- [Instructor] Marketing is all about getting
the right message in front of the right people,
and your customer segments are who you'd like
to get your message to.
But to figure out how to message,
you need to truly understand these customer segments.
And that's where personas come in.
A target persona is a fictitious person that you describe
that represents your target group really well.
So instead of figuring out
how to message to customer segment 1A,
you're building a campaign for new graduate Jenny.
Now for every advertising campaign that you build,
you'll need to have personas attached to it.
And personas should fit on a single page
and provide a snapshot of the customer
that's quick to digest.
And they usually look something like this.
Let's go ahead and build one together.
You're going to start with four questions
about your ideal customer.
Who are they?
What needs do they have?
What barriers do they need to overcome,
and what motivates them?
Imagine you're marketing for a company
that sells eco-friendly organic diapers online.
Here's how you might answer these questions.
One of the ideal customers might be a woman
between 28 and 35 years old, who lives in an urban area,
works full-time, and has an interest in healthy living,
yoga, and connecting with other moms.
Her needs are to be environmentally responsible,
increase her free time,
and to continue to advance in her career.
She also wants to get outdoors more.
But she faces some obstacles, a lack of time,
often making it harder to find eco-friendly products,
a distrust of big-box retailers to source responsibly,
and anxiety around what products are safe for her child.
Now she's motivated by advice from moms and her peer group,
validation from any certification organizations,
easy and quick shopping experiences,
and companies that align with her values.
Now, once you complete this exercise,
you want to make this fictitious person feel real.
So add a picture and a name.
Creating these target personas makes it easier
to imagine the person you're marketing to.
You'll find creating your ad campaigns
and crafting messaging is much easier
when you have this persona.
It is a powerful exercise that you can do,
even limited time and resources.