ICP vs Buyer Persona: An In-Depth Look at Your Audience

February 15, 2024

When you craft a plan of action for your wellness brand’s marketing strategy, start with your target audience. Your target audience is at the core of everything you do! Once you know your audience, you can implement successful campaigns that ultimately generate conversions. Creating customizable content based on your target audience persona builds brand loyalty, encourages engagement, and enhances experience. 

The first step is mastering how to identify your ideal customer profile (ICP) and buyer personas. Developing ICPs and buyer personas helps brands get an in-depth look at who they should target. Your target marketing campaigns will thrive when you have established exactly who your audience is. Therefore, it’s essential to differentiate ICP vs buyer persona for audience targeting

If you need help distinguishing the two, you’re in the right place! We’ll give you the inside scoop about ICP vs buyer persona in terms of your wellness brand, along with tips on creating and utilizing them in your marketing strategy. It’s time to really get to know your target audience on a whole new level! 

Ideal Customer Profiles and Buyer Personas Explained 

For health and wellness marketing, digging deep into the data about your target audience is essential. You can better aim to reach those most likely interested in your products or services. Regarding ICP vs buyer persona, these terms are often confused and used interchangeably; however, they have significant distinctions. 

Ideal Customer Profile (ICP) 

An ideal customer profile (or ideal buyer profile) represents the perfect client to target for your business. The ICP generally focuses on companies most likely interested in your brand. This is especially useful for wellness brands that focus on selling to targeted accounts, such as big-box retailers or local shops, to carry your products.  

For example, if you’re a wearable health tech brand, your ICP might be a retailer with a tech section. If you sell fitness clothing, you could have a similar ICP but may also target a local gym to partner with and promote your brand. Think about the ideal company or corporate account that you’d most likely see success with.  

When creating your ideal buyer profile, outline the budget, revenue, and company size. Then, go into more detail, such as industry, geography, and product or service limitations. Once you identify the accounts that fit your ICP, the next step is figuring out the individuals within that company who will decide whether to work with your brand. This is a great jumping-off point in how to identify your ideal customer profile and determine what leads will be the best fit for your wellness brand! 

Buyer Persona 

What is your brand’s ideal target audience persona? These are the individuals who make up your target audience. A buyer persona is a fictional representation of those interested in your wellness brand. This general representation covers details such as demographics, challenges, goals, and interests. With any given brand, there may be anywhere from two to five buyer personas to define. 

This is where you can get creative! Give each buyer persona a name, list where they work, identify their hobbies, and determine their pain points (here are some questions to ask when creating your buyer personas!). Build out scenarios or customer journey maps to predict how your target audience persona will interact with your brand. This outlines the steps from the decision-making process to purchasing and post-purchase.  

Here’s an example of a buyer persona for wellness brands: 

Should You Create Both an ICP and a Buyer Persona? 

Now that you know more about the specifics of ICP vs buyer persona, you may wonder if you need to create both for your wellness brand. While different, they can work in tandem to help you understand your target audience. If the ICP covers accounts you want to target, the buyer personas will be those who work at companies you’re prospecting.    

An example of an ICP could be a retail company located in the U.S. with over 10,000 employees and a budget of $20k or more. The buyer personas would then be the key decision-makers within that company. Think about the managers and sales reps and outline the challenges you might face when contacting them. This way, your brand can better understand and prepare strategies based on the ICP and target audience persona. 

Depending on your wellness brand, you might focus on both or work on individual versions of your buyer personas in your target audience. When you use ICP and buyer personas, you can boost engagement by optimizing your marketing based on what you come up with. Craft your messaging and content to address the pain points and motivations of these ideal consumers and accounts. Personalize campaigns to your audience to increase your chances of seeing the results you’re looking for! 

Focus on Precise Audience Targeting To Convert Consumers 

As you pinpoint your target consumers, the terms ICP vs buyer persona will likely arise. With an ICP, you’re looking at those companies and accounts where you can sell your product or services. Meanwhile, buyer personas focus on the individuals making those buying decisions. These personas relate to the companies for your ICP or general members of your target audience.   

Do you need help differentiating ICP vs buyer persona? Our marketing experts at Cultivating Media can help! Our Target Audience Analysis gives vital insights into your target consumers. We start with detailed persona profiles to break down your target audience personas and then provide an actionable insights report and roadmap for audience segmentation. All these components pave the way for data-driven strategies that deliver results.  

Ready to kickstart your paid media strategy? Learn more about how we can help you conduct a target audience analysis and bring those brand personas to life! 

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