There seems to be this constant struggle of which marketing tools or platforms should a business use. What’s the best out there? What will bring in the most business? What’s the best fit for me? There’s one simple answer that every business should go by – it all depends on who you are trying to reach.

Do you know exactly who you are targeting? Do you know their demographics, goals, and challenges? Your specific audience is described as your buyer persona. 


As defined by HubSpot, buyer personas are “fictional, generalized representations of your ideal customer.”

A buyer persona is not just a description of your target audience – it’s about having insights into what your customers think, how they behave, and why they would do business with you.

Having a clear understanding of your buyer persona is critical to your success. They help you understand your customers and leads better, and make it easy for you to use specific terms and phrases for their needs, behaviors, and concerns of different groups.

Knowing your buyer personas will then help you determine your marketing decisions. For example, if you’re a landscaping company and your buyer persona is a 45-year-old “handyman” named Bob, direct mail would be the most effective.

Bob won’t be sitting on social media seeing landscaping ads – he will bring in the mail, see coupons and advertisements, and will more likely take action from direct mail rather than online. By knowing who Bob is, what he thinks, what he does and why he would choose your business, you will reach him in the best way possible.

Understanding your buyer personas is key to knowing how to reach your customers the right way. Click the button below to download free templates so you can create your buyer personas!

buyers personas

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