Understanding what my target audience is:
While our first assignment was pretty
much understanding about the basics, 2nd assignment will help us in
understanding what our customer’s base would be.
Before you start, let us take a quick
recap of what we learnt in the first class:
1. What exactly is Digital marketing
2. How to ‘Find the gold’
3. Understand what the Golden triangle is
In this assignment, we will be talking
at length about what these concepts are and how they will always stand tall and
make sense in our career.
GOLDEN TRIANGLE – LEARN, DO, TEACH
Whatever we learn, our ultimate aim is
to grasp it so well that we can implement it in our real lives and if time
comes we should have the potential to teach someone. That is what the ULTIMATE
PURPOSE of the golden triangle is – to help understand things in a much fun
way.
Now the question that arises in anyone’s
mind after reading this is: WHY SHOULD IT BE DONE THIS WAY ONLY?
Let me take a classic example from my
life and explain it to you in a fun way : let’s just go in the past and
reminisce our school days. Back then when I was in 2nd standard my
Maths Teacher taught me BODMAS rule and being a chatterbox I was so busy in
gossiping with my newly made friends that I just grasped about 20% of what I
was taught and even before I could understand and apply it to solve the complex
problems that I was given up as homework, the teacher left the classroom. To
save my ass, I immediately rushed to the most studious kid of our class and
asked her to explain the concept to me. Not only she just taught me but also
made her fundamentals clear by explaining it to someone who was in dire need of
some explaining.
This is how the Golden triangle works-
whenever you learn something, make sure you teach it to someone. Whenever you
teach, you understand things in a better way.
MISTAKES ARE FUTURE BENEFITS –
In following this approach you might fail
tones of times. You might stumble; you might face a lot of hurdles, might
commit some mistakes too but ALWAYS REMEMBER ‘the mistakes you make today are
the benefits that you will get the value of in the near future'.
We humans are constantly put in a lot
of pressure by outside factors that we often quit even before starting it. In
this generation and age where everyone’s depicting their picture perfect
perfection, we constantly fear of the mistakes that we might make in the
process. Always remember, never try to be perfect in short term and never be
afraid of making mistakes. Do not hesitate to take the first step and once you
take it, just focus on doing things. Everyone has to start somewhere and that
first step you take will take you to where you wish to be, nobody’s perfect and
the ones who tells you they are, believe me they are just bluffing. In the
process of becoming something all you have to do is to ‘CREATE VALUE FOR
OTHERS’.
You are going to makes mistake, you
just have to make sure that every step you take in the process of becoming
something, become the very best version
of your own self.
HOW TO BECOME A GOOD MARKETER?
GAIN EXPERIENCE –
When I first
started sending out my marketing proposal I was not that great in turning a
potential client into an actual client. As time went by, I realized I need to
learn too many knick-knacks of actually running a business and one of the
biggest skill that was very important to excel at was to be a very good conversationalist.
I had to make sure that I was able to paint a vision for their product and how
I’d make their book a bestseller. Believe me, before I got into this trade I
always thought of myself as a very confident, suave and an excellent
conversationalist but reality hit me hard. Then I realized what was the reason
behind such a big difference, the fact that the conversation that I had before
was with my friends and the comfort level that we guys share is something that
I lacked with my clients.
I realized what my problem was and the
solution was right in front of me.
‘If I could not converse well 1-1 then
how can I converse with 1-many’.
Well to be an excellent marketer I
have to make sure that I become an excellent communicator.
Everything else can
be taken care of, be it writing blog posts, mailers, communicating to my
audience via mailers if I just learn to address them as a friend and not as
their mentor.
Deepak sir asked us while reading his
mails; do we feel that he is talking to us directly? And I realized, YES INFACT
HE IS.
WHY IT IS IMPORTANT TO BE AUTHENTIC TO
COMMUNICATE BETTER?
Deepak sir quoted ‘people are tired of
fake people with social persona and everyone’s attracted to someone real’.
Have you ever seen influencers on
social media promoting the products they are paid heavily for but have you ever
questioned them whether they believe in the product? If you do you’d realize
90% of the influencers out there would not swear or stand for the authenticity
or words they tend to make us believe viz-a-via their campaigns.
