A persona is a realistic representation of who your ideal customer or a segment of your ideal audience might be. Persona-based marketing is a strategy that is increasingly popular as businesses become more familiar with who their best customers are. A persona might highlight personality traits or demographic information that will help in creating specific content, or it might identify pain points that your product or services address. Persona-based marketing is based on the premise that the more you know about your customer, the easier it will be to reach them.