Hello everybody at Digital Deepak Internship Program. After the hectic first assignment, it is time for all of us to march ahead and complete assignment number 2. So once again we had a live webinar with Mr Deepak Kanakaraju, this time from Delhi where he was attending a Digital Marketing conference. And yes he was accompanied by yet another Indian affiliate Marketing guru Mr Kulwant Negi who also shared his knowledge of Affiliate Marketing with all of us.
Our focus from the webinar will be on three main tasks:
- The knowledge that Mr Deepak shared with us in this webinar .
- How your Customer Avatar helps you to find and reach your target Audience.
- Make a customer Avatar survey and then build your Customer Avatar Persona.
- The knowledge that Mr. Deepak shared with us in this webinar.
a) Focus on the Class
Avoid Distraction and concentrate on your work. Distraction is more harmful to your Brain than drugs. The more focused you are, the easier everything becomes and you tend to attract who you are focused on serving.
b) The Golden Triangle
No, we are not discussing the drugs cartel of Burma but the interrelationship between Learning, Doing and Teaching. When you learn you gain knowledge , then you start doing your work and then you can impart or teach that knowledge to others. When you teach you learn even more and more and you perform even better. This is the Golden Triangle.
c) Mistakes are our Future benefits.
To err is human. Those who do not make mistakes seldom learn. So don’t be afraid of making mistakes as they help you to improve.
d) Marketing is about Good Conversations.
Learn to converse with your friends, your family, your colleagues and everyone around you. People converse with their environment and their pets.
Marketing is all about communication and conversation. If you cannot converse 1:1, then how can you converse in front of a large audience.
e) Who is the Better Marketer
People with more life experiences are better marketer. So one must travel, gain more knowledge, learn new languages and converse with people with different culture. Then you become an interesting person in the eyes of your peer .You become broad minded and shed negativity from your thoughts.
f) Who is your Audience
If everyone is your audience, then nobody is your audience. Marketers, who try to speak everyone’s language, connect with nobody. You should build your target audience, create your customer Avatar and concentrate on him.
g) How to Define your Target Customer.
By talking to people and segmenting by various demographic (their age, address, religion, gender) and psychographic data (their attitudes, values, interests, lifestyles), you can construct customer profiles that make it easier to market your product.
Write to one single customer at a time even though you have a big audience Connect with them with one to one communication.
Join mental conversation with your customers.
That is why email/messaging is more powerful than social media. Addressing. People with their First name create more amiable atmosphere and put the person in ease. Try to write email to a person as a friend.
h) Bulls Eye
Focus on the centre, not on the border. As you will move away from the centre you will dilute. You won’t be visible to anybody.
i) Awkwardness is an Indicator of learning.
Awkwardness is when you get into situation where you feel uncomfortable and try to get out of it .It is taking you away from your comfort zone where you want to stay . In marketing, you will find yourself in such a situation many a times.
j) Challenge what you already know and create new beliefs and way of thinking.
2) How Customer Avatar helps you to find and reach your target Audience.
A great Marketing campaign promotes an amazing product to its right customers, on the right platform at the right time.
The problem with many businesses is that after they have designed and developed an amazing product, they could not target the right customers on right platform and make vague guesses on timing.
This is not good anymore.
What is a Customer Avatar?
A customer Avatar is a detailed profile of your ideal customer. It does not make assumptions or categorize people into groups. The Avatar focuses on just one person and outlines everything about them. It goes into much greater depth than a regular marketing persona, providing marketers with many more targeting tools.
It is crucial that you create a customer avatar of your ideal customer, not any buyer. Your Ideal customer is one whom you are really willing to sell. They are high spending, loyal, repeat buyers and referral monsters.
If you have customer like this, then this customer can become the foundation of your Customer Avatar.
Who needs a customer Avatar?
Every Business especially small and medium needs a Customer Avatar. Businesses that previously spent millions of Rupees on their marketing budgets can also benefit in making their customer avatar.
Why do we need a customer Avatar?
Most businesses try to focus on the whole market to sell their products. This is called “Broad Targeting”. Such businesses end up selling to nobody. Such businesses overspend on their budget in marketing, yet could not sell enough.
Therefore it is crucial to know your Target Market.
The better you know about your target customers, the more people you will connect with , more you will get the repeat buyers and more referrals you will get.
And all of it at much less cost.
A detailed Customer avatar will also streamline your business at every level.
When you have an avatar, everybody involved in the business can up their game and focus their efforts efficiently:
- Product Development: You can create a product specifically designed for one person. This makes the process more personalizes, targeted and relevant.
- Content Marketing: A customer avatar allows content creators to produce content that solves and appeal to their needs.
- Paid Traffic: If you are running ads, it is imperative that you have clear customer avatar in your mind. Understanding everything of your ideal customer allows you to target them precisely.
- User Experience: When you know who your ideal customer is, you can create the perfect experience for them beginning with their first interaction, web visit and purchase. A perfect user experience guarantees repeat custom and referrals.
How to create a Customer Avatar.
There are 4 steps to create your Customer Avatar.
First step: Create your customer avatar Template.
Choose three questions for your survey to get building a persona:
- A Key Demographic (age, marital status, education, address) and Psychographic (their attitudes, values, goals, interests, lifestyles) types of questions.
- A key customer goal
- A key Concern or barrier to customer to achieve that goal.
Second Step: When you have your customer avatar template ready. It’s time to begin. Set up the survey or its link (URL) on your most Popular page . Personalize with thank you message. Set the appearance.
As your target customer sees it, he fill the information for you.
Third Step: Analyze the Data that you have collected from your customers.
Fourth Step: Build your Customer Persona. Based on your data, you analyze Create one simple user persona that represents the largest chunk of your database and identified a Key demographic, a key goal and Key concern/barrier to purchase.
Points to Note while taking the survey:
- Don’t confuse demographic and personas. A useful persona is more than person’s age, gender, marital status and address.
- Make the questions shot, small and expand after.
- Base them on Real people.
- Talk to the users in person, if you can.
- Keep an open mind while taking the survey.
3) Build your Customer Avatar Persona.
Here is the link to my Customer Avatar Template
My Customer Avatar
Finally, I have reached my goal. After conducting the survey, I finally was able to create my Customer Avatar.
Now let me tell you about Digital Deepak. It is an online Digital Marketing Training Institute. It markets digital Marketing courses for the customers all over India. Anyone with access to a computer or even a mobile with an internet can get access to the Digital Marketing course after paying the required price which is nominal.
This Survey has been taken to find an Ideal Customer for the Institute’s course.
My Customer Avatar name is Devinder Singh Rathore (Fictitious Name). He is young male of between 25 to 35 years of age. He lives in Bangalore, the I.T. capital of India. His is single and stays with his parents. His family income is in the range of Rs 5 lacs to 10 Lacs per annum. His goes to Gym everyday and also likes to travel.
He is computer literate and owns a laptop. He is looking for a job and his career goal is to become a Successful Digital Marketer. That is why he wants to take a course in Digital Marketing from a good Digital Marketing Training Institute. Since he has heard about Digital Deepak as India’s premium Digital marketing training institute, he would love to join this institute. He feels that Digital Deepak can provide him a start up growth in Digital marketing in a good company and from there he can realize his career goal to become a successful digital Marketer.
If we can convince him that this Institute is genuine and would not run away with his money we have him as our customer.
A customer avatar should be a fundamental element of your marketing strategy. It creates a foundation for targeting and allows everyone in your business to understand exactly who you’re striving to attract.
Marketing campaigns that already know the specifics of their target market will always require less money and time, and provide a greater ROI.
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