You can’t have a successful marketing strategy if you don’t know who you’re marketing to. The first step in your marketing strategy, therefore, needs to be creating buyer personas.

Buyer personas represent your ideal customer(s). They’re a construct – fictional, but not – and will help you point your marketing in the right direction.

Here’s the information you need to collect to create a buyer persona:

Quantitative (Demographic) Information

• Location
• Age
• Income
• Job title

Qualitative (Psychographic) Information

• Goals
• Challenges
• Hobbies and interests
• Priorities

Take this information, build your perfect customer, and put them at the core of your marketing strategy.