Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 11

Because the role of your marketing is to move people through a series of stages from cold prospects to rabid fans and promoters, you must first attain clarity on the characteristics of your ideal customers. You want to get clear on their goals, the challenges they face meeting those goals, and where they spend time consuming information and entertainment. Creating a customer avatar will give you this clarity. Other terms for customer avatar are buyer persona, marketing persona, and target audience, but customer avatar is the term we use throughout this book.

A customer avatar is the fictional, generalized representation of your ideal customer. Realistically, unless your product or service fits within a narrow niche, you will have multiple customer avatars for each campaign. People are so much more than their age, gender, ethnicity, religious background, profession, and so on. People don’t fit neatly into boxes, which is why broad, generic marketing campaigns generally don’t convert well; they don’t resonate with your audience. It is absolutely crucial that you understand and make your customer avatar as specific as possible so that you can craft personalized content, offers, and marketing campaigns that interest members of your audience or solve their problems. In fact, the exercise of creating a customer avatar impacts virtually every aspect of your marketing, including:

 Content marketing: What blog posts, videos, podcasts, and so on should you create to attract and convert your avatar?

 Search marketing: What solutions is your avatar searching for on search engines like Google, YouTube (yes, YouTube is a search engine), and Bing?

 Social media marketing: What social media sites is your avatar spending time on? What topics does your avatar like to discuss?

 Email marketing: Which avatar should receive a specific email marketing campaign?

 Paid traffic: Which ad platforms should you buy traffic from and how will you target your avatar?

 Product creation: What problems is your avatar trying to solve?

 Copywriting: How should you describe offers in your email marketing, ads, and sales letters in a way that compels your avatar to buy?

Any part of the marketing and sales process that touches the customer (which is pretty much everything) improves when you get clear on your customer avatar. After all, you’re aiming toward a real person — one who buys your products and services. It pays to get clear on the characteristics of that person so that you can find and present him or her with a message that moves this person to action.