In this week’s Internet Marketing Podcast Andy talks to Felice Ayling, Digital Media Director at SiteVisibility, about the benefits of building up in depth profiles of your brand’s customer groups. By doing so you can then hone your marketing campaigns, make them more targeted to appeal directly to that group, and feed them directly into your site design and tone of voice. She gives some top tips for identifying personas for both small and large businesses. She concludes by noting the importance of collecting as much data on your customers as possible, which will in turn help you to understand your customer’s needs.