Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 14

The customer avatar creation process begins with identifying the goals and values of one of your ideal customers. Make note of the goals and values that are relevant to the products and services you offer.

Being aware of your customer avatar’s goals and values drives decisions that you make about

 Product creation: What products or services can you develop to assist the avatar in meeting his or her goals?

 Advertising: How can you describe these offers in your ads and sales copy?

 Content marketing: What blog posts, podcasts, newsletters, and other content vehicles might your avatar respond to?

 Email marketing: How can you tailor your email subject lines and body copy to be consistent with the avatar’s goals?

At DigitalMarketer, our Agency Eric avatar owns a digital marketing agency and manages a team of marketers providing services to clients. One of Agency Eric’s goals (shown in Figure 1-2) is to increase the capabilities of his team. Agency Eric knows that a more capable team will result in satisfied customers.

FIGURE 1-2: Understanding the goals and values of your avatar is important.

Because Agency Eric has this goal, he is likely to open and respond to an email that promotes our company’s Content Marketing Certification with the following subject line:

Need Content Marketing Training?