Targeting 101: avoid some annoying mistakes by knowing your audience | Anna Franchi | Skillshare

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Targeting 101: avoid some annoying mistakes by knowing your audience

teacher avatar Anna Franchi, Digital Marketing, Life Enthusiast

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (26m)
    • 1. Welcome

      1:23
    • 2. Your product is not for everyone

      1:08
    • 3. Target vs Persona

      3:27
    • 4. Focus on the problem

      2:05
    • 5. Segment

      7:40
    • 6. Get real data

      4:58
    • 7. Observe your Competition

      2:00
    • 8. Where do they hang out?

      1:23
    • 9. Final Recap

      1:59
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About This Class

In this class you will learn how to have a clear idea on who your target is by niching it down and “hanging out” with them. You will learn the difference between target and customer persona and work towards building your ideal customer persona in your project.

At the end of the class and by project completion, you will have your target market and customer persona lined out, which will be the starting point of your positioning and all your next steps.

This class is for business founders as well as for the ones who have a business idea and are taking the first steps. No previous knowledge nor experience is required.

Meet Your Teacher

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Anna Franchi

Digital Marketing, Life Enthusiast

Teacher

Hello, I'm Anna, a digital nomad and life enthusiast. I work as digital marketing specialist, focusing on content writing and branding for startups and small businesses. In my daily work, I noticed that many business founders are not very familiar with marketing and very eager to learn new skills that would help them taking their companies to the next level. This is why I decided to share my knowledge with my courses. I want people to be successful in following their dreams and I want them to avoid some mistakes. 

