Today’s best performing businesses know exactly who their target customers are and how to effectively market to them to generate revenue. The secret to this equation is buyer personas, and whether your company has been using buyer personas in your digital marketing strategy for years or you’ve never even considered them before, it’s always a good idea to do some research and brainstorming to narrow your focus on the customers who will positively impact your business the most.
Creating or re-evaluating your buyer personas is a great exercise for everyone in your company to be involved with. There are some common mistakes that could lead you down the wrong path and one of these mistakes is to fail to make negative personas.
Negative personas are the representation of customers that you don’t want to spend time and effort marketing to. You might be thinking, “but a sale is a sale, right?” Although there are those outlier customers who will buy from you that don’t fit your typical customer’s mold, there are certainly people who are not going to be the right fit for your business. You want to define those people as negative personas to better know who you are not marketing to so that your valuable resources can be spent where it matters.