There’s a very thin line of character
differentiation between fake and genuine influencers and that is their
CREDIBILITY AND ATTRACTIVENESS.
As an example, I see Deepak sir In
positive light.
Deepak sir helps people become what he
is today. He always stands on his grounds and make people believe in the
products he sells. His USP is that he himself became a brand first n he leads
people by giving people his own example.
For me he is a classic renowned
example of an authentic influencer who believe in their product and help you
reach where you wish to reach.
What we learnt here – as an influencer
you should make sure that you talk about the issues that matter without
thinking about the response you might get from your audience. Having a voice
that is heard is important.
Now the main question arises: WHO IS A
BETTER MARKETER?
PEOPLE WITH MORE LIFE EXPERIENCES ARE
BETTER MARKETERS.
That’s right. You need not to have professional degrees or
know tones of things. Strange no. for starters, what matters is that how well
can a person who you trying to sell your product or services too, connects with
you and if you a person who could just help them relate with you at some level,
they are all yours.
To gain new life experiences you have
to make sure that you TRAVEL, LEARN NEW LANGUAGES AND TRY NEW THINGS ALL THE
TIME.
You need to find out who your audience
is and as Deepak sir quoted, ‘if everyone is your audience, then no one is your
audience’.
Now you must be thinking how to find out
who our target audience is, the answer is simple. Here’s when ‘Customer avatar’
comes to your rescue.
HOW TO DEFINE YOUR TARGET AUDIENCE?
We need to figure out and
differentiate our target audience on the basis of DEMOGRAPHICS and PHYSIO-GRAPHICS data.
While in Demographics we figure out
‘WHO’ our buyer is where as Physiographic defines ‘WHY THEY BUY IT’
Demographics include gender, age,
income etc
Physio graphic includes lifestyle,
social class, attitude, beliefs etc.
So how do you write to your customer
avatar?
1. You have to write in a way that it addresses
to one customer at a time.
2. Connect with them 1:1. Make sure you address
them as if you writing to a friend and they should connect with you on some
level.
3. Understand what your customers needs is try to
address the elephant in the room.
4. Emails and messaging are mediums that are way
too powerful than any social media. Make sure you write it in such a
personalized way that it seems like you are conversing to them 1-1
5. The 1st sentence you write has to
be strong than the headline, 2nd sentence should be stronger than the first and
so on. Headline>1st sentence>2nd sentence>3rd>4th.
The message you are trying to convey via your article should be written in a
way that it speaks to the audience.
6. You might feel awkward sometime while extracting
information from your Customer, you need not to feel awkward. Awkwardness’s an
indicator of learning.
When you make your customer avatar,
make sure you FOCUS ON CENTRE AND NOT ON THE BORDER.
*CENTRE FOCUS – YOUR IDEAL CUSTOMER.
Now that you know how to identify your
ideal customer via your customer avatar survey, let us start the journey of
knowing what he/she would look like. Creating the buyer’s persona is just the
first step.
Make sure you create a questionnaire
that figures out what our customer’s needs and desires are, you have to dive
deep and find out as much as you can about your customer.
‘WHENEVER YOU LEARN SOMETHING NEW, IT
IS GOING TO CHALLENGE WHAT YOU ALREADY KNOW’
Now that we have all the key points of
creating our customer avatar, I made out a questionnaire and sent it across to
my CUSTOMERS and the IDEAL buyer persona for my service looks like this:
Fictional Name: Tashu
Age: 25
Gender: female
Location: Ahmedabad
Education: post graduate
Annual income: 5 Lakhs PA
Live with: parents
Own a house: yes
Own a car: yes
Occupation: owns a business
Spend her day in: studying,
researching, learning and working
Do you feel your education was worth
the money you spent? Yes
Where do you see yourself after 5
years? As an entrepreneur who makes 1 Crore PA.
This is what my ideal customer’s
persona looks like.
Buyer persona’s nothing but a niche that you select things
from the pool of sea and things that you can sell/promote.
As a service provider we have to focus
on our target customer and create the best of our capability and create value
for money.
So now that you know how to create a customer avatar, prepare yours and post it in the comment section.
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