All language subtitles for 7.Finding target customers

In this lesson, I'm going to teach
you how to find your target customer

through creating customer personas.

A customer persona or buyer persona is
a representation of your ideal customer.

This could be based on market research or
real data about your existing customers.

This is important because it will
influence the way that you market your

brand from the outset, and any time that
you're communicating with your customers.

Without creating your customer personas,
you'll only be guessing at the type

of content that your audience wants.

Your customer personas will help
you determine where to focus your

time to attract the most valuable
customers to your business.

Once you have your customer personas
mapped out, this will make it easier

for you to target, sell, and craft
your marketing toward the exact kind

of people who want to buy your product.

If you don't define your
customer personas clearly.

You're not going to know who
you're speaking to, and of course,

in any sort of conversation and
marketing is a conversation.

You want to know your who.

Something that I hear again and again
is because a new entrepreneur thinks

that their product is so amazing that
it'll therefore appeal to anyone and

therefore everyone is their target market.

But the thing is that nobody can
afford to market to everybody.

So to get more out of the ROI
of your marketing, you need to

find the group of people who your
offering is the most compelling for.

This is your target market.

A way to think about this is, in
an ideal world, who would love your

product and wanna tell all of their
friends, family, and followers about it?

This is the group of people
that we're looking for first.

So define your target market.

We're going to create customer personas.

According to HubSpot, a customer
persona is a semi-fictional

representation of your ideal customer
based on market research and real

data about your existing customers.

When creating your customer
personas, consider including

customer demographics, behavioral
patterns, motivations, and goals.

The more detailed you get, the
better customer personas help us

internalize the ideal customer that
we're trying to attract and relate

to our customers as real humans.

Customer personas are given names,
personal details, behavioral patterns,

goals, skills, attitudes, and sometimes
a picture to make them more realistic.

The easiest way to come up with your
persona is to fill out something called

a customer persona canvas with everything
that you know about your target audience.

And don't worry, we're going
to give you one of these in

the worksheet for this lesson.

So here's what I do.

I go through and complete
as much information about my

brand's personas as I can.

I start with their basic demographics and
then dig deeper into their psychographics.

And let me break this down for you.

Demographics are more objective facts
about your ideal audience or customer,

including factors like age, gender,
job, marital status, et cetera.

While psychographics are the
characteristics of an audience that

are slightly more intangible, such as
interests, habits, attitudes, emotions,

and preferences, and both are just as
important in understanding our customer,

there are places to fill in a lot of
this info on our customer persona Canvas.

You'll see there's even a place
for a basic elevator pitch.

This is how you describe your
brand to a target customer in 15

seconds or less, the duration of
an average ride in an elevator.

This process is a chance for you to get
very clear on who your target audience is.

However, if you're still a bit confused
about this kind of information or

not really sure about a good way
to figure out who your customer

personas could be, you could do some
competitive research to see who other

brands in your industry are targeting.

You can usually find this out from the
social messaging, or you can use some cool

research tools to analyze your customers.

We'll include some of
these in the resources.

Alternatively, you can use data from your
existing customers or people who showed

interest in your idea to find this out.

You might find it easy to
base your customer persona

on age rather than location.

For example.

Age is a really good way to break it down
like into millennials versus baby boomers.

I'm gonna give you a few examples across a
couple of my brands, a brand I've advised

and our example of our reusable straw.