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Is your marketing targeted to the right customers? Find out

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by ConnXus on October 30, 2012

Do you know your customers? Not just their names and faces — though it’s great if you do — but their particular characteristics and what motivates them to buy your product or service over your competitors’.

Knowing your customer will help better focus your marketing efforts, whether that’s through the web, direct mail, flyer or brochure.

How can you learn more about your customers, best catch their attention, and motivate them to buy?

You may have heard the term Customer Persona. Creating personas of your customers not only helps you understand who they are, but how they prefer to interact with your company and the marketing messages that appeal to them. Knowing your customers helps you earn their affinity and hard-earned dollars.

Creating customer personas can be very beneficial. You probably have more than one type of customer who buys different products and services for different reasons. Doesn’t make sense to spend your marketing efforts reaching the right person, in the right time and place? Customer personas can help you do that by giving you a deep understanding of who they are.

So, how do you start? The Hubspot Blog Everything Marketers Need to Research & Create Detailed Buyer Personas [Template] is offers detailed instructions on creating customer profiles. (The template does require your email and company info to download.) It starts by reaching out to your current customers to find out more about them, and why the chose your products or services.

When creating personas you’ll want to include information such as:

  • Job title and position
  • Gender
  • Age
  • Identifying Characteristics (busy professional, talkative, tech savvy, hands-on etc.)
  • Where they live (urban, suburban, rural)
  • Household income or business revenue
  • Persona Challenge and how you can meet it

You might want to include other more personal information like the places the persona shops, eats, whether they live in homes or apartments, etc. And remember, your business may cater to more than one type of persona, so create as many as you need.

Once you put these personas together, they help you determine what type of messaging and design speaks to them. They can also help you determine the best places to present your marketing messages. For instance, if your buyers are young and get most of their news online, you won’t want to run adds in the big daily newspaper. If many are proactive small business owners, maybe you’ll run an add in the Chamber newsletter.

These personas can be shared with your marketing team, and even your employees who can use them to better understand the needs of your customers. So get started on your customer personas today and see if you can better focus your marketing message!

ConnXus helps grow small, woman- and minority-owned businesses by connecting them to Fortune 2000 corporations seeking a competitive edge through supplier diversity. Learn more at

Posted in: Marketing & Sellling

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Rod Robinson

The ConnXion Point is the blog for, an online service connecting small, minority- and woman-owned businesses with companies seeking to hire diverse suppliers.

I'm Rod Robinson, founder and chief connector of I've spent 15 years in the procurement business as a minority business owner, company procurement officer and industry consultant.

The ConnXion Point will focus on issues, events and news about procurement and supplier diversity. So, whether you're purchasing or selling, we'll have information you can use. We also hope to facilitate a healthy, respectful exchange of viewpoints on issues surrounding supplier diversity and procurement.

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