figuring out what decisions they may make. Are they single or married? Do kids factor into their decision-making process?
You’ll probably have to do some digging around here, and the results will vary anyway. The point is to bring them together and find a shared middle ground.
Step-by-step instruction:
- Look up your persona’s family status on the internet. These are the examples of search terms you could use:
“[your persona’s job title] family status” search query in Google. 
“[your persona’s job title] marital status” search query in Google. 
According to PolicyAdvice, 60% of entrepreneurs had at least one child, while 44% had two or more children when they launched their first business. - Search for restaurant websites that match your target area. You can consider the restaurants that come to your mind, or search for “best places to eat in *your area*”, and then visit a bunch of websites to explore the details. Usually, the information you need is hidden in “About” sections.
“Best places to eat in New York” search query in Google. 
I visited Gage & Tollner restaurant website, went to About -> History, and found a piece of information there. 
I also found Mattenga’s Pizzeria website, where I could pick some interesting facts about the owners. If you look at the screenshot I made, you’ll see 3 kids. - Go on YouTube and see if there’s something helpful.
Anton Daniels mentions his wife in his video about running a restaurant. 
Kostas Lazanas, a restaurant owner, also mentions his wife in his video. 
Sometimes you don’t even have to click on the video to get insights about family status of your persona – video thumbnails can say a lot. - Social networks. You can go to your customers’ Instagram, Facebook, etc. to get insights about their personal life.
- Conduct surveys and interviews.
- Use one or more methods to define your persona’s family status.
- Put the info in the template.
Based on all the information I found, my restaurant owner buyer persona is married and has 2 kids, and my restaurant manager buyer persona is married and has 1 child.
Step 2. Personality
Getting to know your buyer persona is crucial for success – and that means looking beyond just the cold hard facts. Consider their character traits, what quotes make them tick, plus any hobbies or interests they may have. All of this helps create a bigger picture.
2.1 Character Traits
Developing a clear understanding of your customers’ character traits is essential for creating your buyer persona. Knowing their character traits helps to ensure that we create experiences tailored to appeal and attract them.
Step-by-step instruction:
- As always, use search engines to help you find your persona’s character traits.
“[your persona’s job title] character traits” search query in Google. - Good old YouTube is here for you.
Ryan Gromfin, also known as The Restaurant Boss, shred that a good restaurant owner should be consistent. 
According to VFRadio, the key traits of a great restaurant manager are patience, perseverance, and positivity. - Conduct surveys and interviews.
- Use one or more methods to define your persona’s charachter traits.
- Put the info in the template.
I collected the info from different sources to define my restaurant owner buyer persona character traits. 
I collected the info from different sources to define my restaurant manager buyer persona character traits.
2.2 Favotire Quotes
Uncover your buyer’s personality and preferences by discovering the quotes they find meaningful. Knowing what motivates or resonates with them can help you tailor content to maximum impact.
Step-by-step-instruction:
- Look up your buyer persona’s favorite quotes on the internet. These are some examples of search terms you could use:
“[your persona’s job title] favorite quotes” search query in Google. 
“quotes for [your persona’s job title]” search query in Google. 
Look at the results I got – not only websites with different quotes, but also pictures with quotes. 
On StarterStory website, I found a lot of great quotes that can apply to both restaurant owners and restaurant managers. - Go on YouTube.
On The Restaurant Boss channel, I found a video with different restaurant owner quotes. 
Dave Allred TheRealBarman shared some great quotes that can apply as to restaurant owners, as to restaurant managers. 
On Indeed channel, in a video called “A Day in the Life of a Restaurant Manager”, I’ve heard that inspiring quote: “Being a manager is not really so much of just being a manager of people, you’re a manager of expectations”. - Conduct surveys and interviews to get quotes straight from your customers.
- Use one or more methods to collect quotes.
- Put the info in the template.
Restaurant owner buyer persona’s quotes. 
Restaurant manager buyer persona’s quotes.
