These semifictional representations of your ideal buyers help you understand your customers better; and when you understand your customers better, you can create content better geared toward them. And better content helps attract website visitors who may well turn into customers one day.
But building a buyer persona isn't as simple as narrowing your customers down to an age range, location, occupation type, gender, or some other descriptor. It's a science -- one that involves research, analytics, even surveys of your existing customer base. Creating very specific personas can dramatically help improve your marketing campaign results. Check out the infographic below created by Single Grain to learn more about the science behind building great personas.