WHO IS YOUR CUSTOMER AND WHY DOES IT MATTER?
BY CAROLYN BOTHWELL
The single most important question when it comes to running your business: Who is your customer? It all starts here, with the buyer persona.
What is a Buyer Persona?
Sometimes called a marketing persona, this is a generalized representation of your ideal customer. These personas provide context for you to use when making any strategic decisions.
Creating Your Buyer Personas:
Look at your website data and trends
Interview current customers
Check in on your social media analytics
Narrow Your Focus
Once you have done your research, you should have a good sense of your persona’s demographics, interests, and buying behavior.
Put It In Action
Now use your buyer persona for… well, everything. It should drive how your product functions, how it’s sold, where it’s sold, and more.
ABOUT THE AUTHOR
Carolyn Bothwell is a Marketing Consultant from Boston specializing in branding, copywriting, social media, and digital marketing. She worked in the fashion and commerce industry before branching out on her own as a consultant. Some of her past clients include Rue La La, Sperry, Joss + Main, Coveted Market, Filbert, FlatWorld, Lunar Wireless, Hopper, Trade Coffee Co., Gilt City, and more.