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Marketing Business

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Transcripts

1. Welcome: Hello, everyone. And welcome to this class about targeting My name is Anna Frankie and work as a digital marketing specialist in this class. You will first of all learn why it is important to have a very clear idea of your target. You will also learn how to finish down on the difference between target market and customer persona. In your project, you will created Kasam a persona for your business. They differed. His class came from my experience, working mainly with start ups and small businesses. Because sometimes some founders come to me for digital marketing services on the first question I ask them is What's a target? Some of them don't have a very clear idea off the target on this is why I decided to create things glass because I think it's very important to have a very clear idea off the target. This will help you avoiding lots off mistakes and wasting a lot of time and resources, of course. So I hope that this class will be useful for you before we get started. I want to take them happy to answer to all your questions. So please feel free to message me and please feel free to follow me on skill share on social media on I hope you enjoy the class and now let's get started. 2. Your product is not for everyone: as we said before, targeting is very important and this is because your product is not for everyone. Even if you think that it is that it caters a large group of people, it might do so, but it is just not for everybody. Even the cut products that everybody uses every single day have their own nation. For instance, toilet paper. There is a toilet paper which is more eco friendly for people who care about the environment. Andi. There is a different toilet paper which is very ultra soft on its probably more expensive for people that want the extra comfort. Then there is a fanny toilet paper for people who want Teoh may be impressive friends and are more funny. And there is a scented toilet paper for people who like to have incented on the results. So cheap a toilet paper for people on a budget and all those brands know who they are catering because the person who is buying the ultra soft coated paper is definitely not buying the cheap one 3. Target vs Persona: let's dig deeper into the specifics of targeting target audience versus by your persona, you might have heard those terms. On one hand, we have the target, which is a larger group. After people you are targeting on. Do you identify this group looking at aspect such as demographic, sex, income, location? We would talk about those acts aspect a little bit later in the course when we talk about segmentation. For now, it is important to know is that Target does not describe a behavior. It is just a big picture off your customer. On the other hand, we have to buy a persona, which is the portrait off the individual you are targeting. It contains a deep analysis off the behavior and how do you create the persona? You literally create a portrait, your given name to the person and you look at the behaviour at the buying process on. Do you also find out how to market to those Pacific people because you find out about where they hang out virtually and physically, you find out about what publications will read, so you know how to you find out how to actually market your product to those people in order to identify you by a persona. If you really have customers than the best thing to do is to focus on your best customers. If you don't have customers yet, just focus on your ideal customer. And then how do you find all the insights about the behavior in the buying process? Well, I mean, on one hand, if you don't have customers, you can see how they behave. But if you don't have customers yet or if you don't have enough customers, Teoh have, like a proper idea you can look into into market analysis companies. Andi, you will see this in your project because actually, in your project, you're gonna create your bio persona. Andi, I will explain a little bit more in detail. How to find it. We also had a negative by a persona, which is a group of customers that you don't really wanna focus on because they might get far in the sales process but don't come. Ultimately, don't convert. They might go for the products with the lowest return on investment for you. It might be very hard to meet their goals, so assessment worthy to spend your time energy and resource is on those people. So it's much better to know who those people are, just kind of reds like them on and move on with the people that are more worth it for you right now. And buy a persona is more important than the target market because, of course, it's more specific. However, a Target and and Kasman persona work together because there is no way you can have a specific person without knowing desires. A group the bigger picture. So you start with the target audience, and then you identify your by a persona, looking at your target audience at your current customers at your ideal customers. So and your buyer persona is always part off your off your target audience, of course. 4. Focus on the problem: So we briefly talked about why it is important to target and to know your target very well . We also talked about different between target audience and cast my persona. And now let's start talking about how to identify your target. So the first thing to do is focusing on the problem. Then you segment create service. You observe your competition. You find out where they where your target hangs out and you just try. Try, try until you are happy and your joy. You try again. So let's start with focusing on the problem. And you might be familiar with start ups and started peaches because you might be a start up founder yourself. If you're not, doesn't matter. You might know that when startups pitch Teoh investors, especially on the big day. My days in Silicon Valley, you might have heard about them. You might have seen videos off them. Founders start with talking about the problem because it any a product or service usually is there to solve a problem. So usually you exist because you identify the problem and you have the solution for that. So I think about when you think about your target, the First of all, I think about Why do you exist? What is the problem you're solving on? Then think about For whom is this a problem for whom this is a pain point? Andi. Start from that and you will already identify at least one group. If you identified more than one group and you don't know well just started. A small group started. One started small, and you can always SK later. But it's always best to start with something simple and because this will allow you to have a much easier, it's much easier to focus on just one group on something simple, and then later on, you can move on to something bigger. 