Selling to an invisible audience is difficult to do. Many startup owners are shocked to discover that the real challenge of launching a brand doesn't actually occur until that product is already developed and ready to be launched. The reality is that identifying an audience and spreading your message to the right people can be the most difficult aspect of launching a brand. You already know how crowded and competitive the market is. What you may not realize is that having the best product available isn't a guarantee that your startup company will rise to the top. Visibility and relevance are the two deciding factors when it comes to whether or not your startup company will last past its first year of existence. Connecting with customers is the best way to be competitive. This is why more and more businesses and startup companies are actually developing buyer personas that can be used to create relevant content and effective marketing measures. A buyer persona is a relatively new concept in the marketing world. The reality is that the marketing industry simply didn't have the technology to create such an accurate and detailed analysis of customers up until very recently. A buyer persona is heavily based on details that can be mined from data. The reality of the marketing world today is that customers no longer have to answer surveys or voice their opinions in order to tell brands exactly who they are and what they want. Brands can learn everything they need to know about customers simply by observing digital behaviors and measuring interaction levels.