What is the best way for universities to market to their target audiences? Creating buyer personas! Buyer personas allow businesses to create specific content based on demographics and goals. According to Hubspot, “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” In the university setting, this could be people like perspective students, students, parents, alumni, or people in the community. Read on to find out the importance of buyer personas in higher ed and how to create them.