5. Segment: Let's talk about segmentation, which is the second point. A segmentation, it means dividing your target market into groups according to similar behaviors or needs. You're groups are called Segments on. Those segments have to be measurable, so you have to be able to, uh, to measure them, to give us eyes to them. They have to be accessible. You have to be able to get information from them, but also to be able to market to them. They have to be sufficiently different to justify a meaningful variation in strategy, which means that they have to be specific characteristics that makes sense. Teoh. Divide them. They have to be specific, the activity substantial, which means that there has to be on a significant number off people in that group. Andi, if you see that you only have three people in that segment, maybe it's wiser to change the criteria and have different segments. They also have to be durable, which means that they have to make sense in time. They have to last in time, and so it has to make. It has to make sense in time for you to do the segment Time wise. There is an explicit and an implied segmentation. The explicit segmentation is eso, the creation of segments based on ah, based on behavior. So based on information that you get directly from a behavior from lead generation from a conversation, for instance, customers who bought in the past two months leads who selected married as marital say does in a form on the landing page customers living in New York City. On the other hand, you have implied segmentation, which is information that are based on assumptions that you get based on their behavior. For instance, customers who watched a certain video on social media might be interested in that topic. Leaves, who visited your product page twice in a day, might be interested in buying a product. Customers who bought pasta might be interested in buying Saul's. But how do you actually divide the different groups? How do you create the group's Well? There are certain criterias. One of them is demographics. Sex, age, religion, gender, family size, ethnicity, income. You don't have to use all off those information off course depends on your product. For instance, let's say that you, our car manufacturer, you for your MPV. You don't really care about the religion after off your customers. However, family size might be very important for you. Geographics is a type of segmentation that that is based on location. So you just choose one location, some examples off geographic segmentation. So community size. If you produce a nap for public transportation, it might be more relevant to you to target Teoh cities that have subways and buses, as opposed to rural areas that don't have this type off transportation seasonal products. If you, uh, produce coats and winter clothes, it might be better for you. Teoh target those locations where those clothes are actually being used. For instance, it's much better for you to target New York City as opposed to Miami. If you are local retailer, you're gonna you're gonna target your area. Let's say you're a tanning salon. You, um you might segment according to age gender, but you are only targeting your area. You're not going to target a different country or a different city. If you produce food, you might know that certain areas has a different have different food preferences on actually some fast food chains. They provide a very good example because they have different burgers for different locations for different countries. And you can see that the same chain has different products in actually every different every single country, but sometimes even in in countries like a in northern areas off the country and the southern air off the country's. If the food habits are different, they might have different products on. If you're opening a new location, you might target that specific location so you might do a comparing. You might give up, give out coupons, special offers on stuff just to for this specific location where your opening you can also segment based on behavior. For instance, you might just want to target your most loyal customers who purchased 10 times in the past three months. You might also a target according to the to the behavior off the users. For instance, you might only target the cast MERS who bought online. You can also target, according to psychographic, so social say, use you our camera manufacturer, and your car is a state of symbol. So you are targeting people that have that specific social Sadie's You are lifestyle type you just launched. You are computer manufacturer and just launched a new laptop that is very light, very practical, great to carry. And you are targeting people. You're forgetting digital, No months. So with a location independent life side, always on the move, working from cafes, coworking spaces, etcetera, you might target according to personality type. Let's say you are a close manufacturer and your new collection has very bright colors on a lot of Fred, and you want to target the extrovert as opposed to the introvert based on values. So you might start. You might be our freelance platform targeting people who value freedom as opposed Teoh people who find security. Because, of course, you target freelancers you might target based on attitudes towards your products. So you target to your more enthusiastic customers the ones that are kind of advocate on social media. You might target according to interest. So let's say that you produce a sporting attire on you. Uh, target your new hiking shoes to people who are interested in hiking when it comes to be to be a time thing is a little bit different, of course, on what you really have to know is the field, of course, where you're targeting, but then the size of the corporations. You're going to target the type of corporations, Andi. Then you also go to yours. Want to target specific people who work in that corporation? Because ultimately a corporation is made of people. So you kind of have to know what is the role job title off the purse off the people you are targeting. What is their experience and all this type of information that help you going to the right person in the right corporation? 6. Get real data: the next point on our journey to finding out our target. It's to get a real data, so get out there and find out a lot about them. How do you do it? Well, create service. Ask people around you often to test your product on use data from market analysis companies . This means that it's best if you do some research online. Usually it's easy on you. Confined. You can usually find a lot of information. Sometimes you have to pay for the researchers. Sometimes you can get a free summaries, sometimes get them for free. But get out there. Try to find AZM or information as possible. Andi. Then you can also create your own service. It might have happened to you because it happened to me quite a lot as that when all my friends were graduating from business school and they were writing their teeth. Seizes, They were would send in messages on Facebook, asking as to fill in a survey that would help them in the research on. I think it's a very, very smart idea, Andi, because in the survey you can understand a lot about people how to write a survey. Well, it's actually easier than it seems. First of all, you have to focus on your goal. What do you want to know from the survey? Think about it and maybe spent sometimes thinking about it, because it will make your life much easier. And it will make it much easier for you and much clearer for you to create the questions. It's best to write very simple questions with a simple