Buyer Personas
The key to a smart marketing campaign is properly identifying who your customers are. Again, this is an area where small businesses should excel. They deal face-to-face with their customers on a daily basis – they know their names and their children, their likes and their dislikes. They know where they work, where they shop and where they live. Yet so many businesses market to a generic, faceless consumer that aims for the lowest common denominator.Your size is your edge – don’t squander it! Forging out a niche gives you a competitive advantage, and the most efficient way of carving out that niche is to target real people with real needs. Once you’ve determined who is patronizing your business, what they want, and how you can best communicate to them that you can best satisfy their needs, you will have made a big first step in cornering that particular market segment. And the great thing is most businesses cater to many different buyer personas.