Demographic information is all well and good, but do you know who you are really selling to? I mean do you really know. Do you have a clear picture of who you want to attract, or are you like of those sleazy 3am lawyer commercials that promise huge cash settlements to anyone with a pulse and a landline. The best way to truly get everyone in the company on the same page and marketing to the right people is to develop a set of buyer personas.
What is a buyer persona?
A buyer persona is a profile or story on the type of customer you want to attract to your business. Think of them as your dream clients. A great business persona starts with a name that puts them into a segmented group ie: Marketing Mary or Head of Purchasing Patty. These are the people you could be targeting. The persona also includes more specific details like age, gender, education, family status, etc. You also define what a day in their life looks like and what their pain points are.
So what is the benefit of what may seem like another useless corporate exercise that the marketing team wants you to do?