language. Easy to understand, avoiding awards that have an unclear meeting such as a lot few because they might have different meanings for different people. So it's best to use, maybe to quantify, don't overlap in multiple choice questions, but cover all options. This means, Will it say you're asking, what age group and you put the age groups into 18 25 25 35 35 45. It's not very wise, because the people that are at the end like 25 35 45 on different groups, So for them it's hard to They don't know in what groups to what groups they belong because they belong to both groups. So put your your ranges in like 18 24 25 34 35 44 so on. Ask one question at a time. Sometimes you get very excited and we we can. We'll ride kind of complicated questions that actually are have, like, multiple questions in in them. So just ask simple questions just one question at a time and offer a don't apply option, because when we create a survey, we try to put people in different categories. However, people are so different. Everyone is different. Everyone is unique, so it's always good to offer. I don't apply option so that everybody can actually have unanswered when you create service . Think that your survey should not take more than 10 to 15 minutes max to fill in use case from strongly agree to strongly disagree, because they're more easier for their easier for you to read and to quantify after always provide value and explain why they should help you. So, uh, when you send out a survey, always say, What's the goal? What are you trying to look? So why would it be good for them to help you and provide the value? Maybe give them an incentive or something? Why they should feeling your survey on sometimes you might have unexpected questions because they're actually trying doing a research on a new product. Andi, you might have a question. It is not actually related to the previous question. In that case, always as they explain it. Say why you are asking this weird through this question, it might seem quite weird, and that and then it's time to send out. You're serving Andi, so the best thing to do is starting with your own metrics. Like my friends. When they were graduating, as they would send, they would send it to their Facebook friends. Do the same. And also ask friends to put you in touch with your 11 people. Because, of course, you have to also tags. You can't just randomly send to everyone, but but then ask friends to put in touch with people they know that might be relevant to you on. Also, ask your current clients and even go and ask potential client Sandra Survey on social media on LinkedIn. You can send it. It's very useful, especially when you're targeting potential clients on you consented to the email to your contacts or to leave on your current clients, so just get out there and send it out 7. Observe your Competition: and then do some observation service your competition because they might have already done the job for you. Submersible. Who are your competitors? Who are their customers? What messages? So the customer seems like How do they behave? 100 consume? Where did they consume? How do they behave on social media? It's It's very You can get many useful information just observing this kind of thing. You cannot observe you complementary products on because same they might have have already done the job for you, saying, Who are the customers? They might be your customers as well. How do they behave as we consume perjury, Consume Hadron behave on social media, saying Just go observe and find out well, how to observe them? Well, I mean, eighth, it's a physical store. For instance, you can go there, spend sometimes and just observe. Take notes, for instance, yet to see who are the customers, how they look, how they behave, how they interact with the with the shop assistants. How how did they buy what today by ah just observed. See how they behave. If it's impossible, Just check their social media on DSI. Who are the cast, the people interacting with the social media. How do they interact? What do they say? And then check the competition? How is the messaging off the competition? What do you see? That it gets more interactions and just try to reply. Do it with the competition and complementary product product purse and just observe and see , because you, your customers, might be the same segments and they might behave in the same way with you. Just take it out and find out. 8. Where do they hang out? : after you observed your competition, it's time to check specifically your target. Where do they hang out? Is it physical places? Well, then go there and check them out. See how they behave, how to interact. What do they do? Just spend some time observing them, taking notes on getting as much information as you can I? Then it's virtual places. Well, go to beautiful places as well and just check. It might be social media, four rooms and this kind off beautiful places. So check them out and see how do they behave? What are their purchasing habits? Especially? This is easier to see if it's a physical place. What social media channel did I use? How to interact with how do they interact? Brands have we behave online? Maybe Ted with frequency. They seem to be interacting. Andi allow this type of information and then checked, like who are the influences of your niche? Who are they followers? Do you think the followers might be of interest for you? On what media are they? This is very useful information gold actually for you because it's it will help you finding out a lot more about them and how to get to them. 9. Final Recap: congratulations you've made until the end of this class. We talked about targeting the importance of knowing your target very well. The difference between target and buy persona. And then we talked about how to define your target. So focus on the problem segment. Get real data, take your competition and find out where your target hangs out. What is left to do for you right now is to test. So get out there on the show your product to the target that you are having identified. If you see that your target wasn't that accurate, don't worry. Just do the work again and focus on your target. Before we say goodbye. I want to briefly talk to you about the class project which is creating your by a persona. You would do it by answering a few questions since I provided to you a strong a strongly encourage you Teoh a get a line and find real data from maybe market research companies or create your own service and try to get real data. Is the tumor have their by a persona as accurate as possible? If you have any questions, please feel free to message me. I'm very happy to answer all your I've also provided an example of bio persona just to make it easier for you to have a reference. Andi, I want to provide a blank sheet, but you're welcome to use for your own persona. However, if you feel like you prepare a different form us, don't worry. Just use whatever you feel more comfortable with Andi. I strongly encourage you to share your project on skin share on. If you want to keep keeping packed with me, please feel free to follow me on my skin share as well as in social media. And I'm really looking forward to seeing you in the next class. Thank you so much. And good luck on your marketing journey by.