Before diving into your Inbound Marketing strategy, one of the most important steps is identifying your primary audience, or buyer persona.
Your buyer persona is a fictional representation of your ideal customer and will help ensure that every member of your team knows who they are engaging with and, more importantly, how to engage with them successfully.
While you can market and sell to every person you can find, chances are you won’t be successful. Not everyone wants what you are selling and you don’t want to spend time and money try to attract the wrong person. By developing a buyer persona, you will be able to focus on your right type of customer and specifically target them.
Most B2B organizations who do Inbound Marketing, have at least 3 to 5 primary buyer personas.
But, don’t stress. The number of personas varies by industry and company, so if you have more or less, it’s fine.
If you don’t currently have any personas, our advice is to start slow. Focus on one or two buyer personas first, and see how that goes. Once you’re happy with the outcome, move on to the next one.