Your inbound marketing strategy needs to target a specific audience in order to engage them with your content and convert to into a sale. The buyer personas you develop guide your strategy and ultimately define your path to success.
Not all myths are dangerous, but believing all the wrong things about marketing personas can keep you from reaching your Inbound potential.
Getting to know your ideal clients is integral to the inbound and content marketing paradigm. Figuring them out is a process that results in buyer personas that guide every step of the marketing process.
Crafting buyer personas requires donning your psychic hat. Or, if you prefer, your intuitive hat. It's about getting inside the target market's minds in a very personal and intricate way.
Poodle skirts, men with short bangs and long hair, tight, skinny jeans with holes in the
knees (oops! Never mind. That ones' trending again...) all are examples of trends that come and go, and then come back again. But imagine if marketers didn't keep buyer personas aligned with the times?
Your business was founded on the principal that you have a product or service that other people need or want. Fantastic. Now, how are you going to get the word out to said people that you offer this product or service that is tailored just to them?
You know your prospects with precision. You've identified them, found them on LinkedIn, and populated a database with their information.
You know your company's value proposition inside and out. You've crafted authentic, personalized messages for your prospects that will inform and educate them, make their lives easier, and drive them to your website.