You can focus your energy and resources in the most effective way by directing your attention towards those people who are most ready and willing to buy your product. You can waste a lot of time and resources trying to reach disengaged people who are very unlikely to ever buy your product – either because they don’t have the available resources, or it’s just not a high enough priority or pain point for them.

This is why it’s important to identify some key potential buyers for your product, who will be most motivated and easiest to convert into sales, and to focus your marketing energies on reaching these people. We call these ‘key personas’.

Key personas are basically different types of customers. The more you know about them, the better – this will guide you in finding the best approach for connecting with them, generating interest in your products and services, selling to them, and maintaining the relationship so that they can recommend your business to others. 

The easiest way to get started is to categorise the main personas by the type of products or services they need.

Example:

• 5 Key personas identified for a real estate agency: 
• Property sellers
• Property buyers
• Landlords 
• Renters
• New real estate agents 

While all types of customers are important, your business might prioritise some over others. In the example above, the real estate agency’s key personas (who generate most of the revenue) are likely to be sellers of property and landlords wishing to rent out their properties. While, for a buyer’s agency, the key personas might be buyers of the property as they are the ones who pay the agency fee.

Knowing what type of customers you are most interested in in a business sense will help you to build your marketing strategy around them, so that you spend most of your resources (money, time, etc) on getting the right customers in the most efficient way (and avoid spending time on those things that are ‘good to have’ but not critical to your success).

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