As you developed buyer personas in an attempt to better understand your customers, you probably conducted hours of interviews, performed ample research on buying behavior, and gained a clear, full picture of your ideal customers. You've done your best to empathize with your target audience and identify their pain points, their favorite online hangouts, their likes and dislikes, and general attitudes.
Buyer personas already make up the backbone of your outreach strategy, whether you’ve been relying on formal personas or not. Think about it. If you are an ophthalmologist marketing Lasik packages to an older demographic, would you choose to run ads for those services on Snapchat or TikTok? Probably not. Common sense dictates your audience won’t be found there.