In creating a digital marketing strategy part 2: Customer Personas, I talk about the importance of creating customer personas to ensure you can align your message, content and channels against your target audience.
When you review you customer base you will be very surprised as to the different customer types you have that do business with you. Each person, job role have different needs and wants and reasons for working with you.
Therefore, by creating detailed customer personas you can ensure you create communications that resonate and answer the pain points of each of your customer types.
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