Who are your ideal customers?
We believe it isn’t enough in today’s competitive business world to simply know what you have to sell. Instead, the smartest companies build their online marketing plans around specific insights. They want to know as much as possible about their most important customers, and what their products or services represent to those buyers.
That’s why we encourage our clients to take the time to use our Self-Guiding Persona Creation Tool. It helps you know your clients as real people with concrete buying motivations. In other words, well developed personas hold the key to personalized marketing and make it possible to craft offers that buyers respond to.
Note that, even though marketing personas are always going to be approximations, you want them to be as specific as they can. That means that, if there are major differences between one group of customers and another, each should probably have its own persona that you are aware of and focus some of your attention (and content) toward.