To add new loyal customers, make sure your web site's personas are fresh

We know our web sites are most effective when they are regularly updated, but we may overlook an important reason to update: a new category of customer. While we may find a few exceptions, we generally want to expand our market to new categories. And the easiest way is to keep an eye out for new customers who don't fit our existing personas. At the same time, we need to be sure our existing personas still fit. 

Kissmetrics: 5 Ways to Align Data and Storytelling for Business Growth, 2015-Sep-24 by Shayla Price

To target the most influential consumers, data identifies which buyer personas have the most impact on lead generation. Teams then can create focused messaging to grab the customers’ attention.

Plus, research shows that by adopting marketing personas websites are two to five times more effective and easier to use.

For personas to be helpful, the data must be accurate.