Are Buyer Personas Useful or Useless?

The exercise of creating buyer personas is extremely valuable. It helps you define your ideal customer based on market research and data extracted from your existing customer base. Once you have created those personas, how useful are they? Do you craft your marketing messages around their specific demographics, patterns of behavior, and drivers?

​Just how useful (or useless) are buyer personas?

Obvious Buyer Personas Are Useless

Use buyer personas to segment your audience and differentiate your brand. Selecting obvious, highly competitive buyer personas is a waste of your time. Assume that your competitors have done this already. All of their content is geared toward the most obvious buyer personas. These are low-hanging fruit.

You want to create thoughtful, unique buyer personas. There may not be as many, but they are still highly relevant. You also carve out a unique opportunity to saturate these smaller segments quickly if overlooked by competitors.

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​How to Optimize Your Small Business Saturday Campaign


According to a Small Business Saturday Consumer Insights Survey, over 95 million people shopped at small businesses on Small Business Saturday last year totaling $16.2 billion in spending. That’s nearly a 15% increase from the $14.3 billion in spending in 2014, and with the increased focus on small business sustainability for community growth that upward trend is likely to rise again this year. 

What does that mean for your small business?

There’s a lot on the table, and the sooner you get prepared, the more successful you will be on Small Business Saturday. With that in mind, here are some ways you can optimize your Small Business Saturday campaigns.

Register with

If you’re in the retail space, this website is killer. It’s something American Express put together which provides small retailers and e-tailers with resources and advertising tools – such as a free listing on the site – so you can make the most out of the day.

Stay On Trend

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​Grow Your Small Business in Just 5 Minutes a Day


As small business owners, we are always looking for quick, easy, affordable ways to grow. There may not be any wildly secret ways to scale up, but there are some obvious yet overlooked growth tactics that take very little time.

Here are a few ways to grow your small business in just 5 minutes per day without blowing out your budget.

​Build Email Funnels

The affordability of email is exceptional, and the ease of use has dramatically improved over the past few years. Email service providers now allow you to drag and drop text and images into pre-made templates for quick, easy assembly. All you have to do is write the emails, test the subject lines, and optimize them.

Email funnels take email marketing to the next level. In just 5 minutes per day, you can change groups, alter calls to action, and define email marketing funnels that convert better than any other form of marketing – including social media. These pre-defined email marketing “buckets” are a killer marketing tool, and it only costs your small business pennies per email.

Upsell Existing Customers

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