- [Instructor] Who's your ideal client?
That simple question in my opinion is the key to marketing.
We'll start first with the identifying the demographics
and firmagraphics of your target audience.
And then we'll move on to psychographics.
Demographics and firmagraphics, this is information
you probably already have in mind
who you're going to target.
So on your handy-dandy mobile marketing planning worksheet,
write down your ideal customer's demographic information
like age, gender identification, geographic location,
income level, job title, and company size.
Psychographics, this is where
many people they'll fall short
in their marketing strategies and plans.
Today's consumers are savvy and the advancements
in technology have elevated consumer expectations.
So not only do you need to know
about the basic demographic information,
you also need to understand their mental
and emotional state.
The secret to developing a buyer persona is understanding
the psychographics of your target audience, their thoughts,
motivations, and feelings.
So going back to the customer journey map.
What are your customer's goals?
What are they trying to achieve by using your mobile app,
receiving an SMS text message,
or purchasing a product or service via a mobile device.
This information gives you a preliminary view
of their motivations,
thoughts and feelings about a product or service.
Here's a pro tip.
Read reviews and comments
on social media or in the app store.
This information will help you identify frustrations
your customers may have with your competitors.
This will also tell you how they feel
and what's important to them.
Leverage a buyer persona document.
Now let's take a look at this information
and create a buyer persona document.
Even though this is just a profile of your ideal client,
a buyer persona helps you understand the needs
and goals of your customers.
Here's an illustration of a buyer persona document.
You should include details
about your ideal client's interests
lifestyles, values, goals, calls, attitudes, desires,
and behavior patterns.
This information will help you craft relevant messaging
that will appeal to your ideal client.
If your target audience doesn't feel that the message
and your offer is relevant to them,
they will ignore it
and not take your desired action.
So it's important to really know your customer.
I recommend focusing on just one or two buyer personas.
The buyer personas should be a profile of your ideal client
that you will target with your mobile marketing strategy.
Identifying your ideal client seems easy enough,
but how well do you really know your ideal client?
A buyer persona document will help give your messaging
personality based on a deeper understanding
of your ideal client,
going beyond just demographics and firmagraphic information,
and really focusing on psychographic information will help
you develop a mobile marketing strategy that creates a great
experience for your ideal client.
It will seem like what you have to offer
was made just for them.