It’s all very well having a great digital marketing strategy, but unless your inbound marketing makes use of buyer personas to truly target your market, you’re not going to be able to fully capitalize on its potential. A buyer persona is a fictional representation of your ideal customer that allows you to develop content marketing that is truly relevant and engaging. Because digital marketing is so focused on hitting the right target market, strategies such as PPC and paid advertising will have the best effect when you really understand who your potential customers are, and what makes them tick. Developing a buyer persona for your company is about far more than simple demographics, it goes much deeper and includes...