Digital Marketing & Social Media Management · Beginner level

Beginner level · Module 1: Digital Marketing Foundations · Lesson 2 of 3

Goals and Audience Personas

Set measurable goals and describe the people you want to reach.

In this lesson you will

  • Write a SMART marketing goal
  • Create a customer persona from simple research

Key concepts

SMART goalpersonacustomer researchkey message

The lesson

Marketing without a goal cannot be measured. A SMART goal is Specific, Measurable, Achievable, Relevant and Time-bound: 'Get 30 WhatsApp orders from new customers in April' is SMART; 'grow the business' is not.

A persona is a short, realistic description of a typical customer, built from conversations with real people: age range, location, what they need, what worries them, which apps they use and when.

Personas stop you marketing to 'everyone'. A message written for 'Mary, a 28-year-old nurse in Juba who orders lunch by WhatsApp during her break' is clearer and more persuasive than one written for nobody in particular.

Step by step

  1. Interview two potential customers with five prepared questions.
  2. Note their needs, worries and favourite apps.
  3. Write a one-paragraph persona.
  4. Write one SMART goal the marketing will serve.

Practice activity

Interview two potential customers of a chosen business and turn the answers into a persona and one SMART goal.

Expected result: A persona and a SMART goal reviewed and approved by your instructor.

Check your understanding

  1. What does the M in SMART stand for and why does it matter?

    Show answer

    Measurable — so you can tell whether the goal was achieved.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.