Personas Are the Beginning of Everything

I have a love/hate relationship with buyer personas. For starters, the term “buyer” persona already puts the focus on a sale, rather than a relationship. For inbound marketing, we should be thinking in terms of “audience” personas. Who is going to be reading all this amazing stuff we create?

Whatever you choose to call them, personas play a critical role in developing effective inbound marketing strategies.

Who is your customer? Who are you marketing to? Personas help you answer these questions. They also help you avoid sandtrap answers like, “Everyone!” or “Moms.”

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