(Ad) No matter how appealing your product or service is, your customers often don't decide to purchase it the same way. They have different considerations, needs, and journeys. Developing a deep ...

Do you know who your best clients are? If you do, are you able to pinpoint what makes them an ideal client? How can you apply that information to all of your marketing activities in order to maximize ...

As personas, they are fictional characters birthed by research to represent a composite of the company’s target audience. And for these two, their needs, experiences, goals and behaviors are wildly ...

Every business has a target audience that it hopes will buy its product or service. Rather than create marketing campaigns for an unknown quantity of nameless, faceless "consumers," many companies try ...

So, we built our buyer personas around those assumptions and started creating content to appeal to that audience. But then a funny thing happened. When we were talking to customers, we found a ...

If you own a small business, you likely have a pretty solid understanding of who your customers are. But if you want to formalize the process of understanding your ideal customer (and the potential ...

Audience personas (aka buyer personas, customer personas, marketing personas) allow us to personalize our content across channels. They dictate the content to help target customers across all stages ...

Forbes contributors publish independent expert analyses and insights. Mike Kappel is the Founder of Patriot Software, LLC. Running a business is a lot like writing a story. You need to set the scene ...