Developing a deep knowledge of your ideal customer, a concept known in the marketing realm as buyer persona profiling, is critical to increasing the relevance of your efforts.
What the Heck is a Buyer Persona?
A buyer persona is a vibrant profile of your company’s ideal customer. This should capture the type of person with an incredible need for your product and a love for your company; who will remain a loyal client for years, and tell all of their friends about how remarkable you are.
More technically, they’re “an example of the real person you need to influence, crafted from specialized interviews you conduct with actual buyers,” in the words of Adele Revella, a leading expert on the topic. When correctly prepared and applied, a buyer persona can help you identify the forms of messaging which will convert the right website visitors into leads, and leads into customer...