You’ve taken the time to develop a solid inbound marketing strategy. Awesome sauce! But – are you targeting the right buyer persona?
The problem with marketing to just one type of buyer, or to a general group of buyers, is that your message doesn’t hit your most important target quite as hard.
For example, if you’re marketing to the CEO of a company, but they have no involvement whatsoever in the purchasing of whatever it is you’re selling, you may as well be marketing to thin air.
Instead, focus the majority of your marketing efforts on the people who actually make the purchasing decisions, and your message will go much further.
Figuring out who that person is can difficult, but once you’ve figured that out, you can more effectively target your marketing campaigns for better results. Debbie Williams, Chief Content Officer at Sprout Content, talks about this approach in more detail in a recent Forbes article.