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Buyer personas give you insight into how to best engage with your various customer types. But before you start creating those personas, take time to do the research.
When gathering data about your customers, dig deep into both Web analytics and your own business intelligence, suggests WSI in the following infographic.
For example, research bounce rates, organic traffic, mobile traffic, leads via social media, referring sites, and page traffic.
Via Brian Yanish - MarketingHits.com
Great information on how to build strong personas. What shouldn't be missed is the subject - "Buyer" personas.
All to often I've seen the most of the effort, most of the well formulated and understood personas to be the "user" personas.
These are subsequently used to drive marketing and often, the buyer persona is under-developed, an after thought, or completely non-existent.
It is critical to understand the buyer and leverage this understanding to drive targeted programs with meaningful content that reaches them and appeals to their needs and wants.
Doing this well can empower your "users" and internal champions to more successfully convince decision makers in the firm. It more easily opens doors for your sales team and, in the end, helps you close deals.