You already know that your target market is essential to your marketing success. But how do you figure out who those people are?
That may sound pretty simple and even a bit obvious. But the truth is that too many brands simply publish content without a clear objective in mind nor with a structured strategy in place. And the results are... well, less than stellar.
As a business owner it is not enough to simply say, "I know my customers." and think you have it all figured out. In fact, as much as we would like to think we do have it figured out, if you haven't done the work, you probably don't.
What do Bill Gates, the late Steve Jobs, “internet founder” Al Gore and a local inbound marketing strategy all have in common? If you say computers, I’ll have to tell you that’s not all. They are all Baby Boomers and almost every organization has one or other product or service they want to sell to baby boomers. Jobs and Gates were both born in 1955 and Gore was born in 1948. Baby Boomers are not only the largest market segment today, they are also the local inbound market segment with the most dispensable income – in other words, they have money to spend!
Personas are a way to understand your market segment. I’ll bet you think you know all about personas. But do you have them? Are you using them to define your market segment or are they sitting in a notebook somewhere totally forgotten? I thought so. I am going to breathe some life back into those market segments, known as personas, by bringing you the traditional persona criteria and another way to look at your market segments.