Do you embrace personas for your business? They're effective if you're looking for better customer engagement to drive more business, and should be part of your marketing efforts.
If you're looking for a reason to focus on customer personas for your business, I recommend that you read Everything that's wrong with retail summed up in one question. The article makes a strong case for personas as a means for connecting with profitable customers.
Granted, the article focuses on retail. However, it applies to all businesses including a small business. Here's why.