2.3 Hobbies and Interests
Your buyers are more than just a bunch of numbers – find out what they’re passionate about to craft marketing messages that really resonate with them. Knowing the likes and dislikes of your customer base helps you customize content so it speaks directly to their interests.
Step-by-step instruction:
- Go online to see if there’s something you could include in your buyer persona’s list of hobbies and interests.
“[your persona’s job title] hobbies and interests” search query in Google. 
Seems like I found a website with helpful information about hobbies and interests of restaurant managers. P.S. Don’t forget about the “People also ask” section – it can help you find something much faster and speed up the process. 
Here’s what I found on IllinoisWorkNet – restaurant managers’ interests usually include carrying business projects, working with data and detail, gardening, playing with animals, cooking, and working with machinery. 
EOMelbourne’s article on hobbies for entrepreneurs gave me insights on what interests restaurant owners might have as entrepreneurs. These include sports (endurance sports, water sports, ball games), yoga, music and arts, collecting items, travelling, photography, gardening, cooking, crafting, reading, playing games (card games, puzzles, board games, arcades or video games), and fishing. - Use SimilarWeb to analyze your competitor’s website.
SevenRooms‘ audience is mostly interested in restaurants & delivery and news. - Google Analytics can offer more accurate statistics on interests of your customers. Go to Google Analytics -> Audience -> Interests to collect imformation.
“Interests” section in Google Analytics. - Discover what YouTube has for you.
- Conduct surveys and inerviews.
- Use one or more methods to collect information about hobbies and interests of your customers.
- Put the info in the template.
According to different sources, I defined my restaurant owner buyer persona’s hobbies as cooking, playing football, travelling, and fishing. 
I defined my restaurant manager buyer persona’s hobbies and interests as carrying business projects, gardening, and cooking.
Step 3. BIO
Take the time to get to know your customers inside and out and collect their BIO data. This will give you an understanding of what their life is like, what they did in the past and what brought them to where they are now.
Step-by-step instruction:
- Start from googling the info. These are some examples of search terms you could use:
“[your persona’s job title] bio” search query in Google. 
“about [your persona’s job title]” search query in Google. 
I found an excellent example of a restaurant owner BIO on Tastebuds website. 
Other than just looking through BIO examples, you could also pay attention to interviews. Here’s a restaurant manager interview on AllCulinarySchools website that can be a source of information for creating a restaurant manager buyer persona BIO. - Go on YouTube and search for interviews or “My story” kind of videos.
Ryan Gromfin (The Restaurant Boss) shares his ups and downs on the way to success. - Conduct surveys and interviews. I’d recommend focusing on face-to-face interviews.
- Use one or more methods to collect information about your customers’ lives.
- Craft a BIO based on the information you collected.
- Put the info in the template.
Restaurant owner buyer persona’s BIO. 
Restaurant manager buyer persona’s BIO.
Step 4. Professional Status
Knowing your customers’ professional statuses gives you valuable insights into their job roles and tools required for success – all of which provide the perfect ingredients to craft a powerful buyer persona.
4.1 Job Responsibilities
Gain valuable insights into what motivates your customers and how to better serve their needs by studying their job responsibilities.
Step-by-step instruction:
- Google your buyer persona’s job responsibilities.
“[your persona’s job title] job responsibilities” search query in Google. - Go on YouTube.
According to the video on The Restaurant Boss channel, every restaurant owner’s responsibilities are to control things: marketing, partnerships, staff, etc. 
According to RestaurantSystemsPro, there are 3 main responsibilities of a restaurant owner, which include budgeting, marketing, and coaching. 
Restaurant Ninjas channel represents different job responsibilities of a restaurant manager in one of their videos. - Conduct surveys and interviews.
- Use one or more methods to collect information about your customers’ job responsibilities.
- Put the info in the template.
My restaurant owner buyer persona’s job responsibilities. 
My restaurant manager buyer persona’s job responsibilities.
