Demographics are important, but you can't judge a book by its cover. It's important to also understand what your customers like and dislike, what their problems and pain points are, and what aspirations they have.
This is why a marketing strategy is so important. There are many opportunities to touch a potential client. In order to create engaging and high performing content, you need to think through the customer's journey.
What is the problem? What are the pain points motivating my customers?
What value do you provide beyond a transaction?
What might prevent the customer from doing business with you?
What alternatives might your customer be considering?
How will your customer complete their purchase with you?
What do you want to happen next?
Each individual and/or group plays a specific role, but we're going to focus on the three core roles: users, influencers, and decision-makers.