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?

Inbound marketing is like dating. Like any prospective date, before your customers can you trust what you have to offer, you must first build a relationship of trust. If you don't, it will cost you - literally.