Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 13

In April 2015, DigitalMarketer introduced a new offer. We began selling a new type of digital marketing training product: Certification Classes. These new trainings include exams, certificates, and badges, and they appeal to a new ideal customer. Of course, having a new ideal customer means that a new customer avatar must be built.

As a result, we defined four distinct buyer personas who would be interested in certifications and training from our company:

 The marketing freelancer: Wants to distinguish herself from the other freelancers she is competing with in the marketplace.

 The marketing agency owner: Wants to add to the services he can offer his clients and to sharpen the marketing skills of his employees.

 The employee: Wants to distinguish himself at his place of employment or to secure a new job or promotion within his existing job.

 The business owner: Wants to sharpen her own marketing skills and the skills of her internal marketing team members.

From the buyer personas, four new customer avatars were born. We call one of these new avatars, pictured in Figure 1-1, Agency Eric.

FIGURE 1-1: Agency Eric is a customer avatar who purchases the certification product from DigitalMarketer.

The next section describes the approach to filling out each section of the customer avatar worksheet so that you can define your customer avatars.