Hear we spend some time looking at who we're having a conversation with. A market segment is a fancy marketing term, but it's a really helpful definition to keep in mind when you identify who you're writing your material for, whether it's your about us, or your posts, and who you want to speak to when you're looking at your photos. A market segment is a part of a market where the individuals or businesses can be recognized by the similar characteristics. What are the common denominators amongst them? the identification of segments within a market allows you to refine your product or service to this specific need. And by doing that you don't need to compromise on what you say to them.

But rather you can communicate more effectively with them in a way that's easier for them to relate to. Firstly, we look at demographics. These are the facts with the bakery. We are looking at in mind with saying that they're local. They need to be able to get to the bakery regularly because everything's fake. First thing fresh.

We positioned the bakery within an upmarket area, they're female, because an unfair predominant, you're communicating with females, and then middle to upper income, as they have to have a level of disposable income to be able to afford baked goods. This doesn't mean that a man won't walk into the shop, that someone from out of town won't come in and purchase. But this is who we're targeting. When we're writing, this is who we want it to resonate with. The more you can refine this, the easier it is to write your posts and the more effective they'll be. psychographics means we're looking at how they feel what they think.

So here are a number of stack graphics we come up with to give you an example, for the bakery. So the first one looks at how they feel it's a feel good experience and it's a treat Treat the kind of people that we're targeting where to quit, quantity was being baited, but rather quality. They're looking for an artist and experience they want to know it's handmade, and they want to understand what's being put into the goods. They care about the nutritional value of their food and the quality of their ingredients. Because of this, they will equate baking delights with special occasions, whether that's a gift, a birthday, or impressing your business contact. They're also likely to be health conscious, and possibly influenced by health condition.

And they'll appreciate that things are baked fresh on site every day. Again, this doesn't mean there aren't other things that you could come up with. It's not an exclusive list, but this will help shape further about as Paige and the posts were writing. as you're going along, listen to your customers and it will also help you come up with new personas. Based on his demographics and psychographics, we've created three personas. We've come up with three because it's an easy number to work with and you can often come up with clear pictures for each.

The first one we're looking at is a family focused map. She's someone who enjoys watching the food channel. She does some crafts, and likes to watch videos on Facebook because these give her confidence in the products she's buying. So when it comes to ordering something special, the only place she likes to go is baking. Cal the owner is happy to tweak any recipe to what she wants, and she feels good supporting local and has a sense of pride in the brand. A different persona would be an older lady who loves to come and spend her leisure time at the coffee shop, bringing her German Shepherd puppy.

She'll enjoy treating both herself and her puppy and they take the walk that's only three kilometers and always feel comfortable on arrival. The third option is a younger professional, who possibly has health issues or that plays a large part in how she feels. she struggles to shop at the more retail places. Now we look at the past, if you compare our original which wasn't bad, but perhaps could be refined to the revised about us, you can see we've highlighted some of these things that will mean when one of these three kinds of people read that they feel they've come to the right place. So firstly, we've highlighted where it is Hilton in the first line. And we've gone on to say that it's a passion for the owner.

We've talked about the best ingredients, and the fact that everything is fresh and tasty. We've gone on to talk about balance, and then highlighted that we can work with specific dietary requirements or experiment for you. Here we revised our first choice. Again, the originals weren't bad, but they could be better. we've highlighted them new picture the German shepherd and an older lady to indicate that they could Can we put a background of the garden with a coffee shop is and rearrange the goods so that it looks more artisan and fresh. Play around with your photos and see what resonates for you when you're coming up with your business.

Now it all comes together in the posts. Here we have a person plan for the family focus man. So it talks about entertaining on the run, or bake your treat should bring you compliments and make an impression. We've made a video so that she's caught on her newsfeed and spends time on our post. We've gone on to look at the older lady who loves to spend time with a German Shepherd. Here we've created an event for her to come to with her Pappy where her puppy will be given extra treats for free.

We've highlighted that it'll be a comfy bed and a place for her to read. as well. And the last one, because this is someone who enjoys having something made specifically for her dad. we've highlighted a special order that was made to the bakery and said because eating out a challenge we love making those with special requests feel at home.