It may be helpful to consider buyers in a multitude of layers in order to sort and categorise.
Thinking in terms of primary, secondary and negative personas can help identify where you need to spend your energy most in order to see a greater ROI.
These people are your absolute ideal customers, and who the bulk of your content and time should be focused on. There are the ones in real need of your products and services, who will carefully weigh the pros and cons of your company versus a competitor. They also have the potential to become great promoters of your brand, provided you take the time to close the cycle and delight them. This is where the bulk of your content and offers need to be focused. Your material should ‘speak’ to your primary personas.
The secondary persona group will have much in common with your primary persona, but may not have the funds or time to wholly many of your products/services. They may require changes to your products and services that would require your company going in a very different direction, so it may be that some of their needs cannot be met.
Also known as ‘exclusionary personas’ these negative personas are important for you to know, so as to identify them quickly and not waste time you could use on actual potential customers.
A negative persona may be someone trying to sell you on something their company provide. They may be more expensive to acquire than profit they provide, or they may simply not be a good for your company.
Negative personas are developed in the same way as regular personas – via data you have them already, interviews, surveys etc. Once you have developed your negative persona(s), ensure that your sales and marketing teams are aware of them and can begin to identify them.