4.2 Tools They Need to Do Their Job
Get a deeper understanding of your customers by exploring the tools they need to get their job done.
Step-by-step instruction:
- Use search engines to see what tools your customers use to do their job. These are the examples of search terms you could use:
“[your persona’s job title] tools” search query in Google. 
“[your persona’s job title] software” search query in Google. 
“[your persona’s job title] applications” search query in Google. 
In EatApp blog, I found a list of software for restaurants. - Go on YouTube.
David Scott Peters tells about various restaurant software in his YouTube video. - Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s tools it needs to do the job. 
My restaurant manager buyer persona’s tools it needs to do the job.
Step 5. Psychographics
Understanding buyer’s psychographics is integral to crafting an effective buyer persona. These data points can reveal personal and professional objectives, values, beliefs – giving insight into what drives them as consumers.
5.1 Professional Goals
By understanding your customers’ objectives, you’ll be more informed on how to best assist them in achieving their ambitions with speed and ease.
Step-by-step instruction:
-
- Check the info on the internet.
“[your persona’s job title] professional goals” search query in Google. 
I found an article on Indeed about 10 restaurant manager goals. - Go on YouTube to see if there’s something helpful.
Dave Allred TheRealBarman talks about getting an ERC tax refund in his video as one of the restaurant owner goals. 
The Restaurant Boss talks about taking a business mastery course as an important goal of a restaurant owner or a restaurant manager. - Conduct surveys or interviews.
- Use one or more methods to collect information.
- Put the info in the template
My restaurant owner buyer persona’s professional goals. 
My restaurant manager buyer persona’s professional goals.
- Check the info on the internet.
5.2 Personal Goals
Connecting with your customers on a personal level and understanding the goals they seek to achieve can provide you important information that allows you to become their trusted advisor, helping them reach those goals even faster.
Step-by-step instruction:
- Use Google Search to find the info.
“[your persona’s job title] personal goals” search query in Google. - Go on YouTube.
The Restaurant Boss, in his YouTube video, talks about leaning and growing being the most important goals of a restaurant owner. 
I went to Making Dough Restaurant Show channel and found out that one of the biggest restaurant manager personal goals is taking care of physical condition. - Conduct surveys or interviews with your customers.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s personal goals. 
My restaurant manager buyer persona’s personal goals.
5.3 Beliefs and Values
Customers have unique beliefs and values that shape who they are. By gaining insight into the buyer persona of your customers, you can create a highly-targeted marketing strategy, speaking directly to their needs in an engaging way.
Step-by-step instruction:
- Use Google Search.
“[your persona’s job title] beliefs and values” search query in Google. 
On SevenRooms, I found great examples of restaurants with core values to look up from. - Go on YouTube for ideas.
I’ve picked up some ideas from the video of The Restaurant Boss, where the author says he believes that restaurants can be profitable businesses that provide great places of employment. 
From the video on RestaurantSystemsPro channel, I’ve learned that excellence is one of the biggest core values for restaurant owners. - Ask your customers to learn about their beliefs and values – conduct surveys or interviews with them.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s beliefs and values. 
My restaurant manager buyer persona’s beliefs and values.
Step 6. Challanges and Pain Points
For a successful connection with customers, it is important to gain an understanding of their issues and troubles. By uncovering the biggest worries, apprehensions, and difficulties associated with each buyer persona group, you can develop ways to meet customer expectations in meaningful ways.
6.1 Bigges Stuggles and Challenges
Take time to uncover the biggest struggles and challenges of your customers – by doing so, you can create an effective buyer persona that will help shape solutions tailored specifically for those needs.
Step-by-step instruction:
- Go online to see if you can find something useful.
“[your persona’s job title] struggles” search query in Google. 
“[your persona’s job title] challenges” search query in Google. 
“[your persona’s job title] struggles and challenges” search query in Google. 
On Deskera website, I found an article about challenges of restaurant owners that can be helpful with buyer persona creation. - Go to YouTube.
