As a small business owner, not everyone is your customer. It’s almost impossible to achieve sustainable growth for your business if you don't know who your ideal customer is- having adequate knowledge of your target audience helps make your marketing more effective and cost-efficient. As the marketplace becomes even more crowded with businesses fighting for attention, it’s more necessary than ever to home in on your intended customer with relevant calls to action, and not waste time and money marketing to people who aren’t likely to buy from you.
Establishing a buyer persona helps you internalize and understand your current customers, as well as make it easier to speak to potential customers. Great buyer personas enable you to produce tailored content, customized products, and targeted messaging, as well as to offer services that meet the specific needs of your target audience- or audiences.