The first thing that many of the courses on digital marketing that I’ve seen start with understanding who you want to target. The internet being as diverse as it is, and with the wealth of information at our finger tips, the idea is now to get so personal (but not too personal) to the individual user to provide them the correct mix of content (product), in the right channel (place), using a data driven approach to get them to convert (promotion).
In the digital world, the elements of the traditional marketing mix are there but your target can now be fragmented and categorised into infinitely more segments with the amount of data that is captured on a specific user.
So what can we do? We try to get as individual as close to our ideal buyer by creating a buyer persona! In fact, the first thing this comprehensive UDEMY Course (The Complete Digital Marketing Course) talks about is creating the buyer persona as well as many other how to’s on starting a digital marketing activities for a business.
WHAT IS A BUYER PERSONA?
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
You can look up buyer persona and find a multitude of agencies that will try and help you figure it out such as this post on blogspot on How to Create Detailed Buyer Personas for Your Business [Free Persona Template] or this post from the digital marketing institute The Beginner’s Guide to Defining Buyer Personas.
However to get started, you really need to ask these 5 points.
- What is your buyers name?
Give your buyer a realistic name that could potentially come to your store or platform and convert. You want to get close with this person and understand them in order to create details about their life.
- How old are they?
Now that you have their name, add some meat to the person by giving them an age that is appropriate for your top customers. This information could provide insight into the type of content to the specific channels that are used by your target customers.
- Where do they live?
Where does your buyer live. Get detailed and give your buyer a home in a specific city living with who and who. The more detail into your buyer will provide information for effective campaigns meant to target your target customer base.
- What are their hobbies?
Now that you know who they are, where they live, and how old they are, get an understanding of they past times. Understand things that your buyer connects with and enjoys.
- What are their key concerns or challenges?
Finally, to close out a profile, we have to know their key concerns and challenges. What keeps them up at night and why? Correctly getting to the bottom of this question and defining the challenge will allow marketers to create effective ways to provide the value that the buyer needs and in any business, understanding and providing value to your customers should be of paramount concern.
While this list is not exhaustive by any means, the answers to these questions should get you on your way to crafting an effective digital marketing campaign. What good is a $1,000 campaign missile that’s pointed at the middle of a barren desert?
In our next post, we will be looking into the ways that we can get answers to the questions above. Please feel free to comment below if you have anything to add to the discussion!