According to Indeed YouTube channel, restaurant managers struggle with solving everything as best as possible and as quickly as possible. - Conduct surveys and interviews with your customers – let them honestly tell you about their struggles and challenges.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s biggest struggles and challenges. 
My restaurant manager buyer persona’s biggest struggles and challenges.
6.2 Fears
So what’s keeping your customers up at night? What ideas wake them in a cold sweat? Let’s delve into their deepest fears to enrich the buyer persona we’re shaping.
Step-by-step instruction:
- As always, use Google Search. These are the examples of search terms you could use:
“[your persona’s job title] fears” search query in Google. 
“[your persona’s job title] professional fears” search query in Google. 
According to one of the answers on Quora, the biggest fear of a restaurant owner is a foodborne illness outbreak. - Go to YouTube.
According to KGW News, all restaurant owners are afraid of a pandemic. 
David Scott Peters talks about fear of failure that stops restaurant businesses from growth. - Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s fears. 
My restaurant manager buyer persona’s fears.
Step 7. Sources of Information
Let’s take a deeper dive into your customers’ world – their must-visit sites, go-to social media platforms, influencers they trust and events that make up the fabric of who they are. This should help you create an even fuller picture for understanding what makes your buyers tick.
7.1 Favorite Websites
It’s easy to get an inside look at who your customers are – just take a peek at their favorite websites, social networks, influencers, and events.
Step-by-step instruction:
- Use search engines to help you find your persona’s favorite websites. These are some of the search terms you could use:
“[your persona’s job title] blogs and websites” search query in Google. 
“websites for [your persona’s job title]” search query in Google. 
“best blogs for [your persona’s job title]” search query in Google. 
On Toast, I found an article with a list of websites that both restaurant owners and restaurant manages enjoy. Fast Casual is one of them. - YouTube is here for you. Go there and see if it has something for you.
- Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer’s persona favorite websites are Fast Casual, Restaurant Business, Open for Business, Modern Restaurant Management, Uncorkd, Civil Eats, The BentoBox Blog, Restaurant Hospitality, and Eater. 
My restaurant manager buyer persona’s favorite websites are 7shifts Blog, Restaurant Engine, Modern Restaurant Management, Restaurant Hospitality, The Restaurant Manifesto, Restaurant Den, and Open Table.
7.2 Influencers
Dive into the minds of your customers and explore who their influencers are. With this knowledge, you can have an even better understanding on how to engage with them.
Step-by-step instruction:
- You can google the info. Here is a couple of search term ideas:
“[your persona’s job title] influencers” search query in Google. 
“[your persona’s industry title] influencers” search query in Google. 
On Solink website, I found an article with a list of restaurant influencers you need to follow. My target customers probably already follow some of them. - Go on YouTube.
The Restaurant Boss talks about Tony Robbins being his biggest influencer. - Conduct surveys and interviews with your customers.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s influencers are Tony Robbins, Ben Leventhal, and Cheryl Bachelder. 
My restaurant manager buyer persona’s influencers are Danny Meyer, Cat Cole, and Jon Taffer.
7.3 Favorite Social Networks
Knowing where your customers hangout online is like a treasure map! It helps you craft an accurate buyer persona, so you can deliver the perfect message at just the right moment.
Step-by-step instruction:
- Look up your persona’s favorite social media on the internet.
“[your persona’s job title] favorite social networks” search query in Google. - Let’s go back to the influiencers. If some of them do the same business as your customers do, you can check what social networks they use.
I went to Cheryl Bachelder’s website to see what social networks she’s using. I fould 3 of them – Instagram, Twitter, Facebook. - Use SimilarWeb to analyze your competitor’s website.
SevenRoom gets most of its social media traffic from Facebook, followed by Instagram and YouTube, which means these are the most popular social networks for among your target audience. - Go on YouTube and see if there’s something helpful for you.
- Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s favorite social networks are Facebook, Instagram, Twitter, LinkedIn, and YouTube. 
