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The Importance of Building Personas for Your Business Personas are crucial to maximize the effectiveness of your marketing budget. Find out how exactly they can help your business and why you should take the time to build them.

By Rocco Baldassarre

Opinions expressed by Entrepreneur contributors are their own.

A business persona can be defined as the profile of a product's typical customer. Each business can have multiple personas and they should be at the center of the whole marketing strategy.

Most of the time, the rush to get a product to the market or the assumption that a business knows its own customers leads to expensive mistakes. In the best-case scenario, businesses are still profitable but might be overpaying on conversions for not having a persona built.

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