My restaurant manager buyer persona’s favorite social networks are Facebook, Instagram, Twitter, and LinkedIn.
Step 8. Favorite Online & Offline Events
Bring your buyer persona to life by getting creative with how you figure out what your customers love. By exploring their favorite online and offline events, you can gain insight into the activities they enjoy in their free time.
Step-by-step instruction:
- Use Google Search.
“[your persona’s job title] favorite social favorite events” search query in Google. 
“[your persona’s job title] favorite social conferences” search query in Google. 
“[your persona’s job title] webinars” search query in Google. 
I went to 7Shifts and found a list of restaurant events to attend. - Go on YouTube to see what it has to offer.
- Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona’s favorite events are BITAC Food and Beverage, Best Practices Conference, The International Restaurant and Foodservice Show of New York, Food Marketing Conference, Bar & Restaurant Expo, and Restaurant Leadership Conference. 
My restaurant manager buyer persona’s favorite events are Fast Casual Executive Summit, FSTEC, Western Foodservice and Hospitality Show, National Restaurant Association Show, and Bar & Restaurant Expo.
Step 9. Purchasing Process
We’re almost home! Now it’s time to unlock the secret to understanding how your customers shop. Dive in and discover all the steps of their purchasing process.
9.1 Buying Role
There are 5 buying roles: initiator, influencer, decider, buyer and user. But I’m going to simplify things and leave just two buying roles – influencer and decision-maker. Which one do your customers represent?
Step-by-step instruction:
- This step should be easy, as you should already know your customers’ buying role. Do they make decisions themselves, or do they have to ask for someone’s permission to buy what you’re selling?
- Put the info in the template.
My restaurant owner buyer persona is a decision maker. 
My restaurant manager buyer persona is an influencer.
9.2 Buyer’s Journey
Do your customers know about your product? Do they redy to buy in or they first need to be informed? Figure out your buyer’s journey.
Step-by-step instruction:
- Try to find the info on the internet.
“[your product] buyer’s journey” search query in Google. - Go on YouTube.
According to David Scott Peters, many restaurant owners and managers try to make decision towards different software. That means they’re at the awareness stage at the moment. - Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
My restaurant owner buyer persona is currently at the awareness stage. 
My restaurant manager buyer persona is currently at the awareness stage.
9.3 Potential Buying Cycle
How long does your subscription lasts and when do your customers have to pay again? This is what potential buying cycle is about and it depends on your product.
Just fill in the template with the info about your porduct’s potential buying cycle.
9.4 What Stops the Persona from Making a Purchase
What’s keeping your customers from taking the plunge? Dig into their doubts and find out why they’re hesitating to purchase to clear those hurdles away.
Step-by-step instruction:
- Use Google Search.
“what stops [your persona’s job title] from buying [your product]” search query in Google. 
According to Bingage, many restaurant businesses don’t use CRM software, because owners and/or managers don’t know the worth of CRM. - Go on YouTube.
- Conduct surveys and interviews.
- Use one or more methods to collect information.
- Put the info in the template.
Unawareness of the benefits and high price are two things that stop my restaurant owner buyer persona from buying the product. 
Unawareness of the benefits is what stops my restaurant manager buyer persona from buying the product.
Step 10. Summing up
Now that you’re educated on how to create a buyer pesona. Last but not least – write a short description for your persona based on all the information you have found while creating it.
Step-by-step-instruction:
- Look through the information you have found to creat your buyer persona.
- Write a couple sentences that describle your persona.
- Fill in the template.
My restaurant owner buyer persona’s description. 
My restaurant manager buyer persona’s description.
Boost Up Your Content Marketing Strategy
If you’ve read each point carefully, by now you should know how to create a buyer persona with no fuss!
Go ahed and do research to fill in the template with what you’re going to find. If you follow my instructions and create a detailed buyer persona, your content marketing strategy will get to a whole new level.
If you have any ideas to share, write a comment below👇
